For founders with an idea or an early prototype, some savings and maybe a day job they're not ready to leave. You finish with evidence from real buyers, your numbers, and a straight recommendation: build, change, test further or stop.
€4,950, paid in three stages8 to 14 weeksNo equity
Program fee paid in stages. Test advertising, platforms and specialist advice are extra, and we size them with you.
Find your starting point →Talk to Tasch and Guy
Already launched or trading? That's a different conversation. Take Stock is built for you →
Three quick questions about where your idea is up to. You'll see a suggested starting point straight away, and you only share your details if you want to talk it through.
Who we've worked with and for
Prove and Perform
things between your idea and launch
These are examples of the decisions and tasks a founder may meet between an idea and a working business. You won't need all of them at once. We help you identify which ones matter now, who should lead each one, and which can wait.
We know, because we've done it. We put serious time and money into a venture of our own, then sat in front of investors who only wanted to see traction.
Prove and Perform puts the order the other way round: find out who buys, what they'll pay and what your cash can carry, before the build gets the budget.
New businesses pay top dollar for web apps and beautiful websites. Winning customers gets a fraction of that spend, and it's the first line cut when money tightens.
Founders rarely know the month they run out of money, so the pivot comes too late, when there's no runway left to make it.
When you're in love with the idea, the prompts lead, the good signals get the weight and the bad ones get explained away.
At every gate you proceed, pivot or stop, and stopping costs nothing more.
The gates are set from your cashflow, not the calendar, so you pivot while the runway still pays for the next attempt. No intakes, no attendance and no equity.
Where do you stand, and when does the cash run out?
Your cashflow and runway, the last safe pivot point, your quit point, the spend tracker, your riskiest assumptions ranked, and the test plan with pass and fail numbers.
Who buys, and how do you reach them?
Market research and sizing, then you run ten interviews with people who have the problem, using our script and brief, and we analyse what they tell you. Message tests, offer and price, and the path to market.
Will the right people act?
A focused launch website, tracking, a short email sequence and one live test of up to four weeks, run with you, then the findings and a recommendation.
Every founder with a day job is really asking one question: when can I quit? In Apply you set the numbers that would make leaving safe, for example revenue covering an agreed share of your salary for a set number of months, plus enough runway to pivot once. Until they're met, the answer is to keep the job and keep testing, and we say so plainly.
We help you build and test your own numbers. We don't give financial, legal or investment advice.
Every account is opened in your name, and we get user access, never ownership. Like a web developer handing over a site, you keep everything at the end.
Cashflow and runway, a budget and a monthly profit and loss that fills with real numbers, and a register of every platform you pay for. It's also the first thing an investor or lender will ask for.
One to three pages carrying the offer and a deposit, pre-order or enquiry form, plus one ad test run with you, measured against numbers agreed before it starts.
What real buyers did, not what they said they'd do, and a straight call: build, change, test further or stop.
Who to reach, why they'd care and how to start the conversation. Building and running outreach is quoted separately, after a go.
Checklists that show what applies to you, starting with your employment contract, templates from qualified in-country legal platforms, and a clear point to bring in a lawyer.
Set up with the method, your business context and your voice, so the research, briefs and follow-ups keep moving after we hand over. More agents and connected systems are quoted separately.
Our program fee is fixed by stage. Platforms and test advertising are paid by you directly, in your own name, and we size the test budget with you against your runway.
Fees exclude value added tax where it applies. Specialist advice, such as from an accountant or lawyer, and third-party costs, such as software, prototype tools or test advertising, are paid separately and agreed with you first.
More in our case studies.
“Guy and Tasch helped me take LoanPrep from an idea to a compliant business, approved to advertise and in market, in around three months.
They're not afraid to ask the difficult questions, and they don't hand over a strategy and walk away. They roll up their sleeves and help turn ideas into something real.”
“He immediately recognised the core potential of the platform while also identifying the areas that needed strengthening to properly de-risk the business and position it for growth. Guy has provided strategic guidance across virtually every facet of the company; from refining the pitch deck and financial modelling to ensuring our legal and structural foundations were properly established.”
We both work on every stage, from the first numbers to the live test. No account manager, and no junior handed your file after the sales call. We've built our own ventures alongside client work, from Test Drive Spain to Terano, so we know what it feels like when the money going out is your own.
Commercial strategy, research and financial modelling. Ran digital for News Corp in Western Australia, led commercial strategy and insights at The West Australian, and won an International News Media Association award for Best Marketing Campaign for an Advertising Client. Is the market real, what will it cost to reach, and can the cash carry it?
Behavioural psychology, diagnostics and measurement. A psychology graduate whose ad and editorial copy has run in Vogue and Marie Claire. What do people need, believe and doubt, and what does what they actually do tell us?
No. The program runs around a day job, in evenings and weekends. Your quit point is set in Apply, and until the numbers say it's safe, the answer is to keep the job and keep testing.
Likely four to six hours a week. Some of the work only a founder can do, like interviewing people who have the problem, and we lead the rest with you. If you go quiet for two weeks, we pause the clock rather than rush the gate.
Then you've saved the build. Stopping at a gate costs nothing more, and you keep the evidence, the financial model and your AI workspace.
Not in the program. Where outreach makes sense, you get the plan: who to reach, why they'd care and how to start the conversation. Building lists and running campaigns is quoted separately, after a go.
Yes, if you haven't launched or found paying customers yet. A prototype, even a working one you built with AI, is still an idea until people buy it, and it gives the tests something real to show. If you've launched or you're trading, start with Take Stock, our two-week review.
No. Apply is the first stage of testing an idea that hasn't launched yet. Take Stock reviews a business or product that already exists. If you start with Take Stock and go on to this program within 30 days, Take Stock replaces Apply. You continue with Develop at €1,500 and Prototype at €2,500, so you pay €4,950 in total including Take Stock, the same as starting at Apply.
No. The program is a fixed fee, paid by stage.
No. We help you build and test your own numbers and prepare the brief for your accountant or lawyer. Qualified counsel gives the advice.
