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Idea to
Market.

Every venture runs the same gauntlet. Most ideas don't survive step one. That's the point.

01
Idea
Day 1
A sharp problem, an underserved market, or a joke that turns out to be a real business. We write it down and stress-test it in 24 hours.
The filter is simple: does this solve a real problem for a real person, and can we own a position in the market? If we can't answer both in one sentence, it's not ready.
02
Validate
Week 1
Competitive mapping, naming, unit economics, and a one-page thesis. If it can't survive scrutiny on paper, it doesn't get built.
We're looking for a market that's big enough to matter, a position we can own, and unit economics that work at small scale. One page. No decks. No committees.
03
Build
Weeks 2–4
One operator. One goal. A tight timeline. MVPs ship in days, not quarters. We build lean and fix what's wrong after people are using it.
The build phase has one rule: the MVP must be embarrassingly simple. If you're not slightly uncomfortable with how basic it is, you've overbuild it. Ship, then improve.
04
Launch
Month 1
First sale. First user. First proof point. We don't wait for perfection — we wait for evidence. GTM is part of the build, not an afterthought.
Launch means something is live and revenue is possible. The goal isn't scale — it's signal. One paying customer tells you more than a thousand survey responses.
05
Scale or Kill
Month 3
If it works, we double down. If it doesn't, we shut it down fast and move on. The portfolio only gets stronger from here.
By month three we have a verdict. Positive ROAS, growing retention, or word-of-mouth — any of these says go. Everything else says stop. We don't negotiate with bad data.