Phase II — Get out of the building and sell

In this phase, you are validating your business model hypothesis, but you are still testing (by making real sales). Don’t try to scale up just yet—the purpose of your sale is to validate your business model.

You only need a few customers to sell physical products. Remember the early vangelists and adopters? These are your natural customers. But keep in mind that what motivates them is unlikely to motivate the average Joe.

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