You have great ideas, well written business plans, methodically developed launch strategies and most of all, more passion and enthusiasm than a three year old at a petting zoo.  But what are your target customers saying?  In other words, where's the beef?

I've spent the last four months engaged with the 2008 New Ventures BC Competition as both a team and panel mentor.  The presentations were engaging.  The personalities were inspiring.  The ideas were impressive.  But something was often missing; the customer's voice. 

Folks, whether you're a new start-up bleeding with enthusiasm, or otherwise, a mature company with an existing product portfolio and long-standing revenue stream, when it comes to developing and launching new products there's no substitute for real customer feedback, and better yet, real customers to validate your great ideas.  This is where the rubber meets the road.  Borrowing some words uttered often in Pragmatic Marketing circles here are three questions to ask yourselves. 

(1) What problem am I solving?

(2) Will my customers pay money to solve that problem? 

(3) Will they pay what I need them to pay to solve that problem?

You know the answer to question #1 and frankly speaking, I believe you.  However, the only way to truly answer question #2 and #3 is to survey your market and ask your customers.  Until you do, I don't believe you and no body else will - well no body else important (i.e. angels, VCs, strategic partners).  So get out your clipboard, get yourself subscriptions to both Survey Monkey and Webex, and start gathering this vital primary research. 

I'll say it again.  There is no substitute for real customer feedback.  I call this market or customer validation; the proof in the pudding so to speak.  Until you have it - a lot of it - your pitches will seem a little lifeless in the eyes of your audience.  But worse yet, you may be blowing all those hard-earned peas and carrots from your friends and family into a flavour implosion of bitter reality.  Nothing beefs up (no pun intended) a business plan or pitch better than real customer data and rest assured, your backers will demand it.