Desirable, Feasible, Viable
Yes, those are the three classic tests, often called the DVF framework: Desirability, Viability, and Feasibility. They are used in business model design, product work, innovation and design thinking to test whether an idea is likely to succeed.
My mnemonic is The Diane Von Furstenburg framework. Shows what my brain gravitates towards….
Here’s a breakdown of what we are looking to test for each characteristic.
Desirable: "Do People Want It?"
This is the market test. You're checking whether the customers you have chosen to serve actually want the value you're offering.
Questions include:
Does this solve a real problem?
Is the problem important enough for people to act?
Would customers choose this over alternatives?
Are they willing to pay for it?
Can we find evidence of demand?
Evidence might include:
Customer interviews
Sales enquiries
Pilot projects
Repeat purchases
Waiting lists
Downloads, registrations or other signals of interest
Feasible: "Can We Actually Deliver It?"
This is the capability test. You're checking whether the organisation can reliably and repeatedly provide the value proposition.
Questions include:
Do we have the skills?
Do we have the technology?
Do we have the capacity?
Can we deliver consistently?
Can we scale delivery if demand increases?
Are there legal or operational barriers?
Evidence might include:
Existing expertise
Proven delivery methods
Available resources
Supplier relationships
Repeatable processes
Feasibility is being able to actually provide the offering, rather than simply imagining it.
Viable: "Can This Sustain Itself Financially?"
This is the economic test. You're checking whether the business model works commercially.
Questions include:
Can we generate sufficient revenue?
Are customers willing to pay enough?
Can we deliver for less than we charge?
Is the margin healthy?
Can this be sustained over time?
Does the economics improve, stay stable, or worsen as we grow?
Evidence might include:
Pricing tests
Cost models
Profitability analysis
Cash flow projections
Break-even calculations
The Common Failure Modes
Desirable + Feasible, not Viable: customers love it, but you lose money - most common (though not always) when people love doing or making the thing, or when people underprice because they equate value with effort rather than outcome.
Desirable + Viable, not Feasible: customers want it and will pay, but you cannot reliably deliver it - happens when people try and jump on a bandwagon of what they see other people doing, when they are great at conceptual ideas, or when when success depends on a small number of irreplaceable, highly unique people
Feasible + Viable, not Desirable: you can build it and make money if people buy it, but nobody actually wants it - tends to happen when people are clinging onto a past thing that did work, but no longer does, when they lose interest in examining their market, or when decisions are driven by assets, capabilities, or legacy systems rather than customer needs.
You need all three. I often find an even more practical framing is:
Will they buy it? (Desirability)
Can we do it? (Feasibility)
Should we do it? (Viability, profitability, sustainability, strategic fit)
That tends to work for small business owners because it translates the theory directly into decision-making.
Other insight for evolving a small business
