Worksheet 12 — Your next two hours

Use with chapter 12. The complete routine for one app, one market and one goal, in about two hours. It works on paper, offline, without an account and without Indevaro. Everything you need is on these pages; the chapter numbers point to the explanation if you want it.

Before you start: open your store console (App Store Connect and/or Play Console), any analytics or subscription tool you use, and your last journal entry. Set a timer.

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Step 0 — Scope (5 min)

• App: ______________________
• Platform: ☐ iOS ☐ Android (pick one for this session)
• Market (country · language): ______________________
• Goal: ☐ more downloads ☐ more paying users ☐ clearer positioning
• Time budget: 120 min (or ______)
• Last session's re-check date and trigger (from the journal): ______________________ → triggered? ☐ yes ☐ no

Step 1 — Observation (10 min) · chapters 1–2

Write the number that worries you — or the number your goal depends on — as a fact:

Did the definition or reporting of this metric change during the period? ☐ no ☐ yes → note it and treat the comparison with care.

Step 2 — Funnel for two comparable periods (15 min) · chapter 2

Normal range of the key count over the last 8–12 periods: ______ to ______

Small-count check (assumes independent events, a stable rate and N above ~20; a sanity check, not a significance test):

• One period vs its long-run average N: ±2√N = ±______
• Two periods vs each other: ±2.8√N = ±______

Step 3 — The step that changed (5 min)

• ☐ First changed rate is at step: ______________
• ☐ Nothing is outside the normal range → likely wait (go to step 5, choose "wait")
• ☐ Can't tell — too many blind spots → likely check (go to step 5, choose "check")

Mix check — did the kind of people change (returning vs new, country, source)? ______________

Step 4 — Hypotheses (10 min) · chapters 1, 3–7

Anything technical (crashes, failed purchases, a recent release)? ☐ no ☐ yes → it goes first (chapter 6).

Step 5 — Decision (10 min) · chapters 1, 10

• ☐ Act ☐ Test ☐ Check ☐ Wait
• The single move, in one sentence: ______________________________________________
• Evidence strength: ☐ one kind ☐ two or more independent kinds ☐ none (then it is a check or wait)
• Cost of being wrong: ☐ low / reversible ☐ high / hard to reverse
• Opportunity cost (what I'm not doing): ______________________

Stop and choose "wait" or "check" if: the change is inside the normal range · a known confounder overlaps · the move needs a claim that is not true of the current version · another change to the same step is still being measured.

Step 6 — Prepare the material (30 min) · chapters 3–7, 9

Tick one and fill it in.

☐ A. Listing copy draft

Store limits: App Store name and subtitle 30 characters each, keyword field 100, promotional text 170 · Google Play name 30, short description 80, full description 4,000.

What each tool can change: App Store custom product page — screenshots, promotional text, app previews (and its own keywords), not name or subtitle · App Store product page optimization — icon, screenshots, app previews · Google Play custom store listing — name, icon, descriptions, graphics · Google Play store listing experiment — icon, feature graphic, screenshots, descriptions.

☐ B. Screenshot brief

☐ C. Positioning comparison

Gap we will lead with: ______________________

☐ D. Investigation checklist

☐ E. Experiment card

• Hypothesis (who / what they want / what we show now / what we'll show): ______________________
• Tool and audience share: ______________________
• Planning estimate (rates): visitors per arm ≈ 16 × p × (1 − p) ÷ d² = ______ → weeks ≈ ______ (assumes independent visitors, stable rate, ~80% chance to detect d, 5% false-alarm rate)
• Minimum run (planned sample, rounded up to full weeks — no decision before): ______
• Stop rule after the minimum run: ______________________
• If better: ______ If worse: ______ If inconclusive: ______

Step 7 — Measurement (10 min) · chapter 8

• Metric and source: ______________________
• Exposed group: ______________________
• Window: __________ to __________ (no judging before __________)
• Confounders to watch: ______________________
• Verdict rules — worked: ______ · did not work: ______ · harmful: ______ · inconclusive: ______

Step 8 — Journal and re-check (5 min) · chapter 11

• Prior belief: ______________________ Confidence: ☐ low ☐ moderate ☐ high
• Expected result: ______________________
• Re-check date: __________ Act if: ______________________
• Entry copied to the decision journal ☐

Time check

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Done. You have one move, a material, a way to measure it and a journal entry — or a deliberate "wait" with a trigger. Both are complete sessions.

Optional: the free Next Move tool can draft steps 4–6 and suggest what to measure in step 7 from your public store listing (on the stores it supports, with an optional competitor) for the market, goal and time budget you choose. It cannot see your private metrics, so steps 1–3, the actual numbers in step 7 and the journal remain yours. You do not need it to complete this sheet.