// 01
Scaffold
Days 1 to 2
Brand, voice, visual identity, logo, landing page, analytics, email, waitlist mechanics, social accounts, all stood up. Fast, because we've done it enough times to skip the deliberation.
We do
We ship the scaffolding.
You do
Five short decisions on voice and positioning. That's it.
// 02
Content
Day 2 onward
You start making content. Short-form, observational, close to the thing. The point isn't to sell, it's to create space for people to ask. When comments start asking "what's the app?", you have a signal nobody could have given you in a focus group.
We do
No interference. We watch the numbers.
You do
The content is yours. You're the operator, the face, the voice.
// 03
Waitlist
Running in parallel with content
The landing page captures intent with double opt-in (for deliverability and list hygiene). Every signup gives us four signals we actually trust:
- Time to confirm, fast confirms indicate high intent
- Invite ratio, referrers signal real conviction and drive second-order growth
- Locale distribution, where does demand actually concentrate?
- Drop-off on confirm, indifferent leads fail to confirm, they tell us what isn't a market
We do
We read the signals. No vibes, no guesses.
You do
Keep the content engine running.
// 04
Build
Days, not weeks, not months
Once the demand shape is clear, the build is fast. Web or mobile, whichever the signals say. We ship the smallest version that matches what the waitlist asked for, not what we think they'll ask for next.
We do
We build.
You do
You keep compounding the audience.
// 05
Optimize
Ongoing
From launch on, two loops run in parallel: product optimization (features, retention, conversion) and content (keep the top of funnel open, compound month over month). This is where most startups start. We think it's where they should finish.
We do
Product optimization, infra, growth experiments.
You do
Content doesn't stop. Neither does the data.