Many people confuse an idea with a business. An idea is something that sounds good when you tell friends. A business is something people are willing to pay for. The difference has a simple name: demand.
But… what is demand, after all? Demand is the existence of people willing to buy your product or service at a price that makes sense for both them and you. It’s not enough for them to think it’s “cool.” Likes, compliments, and promises don’t pay the bills. What proves demand is closed orders, money received, and people coming back to buy again.
Everyday examples:
- You created a healthy meal plan. If the neighborhood orders every week and calls when you’re late, there’s demand.
- You thought of an app that reminds people to drink water. There are dozens of free options. Why would someone pay for yours? If there’s no clear answer, paid demand may not exist.
How to find out if your idea has demand
- Talk to those who feel the pain. Ask people who face the problem you want to solve: “How much does this affect your life?” and “Would you pay to solve it? How much?” Listen more than you speak.
- Observe what they already do. If the current solution is “so-so,” you can offer something better. If there’s already a good and cheap option, competition will be tough.
- Test small and fast.
- Create a “trial version” of your product.
- Build a simple page with price and delivery time.
- Offer pre-sale or deposit. If real buyers show up, you’re on the right track.
- Put numbers on the benefit. Does your service save 3 hours per week? How much are 3 hours worth to the client? Does it prevent R$1,000 in losses per month? This helps define pricing.
- Adjust and try again. Change the target audience, format, or price based on what you heard. Persisting without listening only prolongs mistakes.
Watch out for false signals
- Friend’s compliments (“I loved it!”) without purchase.
- Interest lists that never turn into orders.
- Followers who don’t click “buy.”
- Surveys with leading questions (“Would you buy something like this?”).
Where strong demand lives
- Problems that happen consistently (maintenance, deadlines, queues, bureaucracy).
- Time-consuming tasks that the client prefers to outsource.
- Results that affect the wallet (more sales, fewer losses, less rework).
- Convenience (faster, easier, closer).
Simple checklist (Do it now!)
- List 3 real pains of your client.
- Write in one line how you solve each.
- Talk to 10 people who face these pains and note how much they would pay.
- Create a clear offer (what’s included, delivery time, price).
- Try selling to 5 clients. Didn’t work? Revise the offer and try again.
Conclusion
Businesses are born from demand, not guesses. If you want your idea to move forward, start with those who will use and pay. Understand the problem, confirm interest with real orders, and adjust quickly when you hear a “no.” When demand appears, everything else – product, price, marketing – falls into place. Without demand, it’s better to change direction now than find out too late.
That’s it.
