Your MVP is ready — now what? It’s time to test how well your solution is received and what impact it really has. In this phase, you’ll gather key data to make informed decisions about how to move forward.
This section is for you if …
- you’re starting an impact startup or already deep in the process with your team.
- you can clearly define your target group, the problem you’re solving, your solution, and its intended impact.
- you’ve developed a validated prototype.
- you’ve already gathered some initial evidence of impact at the outcome level.
- you’ve identified a market and built an initial business model.
- you’ve developed a Minimal Viable Product (MVP).
- you’re able to ensure the impact of your solution at the outcome level.
Not quite there yet?
Check out the section that fits your current stage
In this section, you’ll learn how to …
- gather direct feedback on your MVP from your target audience.
- identify issues in product development.
- collect data on both output and outcome indicators for impact measurement.
- assess how scalable your solution really is.
This chapter is about the people (target group) who benefit from your solution. The focus here is on making your solution more effective and socially relevant .
We look at the business and financial side in another section.
Testing your MVP’s accessibility and acceptance
Is your MVP truly accessible and convincing to your target group? Test it with pilot customers and test users to uncover weak spots and gain insights for improvement. These four steps will guide you through the process
1. Set clear testing goals
Start by defining what exactly you want to test. Is it a website, an app, a workshop, or a consulting service? Use qualitative tests to gather feedback on the user experience and spot issues, and quantitative tests to collect measurable data like time spent on a task or task success rates. This data can serve as useful benchmarks for your project.
2. Recruit participants
Next, recruit the right participants. Ideally, reach out to early adopters who represent your target group (see “From prototype to impact: Building a sustainable business model for your impact startup.” For meaningful results, aim for five to ten test subjects per target group segment.
Target group vs. customers
In the Lean Impact Journey we distinguish between your target group when talking about your impact model and the product – and customers when talking about your business model.
How you apply these two terms depends on your specific solution. In this playbook, the target group includes both the users of your solution and those who benefit from it.
Depending on your solution, those groups may overlap. If they don’t, make sure to test your MVP with people from both.
3. Create a test scenario and tasks
Now it’s time to create realistic test scenarios that show how your MVP will actually be used, and design tasks that go along with them. Make sure the scenarios are relevant and easy to understand – clear, specific, and measurable. Decide whether you’ll run the tests in a controlled setting, remotely, or in the participants’ everyday environment. And make sure all the tools and materials are ready to go.
4. Run the test
During the test, ask participants to think out loud as they use your MVP. Carefully observe how they interact with it and document your findings so you can make targeted improvements.
User testing
User testing comes from the software sector but works just as well for non-digital innovations. Here are some suggestions for adapting the method to your needs:
- Talk about participants or the target group instead of “users.”
- Consider elements or aspects of your solution instead of “functions.”
- Use physical prototypes, role-playing games or simulations instead of digital interfaces.
- Build realistic scenarios that show how and where your solution would be used.
How quickly does your MVP deliver added value?
TTo check how efficient your solution is, you can calculate the Time To Value (TTV) . TTV measures how long it takes for your target audience to experience the first noticeable benefit from your solution. It helps you to assess the efficiency of your MVP and spot areas for improvement.
1. Define the value, starting point, and end point
First, clarify what added value means for your target group. That could be reaching a goal, using a key feature, or gaining useful knowledge.
Then define when the clock starts ticking — maybe it’s at signup, registration, purchase, or participation – and when the value becomes noticeable, for example by solving a problem or successfully using your solution.
2. Measure the time and calculate the average
Track the time between the start and end points using tracking tools like Google Analytics or heatmaps for tech-based solutions. For non-digital offers, Excel sheets or participant tracking can do the job.
Example: A participant signs up at 9 am and completes a successful action at 11 am.
TTV = 2 hours.
Add up the TTVs for all participants and divide by the number of participants. Example: A needs 2 hours, B 4 hours and C 3 hours.
Average TTV = (2 + 4 + 3) / 3 = 3 hours.
3. Segment your data
Look at differences between groups or scenarios to spot opportunities for improvement. For example: How does the TTV differ between new users and existing users
Improve with A/B testing
A/B testing is a powerful way to improve your MVP. You create two different versions of your solution and test which one performs better with your target group. To get meaningful results, show each version to a different group and collect specific data – such as preferences, understanding, or participant expectations. These insights help you refine your MVP.
Example questions you can ask:
| Preference | Which version do you prefer, and why? |
| Understanding | What message does version A/B convey? |
| Usage | How likely are you to take [Aktion]? |
| Emotion | What emotions does version A/B trigger in you? |
| Improvements | What would you change to make version A/B better? |
| Context | In what situation would you prefer version A/B? |
| Comparison | What differences do you notice between the versions? |
| Open-ended | Which version better meets your needs, and why? |
Run pilot measurements to track your impact
How do you know your MVP is making a real difference? Pilot measurements let you test its impact across levels 1 to 6 of the Impact Ladder. Use targeted questions and tracking tools to highlight your success and continue improving your MVP.
1. Set up tracking tools
Choose tools or software or methods that fit your data collection needs (e.g., surveys, databases, analytics tools). Make sure tracking is built into your existing workflows from the start.
Here are some methods you can use:
- Quantitative data collection: Count services delivered or products used, measure activity levels or the number of people reached, conduct structured observations
- Qualitative methods: Use semi-structured or open interviews, observations, document reviews, or before-and-after surveys
Ideally, you’ve already created a data collection plan in the previous chapter “Develop your MVP: Test your solution under real-world conditions.” If not, take a moment to go back and do that now.
2. Use the Impact Ladder to assess your MVP
To see whether your MVP is creating impact across levels 1–6 of the Impact Ladder, you can ask questions like :
| Step 1 – Activities take place as planned | Were you able to use all planned elements of the MVP? Did you run into any technical issues or barriers? |
| Step 2 — Target groups are reached | How did you hear about our solution? Do you feel like you’re part of the target group? |
| Step 3 – Target groups accept the offering | How satisfied are you overall with the solution? Would you use it again or recommend it? |
| Step 4 — Target group gains awareness or skills | What new knowledge did you gain by using our solution? Has your perspective on [relevantes Thema] changed? Do you now feel more motivated or better equipped to apply what you’ve learned? |
| Step 5 — Target group changes behavior | Has our solution led you to make any changes in your daily life or work? What concrete steps have you taken after using it? |
| Step 6 — Target group’s living conditions improve | How has your personal or professional situation improved since using our solution? What specific positive changes can you attribute to it? |
Next chapter: Funding strategy
You’ve systematically tested your MVP, gathered feedback, and evaluated its impact. Before you start refining your MVP and theory of change, we recommend developing a funding strategy.
That’s what we’ll tackle next – so you can put both your MVP and your funding approach through a real-world stress test.