We believe that… [ state your hypothesis ]
To verify that, we will… [ outline the experiment you will run ]
And measure… [ state the KPI/s ]
We are right if… [ set a target result ]
Example:
We believe that… industry podcasts are a powerful way to reach our target audience
To verify that, we will… reach out to 30 podcasts and offer to be a guest - we will also prepare a special promotion for the audience of the podcasts that feature us
And measure… the number of landing page views, sign-ups
We are right if… we hit 15k views over 5 podcast features and at least 150 sign up