STEP 2.2: A CASE STUDY
Gets Some Answers
Instead of just asking people what they think, David decides to run a real-world experiment to test his assumptions about his coffee shop.
The Challenge
To test demand without the massive risk of signing a five-year lease. How can he see if people will actually show up and pay for premium coffee in his target neighborhood?
The Action
David sets up a pop-up coffee cart on a Saturday morning near his proposed location. He posts about it in the neighborhood Facebook group and puts up a few flyers.
The Result: A line forms before he even starts brewing. He sells out of coffee in two hours. People hang around, chatting with neighbors.
Aha Moment: The demand is undeniable. People didn't just want coffee; they wanted a place to gather. Several people asked, "When are you opening for real? We desperately need a place like this."
The Outcome
David's experiment was a stunning success. His assumptions about location, pricing, and the need for a 'third place' were all strongly validated. He now has the confidence to start looking for a permanent location.