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3
Design
Your
Tests
4
Enter
the Learning
Loop
5
Capture
Learnings
and Next
Actions
6
Measure
Progress
Learn
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
5C
INVALIDATED
iterate or pivot
5A
UNCERTAIN
test more
5B
VALIDATED
progress towards
next element
Measure
Build
2
Extract
your
Hypotheses
1 (6)
(re)Shape your
ideas
Test CardLearning Card
The Iterative
Testing
Process
?How can I avoid the risk of
failing with bold new
business ideas?
. Test those first!
3.4
Bringing it
all Together
ASSESSMENT
OBSERVATION
PROTOTYPING
TO
TESTING
FAILED
FROM
TESTING
STARTING POINTS
BU
SINESS MODEL
7QUESTIONS
SUCCESS
HYPOTHESIS
265264
TEST
264
Bringing it all Together: From
Idea to Business with Lean
Startup & the Progress Board (I)
10m
or 1b+
From Idea
to Business
1Prototype
your
Ideas
The Iterative
Testing
Process
2
Extract
your
Hypotheses
1Prototype
your
Ideas
The Iterative
Testing
Process
2
Extract
your
Hypotheses
3
Design
Your
Tests
Test Card
1Prototype
your
Ideas
The Iterative
Testing
Process
2
Extract
your
Hypotheses
3
Design
Your
Tests
4
Enter
the Learning
Loop
Learn
5A
UNCERTAIN
test more
Measure
Build
Test Card
1Prototype
your
Ideas
The Iterative
Testing
Process
2
Extract
your
Hypotheses
5
Capture
Learnings
and Next
Actions
Learning Card
3
Design
Your
Tests
4
Enter
the Learning
Loop
Learn
5A
UNCERTAIN
test more
Measure
Build
Test Card
1Prototype
your
Ideas
The Iterative
Testing
Process
3
Design
Your
Tests
4
Enter
the Learning
Loop
Learn
5A
UNCERTAIN
test more
Measure
Build
Test Card
2
Extract
your
Hypotheses
5
Capture
Learnings
and Next
Actions
Learning Card
5A
UNCERTAIN
test more
1Prototype
your
Ideas
The Iterative
Testing
Process
3
Design
Your
Tests
4
Enter
the Learning
Loop
Learn
5A
UNCERTAIN
test more
Measure
Build
Test Card
2
Extract
your
Hypotheses
5
Capture
Learnings
and Next
Actions
5B
VALIDATED
progress towards
next element
Learning Card
5A
UNCERTAIN
test more
1Prototype
your
Ideas
The Iterative
Testing
Process
3
Design
Your
Tests
4
Enter
the Learning
Loop
5
Capture
Learnings
and Next
Actions
6
Measure
Progress
Learn
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
5C
INVALIDATED
iterate or pivot
5A
UNCERTAIN
test more
5B
VALIDATED
progress towards
next element
Measure
Build
Test CardLearning Card
2
Extract
your
Hypotheses
5
Capture
Learnings
and Next
Actions
5B
VALIDATED
progress towards
next element
Learning Card
5A
UNCERTAIN
test more
1Prototype
your
Ideas
The Iterative
Testing
Process
3
Design
Your
Tests
4
Enter
the Learning
Loop
5
Capture
Learnings
and Next
Actions
6
Measure
Progress
Learn
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
5C
INVALIDATED
iterate or pivot
5A
UNCERTAIN
test more
5B
VALIDATED
progress towards
next element
Measure
Build
2
Extract
your
Hypotheses
1 (6)
(re)Shape your
ideas
Test CardLearning Card
The Iterative
Testing
Process
?Do you have a tool to help
me manage and track my
testing activities?
Progress
Board
Concept
Test Card
We believe that
Test Name
Assigned to
Deadline
Duration
And measure
To verify that, we will
We are right if
The makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG
Test Cost: Data Reliability:
Critical:
Time Required:
Test Card
We believe that
Test Name
Assigned to
Deadline
Duration
And measure
To verify that, we will
We are right if
The makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG
Test Cost: Data Reliability:
Critical:
Time Required:
Test Card
We believe that
Test Name
Assigned to
Deadline
Duration
And measure
To verify that, we will
We are right if
The makers of Business Model Generation and StrategyzerCopyright Business Model Foundry AG
Test Cost: Data Reliability:
Critical:
Time Required:
5A
INVALIDATED
backlog build measure learn done
5B
LEARN MORE
5C
VALIDATED
back to the drawing
board: iterate or pivot
your design
advance to next step:
move on in your quest to
turn your idea into reality
4
Tests
Test Card
Learning
Card
Learning
Card
Learning
Card
Learning
Card
Learning
Card
Learning
Card
Learning
Card
Test Card
Test Card
Test Card
Test Card
Test Card
Test Card
Test Card
Test Card
Test Card
5
Insights
and Actions
6
Measure progress
2
Extract your
Hypotheses
3
Design your tests
1
(re)Shape
your ideas
(6)
The Progress Board
Business
Hypotheses
!
!
!
!
!
Test: Backlog Test: Build
Invalidated
Unclear Results
Validated
Test: Measure Test: Learn Progress
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer strategyzer.com
21 43
List the key assumptions that need to be
true for your idea to work. Prioritize the most
critical ones that could kill your business.
The tests and experiments that
you intend to perform
The tests and experiments that are
being planned, designed, or built.
The tests and experiments that are
currently running and collecting data.
The tests and experiments that were
executed, collected data, and are
ready to be analyzed.
Your validation criteria step-by-step.
Back to the drawing board
Iterate or Pivot your design
Design another test, and
learn more before making a decision
Advance to the next step,
move on in your quest to make ideas reality
?
HYPOTHESIS
HYPOTHESIS
HYPOTHESIS
HYPOTHESIS
HYPOTHESIS
e.g. FIRST
INTERVIEWS
e.g.
CANVASES
e.g. FIRST
CALL-TO-
ACTIONS
e.g. TESTING
PURCHASE

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