Will It Fly? is a book written by Pat Flynn, an entrepreneur and online business expert. The book is primarily aimed at aspiring entrepreneurs who want to validate their business ideas before diving into them headfirst. It provides a step-by-step process for assessing the viability of a business idea to increase the chances of success. Here are some of the key ideas from the book:
Validation before execution
The core premise of the book is to encourage entrepreneurs to validate their business ideas before investing significant time and resources. It emphasizes that not all ideas are worth pursuing and that taking the time to validate them can save you from potential failure.
The IDEA framework
Pat Flynn introduces the IDEA framework as a structured approach to evaluating business ideas. IDEA stands for "Investigate, Determine, Evaluate, and Accelerate." This framework guides you through the process of thoroughly examining your idea.
Research and gather information about your target market, competition, and potential customers. Understand their needs, pains, and desires.
Determine your own goals, strengths, and values to see if they align with the idea. This step helps you assess whether you're a good fit for the business.
Use various tests and exercises to assess the idea's feasibility, profitability, and potential obstacles. These tests include the SWOT analysis, market research, and financial projections.
If your idea passes all the previous steps, it's time to create an actionable plan and take the first steps towards launching your business.
Target customer profiling
The book emphasizes the importance of creating detailed customer personas. Understanding your target customers' pain points, desires, and behaviors is crucial for tailoring your product or service to meet their needs.
The 10x10x10 test
Pat Flynn suggests asking yourself if your business idea can generate $1,000 per month in revenue within the first six to twelve months, whether it can scale to $10,000 per month, and if it has the potential to reach $100,000 per month eventually. This test helps you assess the income potential of your idea.
The runway approach
The book advises you to consider your financial runway – the amount of time you can sustain your business without making a profit. This helps you set realistic expectations and plan for the financial aspects of launching your business.
Idea extraction
Pat Flynn encourages entrepreneurs to extract business ideas from their own experiences, expertise, and passions. Starting with what you know and love can increase your chances of success.
Rapid prototyping and testing
The book suggests creating minimum viable products (MVPs) or prototypes to test your ideas quickly and gather feedback from potential customers. This iterative process helps refine your concept before a full-scale launch.

"Will It Fly?" is a practical guide that provides a systematic approach to validating business ideas and reducing the risks associated with entrepreneurship. It's a valuable resource for anyone looking to start a business or assess the potential of a new venture.