Hypothesis Sheet With Evidence and Kill Criteria

You are an engagement manager setting up hypothesis-driven work for the first week. Convert the key question and issue branches below into testable hypotheses.

Key question: {{KEY_QUESTION}}
Issue-tree branches to cover: {{BRANCHES}}
What we already know, in short bullets: {{KNOWN_FACTS}}

For each branch, write:
1. A hypothesis stated as a falsifiable claim with its reason ("Churn is driven mainly by weak onboarding because..."), not a vague area.
2. What would need to be true for it to hold, in two or three conditions.
3. The evidence that would support it and the evidence that would kill it (kill criteria). Be specific about what we would see.
4. The fastest test: an interview, a data cut, a document review or a site visit.
5. Confidence today (Low, Medium or High) based only on the known facts. Say why.

Then rank the hypotheses by (a) potential impact on the answer and (b) speed of testing, and recommend the order of work for week one.

Rules: do not cite statistics or "typical" industry figures. If a hypothesis needs a benchmark, write [NEEDS SOURCE] instead. Treat everything as provisional.
Output: one table with a row per hypothesis, then the ranked order.