The approaches
Five MVP methodologies.
One goal: evidence.
Every MVP methodology shares the same objective — replace assumptions with evidence. They differ in how much you build, how much you invest, and what type of hypothesis you are testing. Understanding the options helps you choose the right one.
Lean startup (build-measure-learn)
The foundational framework. Build the smallest product that tests a hypothesis. Measure user behaviour. Learn from the data. Repeat. Created by Eric Ries, adopted by almost every serious startup methodology since. The MVP is the build phase of each cycle.
Single-feature MVP
Build one feature and make it excellent. Stripe launched with just a payment API — seven lines of code. Spotify launched with just a search bar and a play button. The single-feature approach validates the core value proposition without the noise of secondary features.
Concierge MVP
Deliver the product's value manually instead of building software. Zappos listed shoes from local shops and bought them at full price when orders came in. No warehouse, no logistics platform — just a website and a founder doing the work. Validates demand before investing in automation.
Wizard of Oz MVP
The product looks automated to the user, but a human is doing the work behind the scenes. The user experience is real — the infrastructure is not. Useful when the technology is complex but the user interaction is simple. Validates the experience before building the engine.
Pre-order / landing page MVP
A marketing page that describes the product and asks for signups or pre-orders. Dropbox used a video. Buffer used a pricing page. Validates interest and willingness to pay before writing any code. Useful as a first step — but not sufficient on its own.
How to choose
The right methodology
depends on your product.
There is no universal best approach. The choice depends on what you are building, what you are testing, and how much risk you are willing to accept.
01
Building a software product → Single-feature MVP
If you are building a web app, mobile app, or SaaS product, build the core feature with real code. This is what Wall & Fifth does — production-grade software with one focused feature set, delivered in 8 weeks.
02
Validating demand for a service → Concierge MVP
If the product is a service or marketplace, deliver the value manually first. This validates demand without investing in the platform. Once demand is proven, build the software.
03
Complex technology, simple interaction → Wizard of Oz
If the technology behind the product is complex (AI, machine learning, complex algorithms) but the user interaction is straightforward, fake the backend and validate the experience first.
04
Testing interest before any investment → Landing page
If you are not sure there is demand at all, start with a landing page. Measure signups and click-through to pricing. But do not stop here — a landing page validates interest, not a business.
05
Not sure → Start with lean
If you are unsure which methodology fits, default to the lean startup loop. Define a hypothesis, build the smallest thing that tests it, measure, learn. The methodology will become clear after the first cycle.
Comparison
MVP methodologies compared.
For most software products, a build-first approach with a single-feature MVP is the strongest path. The signal from real users using real software is higher quality than any other validation method. That is the approach we use at Wall & Fifth.
Our approach
The Wall & Fifth MVP methodology.
Our methodology is a combination of lean startup principles and structured agile delivery. We build single-feature MVPs with production-grade code in an 8-week structured process.
- Hypothesis-driven — every build starts with a clear, falsifiable hypothesis about user behaviour
- Single-feature focus — one core workflow, built exceptionally well, with everything else deferred
- Production-grade code — Next.js, React, TypeScript, PostgreSQL. The MVP is the foundation you scale on
- 8-week structured delivery — scoping, design, development, testing, launch. Fixed timeline, iterative within each phase
- Measurable from launch — success metrics defined before development begins, measured from day one
- Evidence-driven iteration — post-launch decisions based on user data, not founder instinct
This approach works because it combines the speed of lean with the quality of production development. You do not sacrifice code quality for speed — you sacrifice scope. The product is small, but what exists is built to last.
Pitfalls
MVP methodology mistakes.
- Mixing methodologies mid-build — pick one approach and execute it. Switching between concierge and code-build halfway through wastes time and money.
- Using landing pages as proof of business viability — a landing page validates interest. It does not validate that people will use or pay for a product. Do not confuse the two.
- Endless lean cycles without shipping — build-measure-learn is a loop, not a hamster wheel. Each cycle should produce a tangible output. If you have been through three cycles and still have not shipped, the methodology is not the problem.
- Choosing concierge when software is the product — if the core value proposition is a software experience, manual delivery cannot validate it. You need to build the software.
- Over-engineering the first cycle — the lean startup says minimum. Not minimal-effort-with-maximum-features. Each build cycle should be the smallest investment that produces the clearest signal.
FAQ
Questions people usually have before the next step feels obvious.
What is MVP methodology?
The frameworks and principles used to build MVPs effectively. Lean startup, single-feature, concierge, Wizard of Oz, and landing page are the most common.
What is the lean startup MVP approach?
Build the smallest product, measure user behaviour, learn from the data. Repeat. The MVP is the build phase of each cycle.
What is a concierge MVP?
Delivering the product's value manually instead of building software. Validates demand before investing in development.
Which methodology should I use?
Software product → single-feature. Service → concierge. Complex tech → Wizard of Oz. Unsure about demand → landing page. Not sure → default to lean startup.
Related pages
Apply it
Choose the methodology.
Build the product.
Tell us what you are building. We will recommend the right approach and give you a fixed price and timeline.