Who pays for a meal planner for picky toddlers? On the sample read, 3 of the 101 people we found named something they pay for, all of it food, and none named a paid planning tool. This section asks who pays, and whether that's the person who has the problem, at the top of page three, which Pro and Max run.
Fig. 1 · What it looks like on the sample read
On the sample, the parent who plans the dinners is the one who has the problem, and a quote from page two shows it. Whether the same parent chooses the tool and pays for it, nothing we read says, so those two lines carry the label "your assumption." The section lists 4 printed prices from 3 sellers, because Little Lunches prints both a monthly and a yearly plan. Among them are $14.99 a month for a planning app and $6.49 a plate for prepared toddler meals. The score on your price counts sellers instead, the 5 with a printed price on who already sells it.
Its last line, marked "no source says this", reads "No supplied parent account establishes payment for a planning tool or who approves a household subscription."
The sample scored lowest on who pays, 1 out of 5, because 3 of the 101 people on page two named a fix they pay for and each one was food.
Fig. 2 · What it rests on
The section reads the people and the sellers already in the read, and it runs no new search. First it settles whether the idea sells to a person or to a business, because that changes what counts as proof. A parent paying from their own pocket is a different sale from a manager spending a budget line.
Then it names three people, who uses the product, who decides to buy it, and who holds the money, and says for each whether they're the same as the one who has the problem. It names the wallet too, whether the money is spare money a person can choose to spend or a line in someone's budget, and what that money replaces today.
Every price it lists is copied from a page or a post, with the source beside it. We follow the rule of the book The Mom Test here. What people paid counts, and what they say they would pay doesn't. How we judge shows how the answer to this question is scored.
Fig. 3 · What "no source says this" means here
On this section the label usually sits on payment. It means we read the people and the sellers and found nobody saying they pay for a fix, or nobody saying who signs. That gap is a finding. A product people like but nobody pays for scores low on who pays, however many people have the problem.
Fig. 4 · Which plan runs it, and what would change it
Pro and Max run it, as part of page three. On Free, page three shows what the section would answer for your idea and keeps it locked. What Pro unlocks walks through every section on that page.
The section runs again when you change the price, what you'll build, or who has the problem, in one sentence (Iterating). It also runs again whenever who has the problem does, because it reads those people. A changed price runs the rehearsal of your price and the scores again too. The next section on page three, the other side, counts what argues against the idea.