design for startups
the toolboxclass 8venture book
tool 6 of 12 · class 8 · design for purpose

the business case

Your midterm deck, in a fixed shape: the problem and who has it, the evidence, the model, the prototype, and what you need next. Five parts, in that order, with the vision framework (purpose, vision, mission) as the opening line of the case.

instrument · metrics treedue before class 9 · Oct 20venture book chapter · the midterm

what you make

The business case

Your midterm deck, in a fixed shape: the problem and who has it, the evidence, the model, the prototype, and what you need next. Five parts, in that order, with the vision framework (purpose, vision, mission) as the opening line of the case.

This is the midterm, so it is already on your calendar. Giving it a fixed shape makes it a business case, and the business case is the spine of the final pitch and the case study.

Metrics tree

The one number the venture lives on, and the three numbers that feed it, drawn as a tree. Under each, how you would measure it.

The business case states the argument. The metrics tree says how you would know whether it is working. Investors ask the second question.

what good looks like

  • 01
    The five parts are in order and each gets roughly equal time. Purpose, vision, and mission fit on the first slide.
  • 02
    The evidence section uses real quotes and real numbers, with sources.
  • 03
    The metrics tree has exactly one number at the top.
  • 04
    Every branch on the tree could actually be measured by a team of three with no budget.

how to do it

  1. 01
    Write purpose (why you exist), vision (the world if you win), mission (what you do every day). One line each. This opens the case.
  2. 02
    Rebuild the midterm deck in the five-part order. Cut anything that does not serve one of the five.
  3. 03
    Write the 'what we need next' slide as a specific ask: time, money, introductions, or a decision.
  4. 04
    Pick the one number that would tell you the venture is working. Revenue, weekly active users, repeat purchases, whatever fits.
  5. 05
    Ask what three things drive that number. Those are the branches.
  6. 06
    Under each branch, write how you would measure it this month.

the template

Metrics tree

Print this page, or copy the structure into your Venture Book. Every line is meant to be filled in.

The one number the venture lives on:
Driver 1:
How we would measure it this month:
Driver 2:
How we would measure it this month:
Driver 3:
How we would measure it this month:
back to class 8

where it comes from

The midterm concept check-in (class 8) ↗