Ten questions, then we do the thinking.

One or two sentences, the way you would say it to another founder over coffee — not the way you would write it on a slide.

Describe the person who decides to use or buy it, not the market. What is their situation, what are they trying to get done, and what happens to them if they get it wrong?

A raise, a launch, first customers, a first hire. Tell us the milestone and the date.

They might build it themselves, use a spreadsheet, hire someone, stay with a competitor, or simply live with the problem. Whatever that is, it is what you are really competing against.

The claim, and the objection you hear most often.

Links are ideal. Add a word on what you think of each.

Any industry. The one you dislike is often the more useful answer.

A deck in front of eight investors and a website taking inbound traffic are different problems. Tell us which comes first.

A name, a colour, an existing mark, something a co-founder is attached to. Tell us now rather than in week three.

Site, deck, product, Figma, Notion, Google Drive, Dropbox, a shared folder — anything that exists, however rough. If access is restricted, share it to hello@zepnie.com.

Optional.