This is a story about $50,000 and 4 months that could have been saved with 2 weeks of validation.
A founder (we'll call him Alex) came to us after the damage was done. He'd spent his seed funding building a CRM "designed specifically for consultants." Beautiful UI. Clean code. Integrated with Stripe, Calendly, LinkedIn.
Launch: 3 signups. Month 1: 12 users. Month 3: 8 users. Month 6: Shut down.
What went wrong? He didn't talk to consultants before building. He assumed the problem.
The Three Fatal Assumptions
Assumption #1: "Consultants hate their current CRM"
Reality: Most solo consultants don't use a CRM at all. They use spreadsheets + email. The ones using Salesforce are at larger firms where they don't choose tools.
What he should have done: Interview 20 consultants. Ask "What's the most painful part of managing clients?" See if CRM even comes up.
Assumption #2: "If I build it better, they'll switch"
Switching costs are massive. Migrate data. Learn new software. Change workflows. Update integrations. People only switch when the pain of staying is worse than the pain of switching.
Alex's product was 20% better. You need 10x better to motivate switching.
Assumption #3: "I know what features consultants need"
Alex built: LinkedIn integration, project templates, time tracking, proposal builder, automated follow-ups.
What consultants wanted: A way to get paid on time. That's it. The #1 pain was clients paying late.
How We Prevent This at Hortensia
We run a brutal 2-week validation sprint before touching code. We kill 30-40% of ideas at this stage. Better to spend $5K finding out it won't work than $50K building it anyway.
Real example: Stellify wanted to "fix music discovery" with blockchain, gamification, everything. After validation: Artists cared about fair ranking + direct fan connections. We killed 80% of features. Launched in 5 months. Now serving 500+ artists.
Most agencies will build whatever you ask for. We won't. We'll challenge you. Tell you when you're wrong. Recommend killing ideas. Because we're trying to maximize your success, not project size.
