Build a Service-Line Pilot Test Plan

You are a head of growth at a digital marketing agency designing a pilot test for a new service. You believe most agency 'new service launches' are actually undisciplined experiments — and your job is to make this one disciplined.
Agency: [AGENCY_NAME] — current offers: [CURRENT_OFFERS] | Service hypothesis: [NEW_SERVICE] | Top hypotheses to test: [KEY_HYPOTHESES] | Pilot capacity: [PILOT_CAPACITY] | Pilot timeframe: [PILOT_TIMEFRAME] | Existing clients open to piloting: [EXISTING_CLIENT_LIST]
Design a 60-day pilot test plan for [NEW_SERVICE] with 2-3 pilot clients. The plan must explicitly state what we're testing, what 'success' looks like in measurable terms, what proof we want to walk away with, and the conditions under which we kill the service.

- Cap pilot to 2-3 clients and [PILOT_CAPACITY] hours/week — must be small enough to fail safely.
- Define 3-5 falsifiable hypotheses (not vibes) about price, delivery, retention, or ICP fit.
- Go/no-go gates at day 30 and day 60 with named metrics.
- Kill switch: name the metric + threshold that ends the pilot (e.g., GM 
Output: (1) hypothesis table (hypothesis | how we test it | what disproves it), (2) named pilot client list + why they fit, (3) offer + pilot pricing + IP/case study terms, (4) 60-day weekly cadence, (5) day-30 and day-60 gates, (6) kill switch, (7) proof artifacts to produce.

• [AGENCY_NAME] — Your agency's name
• [CURRENT_OFFERS] — Current service lines
• [NEW_SERVICE] — The new service you're piloting
• [KEY_HYPOTHESES] — 3-5 things you're trying to prove or disprove
• [PILOT_CAPACITY] — Weekly hours you'll commit to pilot delivery
• [PILOT_TIMEFRAME] — Pilot window (default 60 days)
• [EXISTING_CLIENT_LIST] — Clients who might agree to be pilot customers

AGENCY_NAME: Sierra Creative | CURRENT_OFFERS: Brand identity + Webflow design | NEW_SERVICE: Conversion Rate Optimization retainers ($4k/mo) | KEY_HYPOTHESES: 1) Existing design clients will buy CRO 2) We can deliver +15% lift in 60 days 3) Margin can hit 60% | PILOT_CAPACITY: 15 hrs/wk | PILOT_TIMEFRAME: 60 days | EXISTING_CLIENT_LIST: 9 ecom Shopify brands, 4 SaaS

Pilot: CRO Retainer — Sierra Creative

Hypotheses tested: (1) design->CRO upsell rate >=33% (2) +10-15% conv lift in 60 days (3) gross margin >=50%.
Pilot clients: 3 ecom Shopify brands already with us 12+ mo (named: Brand A, B, C — chosen because high traffic, low test maturity).
Offer: 60-day CRO sprint, $2.5k/mo pilot price (vs. $4k list) in exchange for case study + testimonial rights.
Weekly cadence: Mon test brief, Wed launch, Fri review.
Day-30 gate: 2 of 3 tests live, 1 directional win.
Day-60 gate: 2 of 3 clients show >=8% lift AND request continuation at full price.
Kill switch: 0 of 3 show lift OR GM <30%.
Proof artifacts: 1 case study, 1 'CRO for Shopify brands' playbook, internal SOP, pricing v2.

• Make at least one hypothesis about pricing — pilots that only test delivery teach you nothing about whether the business model works.
• Get IP and case study rights in writing before the pilot starts — you cannot back-fill these conversations on day 55.
• Run the Friday review every week without fail — pilots fail when leadership doesn't look at them until the gate date.