How2 Run Quick, Cheap Tests to Reduce Risk

Turn uncertainty into evidence before you commit your time and budget.

Why Quick Tests Are Your Secret Weapon

Every idea starts with uncertainty. Will customers want it? Will they pay? Will it work in the way you imagine?

Most founders try to answer those questions by building the full thing and that’s where months disappear and bank accounts shrink.

The alternative: quick, cheap tests.

Small experiments designed to give you just enough evidence to decide whether to keep going, change direction, or stop entirely.

Think of them as speed dating for ideas you learn if it’s worth a second date before committing to the wedding.

Step 1 – Pick the Riskiest Assumption

From your idea or bet, identify the one thing that could sink the whole project if wrong.

Example risky assumptions:

• People will pay £15/month for this.

• Customers will switch from a competitor.

• Users will trust us with their data.

If you’re unsure, see How to Decide Which Bets Are Worth Taking.

Step 2 – Choose the Smallest Possible Test

Your goal isn’t to prove the whole business model it’s to answer one question fast.

Common low-cost test types

• Landing Page

  Best for

  Testing demand for an idea

  Example

  Simple page with benefits & “Join the wait list” button

• Concierge MVP

  Best for

  Testing willingness to pay

  Example

  You deliver the service manually before automating

• Fake Door Test

  Best for

  Testing interest in a feature

  Example

  Button/link in your product that leads to “Coming Soon”

• Ad Campaign

  Best for

  Testing audience interest

  Example

  Run small-budget ads to your target demographic

• Paper prototype

  Best for

  Testing usability

  Example

  Sketch screens and run through with potential users

• Wizard of Oz

  Best for

  Testing behaviour

  Example

  Users think it’s automated, but you do it behind the scenes

Step 3 – Keep Scope Tiny

If your test takes more than a few days to create, it’s too big.

Remember:

• You don’t need perfect branding.

• You don’t need all features working.

• You do need it to look credible enough for people to react honestly.

Step 4 – Get It in Front of Real People

The best tests involve actual target customers, not just friends and family.

Tactics to find them:

• Share in niche online communities (Reddit, Slack, LinkedIn groups).

• Reach out to your existing network with a direct ask.

• Use small paid ads to target your specific audience.

Step 5 – Measure the Right Thing

Don’t just collect opinions look for behavioural evidence.

Good signals:

• Clicks on a “Buy Now” or “Join Waitlist” button.

• Pre-orders or deposits.

• People giving you their email without an incentive.

• Time spent engaging with your prototype.

Weak signals:

• “That’s a cool idea.”

• Likes on a social post.

• Generic encouragement from friends.

Step 6 – Decide & Move On

Once you have results:

• If evidence is strong → commit more time/money.

• If weak → pivot your idea or change the offer.

• If mixed → tweak and re-run the test.

The point is to keep moving | a test that tells you to stop is just as valuable as one that says “go.”

Pro tip: Most founders stop testing too soon or wait for perfection. The magic is in running lots of small, imperfect tests quickly your learning builds over time.

The Payoff

Quick tests turn:

• “I think this will work” → “I have evidence this will work.”

• Big, scary risks → small, manageable steps.

You save time, money, and energy and dramatically increase your odds of building something people actually want.

Want to shortcut this?

Our How2 Quick Test Playbook includes:

• 10 ready-to-run test types with step-by-step instructions

• Tool recommendations for each test

• Outreach scripts to recruit testers fast

• Metric-tracking templates

Or, we can run the first test for you in a Discovery Week, so you get real-world feedback in just 5 days. Please ping us a mail to learn more about either. :)