Home/Roles/ Strategy & management
Budget only for offers customers want.
Before budget is approved, a test shows whether customers would buy or sign up. That way you approve budget based on customer behaviour, not on assumptions.
Investment proposals · Quarter
Purchase intent in test · Benchmark 2.5%
Premium subscription for existing customers
Budget request €1.8m
3.8%
Smart home bundle
Budget request €2.6m
1.4%
New family plan
Budget request €0.9m
2.3%
Three proposals, one yardstick: budget only with evidence. Illustration with sample values.
Your core question
How do I make sure we only invest in offers that customers actually buy?
Where capital is lost
Budget is committed long before customers act.
In most companies, the money for development, IT and brand is spent in the first year. The first real customer signal comes after launch. A test before approval brings that signal forward.
Schematic timeline.
Use cases
What changes for management and the board.
You approve budget. Horizon makes sure evidence from real customer behaviour is on the table first.
01
Approvals with evidence
For major investments, your teams present a test, not just a business case.
02
Fewer false starts
Weak initiatives are stopped before development, IT and brand are committed.
03
One yardstick for every business unit
The same metrics and the same logic across business units and markets.
04
Faster to a decision
Around four weeks to evidence instead of months of internal alignment.
How a test works
A robust decision in four weeks.
What you get at the end: a clear data analysis to base your decision on. Your team provides a briefing and product images, Horizon takes care of the rest.
Week 1
Question and variants
You bring the upcoming investment decision, we sharpen the question and define up to six variants.
Week 2
Ads and offer pages
Horizon builds realistic ads and offer pages, with your brand or a brand developed specifically for the test.
Week 3
7 days in field
Your target group sees the offer in their familiar online environment and decides. You follow everything live.
Week 4
Result and data analysis
Purchase or sign-up intent per variant, statistically robust, as a data analysis for your decision.
During the test
Results in real time.
During the field phase, you see live how your target group decides. All metrics per variant, from ad click to purchase or sign-up intent.
Cost per click, click-through rate and visitors per variant
Purchase or sign-up intent with statistical validation
Benchmarking against comparable tests
After the test
What your result looks like.
This is what a Horizon results report looks like: question, variants, purchase or sign-up intent and data analysis on just a few pages.
Market test hardshell jacket
nordgrat · Example
+23%
NL versus DE
3
markets in parallel
NL shows the highest purchase intent.
Example values
Case · Global sports brand
Four tests, one product customers buy.
A global sports brand had lost over €100,000 on development and market launch with an earlier concept, because surveys promised more demand than actually materialised. For its next shoe, it tested every major decision in advance.
4
tests
18,868
consumers
4.2 days
average field time
Test sequence before launch
Test 1 · Concept
Which concept generates the highest purchase intent?
Test 2 · Colours
Which colour variants do early buyers purchase?
Test 3 · Price
Which price works without damaging perceived value?
Test 4 · Value proposition
Which promise does the shoe go to market with?
Weak variants were stopped before any investment in tooling and inventory.
We want to base our decisions on sound data and consumer feedback. With Horizon, we can validate corporate strategy and innovation questions earlier than before using behavioral data from real consumers.
FAQ
Frequently asked questions.
How quickly is data available for a decision?
Around four weeks from question to data analysis.
How is the test approved internally?
Once. Legal, data protection and procurement align in parallel with the first test design, not again for every single test. Horizon provides the imprint and privacy policy for the test pages, and nothing is sold.
How much effort is it for our teams?
Very little. Your teams provide product images and specifications and sign off at a few points. The Horizon team takes care of design, build, execution and analysis.
Can I start small?
Yes. We plan the scope together based on the decisions you are facing today. The number of tests is a guide for scope and pricing, not a fixed limit. More teams and questions follow once the first results are in.
Let's talk about your next decision.
Bring your investment decision and we will sketch a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more