Founder resource · Strategy worksheet

The Claims Planning Worksheet

Start with the sentence you want to earn, then work backwards to formula and proof.

How to plan a claim before somebody writes the carton

Complete this while the formula can still change. The goal is to connect the sentence you want, what the formula must deliver, what a person or instrument can actually measure and which evidence belongs in the final substantiation file.

One ingredient study is not automatic proof of the finished product. Keep ingredient rationale, consumer perception and measured product performance on separate lines.

1. Write the sentence you want to earn

Keep it specific. Who notices what, after how long, under which conditions?

2. Name the evidence layer

Supplier data for a defined raw material Published ingredient literature Instrumental testing on the finished product Expert grading or clinical assessment Consumer perception study on the finished product

3. Work backwards into the formula

Material or systemExact form and levelEndpoint to testRisk or confounder

4. Draft the study questions

Have your regulatory and testing partners review the final protocol and wording for the launch market.