STEP 2.2: A CASE STUDY
Gets Some Answers
With her riskiest assumptions identified, Isabelle is ready to talk to her target audience: founders of sustainable e-commerce brands.
The Challenge
To find 5-10 founders and have a 15-minute chat to test if they'd value a productized branding service over custom work.
The Action
Isabelle uses her professional network on LinkedIn to find participants. She holds several casual calls, focusing on their past experiences with branding.
Isabelle: "Tell me about the process of getting your current brand designed."
Founder: "It was chaotic. I hired one person for the logo, another for the website, and my social media looks totally different. I feel like we look unprofessional and it's hurting customer trust."
Aha Moment: The problem of brand inconsistency is a major pain point, and it's directly linked to credibility and sales.
Isabelle: "If there was a service that gave you a complete brand system—logo, fonts, colors, templates—for a fixed price, would that be appealing?"
Founder: "That would be a dream. The big agencies quoted us $25,000, which we can't afford. But a clear, comprehensive package for something like $5,000? I'd sign up tomorrow. It would save me so much time and stress."
Aha Moment: Her assumptions about a productized service and pricing are both strongly validated. Clients want a clear scope and are willing to pay a premium for it.
The Outcome
Isabelle's idea is validated. Her audience doesn't just want custom design; they want a clear, strategic system. Her productized service isn't a "cheaper" option; it's a better one for their needs.