He Went From Showing Strangers Photos of His Idea in Bars to Selling 100,000 Units Nationwide — Here's His Secret to Valuable Feedback Learn how this co-founder moved beyond friends and family for honest product feedback and why his approach could help you validate your next big idea.
By Mark Klekas
So, you have an idea for a new product. You think it's good — but how can you really tell if people would pay for it?
If you're starting out with little to no money, testing your product effectively can be tricky. You need to know if it's market-ready and if there's strong consumer demand. Asking friends and family for their opinions might seem helpful, but they're likely to be too soft on you.
Mike Mayer, co-founder and co-CEO of Windmill, faced the same challenge. He launched his business with just his brother and a close friend. Today, their product — high-quality AC window units, referred to as "the iPhone of air conditioners" — is now selling 100,000 units in every U.S. state.
On a recent subscribers-only call, Mayer shared cost-effective strategies for testing a product and offered valuable advice for newcomers. Here's what he had to say.
Look beyond friends and family for feedback
In the early days, Mayer asked friends for input but quickly realized they were being overly supportive. So he tried a different approach: he started asking friends of friends. The difference in feedback quality was immediate.
"You can see the reaction in their eyes," Mayer said. "You can tell if they're faking it. Be a detective — don't be too protective of your product."
He also took a hands-on approach by showing pictures of his product designs to strangers in bars and asking what they thought.
Mayer's advice: Step outside your circle. Show your product to people who don't know you, ask the right questions and pay close attention to their reactions.
A strong indicator that your product will succeed
A great product solves a problem. Mayer recognized that people love to complain about their AC units — everyone has a bad AC story. Whether it stopped working in the middle of summer, was too loud, turned yellow or leaked, there was no shortage of frustrations.
His team used this insight as the foundation for their company. Instead of asking, "What do you love about your AC unit?" Mayer focused on, "What would you change about your AC unit?" That's when he saw how passionate people were about this everyday product.
His takeaway: If you find a product that gets people talking (especially about what they wish were different), you know you're onto something.
Related: 10 Experiments to Test Your Startup Hypothesis
Reach out to buyers before your product is ready
Even before Windmill had its first product, Mayer spoke to someone at Home Depot. That conversation turned out to be instrumental in the company's success.
"Talk to the buyer even if you don't have a product ready yet," he advised. "You'll start a rapport and gain a better understanding of what they're looking for."
Mayer knew Home Depot was a potential retailer for his product, but more importantly, he learned about their selection process, inventory management and other critical business factors.
Related: Inventory Management — The Key to Strengthening Your Supply Chain
Keep your 9-to-5 as long as possible
One of Mayer's top recommendations for early-stage entrepreneurs is to keep a full-time job while testing a business idea.
"The pressure is off when you don't rely on your startup for survival," he said. "You make better decisions when you're not desperate."
There's a myth that entrepreneurship requires taking a huge, all-or-nothing risk. Mayer believes it's more sustainable and far less stressful to transition into business ownership gradually.
Pick a lane and stay focused
Early on, many people encouraged Mayer to expand his product line. He resisted, knowing that focusing on his core product was the smarter move.
"Pick a lane and stay focused," he said. "As a startup, you have limited resources, so make smart decisions with your cash."
Remember why you're doing this
Building a business requires a long-term commitment. Mayer admitted that he doesn't wake up every day excited to solve the same problems, but his dedication to growing the company keeps him going.
"Six years in, I'm still pumped," he said. "The question is: How far can we take this?"
He also advised entrepreneurs not to let tough days shake them. Every founder faces challenges, and it's important to acknowledge when things aren't going well.
"If today sucks, that's okay," Mayer said. "What can you do tomorrow?"
Taking the first step
For aspiring founders, Mayer's advice is simple: Start by thinking through your concept. Take a walk, reflect on your idea and then sit down to write:
- What you want it to be
- Why now is the right time
- A snapshot of the vision
Let it simmer, refine it and then take action.
By staying scrappy and focused, entrepreneurs can build a profitable business without taking unnecessary financial risks. The key is to gather real feedback, keep a steady income until the idea is validated and maintain the resilience to push forward — even on those tough days.
