Template
The one-page test plan
The page Eldwin signs with a client before a test starts. Fill it in for your own market, with or without us. If you can't fill a line, that line is your next piece of work.
1. The decision this test must support
One sentence. "Go or no-go on [country]", "Which of [A, B, C] first", or "What to adapt before launching in [country]".
2. Target market(s)
Country or countries. If more than one: the same product, the same scorecard, the same period.
3. User profile
Who the testers must be: age range, situation, the problem they live with, what they use today. Be as specific as your real target customer.
4. Panel size and usage hours
Minimum 20 targeted testers per country. The number that matters: total hours of real usage the test must deliver (for example 20 testers × 8 weeks × 3 sessions × 10 minutes).
5. What you need to learn
Three questions at most. "Do people come back after week two?" "Which feature do they return to?" "What stops them on day one?"
6. The bar for a "go"
Written before the test, not after. Example: "Week-6 retention within 15% of our home benchmark, and at least half of testers say they would keep using it." If you have no home benchmark, say so: the threshold is then set on absolute usage. If this box is empty, sunk costs will decide for you.
7. What you will NOT change during the test
Freeze the product and the onboarding for the eight weeks, or the result measures your changes, not the market.
8. Data and consent
Who collects what, where it is stored, what the company receives (usage data and panel make-up, never identities), when individual data is deleted. Health data needs explicit consent and a DPIA.
9. Calendar
Scope signed on: ____ · Recruitment done by: ____ · Usage from ____ to ____ · Report on: ____ · Decision by: ____
10. Signed off by
Founder, and anyone who will argue with the result afterwards: co-founder, board member, lead investor. Signing now is what makes the result hard to argue with later.
Why one page. Most of the value of a market test is in writing this page. The test only fills in the numbers. A plan that needs ten pages usually hides the fact that nobody agreed on line 6.
Want help filling it in?
Book a 30-minute call and bring this page. We'll go through lines 1, 3 and 6 together, which are the ones that decide everything else.