The field guide
Read before you build.
Six guides for starting a small business, written the way we wish someone had written them for us: plain, honest, and with the real tool built into each one. No hype, no course to buy.
The honest one
When not to start a business
Six honest signals that an idea, or the timing, is wrong: no one pays today, the math cannot work, the runway is not there. Walking away early is a skill, not a failure.
Read the guideValidation
How to validate a business idea
What to test, in what order, with what evidence.
Read the guideSelling
Getting your first paying customer
Who to ask, what to say, and why the first sale is proof, not revenue.
Read the guideMoney
Small business numbers 101
Price, margin, and break-even in plain English, with math you can drag.
Read the guideBrand
How to name your business
What a name has to do, how to check it, and why it should take an afternoon.
Read the guideThe path
From idea to launch: the 90-day path
A week-by-week structure from raw idea to first paying customer in 90 days: validate, run the numbers, handle the legal basics honestly, build the smallest sellable version, and sell.
Read the guideQuestions
Frequently asked questions
Generating and refining ideas is free with no account. Building the full plan is also free, it just needs a free account so your work saves. When you commit to one idea, a Deep Build (the critic, live web research, and a numbers audit) is $9 one time, or $19 a month for three builds plus unlimited access to the advisory board: an advisor, CFO, growth, and operator lens on the same conversation. Free accounts also get 5 board messages a week. Full details on the pricing page.
Nine sections, built one step at a time in the order a real business comes together: market & competition, customer personas, financials, a 2-week validation plan, a brand kit with mockups, operations, a first-100-customers plan, legal setup, and finally your 90-day roadmap. Each step is generated from the ones before it, so your numbers and plan stay consistent. A step takes a minute or two. Prefer speed? A Deep Build produces all nine in one pass, which uses one Deep Build credit.
Yes. By default your ideas live in your own browser. If you create a free account they sync to it, so clearing your browser can't lose them, and only you can access them. Either way, your ideas and dossiers are never used to train AI models.
A chat can brainstorm; Alxoria builds the launch file. Ideas follow a quality rubric with a required competitive wedge, market research runs against the live web with cited sources, numbers must reconcile across sections, and the output is structured pages with charts, checklists, and brand mockups instead of a scrollback.
No card anywhere on the free tier. The idea generator and the free scorer both work without an account. A free account only matters when you want your work saved: your ideas then sync to it instead of living only in your browser.
Yes. The owner lane takes the business on your books, not a hypothetical one, and runs the same analysis on it: positioning, unit economics, and a 90-day plan. Start at the for-business-owners page.
Yes. A finished dossier exports to PDF, Excel, Markdown, a landing page, or email. What you build is yours to keep, whether or not you ever pay.