MKT.13:4 - Solution

MKT.13:4.1 - Recover the whole commercial proposition and the intended deployment

Explain the proposed customer contribution, actual alternatives, audience, way of reaching and acquiring customers, customer work, provision, support and exchange. MKT.1 and MKT.2 supply the qualified problem and offer. Include partners, specialised work and later obligations when they are needed for the result.

State the deployment decision: repeat the present service next month, employ another team, enter another segment, use a new channel, or increase volume. Define the proposed period and service conditions. Without these, a model can be called repeatable while every repetition changes the essential offer or consumes exceptional help.

Distinguish the claims and their present support. A working artifact may support technical feasibility; a customer conversation may clarify a problem; an actual choice may support willingness to obtain a specified contribution on particular terms. None alone establishes the full combination of acquisition, delivery, benefit and sustained economics. Keep uncertainties connected to their consequence rather than treating every box in a business-model diagram as equally urgent.

Use STR.8, Relate Capabilities, Dependencies, Business Models and Initiatives to explain how the contribution would be obtained and sustained. Its result exposes a missing method, capability, access, arrangement or funding condition at the right subject. A market problem need not be repaired with a product feature, nor an access gap with another interview.

MKT.13:4.2 - Select the uncertainty that can change the next commitment

Ask which unsupported claim could defeat the proposed deployment and what alternative explanation fits the evidence. Customers may like the demonstration but lack a usable purchase route. The channel may reach interested users but no payer. A price may cover visible execution while omitting preparation and support. A pilot may work only because the founder silently completes customers’ work.

Choose the next inquiry or trial by its ability to distinguish the consequential possibilities at reasonable cost. State what would make the proposed commitment acceptable, smaller, different or unavailable. A fixed number of interviews, a minimum conversion percentage or a prototype milestone is useful only when justified for this decision.

If the issue is the meaning of the customer’s situation, use MKT.12. If it is a concrete choice and transition, use MKT.4 with real conditions. If the decision needs an intervention effect, use MKT.10. If the missing contribution is the service itself, request the relevant engineering result through MKT.9 and MKT.11. Keep these different questions distinct even when one trial informs several of them.

Use the smallest adequate means of inquiry. A sample output, terms of a limited service or a manual trial may answer a purchasing or use question more directly than a finished product. Conversely, a simulation that conceals the crucial operational difficulty may be inadequate. The artifact serves the question; its availability does not establish that the question has been answered.

MKT.13:4.3 - Make search possible alongside ordinary work

Arrange the trial as real work. Obtain the needed people, time, inputs, permitted access, technical support and authority to change the proposal. Explain what current service must continue and how failures or premature commitments will be handled. Use OCE.11, Coordinate Change Work with Continuing Service to reconcile the whole burden, including learning, supervision, temporary duplication, exception handling and the eventual handover.

Compare a few feasible ways to organise the search: a bounded effort within the current team, a separately supported small team, or a qualified external contributor. Compare how each arrangement would answer the selected question and obtain the same useful customer result. Also compare effects on continuing work, access to scarce specialists and freedom to revise assumptions; identify who will receive the result. Separation is useful when it resolves a real conflict; it is not an automatic remedy for uncertainty.

Give the responsible people a legitimate way to return disconfirming evidence and change or stop the proposal. A team measured only by immediate sales may conceal evidence that the offer is unsuitable. A search team rewarded only for prototypes may leave acquisition and ordinary delivery unexplored. Select expectations appropriate to the actual question without exempting the work from cost, commitments or accountable decisions.

Name the receiving work before the trial finishes. The operating team needs more than a favourable presentation: it needs a usable offer, performance conditions, remaining exceptions, training or access, and the support obligations it would inherit. The search can produce a useful negative answer or a smaller complete service; neither should be converted into a promise of the original scale.

MKT.13:4.4 - Observe a complete attempt under relevant conditions

Follow a real attempt far enough to answer the selected question. For an ordinary provision claim, follow suitable customer selection, contact, choice, agreed terms, inputs, performance, use and support. Preserve where the work stops and why. An inquiry about purchase alone need not wait for years of later use, but its conclusion must remain about purchase.

Record material assistance and deviations. Identify whether the founder supplied a personal introduction, unusual discount, manual repair, omitted invoice or unplanned night work. These can be legitimate ways to learn; their cost and availability must enter the proposed repeatable arrangement if it still depends on them. Remove or supply the dependency before claiming ordinary provision without it.

Compare attempts across the differences relevant to deployment. Repetition by the same expert for similar friendly customers may leave another team or channel untested. Select cases that can expose a consequential variation rather than merely accumulating successes. Preserve refusals and ineligible cases so that the number of suitable opportunities is not inflated.

Return the observed result and its limit. Distinguish “this attempt succeeded”, “the ordinary team repeated this bounded service under these conditions”, and “the proposed larger deployment is supported”. A few successful attempts can justify a limited next commitment under uncertainty; they need not establish a stable population rate or unlimited scale.

MKT.13:4.5 - Test whether the proposed repetition can be sustained

Join the customer result to acquisition, complete provision, continued use where relevant, and the means of funding the next period. Use MA.8, Account for Customer and Product Economics Over Time for the population, dated flows, future obligations and prospective alternatives. Retain expenses that the pilot concealed, including founder time valued on an appropriate basis and the cost of replacing exceptional assistance.

If continuation depends on a growing base, use STR.8’s period account: define who is active, reconcile entries and exits, explain the source and delay of the next contributions, and locate the receipts that could fund them. Repeated visits are not new customers; referrals are not acquisitions until the relevant condition is met. A lifetime contribution forecast and a count of invitations do not finance next month’s work.

Check shared capacity at the proposed volume. Preparation may be reusable while qualification, adaptation, support or exception handling still grows with each customer. Several individually feasible promises can jointly exceed a specialist’s available hours. Compare retaining the current volume, narrowing the service, pacing entry, adding supported capacity or obtaining a contribution externally. A sufficient total of hours does not resolve an impossible simultaneous assignment.

Separate an economically attractive model from a currently feasible commitment. Unavailable funds, ineffective access or an unprepared receiving team can limit deployment even when expected contribution is positive. Return the precise missing condition and allow independent useful work to continue under its existing limits.

MKT.13:4.6 - Decide what to deploy and what to learn next

Return one coherent decision: continue the bounded arrangement, expand a supported part, revise a consequential claim, perform another discriminating attempt, pause the dependent commitment or stop. Identify the customer and offer scope, channel, volume, support, economic conditions and receiving team that qualify the decision.

Keep the unresolved part separate without making it disappear. A file-based supported trial can be offered while continuous integration remains an engineering question, provided the offer makes the difference clear. A new segment reopens the affected assumptions; it does not erase evidence about the old one.

Arrange observation and response at the limits that matter. New exceptions, acquisition costs, delayed payment, support queues or changed customer work can invalidate the next repetition. Return to the responsible method with that change. Stable adequate provision can continue without performing the whole discovery sequence again.