Launch and operate
How do I actually get customers and run the place?
The part most startup advice skips. Sell, market, hire, run the week, and know your unit economics.
Built from App A, App B of the handbook, updated by the 2026 research (S01, S02, S03, S04, S05).
10 tools
ICP and trigger builder
Who buys, who inside them owns the pain, and what event makes it urgent this quarter. Every other sales tool depends on this one.
calculatorReverse pipeline calculator
Work backwards from the revenue you need to the number of conversations you have to hold this week. Most plans die here.
quizShould you hire a salesperson yet?
The first sales hire is one of the most expensive mistakes a founder makes. Seven questions against the published readiness rules.
quizWhich one channel should you prove first?
Most companies get the large majority of their customers from a single channel. Six questions to pick the one to test, and only one.
calculatorCAC and payback
What one customer costs to win, and how many months of gross profit it takes to get that money back. The gate before any spending increase.
calculatorUnit economics: lifetime value against acquisition cost
Does one customer repay the cost of getting them, with enough left over to fund the company? Breakeven, moved from the product to the customer.
calculatorThirteen-week cash view
Profit is an opinion, cash is a fact. The simplified version of the rolling forecast that every small business should run weekly.
checklistThe operating rhythm
The week, month and quarter that keep a small company from running on memory and adrenaline. Pick one system, then actually run it.
worksheetSequencing the first ten hires
Not job titles. For each of the first ten people: the outcome they own, what breaks without them, and whether it could be contracted instead.
calculatorOffer calculator: cash against equity
What you are really offering, in cash today and in paper that might be worth something. Check it against the benchmark before you send it.
Stuck on something specific?
Ask the adviser. It answers only from the handbook and the 2026 research, tells you which source each answer came from, and says so plainly when the research does not cover your question.