Quick tests ask customers to act: book, pay a deposit, buy a sample. They cost a few thousand rupees and give far stronger evidence than conversations.
Six quick tests
A quick test puts a real offer in front of real customers and measures what they do. Choose the one that tests your most dangerous guess most cheaply.
| Test | How it works | Good for |
|---|---|---|
| Booking or pre-order page | A simple page or form describing the offer, taking bookings or deposits | Services, products not yet made |
| Sample batch | Make a small batch and sell it | Food, crafts, garments |
| Pop-up | A stall, demo or one-day shop where customers can buy | Retail, food, consumer services |
| Do it by hand | Deliver the service manually before building any system | Apps, platforms, subscriptions |
| Letter of intent | A business customer signs a letter saying they will buy on stated terms | Business-to-business services |
| Leaflet or advert test | A small paid post or leaflet with a booking link | Checking a channel and message |
The booking or pre-order page
A booking page is a single web page or form that describes your offer clearly, with a price, and asks people to book or pay a small refundable deposit. It tests whether interest turns into action.
- Describe the offer plainly. What they get, where, when, at what price. A photo if you have one.
- Ask for a real action. A booking with a date, or a small refundable deposit. Not just an email.
- Be honest about the stage. “We start in March. Your ₹200 is fully refundable until your first visit.”
- Share it where customers are. Groups, societies, neighbours, with permission.
- Count three numbers. Visits, enquiries, and bookings or deposits.
Visits → Enquiries → Bookings or deposits
Rohit's booking page
| Step | Number | Rate |
|---|---|---|
| Visits to deposits | 310 → 22 | 7.1% |
| Enquiries to deposits | 46 → 22 | 48% |
| Pass mark: 15 deposits in two weeks | 22 | Passed |
Pop-ups and sample batches
A pop-up or sample batch lets customers experience the real thing: taste the food, try the service, hold the product. It tests whether the experience matches the promise.
| Pop-up | Sample batch | |
|---|---|---|
| What it is | One day or weekend where you sell in person | A small production run sold to real buyers |
| Typical cost | Stall or space, materials, your time | Ingredients or materials, packaging |
| What to measure | Visitors, buyers, average spend, repeat bookings | Units sold, at what price, reorders |
| Watch out for | Festival crowds that won't return | Friends buying to be kind |
The clubhouse demo day
| Item | Amount |
|---|---|
| Dogs groomed | 18 |
| Takings (18 × ₹999) | ₹17,982 |
| Costs (groomer, products, table, water) | ₹14,000 |
| Result | +₹3,982 |
| Deposits for van bookings taken on the day | 9 |
Questions from the worksheet: Your quick test
Plan one quick test for your most dangerous cheap-to-test guess.
- Which guess does this test? What is the pass mark?
- Which test (booking page, sample batch, pop-up, by hand, letter of intent, advert)?
- What exactly will customers see, and what action are you asking for?
- Where will you share or hold it, and whose permission do you need?
- Three numbers you will count:
- Cost, dates, and your honesty promise (refunds, start date):
What to remember
- Quick tests ask customers to act: book, pay a deposit, buy a sample. Action beats opinion.
- A booking page with a small refundable deposit, a pop-up or a sample batch costs little and shows real intent.
- Keep every test honest: say what exists, refund promptly, ask permission and follow the rules.
- Booking page
- A one-page offer that takes bookings or deposits.
- Pop-up
- A short-term stall or event where customers can buy.
- Do it by hand
- Delivering manually before building any system.
This article is adapted from the book. Examples marked “Example” use invented names and numbers; company stories are based on public sources listed in the book. For general learning; use your own judgement for your situation.
