How did Zappos test selling shoes online?
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What Happened: How did Zappos's founder test the idea?
Photographed shoes in stores and bought them only when someone ordered. Nick Swinmurn posted photos of shoes from local stores to test demand. Source: Wikipedia – Zappos
Why: Why was it smart?
It proved people would buy shoes online with no inventory risk. The test cost almost nothing. Source: Wikipedia – Zappos
The Lesson: The lesson?
Do things that don't scale to prove demand. Manual tests beat speculative investment. Source: Wikipedia – Minimum viable product