STEP 2.1: A CASE STUDY
Puts Assumptions to the Test
David's idea for a neighborhood coffee shop feels solid, but before he signs a lease, he needs to identify his riskiest assumptions.
The Challenge
His business depends on people showing up and spending money. He needs to find out if his vision aligns with what the community actually wants and is willing to pay for.
The Action
David's Top 3 Riskiest Assumptions to Test:
- The "Location" Assumption: Is there enough daily foot traffic in his chosen location to support a business?
- The "Pricing" Assumption: Will people pay $5 for a specialty latte when they can get a cheaper one down the street?
- The "Third Place" Assumption: Do people actually *want* to spend time in a coffee shop, or do they just want a quick grab-and-go cup?
The Outcome
David has a clear set of questions to answer. These assumptions will guide his validation experiments, helping him make an evidence-based decision about his business's viability.