Funding
Startup runway: build a cash calendar before trusting a single number
A runway estimate becomes useful when it shows when money arrives, when bills fall due and which decisions remain reversible.
FOUNDRA
The founder library
Practical explainers, decision frameworks and worked examples. Clearly separated from breaking news.
Build a durable business
Cash, pricing, retention and the economics behind growth.
Explore the collection ↗02Find your customers
Interviews, onboarding, sales and repeatable distribution.
Explore the collection ↗03Ship dependable AI
Evaluations, permissions and the systems that earn trust.
Explore the collection ↗04Make the physical world work
Inventory, hardware and climate technology beyond the pitch.
Explore the collection ↗39 founder guides
SaaS
ARR, bookings and cash: three startup numbers that should never share a label
A recurring-revenue business needs to distinguish its commercial run rate, signed commitments and actual collections.
SaaS
Net revenue retention can look strong while customers are quietly leaving
Read gross and net retention together to see whether expansion is masking losses in the existing customer base.
Funding
CAC payback: measure how quickly gross profit repays acquisition spending
Revenue alone can make customer acquisition look cheaper than it is. Payback should reflect the cost of serving the customer.
AI
Pricing an AI product: connect the bill to value without hiding usage risk
AI products can have variable delivery costs and uneven customer usage. A workable price needs to make both sides of the transaction understandable.
SaaS
A free trial should prove one useful outcome before it asks for commitment
The right trial length follows the customer’s path to value. More days do not fix an experience that never reaches the important task.
Founders
Design partners: learn from early customers without becoming their custom agency
An early partner can sharpen a product or pull it into a series of one-off commitments. The difference is in the agreement and the learning plan.
Founders
Customer interviews: investigate the last real attempt to solve the problem
A concrete past event can reveal constraints that a conversation about a proposed feature will miss.
Founders
A startup roadmap should show the uncertainty each project will resolve
Feature lists can become a queue of promises. A decision-led roadmap explains why the next piece of work deserves scarce time.
SaaS
Product onboarding: teach the next action when the user needs it
A long introductory tour can compete with the work a new customer came to do. Contextual help can make the first task more manageable.
Founders
Founder-led sales: turn the first ten conversations into a repeatable offer
Early sales work should reveal who buys, why they act and what has to happen before money changes hands.
SaaS
Sales pipeline quality: replace optimistic stages with evidence of buyer progress
A pipeline forecast is useful only when its stages correspond to things the customer has actually done.
SaaS
Selling through an app marketplace: treat the listing as the start of distribution
A marketplace can put a product near an existing customer workflow. Discovery, activation and ongoing support still need deliberate design.
Startups
D2C returns: the growth metric that begins after the order is placed
A paid order can still become a costly return. Brands need a view of contribution after delivery, refunds and recovery.
Startups
Inventory growth can consume cash even when every unit looks profitable
A product business has to finance the time between paying for stock and collecting from customers. Unit margin tells only part of the story.
Startups
Marketplace liquidity: count completed matches in a narrow market first
Large signup numbers can hide a marketplace where buyers cannot find the right supply. Start with the conditions required for a successful match.
AI
AI evaluations: build a test set around the mistakes your customers would notice
A model can look impressive in a demonstration while failing the tasks that determine whether a customer trusts the product.
AI
RAG freshness: the answer is only as current as the knowledge pipeline
Retrieval can give an AI product access to company information. It also creates an operational responsibility to update, remove and permission that information.
AI
AI agent permissions: give the system the smallest useful set of actions
An agent’s authority should follow the task it has been asked to perform. A capable model does not need unrestricted access to be useful.
AI
Prompt injection: why retrieved text must never become the boss of an AI workflow
Documents and webpages can contain instructions aimed at an AI system. Products need to keep source material separate from the authority to act.
AI
Model routing: optimise the cost of a successful task, not the cheapest response
Using different models for different jobs can improve economics, but retries and escalations must be included in the calculation.
AI
Human review in AI products: put judgement where it can still change the outcome
A review step adds value only when the reviewer has enough context, time and authority to intervene.
SaaS
AI customer data: collect only what the workflow can justify
A growing collection of customer information can create costs and responsibilities that outlast the feature it was gathered for.
SaaS
Enterprise security reviews: prepare evidence that matches how the product actually works
A startup can make procurement easier by answering specific questions about access, data, recovery and responsibility before a buyer asks.