I’m Testing Whether Small Businesses Want a Website—or Just More Customers

he first version of PaperChai can turn existing business information—such as a Google Business profile, Instagram page or visiting card—into a simple website.

But the biggest question is not whether the website can be generated.

It is whether a small business will pay for it.

Many local businesses already operate through:

• Google Business

• Instagram

• WhatsApp

• Phone calls

• Marketplace listings

A website may improve credibility, but credibility alone may not be enough to justify a recurring payment.

So I am testing three possible problems:

1. Website creation

The owner wants a professional website but believes development is expensive, slow or difficult.

2. Website maintenance

The owner does not want to manually update services, prices, photos, offers and contact information across multiple platforms.

3. Customer acquisition

The owner does not really care about “having a website.” They care about receiving more calls, WhatsApp enquiries, directions and bookings.

My current assumption is that website generation is only the entry point.

The stronger product may become:

A simple online presence that stays updated and helps local businesses convert visitors into customers.

For early validation, I plan to measure:

• Will businesses pay once to launch?

• Will they continue paying monthly?

• Which outcome matters most: credibility, updates, discovery or enquiries?

• What would make them cancel?

• Would they prefer self-service or a managed service?

I am avoiding building advanced features until these questions are clearer.

For founders who have sold tools to small businesses:

What did customers actually pay for—the product itself, convenience, trust or measurable business results?