How to validate a SaaS product (breakdown)

Author

Liam Dunne
December 02, 2024

Hey — hope growth is going well for you in Q4.

I recently recorded a 93-minute video titled How To Validate A SaaS Product In 2025.

Feel free to watch it right now if you want to. Below the video, I’ll continue with some thoughts on why this matters.

Over the last few years, I’ve worked directly with 50+ early-stage B2B SaaS startups (some case studies at the bottom) and more recently soft-launched my own startup, Glimps. It is currently in closed beta with early design partners, which has given me a fresh perspective.

A lesson that I am constantly reminded of, time and time again, is that success is mostly a function of doing the basics well.

I remember meeting a couple of UK special forces operators for the first time while on a course in the Brecon Beacons, they were in my platoon. As someone who spent their younger years in the military (ex-sniper), joining the special forces was something I aspired to achieve. It’s the pinnacle of soldiering, and those men and women are the cream of the crop.

It’s easy to put these people on a pedestal, and the same goes for high-level professional athletes or anyone at ‘the top of their game’.

Truth be told, put them next to someone else and you wouldn't be able to tell the difference, they're just like the next guy.

Except under the surface, they’re more disciplined and obsessed. They've mastered the basics: being physically fit, calm under pressure, reliable, courageous, etc.

The same can be said for people who live healthy lives. They didn’t achieve it through a crazy program or magic trick, it mostly boils down to sleep, nutrition, and exercise.

How the hell does this relate to B2B SaaS?

It’s simple: successful startups have mastered the basics. They often do the unsexy, repetitive activities that everyone knows they should be doing rather than chasing shiny objects.

You’d be surprised at how many founders I speak with whose startups are experiencing slow growth and:

  • Haven’t talked with any customers in the last 30 days

  • Can’t succinctly describe their product’s value proposition

  • Can’t describe what an ideal customer looks like (beyond job title & company size)

  • Can’t (effectively) describe why they’re better than alternatives

Btw, here are the case studies I mentioned:

Next week, I’ll be uploading a new case study of a founder I helped grow to $100,000s in ARR from zero in roughly 6 months. Shoot me a reply and I’ll send over the link when it's published.

Liam

P.S. Any feedback of questions, reply to this and I’ll get back to you!