How do I figure out if my business idea is actually viable?

Start with direct conversations

Instead of market research reports, talk to 10-20 people who fit your target customer profile. Ask what problems they face and whether they'd pay for a solution. Listen for hesitation—it tells you more than politeness.

Build a minimal version

Create the smallest possible version of your product or service. This could be a landing page, a spreadsheet-based service, or a manual process. Offer it to a small group and see if anyone actually uses it or pays for it. Real behavior matters more than stated interest.

Check your unit economics

Write down what it costs to serve one customer (materials, time, delivery) and what they'd realistically pay. If the math doesn't work at scale, the idea has a fundamental problem. This is more important than market size.