One page on an audience, offer or channel assumption worth testing before you commit, plus a low-cost way to investigate it. For founders and existing teams considering a new market, offer or approach to buyers.
A one-page review based on public information and the context you share. No call required. It identifies questions to investigate; it can't establish buyer motives or validate demand without direct evidence.
A short statement of the audience, offer or route to buyers you're considering, with any inference from public information clearly marked.
Each dimension marked Proven, Plausible or Unproven, with the supporting evidence and its limits. Missing public evidence stays unknown; it doesn't mean your team hasn't tested the question.
An assumption that could affect your next decision, why it matters and what we'd need to learn before treating it as fact.
A practical test you could start in a couple of weeks, with a clear question and an indication of what the results could and couldn't tell you.
Three required fields. The two optional ones sharpen the read.
The teardown is useful when you have a specific commercial question and want an outside read on the available evidence.
For research, market access or partnership work beyond a public review, talk through the scope with Michael. For ongoing execution of proven outbound, see the Outbound Engine.