Structured Experiments (Validation)

Hypothesis → run → measure → decide. Set a numeric success threshold up front and let Venture OS compute the verdict.

What it is

Structured Experiments turns "let's try some ads and see" into a test with a clear rule for success. You commit to a hypothesis, a metric and a threshold before you spend. When results come in, Venture OS calculates the verdict for you.

You can use it from Validation without finishing the Idea Book.

Creating an experiment

Click New experiment and fill in:

| Field | Example | |---|---| | Hypothesis | "We believe clinic owners in Dubai will book a demo from a LinkedIn DM. If true, we should see ≥15% reply rate." | | Channel | Suggestions come from your GTM Hypothesis (primary/secondary channel) and your Business Model Canvas channels. You can also type your own | | Success metric | Reply rate %, cost per lead, sign-ups… | | Success threshold | A single number, e.g. 15 | | Better outcome is | Higher number is better, or lower number is better (e.g. cost per lead) | | Budget (optional) | Planned spend | | Planned duration | 1 week to 6 months |

The experiment is saved as a Draft.

Running it

• Start run moves the experiment to Running.
• When the period ends, click Log results, then enter the actual number and optional notes.
• Complete & compute verdict marks it Completed and assigns an outcome.

How the verdict is calculated

Venture OS compares your actual result with your threshold, using a ±10% inconclusive band around the threshold:

• Validated: clearly beat the threshold (outside the band, in the right direction)
• Invalidated: clearly missed it
• Inconclusive: landed within ±10% of the threshold. Too close to call, so consider re-running with a bigger sample

Example: threshold 15%, higher is better → 16.5% or less is inconclusive; above 16.5% is validated; below 13.5% is invalidated.

Dashboard at the top

• Experiments run
• Validation rate: validated ÷ experiments with a verdict
• Top channels (validated): your top three winning channels
• Total test spend: the sum of budgets for runs you've started or finished, in the currency you entered

Tick Show archived to see experiments you've archived.

Feeding your Go-to-Market Strategy

Once your venture has a Go-to-Market Strategy plan, completed experiments show three buttons:

• Winning: primary: adds the channel to your primary winning channel
• Winning: supporting: adds it as a supporting channel
• Killed channel: records it in your channels killed list

This is how evidence flows from testing into your GTM plan, instead of living in a spreadsheet.

Getting started

Write one experiment for the channel you're most unsure about. Keep the threshold honest. It should be the number that would genuinely change your decision.

Open Structured Experiments