Vantage
VANTAGE
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Three concepts, one budget

Pick the concept with evidence behind it.

They can't all move forward. Vantage lays out what each concept has going for it and against it, side by side, so the stage-gate call isn't a gut call in a meeting.

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The question that decides it

Which one gets the next dollar, and which ones stop?

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 concept has evidence, and which is the favourite?

Every concept gets the same labels, so the team's favourite can't hide behind a good deck.

ProceedStop
ii.

What does each one depend on?

The riskiest assumption behind each concept, stated plainly.

Refine
iii.

What separates the top two?

The cheapest test that would split them, and the result that would decide it.

Validate
What it looks like

A sample decision.

Product record Sample
High-Protein Breakfast Cookie
Concept
Verdict · ValidateValidate Concept A before production

Strongest demand of three, but the reason it would sell has never been tested.

Evidence

52 of 120 target buyers would buy Concept A. Concept B: 19 of 120.concept_survey_mar.csv

Inference

Taste will matter more than price for repeat.41 of 74 comments mention taste

Assumption

People will eat it instead of their usual breakfast.Not checked yet

Next dollar goes to

A 60-person home-use test. About $8,000, 3 weeks. Proceed if 25 or more of 60 replace breakfast.

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
Open the full sample decision →
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