Incy TemplatesDemand Test Experiment Planner
A documented demand-test experiment with a defined threshold for what counts as a real signal.
A worksheet for writing a Market Engagement Hypothesis and choosing which pretotype fits.
Part of the Customer Demand Test family. Also see: Customer Demand Test: the Guide, Demand Test Selector.
- Version
- 1.0
- Last updated
- 11 Aug 2026
- Completion time
- 20–30 min
- Formats
- markdown
About this template
A structured worksheet for defining your Market Engagement Hypothesis (idea, target market, threshold, timeframe), then choosing which of four pretotyping techniques — Fake Door Test, Wizard of Oz, YouTube MVP, The Infiltrator — fits your situation.
Instructions
- Write your Market Engagement Hypothesis: if we offer [idea] to [target market], at least [X%] will [take action] within [Y time].
- Set your threshold before you run anything — decide in advance what counts as a real signal.
- Choose which of the four pretotyping techniques fits your situation (or use the Demand Test Selector Tool to help decide).
- Run the test, record the real result against your threshold, and decide what it means before rationalising it either way.
What you'll need
Your idea in one sentence, a specific target market, and a rough sense of how you'd reach them.
Who it's for
Founders with a specific idea who want to test real demand before building anything.
When to use it
Use once you have a specific idea to test, before you start building it.
When not to use it
Not useful once you already have real paying customers.
What's included
A Market Engagement Hypothesis worksheet, a comparison of the four pretotyping techniques with when each fits, and a results log to record the real outcome against your stated threshold.
- Demand Test Experiment Planner (Markdown, AI-agent-ready) (markdown)
Completed example
Hypothesis: "If we offer Shift Swap to independent café and retail managers in our city, at least 15% of the people we reach will sign up for early access within one week."
Technique chosen: Fake Door Test — a one-page description ("post a shift, get it covered in minutes") with a "Get early access" button, shared in three local small-business groups and directly with everyone already interviewed. A Wizard of Oz version (manually matching swap requests) was considered and rejected — it would only prove demand at one location, not whether the idea travels.
Result: 22 signups from roughly 90 people reached (about 24%) — clears the 15% threshold. Most signups came from managers rather than workers, itself a useful signal about who to design the first version for.
Interpreting your result
A result that clears your threshold is early evidence of demand, not proof — treat it as license to keep going, not a guarantee. A result that misses the threshold is real information gained cheaply, not a failure; it should change your plan, not just your mood.
Once you've got a real signal, take it into MVP Scoper to decide what to actually build.
Licence
Single-purchaser licence covering personal and commercial use, including client work. Redistribution or resale of the template itself is not permitted.
Frequently asked questions
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