Every Business Model Canvas starts with guesses — we call them hypotheses.
Your interviews give you the evidence to see which of those guesses hold up… and which don’t.

This is the heart of customer discovery: not proving you were “right,” but finding out the truth as quickly as possible.

How It Works

1. Supported → When multiple customers say or show the same thing, you can feel confident your assumption is on track.
   Example: Farmers repeatedly say they struggle with real-time soil data → supports your value proposition.

2. Refuted → When the evidence shows the opposite of what you thought.
   Example: You assumed busy parents wanted recipe ideas, but they keep saying grocery delivery is the real problem.

3. Unclear → When you don’t yet have enough evidence.
   That’s not failure — it’s a sign you need more interviews or better questions.

How the Platform Helps

• Meta Analysis automatically tags quotes as supporting or refuting specific hypotheses in your canvas

• Note Analysis lets you bring in outside notes and test them against your assumptions

• The Canvas Dashboard updates with a clear status for each hypothesis (Supported, Refuted , Unclear)

This way, your canvas becomes a living document backed by real evidence — not just guesswork.

Why This Matters

Knowing which assumptions hold up saves you from wasting time and money.
And just as important, finding out you were wrong early on is a gift — it gives you the chance to adjust before it’s too late.