Fictional scenario: Nandi is testing Moya Pantry, a guided weekly meal-preparation service. Choose a full launch (R18,000) or a focused pilot (R6,500), or explain why neither is justified. Two weeks of founder availability. Costs are fictional estimates, not real quotations. No spending or external actions will be executed.
E1Customer conversations
observed
Fictional interviews: 4 of 5 people understood the problem. Two wanted recipes; three wanted accountability. Nobody has paid. This small convenience sample does not establish demand.
E2Prototype test
observed
Fictional paper prototype: 3 of 5 participants completed the weekly flow unaided; two misunderstood the final step. This is usability evidence, not proof of purchase intent.
E3Full launch — R18,000
estimate
Fictional cost model: 40 starter packs R5,600; member portal R4,200; content and onboarding R2,000; launch sessions R2,000; fulfilment R2,000; contingency R2,200. Total R18,000. Wider test, but software scope excludes payment integration and ongoing fixes.
E4Focused pilot — R6,500
estimate
Fictional cost model: minimum batch of 20 starter packs R2,800; forms and landing page R700; one demo R800; fulfilment R900; contingency R1,300. Total R6,500. Manual support and narrower reach; the minimum order is non-returnable.
E5Capacity and uncertainty
assumption
Fictional founder estimate: capacity for 20 customer check-ins per week, for two weeks only. The full launch needs help not yet committed. Retention, delivery overruns and willingness to pay are unknown.