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First, the business — because we're about to run one with you.
These six questions are the ones we ask ourselves before we put our own money and months into a venture. You're not filling in a form — you're watching us underwrite, and everything you say shapes what we build first. Two of them are about you and the people beside you, because that's what your About page and your story get built from.
Your business, in a sentence.
What it is, and who it's for. Plain words beat polished ones.
Who else solves this today?
Name 2–3 places your customers go right now instead of you. "Nobody" is an answer — but it usually means we should look harder together.
When someone picks you over them — why?
Your unfair advantage. Pick everything that's true, then say it in your own words.
Why are you the one to grow this?
The last question was about the business. This one's about you — we're backing a person as much as an idea. It's also where your origin story comes from, so don't polish it.
Who's behind the business?
Everyone a customer should meet — a name, what they do, and one human thing about them. A line each is plenty: this is what we build your About page from. Working alone is a perfectly good answer.
Rather not be named or photographed on the site? Say so here — we'll design around it.
Who's buying from you today — and where do they find you?
Instagram followers, a market stall, word of mouth at church — anything counts. This is the half of the deal you bring, so it's the question we care about most.
Now the fun part — your business gets a personality.
AI-generated sites all feel the same. Yours won't: your words set the register, and real artwork you choose seeds your colors, edges, and character. React with your gut — there are no wrong answers, and "none of these" is always allowed.
Pick 3–5 words that feel like your business.
These set the dials for everything visual. (I'll infer the rest and play it back at the end — no slider homework.)
Which of these feels like your voice in print?
Don't name fonts — just react. Each card is a real rendering.
Which of these tells your story?
Because you're building a business, I pulled art from that world. The painting you pick seeds your palette, your edges, even your site's character — and your personal assistant will introduce themselves named for the artist you choose. Not "which is pretty" — which one feels like what your customers should feel?
What should people see on your site?
Last act — because while you sell, this is what runs behind you.
Every studio business gets the same machine ours run on — we operate it, you read a plain-English weekly note. These last questions shape your assistant's voice and give us honest starting numbers for your road. Guesses are welcome; nobody holds you to them.
Your business gets its own assistant. How should it talk?
Pick the greeting that sounds like your shop — this seeds its whole voice.
The crystal ball. Two guesses and a hunch — nobody holds you to them.
Honest guesses beat polished projections. This shapes how we plan your first ninety days.
Last one: what do you love, and what do you never want to be?
One or two brands you admire — and one thing your business must never feel like.
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And here's the deal, plainly.
Next: we build you a real, clickable prototype from this brief — free, our investment. If you love it and say go, it's $1,000 once (credited into your business), we build the real thing carrying every bill, and you keep the majority and the CEO chair. The only test: within three months of going live, the business is cash-flow positive — earning enough to cover what it costs to run. We'll show you the exact numbers before you commit.
And this is the machine that comes with it:
The partners read every brief and reply within one business day — this is an underwriting conversation, not a signup funnel.
Where should I send it?
A COPY OF YOUR BRIEF LANDS IN YOUR INBOX · THE PARTNERS REPLY WITHIN ONE BUSINESS DAY · NO LIST, NO SPAM
HAVE A BUSINESS PLAN OR RESEARCH? REPLY TO YOUR BRIEF EMAIL WITH IT ATTACHED — WE READ EVERYTHING BEFORE WE BUILD.