Before the 90 days Emma framework guides new product teams through disciplined validation before scaling development. This structured approach helps founders and PMs test riskiest assumptions with real users while conserving limited resources.
Use this article to understand how the Before the 90 days Emma method shapes priorities, defines experiments, and aligns stakeholders around measurable learning milestones.
| Phase | Goal | Primary Output | Owner |
|---|---|---|---|
| Discovery & Question Framing | Clarify the core problem and success metric | Problem statement, hypothesis, metric | Product Lead & Founder |
| Rapid Experiment Design | Define smallest test to de-risk key assumptions | Experiment backlog, acceptance criteria | PM & Designer |
| Execution & Data Collection | Run tests, capture signals, avoid noise | Raw data, qualitative insights, signal score | Research & Engineering |
| Decision & Next Steps | Pivot, persevere, or pause based on evidence | Decision memo, updated roadmap, budget plan | Product Lead & Stakeholders |
Problem Validation Experiments
Define the riskiest assumption
Before the 90 days Emma insists teams articulate the single assumption that, if wrong, makes the project fail. Teams write a clear hypothesis linking user behavior to business outcome and choose one measurable signal to validate it.
Build lean outreach scripts
Create interview guides and landing page variants that isolate the core value proposition. Use concise copy, one key benefit, and a single call to action to maximize signal and minimize noise from early conversations.
Execution & Measurement Framework
Set short sprints with checkpoints
Run 1–2 week sprints with daily standups, weekly data reviews, and a mid-sprint calibration. Limit work in progress to keep experiments fast and interpretations honest.
Establish decision thresholds up front
Define quantitative and qualitative criteria for proceed, pause, or pivot. Document minimum sample sizes, confidence levels, and fallback options so decisions are data driven, not opinion driven.
Stakeholder Alignment & Communication
Create a concise learning dashboard
Track leading indicators, experiment status, and key risks in a single view. Share weekly updates with clear implications for timeline, budget, and product scope.
Map dependencies and resource needs
Identify engineering, design, and access constraints early. Secure lightweight tools, test accounts, and stakeholder time blocks so teams can execute without constant re-negotiation.
Operational Rhythm & Next Steps
- Anchor every test to a single high-risk assumption and a clear metric
- Run short, time-boxed experiments with pre-defined decision rules
- Maintain a lightweight learning dashboard for transparency
- Secure stakeholder time and resource clarity early
- Iterate solution based on behavior, not opinions
FAQ
Reader questions
How do I choose the right metric in Before the 90 days Emma?
Pick a metric that directly reflects the core user behavior linked to the riskiest assumption, such as activation rate, time to first value, or a single high-quality action, and ensure it can be measured reliably within the test window.
What if users say they love the concept but usage is low?
Treat stated love as weak signal; focus on behavioral metrics and qualitative follow-ups to uncover friction, missing value, or context issues, then iterate the solution rather than celebrating vague enthusiasm.
How many users do I need for a valid experiment?
Calculate sample size based on baseline conversion, minimum detectable effect, and desired confidence level, then stop when you reach that threshold, avoiding both premature decisions and endless testing.
Should I build a prototype or fake door first?
Start with the cheapest experiment that matches user context, such as a concierge prototype or landing page with a pre-order button, only moving to a real build after behavior confirms interest and intent.