For founders and business owners

Your first project sets itself up

Describe your idea, choose research, and watch a whole validated business take shape around it without lifting a finger.

What it is

The hardest part of validating an idea is not any one step, it is stringing fifteen of them together while you still have a day job. So on your first project we do the stringing. Subscribe, describe your idea once, and from that one press the rest carries on by itself: your action plan, the product and engineering documents a builder can work from, three brand looks with the one closest to your chosen color applied for you, a designed logo, a clickable prototype of your product, a demand page at the web address you chose at signup, and an investor memo and deck. Research is the one part you choose rather than the one part that happens to you, and saying yes to it during setup runs it behind all of the above, so every document is written from cited evidence instead of from what you told us.

Your brand, applied or paused

The three brand directions are designed from what setup knows about your idea, and it applies the one closest to the color you gave when you signed up, so the logo, the prototype, and the demand page all arrive matching. If you would rather choose the look yourself, say so when you describe your idea and setup pauses at exactly that step, shows you all three directions, and carries on the moment you pick.

While it builds

The setup screen names each piece as it lands rather than showing you a progress bar somebody invented, and while research is running what it is finding out about your market goes up there too, so the wait reads like a briefing. And you can close the tab: we send one email when your page is ready, and nothing else in between.

It uses none of your credits

Setting up your first project is on us. It is included with your plan, it applies once per account to your first project only, and it spends none of your monthly credits, so your full allowance is still there when setup finishes. Your credits are for everything you do after: changes you ask for with a comment, new questions, new projects.

Publishing stays your click

Nothing goes public while setup runs. Your demand page is built and waiting at your address as a draft, and it goes live only when you press publish, so you read it first, change anything with a comment, and choose the moment your test starts.

Every project after the first

Setup uses the same studios you will use yourself: the research workspace, the concept studio, the demand test page. On every project you start after the first, you drive them by hand, approving each stage before the next is built, with everything setup made still yours to reread, comment on, and rebuild.

Common questions

Does the setup use my monthly credits?

No. Your first project's setup is included with your plan and uses none of your credits. Changes and rebuilds after setup use credits like any other work.

What if I want to pick my own brand?

Say so when you describe your idea. Setup pauses when the three brand directions are ready, you pick one, and it carries on from there. Otherwise it applies the direction closest to your chosen color and keeps moving.

Is the demand page live as soon as setup finishes?

No. It is built and waiting at the web address you chose at signup, but publishing is your click. Read it, change anything you want with a comment, then put it live when you are ready.

Does this happen on every project?

Only the first. Every project you start after that runs the hands-on way, with you driving each step, using the same tools setup used for you.

Try Your first project sets itself up

Describe your idea once, and the research, your documents, your prototype and your live page are all written from it. Starter is $55 a month, with fourteen days to change your mind.

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