Why Building Without a Plan is a Costly Mistake (And How to Avoid It)

We’ve all had that lightbulb moment—a brilliant idea for an app or SaaS product that we’re sure the world needs. You know the kind: something so exciting, you can already imagine the glowing testimonials and steady revenue stream.

But here’s the truth: no matter how amazing your idea feels, its success hinges on one simple factor. Does it solve a real problem for real people?

Too often, entrepreneurs dive straight into building without understanding what their potential customers actually need. They create elaborate features, invest thousands in development, and launch—only to hear crickets. Why? Because they skipped the most critical step: validating their business idea.

Validation isn’t just a buzzword—it’s your best insurance policy against wasting time and money. And the great news? You don’t need to be a seasoned entrepreneur or tech guru to get it right.

In this post, I’ll walk you through how to shift your focus from building the product you want to creating the solution your customers need. We’ll cover:

1. Why solving a real problem always comes first.
2. How to conduct customer interviews that uncover actionable insights.
3. Simple ways to test your assumptions before you invest big.

By the end, you’ll know exactly how to start building a tech or SaaS business that stands out—and solves problems that matter. Plus, I’ve got a free guide for you: How to Conduct Effective Customer Interviews to Validate Your Idea. It’s packed with actionable tips to help you start strong.

Let’s dive in!

1: Start with the Problem, Not the Product

Why Your Customers’ Problems Matter More Than Your Brilliant Idea

Imagine this: You spend months pouring your heart into building a cutting-edge SaaS product. It’s sleek, feature-packed, and works flawlessly. You launch it with excitement, only to find… no one’s interested.

Sound familiar? You’re not alone. Many entrepreneurs fall into the same trap—building what they think customers want instead of solving what customers actually need.

Here’s the thing: customers don’t buy products; they buy solutions to their problems. If you’re not addressing a pain point or frustration, it doesn’t matter how innovative your idea is—it won’t stick.

Take this as your guiding principle: Start with the problem.

A Real-World Example

Let’s say you’ve got an idea for a new productivity app. You imagine it helping users streamline their schedules and organize tasks. It seems like a no-brainer. But here’s the twist: productivity apps already flood the market.

What if you paused to dig deeper into your target audience? By talking to them, you might discover a surprising trend: people don’t want another app. They want a simple way to sync existing tools like Google Calendar and Slack.

By focusing on solving that specific problem instead of building another generic app, you’re now creating something customers genuinely need.

Why Starting with the Problem Works

• It sharpens your focus: You’re not trying to solve everything, just one clear pain point.
• It gives your product purpose: You’re not just building for the sake of building—you’re solving a real issue.
• It sets you up for success: Customers are far more likely to pay for something that makes their lives easier in a tangible way.

Action Step: How to Identify the Right Problem

Before you start building, ask yourself these three questions:

1. What’s the biggest challenge my target audience faces in [your niche]?
   (Hint: If you don’t know, it’s time to ask them.)
2. What existing solutions are they using?
   (Look for gaps or frustrations with these options.)
3. How will solving this problem improve their life or business?

The answers will guide you toward creating a product with real impact.

Starting with the problem isn’t just good business—it’s essential for building something people want to use. In the next section, I’ll show you how to get these insights straight from your audience by talking to the people who matter most: your future customers.

2: Talk to Real People, Not Your Echo Chamber

Skip the Guesswork: How Customer Interviews Change Everything

It’s easy to fall in love with your idea. You believe in it, you’ve envisioned it, and you’re certain it’s the next big thing. But have you asked the people who matter most—your potential customers—what they think?

Here’s a truth that’s tough to swallow: no matter how much you love your idea, it’s your customers who decide if it’s worth paying for. The only way to know if you’re solving a real problem is to hear it straight from them. That’s where customer interviews come in.

Why Customer Interviews Are Non-Negotiable

Talking to potential customers isn’t just a nice-to-have step; it’s the foundation of building a successful SaaS business. Here’s why:

• You uncover real problems: Customers often articulate challenges you hadn’t considered.
• You validate demand: You’ll know if there’s enough interest to make your idea worth pursuing.
• You refine your solution: Feedback helps you shape your product into something they’ll actually use.

A Quick Example of Customer Insights in Action

I once worked with a founder who wanted to create a SaaS tool for HR managers. She envisioned software that would help teams track employee performance. But after conducting just a handful of interviews, she learned something surprising: HR managers weren’t struggling with tracking—they were drowning in reports that didn’t integrate with their existing tools.

This insight changed everything. She pivoted her product to focus on seamless integration with platforms like Workday and BambooHR. The result? A product her customers couldn’t wait to adopt.

How to Conduct Effective Customer Interviews

Not sure where to start? Here’s a simple three-step framework for impactful interviews:

1. Set the stage:
   Start by identifying your target audience. These are the people most likely to use your product. Reach out with a clear message:
   “I’m working on a solution for [problem] and would love your input to ensure it’s genuinely helpful.”
2. Ask the right questions:
   Avoid leading questions like, “Would you use this product?” Instead, focus on uncovering their pain points and existing solutions:
   • What’s your biggest challenge in [area your product addresses]?
   • What have you tried to solve it? What worked, and what didn’t?
   • If you could design the perfect solution, what would it look like?
3. Listen and take notes:
   The goal isn’t to pitch your idea—it’s to learn. Pay attention to recurring themes, frustrations, and desires. These are your roadmap.

Need Help Getting Started?

Conducting effective customer interviews might feel intimidating, but it doesn’t have to be. That’s why I created a free guide, How to Conduct Effective Customer Interviews to Validate Your Idea.

This guide breaks down:

• How to find the right people to interview.
• The exact questions to ask to uncover real insights.
• Tips for capturing feedback you can use to improve your idea immediately.

Download the guide here and take the first step toward building a SaaS business that solves real problems.

Customer interviews don’t just help you validate your idea—they help you build trust. When people feel heard, they’re more likely to become loyal users later on.

Ready to take the next step? In the next section, we’ll explore how to use these insights to test your idea before investing big.

3: Test Your Assumptions with a Simple Experiment

Think Small: Why a Mini Test Beats a Full Launch Every Time

So, you’ve uncovered a real problem, and you’ve talked to potential customers. Now what? You might feel tempted to dive straight into building your product. But here’s a smarter move: test your idea with a small, low-cost experiment first.

Why? Because testing helps you confirm whether your solution resonates before you spend big on development. Think of it as taking your idea for a test drive—only without committing to the full purchase.

A Simple Experiment Can Save You Time and Money

You don’t need a finished product to validate your idea. A basic mockup, a clickable prototype, or even a landing page can give you valuable feedback.

For example:
Dropbox didn’t start with fully developed cloud storage software. Instead, its founder created a simple demo video showing how the product would work. The video went viral, and 75,000 people signed up for the waitlist before Dropbox even existed.

What’s the lesson here? You don’t need a finished product to gauge interest. A small test can tell you if you’re on the right track or if you need to pivot—saving you from building something people don’t need.

How to Run a Simple Experiment for your SaaS Business

Here’s a step-by-step guide to testing your idea without breaking the bank:

1. Create a Minimal Version of Your Idea:
   • Build a mockup or sketch that showcases the core value of your product.
   • Use tools like Figma or Canva to create visuals, or even a simple PowerPoint slide deck.
2. Share It with Your Audience:
   • Reach out to the people you interviewed earlier. Show them your mockup or prototype and ask for their feedback.
   • Create a landing page explaining the solution, and drive traffic to it using ads or organic posts on LinkedIn.
3. Track Key Metrics:
   • Measure things like sign-ups, clicks, or responses. These metrics will tell you if people are genuinely interested.
   • Pay attention to the questions or objections they raise—these are clues to refine your product.

Real-World Results of Testing Small

A client I worked with wanted to build a project management tool for freelancers. Instead of diving into full development, she created a mockup of the tool and ran a LinkedIn post explaining how it worked. Within a week, she had dozens of comments and direct messages asking for more information. That feedback helped her narrow her focus and avoid costly features freelancers didn’t need.

Testing doesn’t have to be complicated or expensive. A simple experiment can give you the confidence to move forward—or the insight to pivot early. In the conclusion, we’ll tie all these steps together and help you take the first action toward solving real problems with your business.

Conclusion: Ready to Solve Real Problems? Let’s Get Started

Building a SaaS business isn’t about guessing what people want—it’s about solving real problems that matter. When you start with the problem, listen to your customers, and test your assumptions with simple experiments, you’re setting yourself up for success.

Let’s recap the key steps:

1. Start with the problem: Focus on what your target audience struggles with, not just what you want to build.
2. Talk to real people: Customer interviews uncover the insights you need to create something meaningful.
3. Test your idea: Use small, low-cost experiments to validate your solution before investing big.

By following these steps, you’ll avoid common pitfalls and create a product that your customers truly need—and are willing to pay for.

Take the First Step Today

You don’t have to figure this out alone. My free guide, How to Conduct Effective Customer Interviews to Validate Your Idea, is designed to help you get started.

Inside, you’ll find:

• Proven strategies to identify the right people to interview.
• The exact questions to ask to uncover real problems.
• Bonus tips for turning feedback into actionable experiments.

Download your free guide here and take the first step toward building a SaaS business that solves real problems and creates real value.

The world doesn’t need more products—it needs better solutions. Your journey to creating one starts now.