The Truth About Validating Your Startup Idea with Mase Issa

Starting a company often feels like standing at a crossroads, overwhelmed by countless possibilities and opinions. That’s the situation Fixify’s co-founder, Mase Issa, and his team found themselves in when brainstorming their next venture.

The best first step? Lean into what you know.

Instead of chasing a flashy idea, the Fixify founding team began by asking themselves: What are we good at? Their expertise is scaling service-based businesses, transforming traditional one-to-one models into scalable solutions with SaaS-like efficiency and margins.

This approach led them to explore industries adjacent to their background in security. IT services, particularly the help desk space, stood out as underdeveloped and full of potential. It was familiar enough to leverage their skills but new enough to excite them.

Key Insight: Build on your strengths to reduce risk, accelerate execution, and give yourself a competitive edge in uncharted markets.

Building and Betting

A common trap for founders is waiting for perfect clarity before building. Fixify avoided this by making calculated bets early on, focusing on foundational elements they knew would be essential to solving the helpdesk problem.

Instead of waiting for customer research to dictate every move, the team asked: What’s non-negotiable for any helpdesk solution? This mindset led to early work on features like secure data storage, communication channels (e.g., Slack or chatbots), and scalable architecture. Even in the face of uncertainty, they pushed forward.

Of course, not every decision was a home run. Reflecting on their pitch deck, they admitted, “Three slides were completely wrong.” But those missteps didn’t derail them. Their approach was simple: if they were heading in the general right direction, “going West,” adjustments could always be made.

Moving Forward Without Full Clarity

This iterative approach also factored in the cost of decisions. Borrowing a concept from Amazon, they distinguished between “one-way doors” (irreversible decisions) and “two-way doors” (easily reversible ones). They paused to validate one-way decisions, like selecting a hosting provider such as AWS. For everything else, they kept moving.

And timing mattered. “Time is expensive,” they emphasized. Waiting too long to act risks falling behind. Even seemingly high-tech trends, like the rise of AI and large language models (LLMs), required scrutiny. Early on, the team wondered if AI would dominate the helpdesk space.

However, conversations with IT leaders revealed a key insight: while AI had a role, users still craved human interaction.

For Fixify, these bets weren’t just about technology. They were about building momentum. The focus wasn’t on being 100% correct but on creating the structures necessary to keep learning and iterating.

Finding Early Adopters

For any startup, the first customers are critical. These are the early adopters who not only validate your product but also help refine its direction. The key is finding the right ones, those who are eager to solve the problem you’re addressing and willing to work with an unpolished solution.

So, how do you identify early adopters? It starts with being deliberate. Analyze profiles, comb through databases, and look for people who don’t just have the problem but are actively trying to solve it themselves. If someone tells you, “I’ve already built this in Excel” or “I’ve cobbled something together with duct tape,” you’re likely speaking to the right type of person.

These users lean in. They don’t need convincing because they’re already searching for a solution.

Building Momentum with the Right Customers

At the same time, it’s just as important to recognize when someone isn’t the right fit. Late adopters or larger organizations often need polished use cases, detailed testimonials, or validated results. Things startups may not have yet.

Early-stage companies thrive by targeting those who value progress over perfection.

Another key learning?

Early adopters do more than validate your product. They teach you what’s missing. As they interact with your solution, they’ll ask for features, proof points, or processes that signal where your company needs to grow. These inputs help you prepare for the broader market when you eventually move beyond this niche audience.

Building momentum with the right early adopters isn’t about scaling immediately. It’s about creating a feedback loop that sharpens your product and aligns it with market needs, laying the foundation for sustainable growth.

Conclusion

Starting a company is never a straight path. It’s about making decisions with imperfect information, leaning into your strengths, and learning from every step forward. The journey isn’t just chasing the big win but building momentum with deliberate action.

By focusing on foundational elements, making calculated bets, and targeting the right early adopters, you can set your startup on a course for growth without needing all the answers upfront.

Early customers aren’t just validators but collaborators who help you refine your vision and shape a product that solves their problems.

Ultimately, progress comes from momentum, not perfection. Build on what you know, embrace iteration, and remember that the lessons learned will carry your company toward long-term success.

Learn more about Fixify or connect with Mase on LinkedIn.

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