How to validate your product through a Fake Door
Hey, I'm Andrey, founder of Loby. And here is a method on how to get early adopters, which worked for us (to our surprise).
We're creating an app that matches flatmates and flats through an ML algorithm. Unlike existing platforms, which offer cluttered threads of images and messages.
Fake door testing, a method we stumbled upon without even realising, is a technique to quickly test if users even want your product without spending any resources on it.
A formal definition:
It's a product validation technique that consists of inserting elements into an MVP (minimum viable product) or prototype that simulates the existence of a particular functionality that has not yet been developed.
If you are offering a service-based product, then the service you provide can be done manually in the very beginning. That's what we realised.
Operating as a B2C marketplace, our value lies in the quality of the matches between our users. So we decided to run a pre-release version in the form of group chats on WhatsApp and Facebook.
We onboarded users who were looking to rent and asked them to fill out a Typeform with their preferences in personality and lifestyle.
Using this data, our algorithm facilitated matches between those with available flats and those seeking them.
We were also offering a buddy-up service. We got feedback, and many of them said they wanted to be sent compatible apartment recommendations.
And so we did!
In response, we introduced a new user type—listing agents—focused on matching users solely with available flats.
Our fake door was a CTA button to join our WhatsApp group, and our website was turned into the portal for our groups.
Fake Door takes the form of links, buttons, menus, or any other interface component that indicates to the user that they can access certain functionality or content.
Benefits of having a fake door:
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Assess user demand upfront, constantly refining the product based on feedback.
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Understand user needs without deception, prioritising development effectively.
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Experiment cost-free, avoiding unnecessary spending.
Side note:
Only go after funding when you absolutely need it! Only go for it when to complete the next step, all you need is money!
Being funded removes your freedom. Now you have to deliver, and you can't experiment freely.
Great insights! The are some valuable tips for indie community.
Nice work man! I think one of the most critical part of an approach like this is a point that you made towards the end.
It's so critical to build a product with good faith and integrity. It can be so easy to erode people's faith in you if you don't keep your promises. ❤️
In terms of ethics and transparency, how do you communicate the experimental nature of a fake door to users without eroding trust?
A fake door should not be about deceiving anyone. In our case, the service provided through our fake door is exactly what we'll offer via our app. All the features, processes, and experience remain identical, just handled manually for now.
just my thoughts on it:
you might loose trust with 2-10 users and it's ok.
the most important is to validate and then build based on findings.
if you could find 2-10 users with fake door, you will find another 100-1000 later on.
This comment was deleted 2 years ago.
never heard about the fake door before.pretty cool.
Interesting concept. Why isn't that just a CTA button?
Great post! Here is a book "the right it", which specifically introduces false door testing. There are many methods in it. It is worth reading.
The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed
Great post! I've used the same method in recent years. It's really helpful, especially for new ideas with high uncertainty. It saves a lot of costs and can bring your idea into reality very quickly. This method helps avoid many pitfalls in the early stages of a business. Thanks!
n my own experience, using Fake Door validation has been incredibly helpful in determining the viability of new product ideas. By testing the waters with a minimal investment of time and resources, we were able to quickly gauge market interest and make informed decisions about which products to pursue and which to pivot away from. Plus, the data collected from Fake Door experiments can provide valuable insights for refining your product and marketing strategy moving forward. Overall, incorporating Fake Door validation into your product development process can help minimize risk and maximize the likelihood of success in bringing your ideas to market.
I'd caution founders to take with a pinch of salt any "validation" that's obtained through these so-called fake doors.
Plenty of people click on a variety of things for a variety of reasons.
It doesn't mean they will end up paying for your product.
Even revenue is barely validation these days.
Did you have any of those agents become upset that the product wasnt complete / usable in the near future? If so, how did you communicate with them to maintain their interest and pull them on as a future customer?
Honestly, we had no problem at all. We managed to find them users for any apartment they sent us. If the user wasn't cooperative or smth then they just moved on. There was no friction.
Thats great to hear, seems like you had a really super star team willing to put in the work.