Founder Brief
Define the problem, customer, offer and first experiment.
Section 1 of 13One sentence in · thirteen sections, four files out
Start with a free Founder Brief, no account needed. Build thirteen sections around it, then get a scored verdict that will tell you plainly if the market is too crowded, and download the plan, a ten-slide deck and a working Excel model.
Three ideas free after signup. Downloads are included with Founder or an eligible trial.
What you get
Build the detail around your idea, edit it as you learn, then export a branded PDF plan, a PowerPoint deck, an Excel model and a brand kit.
Define the problem, customer, offer and first experiment.
Section 1 of 13Explore names, colours, tone of voice and a logo brief.
Section 2 of 13Sized top-down and bottom-up, with the working and the sources shown.
Section 3 of 13Five to eight real rivals, what they charge, and the gap they leave.
Section 4 of 13Segments narrow enough to go and find, with what they would pay.
Section 5 of 13Where you stand, and the channels ranked by time to a first sale.
Section 6 of 13Separate essential features from things that can wait.
Section 7 of 13What you must have in place to trade in the UK, longest lead time first, with the cost of each.
Section 8 of 13Turn the direction into practical 30, 60 and 90-day steps.
Section 9 of 13Identify useful automation ideas, not AI for its own sake.
Section 10 of 13A 12-month P&L, three revenue models compared, break-even and a sensitivity check on the three assumptions that matter.
Section 11 of 13Shape the story, supporting points and speaker notes.
Section 12 of 13Bring the key decisions into a written plan in five chapters you can refine.
Section 13 of 13Once the market and the numbers exist, we judge the whole plan and say it plainly: build it, reposition it, or it is too crowded. Scored on market opportunity, differentiation, feasibility and financials, with the biggest concern and three tests that would change our mind.
What lands in your folder
Branded, with the verdict scorecard, break-even curves, a risk heatmap and a competitor map.
Ten slides with speaker notes, editable in PowerPoint or Keynote.
Six sheets with live formulas, change an assumption and break-even moves.
A one-page summary made to be shared, plus colours, fonts and a logo brief.
Founder plan. Generated research and figures need your review and validation.
Around the plan
Somewhere to put ideas you are not ready to build, a way to make the plan sound like you, five sceptics to test it, a dated checklist to act on it, and a funding route finder that starts by asking whether you should raise at all.
Not every idea is ready to become a plan.
Capture a thought in a few words, by typing or by voice, and leave it. Ideas sit as sparks until you decide to build one, and any note becomes a full plan in one click without retyping it.
Optional, and it changes the output.
The build pauses once, after the first three sections, to offer it: about three minutes of quick questions, or a longer conversation. Type or talk. Your answers about the customer, your edge and the model feed the later sections, so the plan reflects what you actually know.
Five sceptics read the plan before anyone else does.
The sceptical investor, the bank manager, the customer you want, the competitor and the operator each raise their objections. Every one is checked against your plan and marked answered, partly answered or unanswered, with the evidence quoted and, for anything unanswered, the work that would settle it.
Where the plan turns into work with a date on it.
One dated list built from your Launch Roadmap milestones and quick wins, the red team's work items, and Licences & Insurance items with their own lead-time dates. Set the day you are counting from and the suggested dates move with it.
Start with who it is for, the problem and your proposed solution. Get a free Founder Brief in about 30 seconds, before creating an account.
A free account builds the other twelve sections on our servers, so the build carries on if you leave the page. It pauses once, after the first three sections, to offer the optional interview. Then edit the assumptions and add what you know: every field is editable, and a change rebuilds what depends on it.
A scored build, reposition or too-crowded call on the whole plan, and a red team of five sceptics who say which objections it cannot yet answer. Founder adds the download: a branded PDF with charts, a PowerPoint deck, an Excel model with live formulas and a brand kit.
The fair question
You should, honestly, for thinking out loud, pressure-testing a decision or drafting an awkward paragraph, a good chatbot is hard to beat, and we use them daily. The difference shows up when you need something you can act on and hand to somebody else.
A chatbot: A general assistant is trained to be helpful. Ask it to write a plan for a saturated idea and it will write an enthusiastic one.
Business Launchpad: The Validation Verdict reads the finished market sections and financials and returns build it, reposition it, or it is too crowded, with the biggest concern named and three cheap tests that would change the call. Then the red team puts five sceptics' objections to the plan and says which ones it cannot yet answer.
A chatbot: A chatbot writes "break-even around month eight" as prose. Change your price and the sentence does not move.
Business Launchpad: You get a six-sheet Excel model with live formulas and a sensitivity sheet. Change the churn rate or the price and the break-even month recalculates in front of you.
A chatbot: A chat thread is not something you send to a bank, an investor or a co-founder.
Business Launchpad: A branded PDF plan with charts, a PowerPoint deck with speaker notes, the Excel model, a one-page Founder Snapshot and a brand kit, in one download.
A chatbot: Every new chat starts cold. You re-paste context, the details drift, and section six quietly contradicts section two.
Business Launchpad: Thirteen sections built from one source, each reading the ones before it. Revise your competitors or your market sizing and everything downstream is flagged as outdated, and one tap rebuilds it, so the plan stays internally consistent.
Underneath, this runs on the same frontier models you would be talking to. What you are paying for is the part around them: thirteen prompts built for the job so you do not have to write them, a schema every section has to fill in so nothing is skipped, a financial model that actually calculates, and a verdict that is allowed to be unflattering. The long answer, with the prompts we would use instead →
Straightforward pricing
Free
£0
No card required
Downloads are not included on the Free plan.
Get my free briefFounder
£19
Per month, billed monthly
An eligible account can try Founder for 14 days without a card.
Choose FounderCreate your account first. Paid plans are confirmed in Billing.
Have a partner code?Generate a Founder Brief from a short description. Create an account to save it, refine it and build the remaining sections.
Three ideas with all thirteen plan sections, the launch checklist, the funding route finder to read, and an unlimited Vault for capturing notes. The verdict, the red team, Ask and pack downloads are Founder features.
Treat generated content as a starting point. The market, competitor, MVP and AI sections begin with a web research pass that gathers sourced, dated notes, but you should still check market claims, competitor details, costs and financial assumptions against reliable sources before relying on them.
Yes. Builds run on our servers and carry on if you leave the page, lock your phone or close the app. A build pauses once, after the first three sections, to offer the interview, and emails you when it is waiting on you. The build queue shows everything building, with pause and continue. A full build usually takes 15 to 25 minutes.
A published Founder Snapshot is public. A private business-plan invitation requires the invited account to sign in, and its access can expire or be revoked.
You return to the Free plan unless you separately choose a paid subscription. Your saved ideas stay in your workspace.
A free Founder Brief in about 30 seconds. No account, no card.