Pilot

You should have got there quickly,  know enough about the potential to decide whether to deliver the optimisation or not but through the delivery phase you’ll continue to evolve your idea, tweaking it based on feedback and learning as you go. 

Ask questions like: what gave us the desired impact with our audience? What will it take to deliver? How will we measure success? How will we adapt to changing market conditions?

At the end of the deliver phase you’ll have an optimised product in the real world with paying customers.