STEP 2.1: A CASE STUDY
Puts Assumptions to the Test
Isabelle's idea for a productized "Brand-in-a-Box" feels promising, but it's a major shift from her current business model. She needs to identify her riskiest assumptions before building it out.
The Challenge
Her entire new business model rests on a few key beliefs. What if she's wrong? She needs to find the potential points of failure before investing time and effort into a service her clients don't want.
The Action
Isabelle uses the Problem-Solution Fit Canvas to map out her assumptions and prioritize them by risk.
Isabelle's Top 3 Riskiest Assumptions to Test:
- The "Productized Service" Assumption: Will sophisticated e-commerce founders pay a fixed price for a branding "product," or will they always prefer a custom, bespoke service?
- The "Problem Severity" Assumption: Is brand inconsistency just a minor annoyance, or is it a painful problem that they believe is actively hurting their sales and credibility?
- The "Pricing" Assumption: Can she charge a premium price (e.g., $5,000) for this package, or will clients see it as a "template" and expect a much lower price?
The Outcome
Isabelle now has a clear, prioritized list of her most critical assumptions. These questions will be the foundation of her validation interviews, helping her understand if her new business model is truly viable.