# DEALIX — Business Viability Kit
**عُدّة التحقق من جدوى المشروع خلال مرحلة اكتشاف العملاء**

> **Version**: 1.0.0
> **Use period**: Weeks 4–12 (customer discovery phase)
> **Audience**: Founder only
> **Review cadence**: Every Friday with the Founder Execution Dashboard
> **Binding rule**: Any insight discovered via this kit amends the Truth Registry — not the other way around.
> **Next companion document**: not authored until 3 paying customers AND Phase Gate = Green.

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## 0. PRINCIPLE BEFORE TOOLS

> **عميل واحد يدفع اليوم أصدق من عشرة خبراء يؤكدون غداً.**
> *One paying customer today is more honest than ten experts confirming tomorrow.*

Practical rule for the next 12 weeks:
- At keyboard planning? → Ask: did I speak to 3 prospects this week?
- If no → close laptop, dial.

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## 1. THE 12 HYPOTHESES TO FALSIFY OR SUPPORT (by Week 12)

Tracked operationally in `docs/customer_learnings/hypotheses.yaml`. Summary below.

| ID | Claim | Falsification trigger |
|----|-------|-----------------------|
| H1 | Problem is real & painful | "Can't remember last time" from 10 CFOs/COOs |
| H2 | Pain ≥ $10K/yr willingness | Unprompted dollar values below $10K |
| H3 | Buyer reachable in ≤3 meetings | "Procurement committee + 6 months" pattern |
| H4 | Clear trigger event present | No triggers identified across 10 interviews |
| H5 | Budget ≥ $50K/yr for ContOps/RevOps tools | No comparable purchases in last 12 months |
| H6 | Arabic-first > translated English | "We stayed on English" pattern |
| H7 | PDPL/ZATCA is a sales advantage | Compliance added late in RFP, not stated |
| H8 | Paid pilot accepted over free | "Free first, pay if we like it" pattern |
| H9 | Public reference willingness post-success | Consistent refusal in pilot contracts |
| H10 | Land-and-expand viable (NRR >120%) | "No other workflows" answer in month-3 review |
| H11 | ≥10× value vs cost | Quantified value < 10× price |
| H12 | Organic referrals emerge by 6 months | Zero unprompted referrals after 3 wins |

Rule: every hypothesis must hit SUPPORTED, FALSIFIED, or AMBIGUOUS by Week 12.

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## 2. CUSTOMER DISCOVERY INTERVIEW KIT

### 2.1 Rules
1. Don't sell. Ask.
2. Don't describe Dealix in first 30 minutes. Discover the problem.
3. Record (with permission). Details you miss live mostly in tone.
4. Transcribe quotes verbatim. No paraphrasing.
5. Silence is a tool. Do not fill it.

### 2.2 45-Minute Arabic Script
Operational version lives in `docs/customer_learnings/interviews/_template_ar.md`.

### 2.3 45-Minute English Script
Operational version lives in `docs/customer_learnings/interviews/_template_en.md`.

### 2.4 Post-Call Log
Every interview saved to `docs/customer_learnings/interviews/{company}_{YYYYMMDD}.md` using the template. No exceptions.

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## 3. PRICING DISCOVERY METHODOLOGY

Operational worksheet: `docs/customer_learnings/pricing_discovery.md`

Core method: **Van Westendorp Price Sensitivity** asked after 8+ interviews.

Four questions:
1. So cheap you'd question quality?
2. Good deal / high value?
3. Starting to feel expensive?
4. Too expensive regardless of value?

Intersections reveal Optimal Price Point, Marginal Cheapness, Marginal Expensiveness.

Value-based sanity check: price ≤ 20% of annual value delivered.

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## 4. UNIT ECONOMICS CALCULATOR

Operational worksheet: `docs/customer_learnings/unit_economics.md`

Fill in AFTER 3 paying customers, not before. Key ratios: Gross Margin ≥70%, LTV/CAC ≥3×, Payback <18 months.

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## 5. STRATEGIC DEFENSIBILITY SCORECARD

Operational worksheet: `docs/customer_learnings/defensibility_scorecard.md`

Measure at Week 12, re-measure quarterly. Five moats × 2 questions × 0-2 points = 0-20 scale.
- 16-20: category-defining
- 10-15: strong but undefended
- 5-9: commoditizable — rethink
- 0-4: no moat — change fundamentals

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## 6. APPROVED INNOVATION VECTORS (moat-compounding)

1. Hijri-Gregorian hybrid BI
2. Formal Arabic business language NLP
3. Evidence Graph (not flat documents)
4. Compliance-as-feature (surfaced, not hidden)
5. Board-grade Arabic AI summarization
6. Arab corporate hierarchy ABAC (OpenFGA)
7. Bilingual consistency engine
8. Relationship-aware decision context (PDPL-safe)
9. Arabic voice interface for executives
10. Proactive contradiction detection

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## 7. REJECTED INNOVATION TEMPTATIONS (focus-diluting pre-PMF)

1. Blockchain evidence · 2. Metaverse/VR · 3. Generic AI chat · 4. Web3/SSI
5. NFT chain of custody · 6. Own foundation model · 7. Multi-modal everything
8. Consumer app · 9. Marketplace · 10. Acquisitions

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## 8. FOUNDER EXECUTION DASHBOARD

Printable template: `docs/customer_learnings/founder_dashboard.md`
Update every Monday morning.

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## 9. PATH TO PHASE GATE (Weeks 4 → 12)

| Weeks | Milestones |
|-------|------------|
| 4–6 | FD001–005 closed · V001–007 scaffolding executed · 10 discovery calls · 3 demos scheduled |
| 6–8 | 1–2 pilots signed · 15+ interview logs · first hypotheses update · 3 hires in interviews |
| 8–10 | 3 active pilots · first hire offer accepted · Van Westendorp analysis · pentest in progress |
| 10–12 | 30+ days active use per pilot · NPS measured · unit economics filled · defensibility scored · pentest report received |
| 12 | **Phase Gate**: Green → Wave A. Yellow → extend 60d. Red → halt, re-interview. |

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## 10. WHAT HAPPENS AFTER 3 PAYING CUSTOMERS

Wave A begins but with **customer-driven prioritization**:
- Friction log top 10
- Feature request registry (≥3-customer threshold)
- Weekly pilot review themes

**Blueprint provides the spec; customers provide the sequence.**

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## APPENDIX A — Weekly Rhythm (Discovery Phase)

| Day | Minimum founder activity |
|-----|--------------------------|
| Mon | Dashboard update. 1 customer call. |
| Tue | 1 customer call. Follow-up prep. |
| Wed | 1–2 customer calls. Interview logs. |
| Thu | 1 customer call. Demo if booked. |
| Fri AM | Hypothesis status, pipeline, metrics review. |
| Fri PM | 1 advisor/peer calibration call. |

Minimum: 5 customer conversations per week. Below that, something is wrong.

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## APPENDIX B — Early-Warning Signs

Over 2+ consecutive weeks any of the following trigger diagnosis:

1. No calls booked → lead gen broken
2. Calls happen, no demos → pitch broken
3. Demos happen, no pilots → value-prop or pricing broken
4. Pilots sign, don't activate → onboarding/product broken
5. Pilots activate, don't convert → outcomes not showing
6. Pilots convert, don't refer → useful but not love-worthy

Diagnose which; fix one at a time.

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## APPENDIX C — Coding Agent Scope During Discovery

Coding agents MAY work on:
1. Customer-facing defects surfaced in demos (P0)
2. Small UX polish appearing in ≥2 interviews
3. Performance issues on staging
4. Security remediations from pentest

Coding agents MUST NOT:
- Add features not pulled from customer signal
- Refactor for hypothetical future flexibility
- Start Wave A–E tasks
- Author new plan/blueprint/roadmap documents

If an agent asks "what's next?" — answer: **wait. customer conversations are happening. prioritization comes from them.**

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## APPENDIX D — Closing Honest Note

المؤسس الحقيقي لا يُقاس بعدد الوثائق التي يكتبها، بل بعدد المكالمات التي يجريها مع عملاء يدفعون.

*A real founder is measured not by documents written but by paying-customer conversations held. You have produced above-average documents. The harder test begins now: 8 weeks without a new plan, content to execute and learn.*

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**End of Business Viability Kit · v1.0.0**