New business ideas
Turn a rough hunch into a real brief — the people, the problem, the fix, and how it grows.
Free to use
The workbook turns a fuzzy idea into a clear brief. Eleven guided chapters that help you plan a new business, shape a new piece of technology, or decide whether your website needs that shiny new feature — with cost, brand and audience along the way.
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What it does
It is there to guide you. Answer the same eleven chapters each time — for a brand-new business, a fresh technology idea, or a decision about your existing site — and leave with something you can act on.
Turn a rough hunch into a real brief — the people, the problem, the fix, and how it grows.
Shape a product or internal tool before a line of code is written. Stay with the problem, not the features.
Not sure if your website needs a booking system, a portal or a login? Work out what’s worth building — and what to leave out.
Stay with the problem. The features can wait.
How we think
3 Ways we help
What you get
Every chapter does more than ask — it steers. The workbook helps you reason about money, brand and audience as you go, so the brief is practical from the first sitting.
Get a realistic sense of what it takes to build — so you can plan, budget and set expectations before you commit.
Scope the first version · See what drives cost · Plan for what comes next
Work out the name on the door, the tone of voice and how the product should feel to the people who use it.
Name and positioning · Voice and personality · What to be known for
Identify where your people already are and how you’ll reach them — the channels, the message, the first moves.
Who to speak to · Where they already are · What to say first
The eleven chapters
Eleven chapters everyone walks. The same questions each time, so every idea gets the same rigour.
Name, address, who to speak to
Internal or external, SaaS or portal
What you are trying to fix
How you will fix it
What already does this job
The people, including the extreme
The journey and the functions
The main ideas, as epics
How the product grows
Time, money saved, fees, income
The brief, at the end
A SaaS product also has Why this exists. A product sold outside also has The brand. Internal work skips both. Portals call the money chapter Cost and benefit; SaaS calls it Business costs.
Free to use
Start the workbook and turn the idea in your head into a brief you can share, budget and build from.
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