"Painkillers – Vitamin – Dopamine" Test

As a startup founder, you’re probably trying to figure out whether your product or service is truly on the right path. Well, there’s a simple test that I use to quickly gauge if a startup is headed in the right direction: the “Painkiller - Vitamin - Dopamine” Test.

This test can help you understand where your startup fits in the market, and more importantly, how you should shape your strategy moving forward.

Painkillers: The “Must-Have” Solutions

‘Painkiller’ startups : These are the ones solving urgent, pressing problems—issues that customers are desperate to fix, and are willing to pay for.

Think of these as “must-haves” rather than “nice-to-haves.” These are the problems that cause real pain—whether it's in healthcare, logistics, or finance.

For example, consider a startup like Slack when it first launched. It solved a clear pain point: fragmented, inefficient team communication. There was no debate over whether teams needed Slack. The value was immediate and obvious. Customers didn’t need freebies or promotions to try the product because the solution was critical to them. If you’re building a painkiller startup, you’re solving a real, pressing issue, and that means people are ready to pay you for it—again and again.

Painkiller startups promise steady revenue because they tackle problems that demand long-term solutions. These businesses typically thrive on sustainability—they know exactly who their target customers are and why these customers would never want to live without their product.

Vitamins: The “Nice-to-Have” Solutions

‘Vitamin’ startups : These are the products that improve quality of life, add convenience, or make things better.

But, and here’s the catch, users won’t necessarily pay you for them unless they are highly invested. Think of them as “good-to-have” solutions rather than “must-haves”

For example, a fitness app that offers motivational tips or workout guidance.

Users may love the concept, but when the time comes to open their wallets, the urgency isn’t there.

It’s not a life-or-death issue for most people. In fact, people might sign up, enjoy the product, but then let the subscription lapse. This is why I always encourage founders participating in my WISE Tech | SPJIMR Start-up Workshops, to test for saleability, not just features. Just because a product is cool or beneficial doesn’t mean customers will prioritize it enough to pay for it. In a crowded market, you have to prove that your “vitamin” actually makes a difference in people's lives—and that’s tough.

Dopamine: The Attention Hook

'Dopamine' startups : These are the ones that tap into the brain's reward system and draw users in through engagement.

Think of platforms like Instagram—they don’t necessarily solve a “real” problem, but they sure know how to keep you coming back for more. These platforms are designed to trigger dopamine release, keeping users hooked with content feeds, notifications, and endless scrolls.

The value of a dopamine-driven product isn’t in solving a problem—it’s in providing an engaging (often addictive) experience.

While these platforms may not provide a tangible, pressing solution, they keep users engaged by offering something emotionally stimulating. However, this comes with its own set of challenges. Because the business relies on user engagement, it must continually innovate to avoid user burnout and keep the dopamine high flowing.

Dopamine-driven startups often grow rapidly, but they also face competition for attention and struggles with user fatigue. Their monetization is often driven by ads, making engagement the key metric of success.

Which Start-up Are You?

Understanding if your startup is a painkiller, vitamin, or dopamine-driven product shapes your entire strategy— marketing, monetization, and feature prioritization.

Painkillers promise sustainable growth by addressing urgent needs. Vitamins are trickier; they rely on carving out a loyal customer base willing to pay for non-essential solutions. Dopamine startups, on the other hand, require high engagement and constant innovation to stay relevant.

Knowing your startup's category will help you navigate the ups and downs of the startup world. It’ll give you clarity on how to refine your offering, attract customers, and ultimately find the right market fit.

"Which category do you think your startup belongs to—painkiller, vitamin, or dopamine-driven? Drop a comment below with your thoughts and why! I would love to hear about your experience.

Also if, you are struggling to get traction and feeling lost, think about this test and reach out to me if you want to have a chat on this.

(PS: If you think this would be helpful to someone in your network, feel free to pass it along)?