Worked example. Fictional worked example. Kerbline Technologies is not a real company and every figure on this page is invented for illustration.
Kerbline Technologies
Kerbside logistics scheduling for urban grocery fleets
Kerbline gives urban grocery fleets a live kerbside scheduling layer, so vans arrive at a loading bay that is actually free. Sold to heads of logistics at grocery chains running 40–400 vans in UK cities.
The chain, as this venture stands today
Each module reads the confirmed version of the ones before it. Nothing downstream is written against a draft — and editing something already confirmed sends it back to draft until it is reconfirmed.
PMF evidence does not sit in the line — it feeds back into every module above it. Each new survey wave changes the brief the other four modules are written against.
Inside each module
Depot WhatsApp groups and a shared spreadsheet of bay bookings, reconciled by a dispatcher each morning. The alternative is not another product — it is manual coordination that quietly absorbs two hours of dispatcher time per depot per day.
Live bay occupancy from kerbside sensors and council feeds in 14 UK cities; re-sequencing that respects driver hours; a dispatcher console that shows the whole depot on one screen.
Fewer failed drops and less time idling on double yellows. Pilot depots recovered roughly 40 minutes per van per day and cut PCN exposure.
Heads of logistics at UK grocery chains running 40–400 vans across dense urban depots, where kerb access — not route length — is the binding constraint.
Kerbside scheduling for urban fleets. Deliberately not 'route optimisation' — buyers already own a routing tool and hear that category as a replacement project.
PMF evidence over three waves
Percentage who would be "very disappointed" without the product, against the 40% Sean Ellis threshold.
Version history
Every save is snapshotted. Confirming pins the version that downstream modules read.
| Module | Ver. | Change |
|---|---|---|
| PMF evidence | v3 | Wave 3 added (52 respondents, 47%) 02/07/2026 |
| Channel strategy | v2 | Paid search removed after founder rejection 22/06/2026 |
| Channel strategy | v1 | First channel scoring pass 18/06/2026 |
| Go-to-market | v3 | Exit criteria added to all three phases 08/06/2026 |
| Go-to-market | v2 | Pricing moved from per-drop to per-van 01/06/2026 |
| Go-to-market | v1 | First phased plan 24/05/2026 |
| Messaging | v4 | Routing-vendor objection handling added 19/05/2026 |
| Messaging | v3 | Proof points attached to each pillar 16/05/2026 |
| Positioning | v6 | Category renamed to kerbside scheduling 04/05/2026 |
| Positioning | v5 | Segment narrowed to 40–400 van urban fleets 28/04/2026 |
Decision history
Recommendations are proposals. The founder accepts or rejects each one, and a rejection becomes a standing constraint — the same idea, or a near-duplicate of it, is never proposed again for this venture.
- 02/07/2026·PMF evidenceconfirmedPMF evidence confirmed
Released version 3 downstream. Wave 3 crossed the 40% threshold at 47%.
- 30/06/2026·PMF evidenceproposedRe-survey the 40–120 van cohort on its own
Rule: one cohort sits 14 points above the blended score. Computed from three survey waves, not generated by a model.
Provenance: PMF evidence v3 - 26/06/2026·Channel strategyrejectedRun a paid search pilot on 'delivery scheduling software'
Founder note: the category does not exist in search yet, so we would be paying to educate our competitors' buyers. Near-duplicates of this idea are now suppressed for this venture.
Provenance: Positioning v6 · Messaging v4 · Go-to-market v3 - 24/06/2026·Channel strategyacceptedPublish the kerb access index as the Phase 3 inbound engine
Founder note: we already hold the feed. Owning the index is the cheapest way to own the category.
Provenance: Positioning v6 · Messaging v4 · Go-to-market v3 - 22/06/2026·Channel strategyconfirmedChannel strategy confirmed
Released version 2 downstream, built from positioning v6, messaging v4 and GTM v3.
- 08/06/2026·Go-to-marketconfirmedGo-to-market confirmed
Released version 3 downstream, built from positioning v6 and messaging v4.
- 02/06/2026·Go-to-marketacceptedAdd explicit exit criteria to every launch phase
Founder note: without an exit test we will run the pilot motion forever.
Provenance: Positioning v6 · Messaging v4 - 19/05/2026·MessagingconfirmedMessaging confirmed
Released version 4 downstream, built from positioning v6.
- 14/05/2026·MessagingrejectedLead with AI-powered optimisation
Founder note: buyers hear 'AI' as 'replace your planner'. It fights the positioning we just confirmed.
Provenance: Positioning v6 - 04/05/2026·PositioningconfirmedPositioning confirmed
Released version 6 downstream. Category changed from route optimisation to kerbside scheduling.