SaaS validation can easily become complicated. There are dozens of methods, experiments and metrics you could use — but ultimately, validation is about one thing: finding evidence that your SaaS idea is worth pursuing before investing too much time and money in building it.
PROOF6 is a simple framework for doing exactly that. It breaks SaaS validation into six areas that you should be able to support with real evidence — from the problem you are solving and the customers experiencing it to demand, solution and willingness to pay.
For each area, the goal is not simply to complete a task or answer a question. The goal is to ask: What evidence do I actually have?
You can use PROOF6 as a framework, a checklist or a canvas to assess your idea, identify where your assumptions are still weak, and decide what you need to validate next.
How to use PROOF6
Go through each statement and check the box only when you have real evidence to support it. The goal is not to complete every box as quickly as possible, but to understand how strong your validation actually is.
Look for increasingly strong evidence. What people say is useful, but what they do is stronger. A customer saying “I like this idea” is weaker evidence than joining a waitlist or requesting a demo. A sign-up is weaker than committing to a pilot, and a commitment is weaker than actually paying.
Think of validation as moving from assumptions → opinions → behaviour → commitment → payment. You do not need perfect evidence in every area, but you should know where your evidence is strong, where it is weak, and what you need to test next.
1. PROBLEM — Is it worth solving?
☐ I can clearly describe the problem in one sentence
☐ I have found people who actively experience this problem
☐ The problem occurs repeatedly, not just occasionally
☐ People already spend time, money or effort dealing with the problem
Evidence: ○ Weak ○ Medium ○ Strong
2. CUSTOMER — Do I know who needs it most?
☐ I can clearly describe my first target customer
☐ I know where and how to reach these potential customers
☐ I have talked directly with potential customers
☐ I have heard the same problem from several potential customers
Evidence: ○ Weak ○ Medium ○ Strong
3. ALTERNATIVES — How is the problem solved today?
☐ I have identified the main products or services customers use today
☐ I have identified manual processes or workarounds customers use instead
☐ I understand what customers like and dislike about the existing alternatives
☐ I have identified a clear reason why customers might switch to a new solution
Evidence: ○ Weak ○ Medium ○ Strong
4. DEMAND — Is there evidence that people want a better solution?
☐ I have found signs that people are actively looking for a solution
☐ Potential customers have shown interest beyond simply saying the idea sounds good
☐ I have generated measurable interest, such as sign-ups, replies, demo requests or meetings
☐ I have seen potential customers take action to learn more about the solution
Evidence: ○ Weak ○ Medium ○ Strong
5. SOLUTION — Does my proposed solution solve the problem?
☐ I can explain the core value of the solution in one sentence
☐ Potential customers understand what the solution would do for them
☐ I have tested the concept with a prototype, mockup, demo or simple MVP
☐ Testing has shown which parts of the solution customers actually value
Evidence: ○ Weak ○ Medium ○ Strong
6. PAYMENT — Will customers pay for it?
☐ I have discussed pricing with potential customers
☐ Potential customers have indicated that the expected price is realistic
☐ I have asked for a meaningful commitment, such as a paid pilot, pre-order or purchase
☐ At least one potential customer has demonstrated real willingness to pay
Evidence: ○ Weak ○ Medium ○ Strong
What does your PROOF6 result tell you?
PROOF6 is not about getting a perfect score. It is about finding the gaps in your evidence.
Look across the six areas and identify where your evidence is weakest. If you have strong evidence for the problem but weak evidence for demand, your next step is not to build more features — it is to test whether people will actually take action. If customers show interest but nobody is willing to pay, pricing and willingness to pay need more validation.
Use your weakest area to decide what to test next.
Look for stronger evidence
Not all validation evidence is equal. As you continue validating your idea, try to move towards evidence that requires more action and commitment from potential customers:
Assumption → Opinion → Behaviour → Commitment → Payment
You rarely need to eliminate every assumption before moving forward. But the more important the decision, the stronger the evidence you should look for.
Put PROOF6 into practice
Knowing where your evidence is weak is only useful if you do something about it.
Use the PROOF6 SaaS Validation Canvas to map the evidence you already have, identify your biggest validation gaps and choose the next experiment that will help you strengthen your idea.
Download the free PROOF6 SaaS Validation Canvas
Assess your SaaS idea on one page, find your weakest evidence and decide what to validate next.