# TorontoStarts growth experiment workbook

Companion: https://torontostarts.com/startup-and-small-business-marketing/

## One customer, one offer, one channel
Customer segment:
Problem and evidence:
Offer, price and exclusions:
Acquisition channel:
Hypothesis:

## Bound the experiment
Owner and start/end dates:
Time and spending cap:
Number of people reached:
Primary measure and denominator:
Success, revision and stop thresholds chosen before the test:
Consent and platform requirements:

## Record the funnel
Qualified people contacted:
Replies:
Meetings:
Offers made:
Paid customers:
Cash collected:
Delivery and acquisition costs:
Where people dropped out and what they said:

## Decide
Result versus threshold:
Other changes that could explain the result:
What the result does NOT establish:
Continue, revise or stop:
Next test: