Metrics-Driven Market Validation

MDMV: The Fastest Way to Know What to Build and Who Will Buy It

A proven method to turn innovation into paying customers.

Why it matters

Taking an innovation to market is not a straight line. Most tools for early-stage innovation assume the product or customer is already known - which is, in reality, often not the case.

MDMV addresses the problem to find the best customer for your technology. It helps you figure out:

  • What your innovation might actually be useful for

  • Who benefits from it, and why

  • Whether the benefit is measurable and worth paying for

How it works 

MDMV is a ten-step process. Key result is the "value case": the main reason why a customer buys your innovation.

First, MDMV helps you to find the value cases for different customer groups. Once you have them, MDMV helps you identify real organizations and people within them who might be interested in your innovation - and it even helps developing a teaser e-mail to reach out to these people. 

The ten steps can be done by hand - but it's a lot of desk work. Or else you use our tool, Cognel => MDMV, which reduces a process that would normally take weeks to hours. 

When to use it

  • You have not yet found your ideal customer and want to explore the options. 
  • You have an idea about your ideal customers and want to find arguments (KPI improvements and value cases) that will convince them. 
  • You want to explore alternatives to your current customer segment. 

Benefits of the MDMV approach

Benefits for support organizations

Benefits for entrepreneurs

  1. Boosts Success Rates: Minimizes risks by focusing on customer-driven validation, increasing startup success.
  2. Proof of Market Fit: Data-driven validation supports funding and strategic decision-making.
  3. Financial Sustainability: Customer-funded MVPs reduce dependency on external funding.
  4. Documented decisions: The process leaves a clear trail. 
  1. Direct Relevance: Focuses on solving real market problems, enhancing product-market fit.
  2. Reduced Market Risk: Customer-validated development mitigates entry risks.
  3. Early Customer Engagement: Enables meaningful feedback from decision-makers, refining product direction.
  4. Documented decisions: The process leaves a clear trail. 

Proven and Trusted

MDMV was developed in the last years as an alternative to some market validation methods which are know to be either not efficient or not work at all. This new approach is based on recent and peer-reviewed science and has proven to be highly effective. Creator / author: Jan Fülscher. 

MDMV is currently in its fourth version and is used by two Swiss universities and several scaleups. The Cognel => MDMV software supports entrepreneurs in the process. 

Next steps

Try out MDMV: Shout out to jan@cognel.ai or book a call and demo here.