A runnable workbook that narrows 30+ ideas to a single beachhead — with evidence at every layer and a 90-day plan to win it. For founders who'd rather prove it than guess.
The whole job in one picture
Invert, always invert. At every gate you ask "what would kill this candidate?" — so weak ones die early and cheap.
Four layers, four questions
"Could a real company live here?"
30+ brainstorm → a 12-cell market matrix → Moore's 3 conditions. Cut anything that fails all three.
"Is it close enough to who we are?"
A per-candidate proximity assertion. If you can't dominate it fast, it isn't a beachhead — it's a distraction.
"Who already owns this customer?"
A 5-defender × 5-metric probe. The HUL–Nihar lesson: the real enemy is often "good enough," not a rival.
"What would prove us wrong?"
Per-week hypothesis → test → metric → criteria. If you can't write a Test Card, you haven't done the work.
How it works
Open your own workbook — run your real substrate (interviews, win/loss, social listening) through each layer.
Every layer is a question; every worked example is the answer for one candidate. Mark your unknowns honestly.
Ship a defended beachhead with a documented runner-up and a 90-day plan — not a guess.
Stop guessing which market to enter
It's the same method behind OYASS and the rest of the VE LAB portfolio. Open the runnable workbook, or talk to us about applying it to your market.