At the J. Orin Edson Entrepreneurship + Innovation Institute, we engage with entrepreneurs who bring forward ambitious, forward-thinking ideas. The energy they carry is unmistakable, and the drive to move quickly from concept to execution is both genuine and powerful. At the same time, taking the time to validate an idea through customer discovery and market insight is essential to building solutions that are both impactful and sustainable.
We asked three Edson E+I mentors, Hugo Vasquez, Heather Beshears and Russell Rowe, how founders can test their startup ideas without spending money. Their advice reflects years of entrepreneurial experience and aligns directly with the support available through the Edson E+I Mentoring program.
Start with the problem, not the product
Before investing time in design, development or production, take a step back and articulate the problem with clarity and focus. A well-defined problem sets the direction for everything that follows.
Edson E+I Mentor Russell Rowe highlights disciplined customer discovery as the cornerstone of meaningful validation. Once founders can clearly express both the problem and the proposed solution, the next step is direct engagement. Structured interviews and concise surveys with prospective customers provide insight that no internal brainstorming session can replace.
Precision matters. Seek out individuals who closely align with your intended customer profile. If they are not actively experiencing the challenge you aim to solve, their input may be encouraging, but it will not confirm real demand.
Customer discovery is not about convincing others that your idea is great. You need to listen carefully, ask thoughtful questions and learn where assumptions may need to shift.
“Validation begins with real customer discovery, not assumptions.”
— Russell Rowe, Edson E+I Mentor
As conversations conclude, Russell recommends ending with a clear next step question:
“If we agree this solves your problem at an affordable cost, what would you do next?”
General interest often leads to general answers. Specific, action-oriented responses signal a stronger potential for traction and meaningful market demand.
Do Your Homework Before You Build
Heather Beshears encourages founders to pair passion with preparation.
Identifying an area you care about is a starting point. Demonstrating real need is what moves an idea forward.
Begin with accessible research. Founders can tap into publicly available industry reports, government databases such as the U.S. Census Bureau and Bureau of Labor Statistics, trade association publications, Google Trends and credible market analysis platforms. University libraries, including ASU’s research databases, also provide access to industry insights and competitor intelligence at no cost to students and community members. A structured review of competitor websites, customer reviews and social media conversations can further surface unmet needs and positioning gaps.
If you only had one week to validate an idea, Heather advises calling everyone you know who has expertise in that space. Ask direct questions:
- What am I missing?
- Where have similar ideas struggled?
- Who is already solving this problem?
Initial excitement from customers or investors can be encouraging. While it does not always translate into a formal commitment, it often reflects genuine interest and alignment. At the same time, founders should actively seek candid feedback and stay attentive to the broader competitive landscape to ensure their approach remains relevant and differentiated.
“Do your homework. Passion needs proof of demand.”
— Heather Beshears, Edson E+I Mentor
Polite Interest Is Not Real Demand
Edson E+I Mentor Hugo Vasquez often points to a frequent misstep in early validation.
A founder asks, “Would you buy this?” The response is, “Yes.”
That exchange alone does not confirm demand.
Many people naturally want to be encouraging. Verbal support is easy to give. Commitment requires something more tangible.
“Money talks. Words are cheap.”
— Hugo Vasquez, Edson E+I Mentor
Hugo encourages founders to move from hypothetical questions to concrete offers. Share a price. Invite a pre-order. Open a booking link. A fully built product is not always necessary, but a real decision point is.
Observable behavior carries more weight than positive feedback. Action is a far stronger indicator of intent. Build based on evidence, not encouragement alone.
How Edson E+I Mentoring Supports Founders
Edson E+I mentoring connects entrepreneurs with experienced founders, operators and industry leaders who provide practical, real-world guidance. Mentors help refine problem statements, test assumptions, strengthen customer discovery and support informed decision-making tied to clear milestones. The relationship offers both strategic insight and accountability, helping founders build with evidence and intention.
How to Get Involved
Founders can request 1:1 mentorship directly through the Edson E+I website by browsing available mentors and scheduling time based on their needs and interests. This flexible model allows entrepreneurs to connect with mentors whose expertise aligns with their current stage and goals. Find a mentor now at https://entrepreneurship.asu.edu/resources/ei-mentoring/
Professionals who are interested in giving back can also apply to become an Edson E+I mentor. By sharing experience, insight and perspective, mentors play a meaningful role in shaping the next generation of entrepreneurs while staying connected to emerging innovation across the ASU and broader community. Fill out the E+I Mentor Interest form here: https://airtable.com/appLg8VW9jVSgEyjw/paga1RoXxz9jyFmQy/form
