Vantage
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Other physical goods

Working outside these four? Bring the product anyway.

The decision record works across physical goods. Vantage just doesn't pretend every category has earned the same evidence standard yet, so outside food and beverage, beauty, wellness and pet it uses a general framework and shows you the category assumptions it is making instead of hiding them.

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The question that decides it

Which category assumptions is the call resting on?

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.

A general framework, stated openly

Demand, differentiation, price-value and repeat, judged the same way as in our core categories.

ProceedRefine
ii.

Category assumptions, labelled

Where we're borrowing patterns from other categories, the line says so.

Validate
iii.

The same five calls

Proceed, Refine, Validate, Pause or Stop, with the reasoning.

PauseStop
What it looks like

A sample decision.

Product record Sample
Concentrated Laundry Sheets
Concept
Verdict · ValidateValidate cleaning performance first

The plastic-free story is strong. Repeat depends on whether it cleans well enough.

Evidence

47% of 200 shoppers would try plastic-free laundry sheets.concept_survey.csv

Assumption

Repeat behaves like liquid detergent repeat.Category assumption · borrowed

Assumption

Sheets clean heavy loads as well as liquid.Not checked yet

Next dollar goes to

A 4-week home-use test with 50 households, including heavy loads. About $6,000.

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 →RoleFoundersRead more →IndustryFood & BeverageRead more →

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