Validation plan

Summary

5 pre-build experiments run in parallel over 4 weeks. Need ≥ 3 of 5 to pass their kill metrics before authorizing Phase 3 MVP build.

Built from

• couples-first
• mvp-scope
• persona-undecided-couple, persona-trying-couple, persona-first-trimester-couple
• gtm-india

Body

Experiment 1 — Landing page + Meta ads waitlist

• Landing page: couples-first copy ("The app for the two of you")
• Meta ads budget: ₹30,000 over 3 weeks, targeting India tier-1 metros, ages 27–36, relationship status = married, interests = pregnancy/family planning
• Waitlist form: email + partner-email (optional)
• Pass: CPI ≤ ₹80, waitlist ≥ 500 in 3 weeks
• Kill: CPI > ₹80 OR waitlist < 500

Experiment 2 — WhatsApp cohort ritual

• 20 real couples we know personally (Bangalore, Mumbai, Delhi)
• Weekly reflection ritual delivered via Google Form + Claude in the loop (founders operate)
• Duration: 4 weekends
• Pass: ≥ 60% of couples complete week 2 AND ≥ 40% ask "when is this an app?"
• Kill: either metric below threshold

Experiment 3 — Figma prototype + 10 couple interviews

• Convert the HTML wireframes to Figma (or use HTMLs directly)
• 10 interviews with both partners on the call
• Focus: pairing flow + shared briefing + weekly ritual
• Pass: ≥ 7/10 couples say "this feels different from Flo"
• Kill: < 7/10

Experiment 4 — "Should we have a kid?" viral quiz

• Standalone web experiment (not part of app)
• Couples take a joint 12-question values quiz; results shown as a shared "you two overlap on X, differ on Y"
• Distribution: Instagram Reels + Reddit r/india
• Pass: ≥ 15% share rate AND ≥ 20% opt-in to waitlist
• Kill: either below

Experiment 5 — Fake-door paywall test

• On the landing page: "Get early access — ₹499/mo"
• After user clicks and enters card details → gentle "we'll charge you when you're onboarded" message
• Pass: ≥ 3% of waitlist puts down a card
• Kill: < 3%

Timeline

Run all 5 experiments in parallel over 4 weeks. Weekly stand-up between founders to review data.

Green-light criterion

≥ 3 of 5 experiments pass their metrics AND both founders sign the personal-gate ADR.

Last refresh

2026-07-27

Sources

• (synthesis)