Vantage
VANTAGE
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For founders

Put the next dollar where the evidence is.

You're deciding where a limited budget actually goes. Vantage helps you say no to the concept the team is emotionally attached to, before that money is spent.

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The question that decides it

Where does the next dollar go?

Every Vantage call ends in one of five: Proceed, Refine, Validate, Pause or Stop.
What Vantage answers

The calls in front of you, made on evidence.

i.

Which idea deserves the money?

One clear call per product, so you can fund one and stop the rest.

ProceedStop
ii.

Do we need more research, or a decision?

Whether another study could change the answer, before you pay for it.

Validate
iii.

Are we ready for the production run?

The riskiest assumption, found before the minimum order is placed.

ProceedPause
What it looks like

A sample decision.

Product record Sample
Sleep Gummies
Early idea
Verdict · StopStop before the first $95K goes in

No edge over three cheaper brands already on shelf.

Evidence

Three brands on shelf make the same magnesium sleep claim at $12–$16.Shelf scan · 3 retailers

Inference

Without a new ingredient or format, it competes on price alone.Category pricing

Assumption

Shoppers will pay $24 for a cleaner label.Not checked yet

Next dollar goes to

Nothing yet. Move the budget to the next idea, and reopen if a new ingredient changes the picture.

What you bring

  • The concept, deck or product brief
  • Any research you've run: surveys, panels, taste tests
  • Sales, repeat or retailer feedback, if it exists
  • Your price and cost assumptions

What you get back

  • One call: Proceed, Refine, Validate, Pause or Stop, with the reasoning
  • Every line labelled evidence, inference or assumption, with its source
  • Confidence based on how well the evidence holds up
  • The next test worth paying for, and the result that would change the call
Related

Also useful.

Use caseSize up a new ideaRead more →Use caseIs more research worth it?Read more →RoleInvestors & acceleratorsRead more →

Have a decision in front of you? Start with one product.

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