User needs can not be retrospectively fitted to your idea
Understand who you have as your target audience and then figure out what their real needs are - without trying to match either to your previous vision.

Don’t solve the wrong problem really well
This follows on nicely from the first point; until your proposition has been broken down into user needs - even sociological needs - it’s very easy to go way off the mark and create a product that no-one wants.

Beware consultants and agencies
There is really no way to be coy around this issue so we wont. It is very rare to find an agency that understand what you are going through as an early stage business. They will respond to your brief even if it’s inappropriate. Rarely is there ill intent here, more likely inexperience - to you though, the effect is the same.

Figure out your core proposition and don’t loose focus
If your idea is to sell and deliver warm doughnuts you really don’t need to think about how to build a doughnut-selling white label platform. Instead ensure that you have damn good doughnuts that people want and that you can deliver them warm every time.

Don’t be secretive
In the end ideas have little to no value so don’t keep them to yourself. Chances are there is a better angle to your idea, a better execution or smarter people for your team. All of which may pass you by if you don’t share.

Enter startup competitions
Even if you do not make it to the finals your idea will still be reviewed by leading VC’s, corporate investors and Angels. And for those who make it to the finals you can look forward to a network which could take years to get access to.

Ask for help
It’s very rarely we see someone reach out for help considering that most decent people’s reaction is to step up to the plate when asked. Do ask.