It's a good idea get feedback throughout the editing process, but it's very important to get feedback when you have a final version that has everything you envisioned. It is best to get people who have never heard of your product or organization, so they won't have a previous understanding of your product or message. You can reach out to friends of friends to watch your video, or even people sitting at coffee shops will be open to spend 5 minutes of their time to watch your video and give you feedback (again, buying them a coffee always helps!).

Here are questions to ask:

1) Can they explain what your product is and what it does? - This is obviously very important, if viewers don't know what your product does this needs to be cleared up through dialogue and visuals. People don't invest in things they don't understand.

2) Do they know the message of your video? - if this is not being conveyed clearly, you may need to rethink the footage being used or the dialogue.

3) Do they view the founders of the organizations positively? If not why not? - you'll need to find out from your viewers what is causing the founders to be viewed negatively. It could be something as simple as lack of smiling.

4) Is the product something they would pay for? If not, why not? If so, how much would they pay for it? - if people don't view your product as something is of value, you'll need to add some more "wow factor" into your video. Really try and show off what your product can do.

Once you have feedback from a few people, you'll have to go back and tweak the
editing, and possibly shoot additional footage.