Alignment Loop
October 2024, Suraj Singh
What is in the Document
This framework was created to solve the most common cause of startup failure: building a product or brand that is misaligned with market reality.
For Founders: It forces you to validate your idea, audience, and economic model before you spend significant capital. It translates your vision into a concrete, non-contradictory plan.
For Designers & Developers: This document is your brief. It provides the single source of truth for the "Who" (audience), "Why" (vision), and "How" (brand voice), ensuring that what you build is strategically sound, validated, and aligned with the core mission.
Module 1: Strategic Hypothesis
Objective: To define your initial, testable hypothesis about where you can win.
01
Market Category: The established category you are entering.
Why: This is your 'sandbox.' It sets customer expectations and defines your competition.
Examples: "CRM Software," "Specialty Coffee," "Local Craft Brewery," "B2B Cybersecurity."
02
Competitive Axes (2x2): The two most important variables customers use to judge this market.
Why: This maps the market. It shows what customers actually care about (e.g., price, speed, quality, convenience) and helps you find an empty spot.
Examples: X-Axis Example: Price (Low to High, Y-Axis
Example: Convenience (Requires effort to All-in-One service)
03
Unoccupied Position: Your hypothesized uncontested, high-value position.
Why: This is your strategic gold mine. It's the valuable spot on the map that competitors are ignoring.
Example: "High Price, High Convenience" (e.g., a "done-for-you" service).
04
UVP Formula (Hypothesis):
Why: This is your core promise. It's a clear, testable sentence that explains why you're different and links your position (Module 1) to your audience (Module 2).
"We are the only [1.1 Market Category] that [Key Differentiator from 1.3] for [See 2.4 Beachhead]."
Module 2: User Ecosystem
Objective: To define your initial, testable hypothesis about where you can win.
01
Primary User: Who uses the product?
Why: You need to know whose problem you are solving.
Their Job-to-be-Done (JTBD): "When I am [Situation], I want to [Action], so I can [Outcome]."
Example: "When I'm planning my wedding, I want to find vendors, so I can feel confident my day will be perfect."
02
Primary Purchaser (The "Wallet"): Who pays for the product?
Why: The user isn't always the buyer. You must know who controls the money and what they care about.
Their Primary Objection: "Why should I risk my budget on this instead of [Current Alternative]?"
03
Key Influencer (The "Validator"): Who does the "Wallet" and "Hand" trust for advice?
Why: People don't make decisions in a vacuum. This is the expert, community, or publication they trust. You must win them to win the customer.
Example: "Wedding blogs," "Financial auditors," "Respected local food critics."
04
Beachhead Persona (Year 1): Your hyper-specific, testable niche.
Why: You can't target 'everyone.' This is your first, specific, winnable customer. Win them, then expand.
Good: "Newly-engaged couples in Chicago planning a wedding with a <$20k budget."
05
Anti-Persona: Who you are explicitly not for.
Why: Saying 'no' is as important as saying 'yes.' This keeps you focused and prevents wasting resources on the wrong people.
Example: "Price-shoppers," "Large enterprises," "Hobbyists," "Luxury wedding planners."
Module 3: Reality Test
Objective: To confront your hypotheses (Modules 1 & 2) with market reality. DO NOT PROCEED until this is complete. This prevents the "GIGO" (Garbage In, Garbage Out) failure
01
Hypothesis Validation: How have you proven your [1.4 UVP] and [2.4 Beachhead] are correct?
Why: This forces you to prove your idea with actions (what people do), not just assumptions (what you think).
Check one: [ ] Customer Interviews, [ ] Smoke Test Landing Page (e.g., a "coming soon" page that collects emails), [ ] Signed LOIs (Letters of Intent), [ ] Other.
02
Direct User Feedback: Go talk to 10 people who match your [2.4 Beachhead Persona].
Why: This is the most critical step. It confronts your idea with real-world feedback before you build.
Test: Show them your [1.4 UVP Formula].
Record: Paste 3 direct quotes (verbatim) of their reaction:
Quote 1:
Quote 2:
Quote 3:
03
JTBD Validation: Did their feedback confirm your [2.1 JTBD]? (Yes/No).
Why: This checks if your core assumption about the problem (the Job-to-be-Done) was correct. If they don't care about the problem, they won't care about your solution.
If No, go back to Module 2. Do not pass.
04
Influencer Validation: Go talk to 3 people who match your [2.3 Key Influencer].
Why: This tells you what you need to have (e.g., a specific certification, a key feature) to be seen as legitimate by the experts.
Test: Ask them what it would take for them to recommend a solution like yours.
Record: What is the one thing they all mentioned? (e.g., "SOC 2 compliance," "Proven case studies," "Integration with X," "Free samples for review.")
Module 4: Viability Model
Objective: To define your testable economic model.
01
Value Metric: What is the single unit of value you charge for?
Why: This is how you charge. It must be simple to understand and align with the value you provide.
Examples: "Per user/seat," "Per report," "Per-project flat fee," "Monthly subscription box."
02
Primary Acquisition Channel (Hypothesis): The one channel to reach your validated [2.4 Beachhead].
Why: You can't be everywhere. This is the one most effective place to find your Beachhead.
Examples: "Instagram ads," "Attending trade shows," "Google search for 'wedding venue chicago'."
03
LTV/CAC Model (Hypothesis):
Why: This is the basic math of your business. Can you make more money from a customer than it costs to get them?
Lifetime Value (LTV): Projected revenue from one customer.
Cost of Acquisition (CAC): Projected cost to acquire that customer via your [4.2 Channel].
Viability Check: Is LTV at least 3x CAC? (Yes/No).
04
Definition of Success (First Sprint): The one non-vanity metric to prove this model in the next 90 days.
Why: You need a clear finish line for your first 'sprint.' This is the one number that proves you're on the right track.
Example: "Achieve 10 paying customers ($2k MRR)," "Secure 5 wedding bookings," "Sell 100 subscription boxes."
Module 5: Company Vision & Brand Kernel
Objective: To define the core company vision and the brand's unique, human soul. This is the source of truth for all creative and messaging.
01
Company Mission (The Core "Why"): In one sentence, what is the change you exist to make in the world?
Why: This is your North Star. It's the core purpose behind the profit.
Example: "To give small business owners back their time by automating financial compliance," or "To make sustainable fashion accessible to everyone, not just the wealthy."
02
Worldview (The "Ugly First Draft"): Write your core, unconventional belief about your industry. Do not use an LLM.
Why: This is your 'soul.' It's your raw, passionate belief. It's what makes you human and prevents your brand from being generic.
Example Draft: "Fast fashion is destroying the planet and our self-esteem. We believe you should own three great things you love, not 30 cheap things you'll throw away."
03
Brand Archetype (Choose 1): Your brand's role.
Why: This gives your brand a familiar character, making it easier for people to understand you.
Examples: The Outlaw (Defies), The Sage (Guides), The Jester (Disrupts), The Ruler (Controls), The Caregiver (Nurtures).
04
Personality Sliders (Set 5):
Why: This fine-tunes your brand's 'feel.' It helps a designer know whether to be bold and loud or quiet and refined.
05
Voice (Constant): How you sound.
Why: This is how you speak. Are you a helpful teacher, a rebellious friend, or a trusted expert?
Example: "A precise, authoritative expert," or "A warm, encouraging mentor."
06
"Do Not Say" List (Lexicon): Banned words, phrases, and industry clichés.
Why: This protects your brand's voice from sounding like every other corporate-speak-filled competitor.
Examples: "Synergy," "Game-changer," "Level up," "Streamline," "Unlock your potential."
Module 6: Aligned Execution
Objective: To execute the plan, measure results, and iterate. This is the "living" part of the document that connects strategy to execution.
Section A: Team Directives (The "Sprint")
Why: This turns your strategy into a clear, simple to-do list for each team, ensuring everyone is building the same thing.
To the Designer:
Your brief is this document. Your work must visually embody the [5.1 Mission], [5.3 Archetype], and [5.4 Sliders].
It must appeal first to the [2.4 Beachhead Persona] and earn the trust of the [2.3 Influencer].
The UI/UX must be optimized to deliver the [1.4 UVP], addressing the feedback from [3.2].
To the Marketer:
Your only focus is executing the [4.2 Channel] to acquire the [2.4 Beachhead].
All copy must be built from the [5.2 Worldview] and [5.5 Voice].
You are measured only by the [4.4 Success Metric].
To the Developer:
Your priority is to build the [1.4 UVP] flawlessly, incorporating the requirements from [3.4].
The architecture must support the [4.1 Value Metric].
The UX must feel like the [5.4 Sliders].
Section B: LLM Scaling (The "Intern")
Why: This shows you how to use AI as a tool to scale your unique human ideas, not to replace them.
Section C: Quarterly Review (The "Re-Slicer")
Why: Your plan is not permanent. This forces you to stop, learn from your results, and adapt.
After 90 days, answer these to start the next loop.
Metric: Did we hit our [4.4 Definition of Success]? (Yes/No)
Analysis (Why/Why Not?):
Hypothesis Check: Which of our assumptions were wrong?
1.3 Unoccupied Position
2.4 Beachhead Persona
4.2 Acquisition Channel
4.3 LTV/CAC Model
Next Sprint: Based on this, what is the one thing we will change in Modules 1, 2, or 4 for the next 90 days?