01

State the hypothesis

Describe a specific audience, problem, offer, channel, and expected behavior.

02

Pick one primary measure

Choose the result that would change your decision. Add guardrails for quality or cost so volume alone does not look like success.

03

Set the test window

Write down the budget, sample target, owner, start date, and decision date before launch.

04

Decide what comes next

Scale, revise, or stop using the agreed evidence. Record surprises and what the next test should isolate.

COPY-READY WORKSHEET

Make it yours.

HYPOTHESIS
For [audience] with [problem], [offer] through [channel] will lead to [behavior].

TEST DESIGN
Primary measure and threshold:
Quality or cost guardrail:
Sample target / budget / duration:
Owner and decision date:

DECISION RULE
Scale if:
Revise if:
Stop if:
What we learned:

Adapt this outline to your own context. Do not paste confidential data into a public page.