What are customer discovery assumptions?

Customer discovery assumptions are the beliefs you hold about your target customer, their problems, and your solution that need to be validated through interviews. They cover who your customer is, what they struggle with, how you will acquire them, and how you will make money.

Why should I document assumptions before customer interviews?

Documenting assumptions helps you ask focused questions during interviews. Without clear assumptions, interviews become unfocused conversations. With them, you can systematically validate or invalidate your beliefs and make data-driven decisions.

Building Your Assumptions

Before you talk to customers, write down what you think is true. Who are they? What do they struggle with? How will you reach them? How will you make money? Then you can design interviews to find out if you're right.

🎯Four Things You Need to Get Right

Every product idea needs to pass four tests. Write down what you believe about each one.

1. Value

Will people actually want this? Is the problem bad enough that they'll switch from what they use now?

2. Usability

Can people figure out how to use it? Will they get it right away?

3. Feasibility

Can you actually build this? Do you have the skills and resources?

4. Viability

Does this work as a business? Can you find customers without losing money?

👤Customer & Problem

Who is your customer?

Be specific. Not "small businesses" but "solo e-commerce founders doing $10k-50k/month who manage their own inventory." The more specific, the easier to find and interview.

What do they struggle with?

Write down the problem you think they have. How often does it happen? How much time or money does it cost them?

Why haven't they fixed it?

Existing solutions may be too expensive, too complex, or they may not know other options exist. Understanding why they're stuck shows you where the opportunity is.

But first: Do they actually want it solved?

Not all problems are worth solving. Sometimes living with the problem is easier or cheaper than fixing it. Validate that the problem is mission-critical — not just annoying. If solving it requires significant effort or change management, many will choose to live with it. Ask: would they actually prioritize this, or is it a "nice to have"?

💡Solution & Value

How will you solve their problem?

Write it in one sentence: "My customer's problem will be solved with [your solution]." This is what you're testing.

What change will make them love it?

Focus on the outcome, not the feature. "Saves 5 hours per week" or "cuts churn by 20%" are real outcomes. "Has a nice dashboard" is not.

Why would they pick you over alternatives?

Know your competitors and why someone would choose you instead. If you can't say this clearly, interviews will help you figure it out.

🚀Go-to-Market

Who will buy first?

Early adopters aren't your whole market. They're the people who feel the pain the most and will use an imperfect product to solve it. Find them first.

How will you find customers?

Write down your best guess. Content? Cold outreach? Partnerships? Ads? Pick one and test it.

💰Business Model

How will you make money?

Subscription? One-time? Usage-based? Write down your best guess. Customer interviews will tell you if people will actually pay.

Who's your competition?

List direct competitors (same solution) and indirect ones (different solution, same problem). Know what customers use today.

Key Takeaway

Write down what you believe before you start interviewing. After each conversation, update it based on what you learned.