Component: Channels Code: CH01

Hypothesis
People would order premium beers from the
company website.


Test
Survey to 150 people asking the question Rate your
interest in buying Drafmark from the company
website (question 6 of the survey)


Validation
threshold
For the survey (at least 50% rate interest to buy of
more than 25% )
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form
Model
Hand-craft Beer
Version 2.0
10
It is nor the most prefered channel, but since it
is not our main distribution channel, we will
mainain this option
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form

Component: Channels Code: CH02
Hypothesis
Key restaurants will accept to distribute our beer.

Test
Interview to 5 key restaurants to access their interest
in distributing our beer

Validation
threshold
For the interview (at least 2 restaurants willing to
distribute)
Result
Model
Hand-craft Beer
Version 2.0
15
All restaurants interviewed answered positively
for selling our beer in their restaurants
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form

Component: Channels Code: CH03
Hypothesis
Gourmet Shops will accept to distribute our beer.

Test
Interview to 5 gourmet shops managers to access their
interest in distributing our beer

Validation
threshold
For the interview (at least 2 gourmet shops willing to
distribute)
Result
Model
Hand-craft Beer
Version 2.0
15
We interviwed 2. Both of them were willing to
sell our beer.
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form
Model
Hand-craft Beer
Version 2.0

Component: Value Proposition Code: VP01
Hypothesis
People are willing to pay more for a premium beer


Test
Survey 150 persons and ask the questions : Which
price () would you be willing to pay to acquire a
75cl bottle of Draftmark? (question 7 of our survey).




Validation
threshold
For the survey (at least 50% answers more than 6
in internet and stores and more than 10 in
restaurants)
Result
25
People are willing to pay around 6 at a
gourmet shop and around 10 (our target
segment)
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form

Component: Value proposition Code: VP02
Hypothesis
People are tired of the existing beers and are willing
to try new beers
Test
Survey 150 persons and ask them the questions
Would you be willing to try the Drafmark beer?
(question 14 of our survey)

Number of e-mails collected from the landing pages
Validation
threshold
At least 50% positive answers of the agree and
totally agree
At least 5% of the landing page views leave there e-
mail
Result
Model
Hand-craft Beer
Version 2.0
10
105 people agreed or totally agreed.
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form

Component: Value proposition Code: VP03
Hypothesis
The brand is more important than the beer itself
Test
Do a Blind Taste test for 50 persons in order to
evaluate if people value more brand or the taste
itself.

Give the same beer to taste saying that one is
SuperBock and the other is Cergal.

In addition survey to 150 people asking their top 4
characteristics in a beer within 15 possible choices.
(question 5 of our survey)

Validation
threshold
At least 33% of participants prefer SuperBock .
For the survey (at least 10% of the people answering
Brand)
Result
Model
Hand-craft Beer
Version 2.0
12
Blind test 90% prefer super bock test
Survey . 53% of the people refers the brand as being esssential
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form

Component: Value proposition Code: VP04
Hypothesis
People also enjoy a more alcoholic beer. (7%-10%)

Test
Do blind tests for 50 people understand if people
really like or not.

Give 6 beers to try: 2 with no alcohol, 2 with 5%
alcohol and 2 with around 8% alcohol

In addition survey to 150 people asking their top 4
characteristics in a beer within 15 possible choices.
(question 5 of our survey)

Validation
threshold
At least 33% of participants liked a beer with a more
alcoholic level.
For the survey (at least 10% of the people answering
High alcoholic volume)
Result
Model
Hand-craft Beer
Version 2.0
20
In our segment more than 50% prefer a more alcoholic
beverage
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form

Component: Value proposition Code: VP05
Hypothesis
People like dark beers.

Test
Do blind tests for 50 people understand if people
really like or not.

Give 4 beers to try: 2 white and 2 dark beers

In addition survey to 150 people asking their top 4
characteristics in a beer within 15 possible choices.
(question 5 of our survey)

Validation
threshold
At least 50% of participants enjoyed a warm beer.
For the survey (at least 10% of the people answering
Darker color)

Result
Model
Hand-craft Beer
Version 2.0
20
Onlu 8% like dark beer.
The hypothesis was not validated, because we conclude that
the color of the beer is indiferent for our consumers
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form

Component: Value proposition Code: VP06
Hypothesis
Our beer is seen as close substitute of wine


Test
Survey 150 persons and ask them the questions
Which of the mentioned beverages would you
substitute in order to acquire Draftmark? (question
14 of our survey)
Validation
threshold
For the survey (at least 30% answers wine)
Result
Model
Hand-craft Beer
Version 2.0
16
The closest competitor seems to be regular beers.
However 36% of the inquiries stated that they
would substitute wine to drink our beer.
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis Form

Component: Costumer segment Code: CS01
Hypothesis
People will be willing to offer or beer to their friends
and family


Test
Survey 150 persons and ask them the questions Rate
your interests in offering a 75cl Drafmark (question
10 of our survey)

Validation
threshold
For the survey (at least 50% answers between
somewhat interested and interested)
Result
Model
Hand-craft Beer
Version 2.0
12
Only 63 in 140 individuals answered positive