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Test Design
Learn Confirm
Minimum 
Viable 
Product
Minimum 
Viable 
Product 
Test
Minimum effort 
towards validated 
learning
Search 
Learn Confirm CEO hired 
Customer 
Discovery 
Customer 
Validation 
Execute 
AARRR 
Customer 
Creation 
Company 
Building 
Pivot 
Entrepreneurs start to think about leaving
Search 
Learn Confirm 
Customer 
Discovery 
Customer 
Validation 
Pivot 
Confirm 
Confirmation can be 
achieved through 
several kinds of tests, 
depending on what 
you want to confirm.
Test options 
Are merely limited by your imagination
Video + Landingpage 
75.000 signups
Wizard of Oz 
Proved people would buy shoes online
Concierge 
Created early customers
A test drives 
validated learning
But what do we 
need to learn? 
You need to find your riskiest assumption, and a way 
to (in)validate it.
The riskiest assumption is 
the one that, if proven false, 
will kill your business
How to design a test
How to design a test 
- Set your learning goal
How to design a test 
- Set your learning goal 
- Form a falsifiable hypothesis to test
How to design a test 
- Set your learning goal 
- Form a falsifiable hypothesis to test 
- Make it measurable
How to design a test 
- Set your learning goal 
- Form a falsifiable hypothesis to test 
- Make it measurable 
- Set a fail condition
How to design a test 
- Set your learning goal 
- Form a falsifiable hypothesis to test 
- Make it measurable 
- Set a fail condition 
- Set a time-box
Build 
Ideas 
Measure 
Learn 
Lean Startup Process 
Build Measure Learn Loop 
Data Product
If you cannot fail, 
you cannot learn 
About half your tests should fail
Accept failure as 
validated learning 
Swallow your pride, become successful
StartupFoundation.co 
Join the network of founders that share 
their progress and help each other forward

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Test Design