Building a successful startup isn’t about running a single brilliant experiment – it’s about implementing a progressive sequence of tests that systematically reduce uncertainty and risk. Yet many founders take a haphazard approach to testing, missing the compounding benefits of well-designed experiment sequences.
As Phil Jackson, legendary NBA coach, noted: “The strength of the team is each individual member. The strength of each member is the team.” The same principle applies to experimentation – individual experiments are valuable, but their true power emerges when strategically sequenced to build upon each other.
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Beyond Individual Experiments: The Strategic Sequencing Approach
Individual experiments provide discrete data points, but experiment sequences create comprehensive insights that progressively de-risk your business concept. A well-designed testing sequence:
- Starts with low-cost, quick discovery experiments
- Progresses to more resource-intensive validation approaches
- Increases evidence strength at each step
- Builds upon insights from previous experiments
- Systematically addresses desirability, feasibility, and viability
This approach creates a virtuous cycle where each experiment informs the design of subsequent tests, continuously increasing your understanding of the market and reducing the risk of failure.
Customized Testing Sequences by Business Type
Different types of businesses require tailored testing approaches. Let’s explore effective experiment sequences for various business models:
B2C Software Testing Sequence
Phase 1: Initial Discovery
- Search trend analysis to quantify potential market size
- Customer interviews to understand pain points and current solutions
- Online ad testing to evaluate messaging resonance
Phase 2: Concept Validation
- Clickable prototype to test user experience and workflows
- Email campaign to gauge sustained interest
- Simple landing page to capture leads
Phase 3: Functional Validation
- Wizard of Oz implementation to simulate core functionality
- Single feature MVP to test the primary value proposition
- Split testing of pricing options to optimize conversion
Case Study: How Spotify Sequenced Their Testing Before becoming a music streaming giant, Spotify began with a tightly controlled testing sequence. They started with user interviews to understand music consumption habits, followed by a simple prototype focusing solely on streaming quality and responsiveness. They then ran a closed beta with a small group of users, collecting usage data and feedback. Only after validating core technical performance and user behavior did they proceed to broader release and pricing experiments. This methodical approach allowed them to validate both their technical capabilities and business model before scaling.
B2B Software Testing Sequence
Phase 1: Problem Validation
- Expert stakeholder interviews to understand industry challenges
- Customer support analysis of existing solutions to identify gaps
- Sales force feedback to validate market readiness
Phase 2: Solution Validation
- Storyboard of proposed workflow to gather initial feedback
- Paper prototype to test interface concepts
- Boomerang test where potential customers refer colleagues
Phase 3: Business Validation
- Clickable prototype for user testing with decision-makers
- Presale offerings with discounted early access
- Letter of intent collection from potential enterprise customers
Key Insight: B2B testing sequences often require more stakeholder engagement throughout the process, as purchase decisions typically involve multiple decision-makers with different priorities.
Hardware Product Testing Sequence
Phase 1: Concept Validation
- Customer interviews to understand current product limitations
- Storyboard to visualize use cases and gather feedback
- Paper prototype to test form factor preferences
Phase 2: Physical Validation
- 3D prints or physical mockups to validate ergonomics and design
- Explainer video to gauge market interest
- Crowdfunding campaign to validate pricing and demand
Phase 3: Production Validation
- Pop-up store to gather in-person user feedback
- Presales with production timeline
- Limited production run to test manufacturing processes
Case Study: How Allbirds Sequenced Their Testing Before producing their now-iconic wool runners, Allbirds co-founders Tim Brown and Joey Zwillinger followed a deliberate testing sequence. They began with material research and interviews with potential customers about foot comfort and sustainability preferences. They created physical prototypes using different wool compositions and tested them with small groups of users. They refined their design based on feedback, then launched a targeted Kickstarter campaign that sold out in days. This successful validation led to their initial limited production run, which quickly sold out as well. By progressively testing materials, design, and market demand, they systematically reduced the risks inherent in launching a new physical product.
Service-Based Business Testing Sequence
Phase 1: Market Validation
- Search trend analysis to quantify demand
- Online ad testing to evaluate service description resonance
- Simple landing page to gauge initial interest
Phase 2: Offering Validation
- Brochure with service details to gather feedback
- Email campaign to nurture interested prospects
- Presale of service packages at introductory rates
Phase 3: Delivery Validation
- Concierge delivery to initial customers
- Customer referral program to test satisfaction
- Mock sale of expanded service offerings
Key Insight: Service businesses particularly benefit from concierge approaches in early phases, as manual delivery allows for real-time adjustments to the service offering before establishing standardized processes.
Testing in Regulated Industries
Contrary to common belief, heavily regulated industries can and should implement rigorous testing programs – they just require additional considerations. Here’s an effective approach for testing in regulated environments:
Phase 1: Regulatory-Compliant Discovery
- Expert stakeholder interviews with industry specialists
- A day in the life observation of current practices
- Support analysis of existing solutions
Phase 2: Controlled Validation
- Storyboard of proposed solution for regulatory review
- Data sheet with detailed specifications for feedback
- Letter of intent from potential customers
Phase 3: Limited Implementation
- Validation survey with compliant messaging
- Single feature MVP with necessary regulatory approvals
- Extreme programming spike to validate technical compliance
Case Study: How Oscar Health Tested in a Regulated Environment When launching their innovative health insurance platform, Oscar Health couldn’t simply release an MVP without regulatory approval. Instead, they began by thoroughly researching regulatory requirements and conducting stakeholder interviews with healthcare providers and potential customers. They created detailed storyboards and specification documents that they reviewed with regulatory experts. Once they had preliminary regulatory guidance, they built a compliant prototype focusing on their member experience, which they tested with limited user groups. This approach allowed them to validate their concept while navigating the complex healthcare regulatory landscape.
Designing Your Custom Testing Sequence
To create an effective testing sequence for your specific business:
- Map your critical assumptions across desirability, feasibility, and viability
- Prioritize assumptions based on importance and existing evidence
- Match appropriate experiments to each high-priority assumption
- Sequence experiments from low to high resource requirements
- Define clear decision criteria for moving between phases
- Document learnings from each experiment to inform subsequent tests
Remember that effective sequencing isn’t rigid – be prepared to adapt your testing plan based on emerging insights and unexpected results.
Progressive Evidence Building: From Signals to Proof
The key advantage of a well-designed testing sequence is the progressive strengthening of evidence. Each phase should increase your confidence in your business concept:
Phase 1 (Discovery): Generates directional signals that indicate potential opportunity Phase 2 (Initial Validation): Provides meaningful evidence that customers value your solution Phase 3 (Comprehensive Validation): Creates strong proof of market demand and business viability
This evidence progression allows you to make increasingly confident decisions about resource allocation, reducing the risk of premature scaling or continued investment in flawed concepts.
Accelerating Learning Through Parallel Testing
While sequential testing is powerful, running appropriate experiments in parallel can significantly accelerate your learning. Consider these approaches to parallel testing:
- Testing different aspects simultaneously: Run desirability, feasibility, and viability experiments in parallel
- A/B variations of the same experiment: Test multiple value propositions or pricing strategies simultaneously
- Multi-channel testing: Run the same experiment across different customer acquisition channels
The key is ensuring that parallel experiments don’t create conflicting signals or overwhelm your team’s capacity to extract meaningful insights.
From Experimentation to Execution
How do you know when to transition from testing to execution? Look for these signals:
- Consistent positive results across multiple experiments
- Strong evidence for all three risk types (desirability, feasibility, viability)
- Diminishing new insights from additional experiments
- Validated unit economics that support a sustainable business
- Clear understanding of customer acquisition channels and costs
Even as you transition to execution, maintain a testing mindset. The most successful businesses continue running experiments throughout their lifecycle, continuously validating new features, markets, and business model innovations.Join our Founders Meetings to learn how M Accelerator can help you design a customized testing sequence tailored to your specific business concept. Join us
