Methodology

Our process for identifying, evaluating, building, testing, and launching missing middle website opportunities.

Stages of 0–1 Development

Our development process follows a Lean-inspired build–measure–learn cycle with explicit disqualification gates. We move ideas through distinct stages, validating assumptions and making clear go/no-go decisions at each step.

  1. New Idea (v0.0) — Initial concept identified and evaluated against our rubric. This is where we assess market fit, community understanding, and technical feasibility before committing resources.
  2. Explore (v0.1) — Early validation through research, interviews, and minimal prototypes. We test core assumptions about user needs and market demand before building anything substantial.
  3. Alpha (v0.3) — Functional prototype tested with a small group of committed early users. We gather real usage data and feedback to validate product-market fit hypotheses.
  4. Beta (v0.6) — Refined product with core features complete, tested with a broader community. We measure engagement, retention, and value delivery before committing to full launch.
  5. v1.0 Launch — Public release with core value proposition validated and initial user base established. The product is ready for broader market adoption and ongoing iteration.
  6. Disqualified / Not Pursued (any stage) — Explicit decision to stop development when validation fails, market conditions change, or the opportunity no longer fits our focus. We document learnings and move on.

1. Idea Generation

We source ideas from multiple places: personal experiences, community needs we observe, data gaps we identify, and opportunities in underserved markets. The key is finding communities we understand deeply.

  • Personal connections to the community or problem
  • Observable data gaps or information needs
  • Niche markets that are underserved
  • Communities we can authentically serve

2. Apply the Rubric

Each idea is evaluated against our rubric to determine if it fits the "missing middle" criteria. We look for $50-$150M market opportunities with clear niche audiences and addressable data gaps.

View our complete rubric →

3. Decision to Build

If an idea passes the rubric, we make a go/no-go decision based on:

  • Our personal understanding of the users
  • Technical feasibility with current resources
  • Market timing and opportunity
  • Our ability to execute authentically
  • We say no when it fit our focus

4. Build & Test

We build MVPs quickly and test with real users. Sometimes we discover that people don't actually want what we built, or the market isn't ready. That's okay—we learn and iterate or move on.

  • Rapid MVP development
  • Real user testing and feedback with Alpha Community teams
  • Iteration based on learnings
  • Beta testing with committed community members
  • Honest assessment of product-market fit

5. Launch or Pivot

If testing shows promise, we launch. If not, we document what we learned and move on to the next opportunity. Not every idea will work, and that's part of the process.

Why This Approach Works

By focusing on communities we understand and markets in the $50-$150M range, we can move fast, test cheaply, and build authentically. We don't need massive tech teams or venture capital—just good ideas, clear criteria, and the willingness to build and learn.