Mapping your next hypothesis to your BMC (or the other way around).

I have been talking about hypotheses lately. I wrote a post recently about mapping your Business Model Canvas to a landing page experiment. Here is a tip on mapping your BMC or your VPC directly to a hypothesis. Credit as always to Strategyzer and to Eric Ries. 


  1. I BELIEVE.... to me, this maps to the BMC canvas itself. Saying those words out loud or writing them transparently is a commitment to learning. It is a declaration that you accept the unknown and are set out to learn. The BMC is a way to test multiple business models over time. An MVP is not a single event but a commitment to a process. So there you go... I BELIEVE... 
  2. THAT THIS NUMBER... the actual number you use in your hypothesis can be loosely mapped to the CHANNEL section in the BMC. 
  3. OF THIS HUMAN... here's the trickiest part. Product development is basically a prediction that a certain number of humans will do a certain thing that will create value for you and for them simultaneously. Then learning about why that was true or not. The humans on the business model come at both edges. The customer on the right or the partners on the left. Each hypothesis needs to select ONE of these and select them in a very specific, highly targeted way. 
  4. WILL TAKE THIS ACTION... to me this maps PERFECTLY to the revenue section, lower right. There will be different levels of currency as you experiment, ultimately leading up to cold hard cash, but depending on which segments or stakeholders you choose, it will require different levels of participation in your ecosystem, and different experiments to prove that there is value for any/all of them. 
  5. BY THIS DATE... (not everything maps PERFECTLY:)
  6. BECAUSE...  this of course is the VALUE PROPOSITION. If you do not know why people are doing something you are just getting lucky (or unlucky). You are LEARNING when you know WHY and this is what leads to REPEATABLE models. Remember to keep the value proposition CONSISTENT with the human, both in the hypothesis and on the BMC. 
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