The Hypotheses that Built Reforge’s $30M Growth Engine
Reforge’s journey from $0 to $30M didn’t happen by chance. It began with a well-structured Business Hypothesis Canvas that helped define the product’s unique direction from day one. This approach cut through the initial chaos, providing focus and exposing blind spots that could otherwise derail growth. Instead of aiming to tackle every opportunity, Reforge prioritized only those hypotheses that aligned with its core vision. Here’s how this framework structured Reforge’s journey to success:
1. Targeting the Right Audience and Problem
Unlike other platforms focused on beginners or job-seekers, Reforge honed in on mid-career professionals seeking practical skills and real-world applications. This decision had cascading effects across all growth areas:
— Higher Willingness to Pay: Mid-career professionals could leverage expense budgets from employers, creating higher willingness to invest.
— Practical Focus: Instead of credentials, Reforge’s programs were designed to deliver actionable skills directly relevant to participants' current roles.
2. Focusing Hypotheses with “Now, Future, Not a Focus”
The Business Hypothesis Canvas segmented Reforge’s ideas into three categories: Now (immediate actions), Future (potential next steps), and Not a Focus (distractions to avoid). This clarity protected Reforge from spreading too thin:
— Now: Testing product-market fit with targeted content for growth professionals.
— Future: Exploring additional learning formats but maintaining focus on practical programs.
— Not a Focus: Rejecting job placement programs and certifications that could dilute the mission.
3. Protecting Key Insights Against Pressure
Reforge’s original insight was clear: skills drive career growth, not certifications or custom-fit solutions. As the company gained traction, new demands from clients, investors, and advisors suggested broadening services. By returning to their core hypotheses, the team resisted shifting the mission, preserving their brand’s integrity. For example:
— Turning Down “Get a Job” Programs: Requests to develop job-focused programs were frequent, but Reforge stayed true to mid-career professionals rather than early-career seekers.
— Avoiding Custom Courses: Even as custom course requests grew, Reforge avoided the high resource investment and complexity of custom solutions, opting instead to keep content applicable to a broad range of experienced users.
Through this focused approach, the Business Hypothesis Canvas didn’t just act as a guide; it served as Reforge’s filter for sustainable growth. The result? A thriving $30M business centered on clarity, high-impact content, and unwavering dedication to its audience’s needs.
Reforge’s journey from $0 to $30M didn’t happen by chance. It began with a well-structured Business Hypothesis Canvas that helped define the product’s unique direction from day one. This approach cut through the initial chaos, providing focus and exposing blind spots that could otherwise derail growth. Instead of aiming to tackle every opportunity, Reforge prioritized only those hypotheses that aligned with its core vision. Here’s how this framework structured Reforge’s journey to success:
1. Targeting the Right Audience and Problem
Unlike other platforms focused on beginners or job-seekers, Reforge honed in on mid-career professionals seeking practical skills and real-world applications. This decision had cascading effects across all growth areas:
— Higher Willingness to Pay: Mid-career professionals could leverage expense budgets from employers, creating higher willingness to invest.
— Practical Focus: Instead of credentials, Reforge’s programs were designed to deliver actionable skills directly relevant to participants' current roles.
2. Focusing Hypotheses with “Now, Future, Not a Focus”
The Business Hypothesis Canvas segmented Reforge’s ideas into three categories: Now (immediate actions), Future (potential next steps), and Not a Focus (distractions to avoid). This clarity protected Reforge from spreading too thin:
— Now: Testing product-market fit with targeted content for growth professionals.
— Future: Exploring additional learning formats but maintaining focus on practical programs.
— Not a Focus: Rejecting job placement programs and certifications that could dilute the mission.
3. Protecting Key Insights Against Pressure
Reforge’s original insight was clear: skills drive career growth, not certifications or custom-fit solutions. As the company gained traction, new demands from clients, investors, and advisors suggested broadening services. By returning to their core hypotheses, the team resisted shifting the mission, preserving their brand’s integrity. For example:
— Turning Down “Get a Job” Programs: Requests to develop job-focused programs were frequent, but Reforge stayed true to mid-career professionals rather than early-career seekers.
— Avoiding Custom Courses: Even as custom course requests grew, Reforge avoided the high resource investment and complexity of custom solutions, opting instead to keep content applicable to a broad range of experienced users.
Through this focused approach, the Business Hypothesis Canvas didn’t just act as a guide; it served as Reforge’s filter for sustainable growth. The result? A thriving $30M business centered on clarity, high-impact content, and unwavering dedication to its audience’s needs.