Hypothesis-driven Entrepreneurship

Revenue Model

AIDA – test hypothesis based on it

Theory of Market Diffusion

• there is an innovation
• you’re trying to move people from an old idea to a new idea; across categories (not brand)

Roger’s Diffusion Model

• Innovators (2.5%) – open/curious to new tech, they like it because the tech is new
• Early adopters (13.5%) – they can see the benefit of your solution
• Early majority (34%)

Roger’s Five Factors

Validate hypothesis via customers.

Build-Test-Learn