This document summarizes the testing of various hypotheses for a business idea involving a removable heel shoe. It describes 14 hypotheses across different business model components that were tested, with the results for each. 7 hypotheses were validated, 2 were invalidated, 1 was skipped due to a change in business model, and 4 are still being tested. The hypotheses tested include customer segments, key activities, key partners, cost structure, channels, value propositions and revenue streams.

1. 1
KA1
KA2 KP1
CO2
VP2
CH1 CH2
VP1
VP3
RS
1
RS2
RS3
RS4
KP2
Not tested due to
Change of Business
Model
CS1

2. Validated Hypothesis

3. Component: Key Activities Code: KA2
Hypothesis It is doable to produce a prototype of a shoe that is able to change from
a high heel to a flat by integrating a ballerina in the flat shoe.
Test Asking different shoe makers / designers / engineers if the materials
and production processes allow to produce a shoe that could be
changed by removing the heel.
Validation If more than 50% of the people that we approach believe that this is
doable the hypothesis is validated.
Result Validated – It is possible to produce such a shoe
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

4. Component: Customer Segments Code: CS1
Hypothesis Women want to be flexible by changing their shoes (removing the
heel).
Test Creating a landingpage for the removable heels shos with a lead
generation field (“If you are interested in this product; leave your mail
here for further information”). The field has a checkbox where we can
see if the women subscribed is under 25 y.o., or older.
Validation If 15 women subscribe for further informations the hypothesis is
validated.
Result Validated – 22 Women subscribed for more information.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

5. Component: Key Partners Code: KP1
Hypothesis It would be possible to outsource the process of producing the shoes by
approaching a shoe maker that is able to produce the shoes according
to our prototype.
Test Asking different shoe makers if they would produce the shoes.
Validation If one would be willing to produce the shoes the hypothesis is
validated.
Result Validated - According to the center of shoe research it is possible to
outsource the production in Portugal.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

6. Component: Cost Structure Code: CO1
Hypothesis It is possible to produce the removable high heel shoes for a reasonable
price (less than 50€ by aiming at a retail price of 100€). Otherwise we
would need to change our target group.
Test Asking different shoe makers and calculate conceptional prices for
different materials.
Validation If one shoe maker agrees that it is possible to produce the shoe for that
price the hypothesis is validated.
Result Validated – According to the center of shoe research the price for the
production of one shoe would be around 50€
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

7. Component: Revenue Stream Code: RS1
Hypothesis People are willing to buy our shoe for 75€
People are willing to buy our shoe for 135€
Test Create 2 landing pages to test the conversion on each price.
Validation If the CTR on the landingpages is above 10% people are willing to buy
the shoe for that price.
Result Validated (Both CTRs were higher 75€ -> 23%, 135€ -> 18%)
For details pls go to our Blog -> Landing Pages
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

8. Component: Channels Code: CH1
Hypothesis Women are willing to buy their shoes online.
Test Interviewing 40 women and asking them if they would be willing to buy
their shoes online.
Validation If 50% agree that they would be basically interested in buying their
shoes online the hypothesis is validated.
Result Validated – 42 out of 54 women agreed that they feel comfortable with
buying shoes online.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

9. Component: Value Proposition Code: VP1
Hypothesis Women are experiencing pain after wearing high heels for a long period
of time.
Test Interviewing 40 women (20 teenagers and 20 older women) by asking
them if they are experiencing pain after wearing high heels for a long
time.
Validation If 75% of the women agree that they have pains after wearing high
heels for a long period of time the hypothesis is validated.
Result Validated - Nearly 100% of all interviewd women agreed that they
experience pain after wearing high heels for a long time.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

10. Component: Key Partners Code: KP2
Hypothesis Bloggers are a good tool to spread the word within the fashion industry.
Test Review the 10 biggest fashion blogs in Europe and compare them in
terms of viral reach.
Validation If the blog posts on average have more than 100 likes/shares the
hypothesis is validated.
Result Validated (Usually blog posts of the 10 biggest fashion blogs in Europe
got on average between 60 and 150 likes)
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

11. Component: Channels Code: CH2
Hypothesis It is possible to place a new shoe brand in retailers. There are no
barriers to get into retail if the stores are interested in the product.
Test Interviewing 3 different retailers and asking them if they include new
brands in their stores and how they get approached by new brands.
Validation If 2 out of the 3 retailers agree that there are basically no barriers to get
into retail for new products this hypothesis is validated.
Result Validated – It is possible to place a new shoe in retail of the customers
are interested in that product.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

12. Invalid Hypothesis

13. Component: Key Activities Code: KA1
Hypothesis It is doable to produce a prototype of a shoe that is able to change from
a high heel to a flat shoe by removing the heel in one click.
Test Asking different shoe makers / designers / engineers if the materials
and production processes allow to produce a shoe that could be
changed by removing the heel.
Validation If more than 50% of the people that we approach believe that this is
doable the hypothesis is validated.
Result Invalid – Due to the fact that the sole of the shoe needs to be stiff, it is
not possible to produce such a shoe.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

14. Component: Value Proposition Code: VP3
Hypothesis Women that are wearing high heels are willing to pay more if they are
able to customize their shoe.
Test Interviewing 40 women (20 teenagers and 20 older women) by asking
them if they are willing to pay more for customizing their shoes and
therefore have a unique pair.
Validation If 10 out of 40 are interested in a product that would allow them to
customize their shoes this hypothesis is validated.
Result Invalid – 37 out of 54 women said that they are not interested in
customizing their own shoes.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

15. Component: Revenue Stream Code: RS2
Hypothesis People are willing to pay for a catalogue to receive new Shoozit
shoe trends.
Test Interview 50 women / teenager and ask them if they would be
interested in buying the catalogue.
Validation If 15 out of 50 women are interested the hypothesis is validated.
Result Invalid – Only 6 out of 50 women would be interested in buying the
catalogue.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

16. Component: Revenue Stream Code: RS3
Hypothesis Advertising other products on our website would be a good source of
revenue
Test Visit competitors homepages and check if they have advertising on
their homepages.
Validation If at least one has advertising from another company on their
homepage, the hypothesis is validated.
Result Invalid – No competitor has advertising that leads to another company
on their homepage.
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

17. Component: Value Proposition Code: VP2
Hypothesis Women are willing to carry the heels with them after removing them
from their shoes.
Test Interviewing 40 women (20 teenagers and 20 older women) by asking
them if they are willing carry the heels after removing them.
Validation If 75% of the women who agreed to the hypothesis in CS1 and CS2 are
willing to carry the heels with them this hypothesis is validated.
Result Skipped, due to change of Business Model
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0

18. Hypothesis being tested

19. Component: Revenue Stream Code: RS4
Hypothesis Selling a bag that would carry the high-heels would be a possible source
of revenue.
Test Ask 50 women/teenagers if they would be willing to buy a additional
bag to carry the high-heels.
Validation If at least 10 women agree that they would additionally buy the bag,
the hypothesis is validated.
Result
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
Model Version
Removable Heels 1.0