Is this idea worth pursuing?
A practical guide to idea fit for startups
Before you build an MVP, chase funding, or post your first landing page, ask yourself this: Is this idea worth building at all?
That is the essence of idea fit, a concept that helps you figure out whether your startup is even worth starting. Founders often skip this step in the rush to launch, but it is the difference between building something people want and wasting months on a dead end.
What is Idea Fit?
Idea fit is your early signal that an idea is both meaningful and viable. It rests on three essential checks:
The why: You have a real reason to care about solving this problem.
Category attractiveness: You are building in a market that is large, growing, or broken.
Timing: You are entering at the right moment to capture the opportunity (not too early, not too late.
Let’s break these down.
1. The why: Why do you care?
Great founders often have personal stakes in the problem they are solving. That is not just a nice story for investors, it is what keeps you going when things get hard.
Ask yourself:
What drew me to this idea?
Have I personally experienced this problem?
Would I care about solving this even if I never raised a cent?
Example: Melanie Perkins founded Canva because she struggled with design tools as a student. That frustration became the spark for a company now valued in the billions.
Key point: Personal connection leads to sharper insight and stronger resilience.
2. Category attractiveness: Is the market big enough?
A great product in a weak market is still a bad business. You need to build in a space that has:
A large total addressable market (TAM), ideally billions, not millions.
Clear growth drivers like technology, regulation, or behavior change.
Inefficiencies or fragmentation, where incumbents are slow and users are unhappy.
Example: Wise (formerly TransferWise) gained traction by challenging expensive, outdated international transfers, an inefficient market ripe for disruption.
Key point: If you are in a market with momentum, even a small wedge can open big doors.
3. Timing: Is now the right moment?
You do not want to be too early (educating a market from scratch) or too late (getting drowned by competition). Timing is about spotting the right signals.
Look for:
Regulatory or tech shifts that change user behavior.
Early adopters already cobbling together workarounds.
Funding rounds and new entrants that show rising interest.
Example: Climate tech saw $70.1 billion in global VC funding in 2023, according to PitchBook. The category is heating up, and timing matters.
Key point: Trends matter, but weak signals are often stronger indicators than headlines.
How investors think about idea fit
Investors are constantly filtering ideas. What gets their attention? A mix of:
Strong founder-market fit.
A compelling category with real upside.
Clear timing and a credible wedge into the market.
They are not just looking for great ideas, they want great timing and big potential.
Tip: Frame your idea as a timely entry into a market that is just starting to shift. That is how you spark interest.
Common mistakes founders make
Falling in love with the solution, not the problem.
Targeting a niche that is too small or stagnant.
Launching too early and running out of capital before the market is ready.
Avoid these by doing early validation with users and paying attention to market signals, not just your gut.
Quick Checklist for Idea Fit
Question to ask yourself:
Is this a real problem people care about?
Do I have insight or experience in this space?
Is the market big and active?
Is the timing right based on trends or early signs?
Can I tell a clear story about why now?
If you are not checking at least four of these boxes, it might be too soon to build.
Final Thoughts
Do not confuse momentum with progress. Just because you can build something does not mean you should. Idea fit forces you to be honest with yourself, before the market does it for you.
Start here. Build slow to go fast.
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Adraudis Santos
Helping founders achieve product-market fit, one insight at a time.