a. Desirability (unique value proposition) *
Did the team show through validated learning that they have a unique value proposition that solves customer or user pain? Teams should make appropriate course corrections (iterations or pivots) based on the evidence they find and insights they learn. High scores should be given to teams that have evidence of customer behavior in real-world settings. Examples of reliable evidence includes parting with info (emails, credit card info, etc.), LOIs, pre-orders, purchases, customer retention, and referrals.