The founders of “NewCo” wanted to understand the potential risks and rewards of entering the market with an offering that included software designed to reduce credit card “chargebacks”.

Realistically access the chances of success in the target market.

Developed several alternative high-level business plans. Tested the assumptions of each plan through independent research and by conducting interviews with potential customers, consultants and thought leaders. Tested assumptions by proposing several deal structures to potential partners and customers based on the assumptions in the business plans. Based on the first set of results, developed revised business plans and re-tested.

Recommended against entry into the market. A very costly potential mistake was thereby avoided by spending a relatively very modest amount to test the assumptions in the business plan.