Vantage
VANTAGE
Sign inTalk to our teamGet your report
Early idea

Size up a new idea before anyone gets attached.

Is the demand real, and is there room on shelf? Vantage reads the category and what you already know, then tells you whether the idea deserves development money.

Get your reportTry a free quick read
The question that decides it

Does this idea deserve development money?

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.

Is the demand real, or just interest?

Vantage separates people saying they like it from behavior you can point to.

ProceedStop
ii.

Is there room on shelf?

Who already makes the claim, at what price, and what would make this one different.

RefineStop
iii.

What would have to be true?

The assumptions the idea depends on, ranked by how much they could hurt.

Validate
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 casePick the concept to fundRead more →RoleFoundersRead more →IndustryWellness & SupplementsRead more →

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

Get your report