Use this playbook to identify the evidence you already have, map the people involved in demand for your offer, set up a way to keep learning from the market, and design your next test.
Source — Social Saturday Founder Day transcript, September 12, 2026. Developed by She Leads AI.
Find the Demand Signal
Identify your strongest evidence of demand. State what it supports and what remains unproven.
Demand Evidence Ladder
| 1Problem evidence | People experience the problem. This supports investigation. It does not prove they will act. |
| 2Conversation evidence | People discuss the problem, add information, or make relevant introductions. |
| 3Interest evidence | People take a small action, such as joining a waitlist or agreeing to test. |
| 4Behavior evidence | People invest meaningful time, effort, access, or reputation in the offer. |
| 5Purchase evidence | Someone pays or formally commits resources. |
| 6Expansion evidence | A current customer requests more, renews, expands use, or refers others. |
Founder Vignettes
Michele described an approximately two-month pilot for an organization with a workforce-learning need. People connected with the client then asked about additional courses. Those requests supplied evidence of interest in expanding the work.
Conversations narrowed Data Parity AI toward healthcare transcription. Michelle also found that some organizations recognized the problem without prioritizing it enough to act. Those conversations informed her search for better-aligned buyers.
Apply It
State your strongest demand evidence and the specific claim it supports.
Map the Demand System
Identify the people who use, purchase, or connect others to your offer. Select one group for the next test.
| User | Identify the person who experiences or uses the offer. Record the problem, its urgency, the current alternative, and what could prompt a change. |
| Purchaser | Identify the person who controls or approves the purchase. Record the desired outcome, buying risks, and sources of information. |
| Connector | Identify people or organizations with relevant trust or access. Record whom they influence and the introduction or action they could provide. |
Founder Vignette
Vanessa identified older adults as Bernie’s primary users and adult children or caregivers as potential purchasers. Financial planners, senior-living professionals, physical therapists, and other trusted advisers could introduce the service. The potential purchase and referral roles extended beyond the person using Bernie.
Build the Demand System
| Record | User | Purchaser | Connector |
|---|---|---|---|
| Person or group | |||
| Problem noticed | |||
| Action trigger | |||
| Where they gather | |||
| Who they trust | |||
| Requested action |
Select the group that provides the shortest credible path to stronger demand evidence.
Identify one user, one purchaser, at least two credible connectors, and a priority group.
Build the Demand Loop
Connect visibility and outreach to an observable action, then use the response to revise the next test.
| Show | Place the offer, problem, or point of view where the selected audience can encounter it. |
| Ask | Request one observable action, such as an introduction, a product test, or a purchase. |
| Observe | Record behavior separately from compliments and general interest. |
| Adjust | Change the audience, message, offer, channel, or ask when the evidence warrants it. |
| Repeat | Run the loop again using the new information. |
Founder Vignette
Noemi described releasing products before she considered them finished, inviting beta testers, and refining features using feedback. She also identified a separate visibility gap — her work had stayed private, and she planned to develop a stronger public presence.
Check Capacity
Confirm that you can respond if the test succeeds.
Build One Demand Loop
Describe one complete loop, identify capacity limits, and set the next repetition date.
Run the 30-Day Demand Test
Define one test before you begin. Set an observable evidence threshold and a review date.
Complete the exercise the hosts did not reach during Founder Day.
Review the Evidence
| Continue | Evidence supports another cycle or greater investment. |
| Change | Evidence supports the opportunity, but the audience, offer, message, ask, or channel needs revision. |
| Stop | Evidence does not support additional investment in the current test. |
Complete every test field. At the review date, record the decision and next action.
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Anne Murphy
Founder & CEO, She Leads AI and Empowered Fundraiser. This playbook was built from the September 12 Founder Day session with the She Leads AI agent team. Social Saturday is no cost for all women, every week. Recordings and full builds are a She Leads AI Society member benefit.