STEP 2.1: A CASE STUDY
Puts Assumptions to the Test
With a clear Core Concept and Audience Hypothesis, Leo shifts from optimistic creator to disciplined strategist. Before cutting a single piece of leather, he needs to identify and challenge the riskiest assumptions his entire business rests on.
The Challenge
Leo's idea for a minimalist, durable leather wallet feels right, but it's still just an idea. He needs to deconstruct his plan to find the potential points of failure *before* investing time and expensive materials into creating a product nobody wants.
Core Concept:
"I will use my craftsmanship to create durable, minimalist leather goods for people who reject throwaway culture, so they can own beautiful items that last a lifetime."
The Action
Leo uses the Problem-Solution Fit Canvas to map out his assumptions.
Customer
- Quality-conscious professionals.
- Frustrated with disposable products.
- Appreciates minimalist design.
Problem
- Current wallets are poorly made and fall apart.
- Hard to find simple, elegant designs.
- Feels wasteful to keep replacing items.
Solution
- A hand-stitched, full-grain leather wallet.
- A design with just enough slots for essential cards.
- A product that is guaranteed for life.
The Outcome
Leo now has a clear, prioritized list of his most critical assumptions. This isn't just a list; it's a strategic plan for his first customer interviews.
Leo's Top 3 Riskiest Assumptions to Test:
- The "Willingness to Pay" Assumption: 💰 Will my target audience actually pay a premium ($100+) for a wallet, even if it's high quality?
- The "Feature Set" Assumption: Is my idea of a 'minimalist' wallet what they really want, or will they find it lacks necessary features?
- The "Craftsmanship Value" Assumption: Do potential customers truly value 'hand-stitching' and 'full-grain leather', or are these just technical details they don't care about?