The Partnership. Revenue share.

Creator products do not die at launch. They die in month four.

Month four is when the builder has been paid and moved on, the payment webhook has quietly stopped firing, and the support mail is landing in your DMs at midnight. We design, build, and then run the product your audience pays for. You never pay us to build it. We are paid a share of what it earns, so month four is when our money starts, not when it stops.

Write the brief The deck version

Tool No. 01 is live and shipping weekly
The first partnership is open
One or two a year, never more

The part nobody says out loud

You are not afraid it will fail. You are afraid it will work.

Failure is cheap. It is a bad quarter and a story you can tell well.

The other outcome is the one that stops you. It works. Now there is a support inbox. Now a payment has failed at 2am and someone is in your replies asking where their money went. Now there is a tax rule that changed, a feature three hundred people want, and a bug you cannot read, let alone fix.

You did not build an audience so you could take a job you never applied for. You built it so you could make things. So the idea stays in your notes app, you keep taking brand deals, and another year goes past.

That is not a lack of ambition. It is a correct reading of every option in front of you. Every path on the market hands you a product and a job with it: founder, employer, support desk. Nobody ever asked whether you wanted those three jobs. We built this partnership because that is a structural problem, not a discipline problem. Nobody in this market had a reason to still be there in month four, so we gave ourselves one.

The alternatives, honestly

Six ways to get it built. Look at what each one leaves you holding.

You are not choosing between us and nothing. You are choosing between us and five other routes, and each of them is genuinely better than us at something. Here is the whole table, including the rows where we lose.

The question	A dev agency	Freelancers or no-code	A technical co-founder	An agency plus an ops hire	Doing nothing	The Partnership
What you pay before anything works	A fee, in lakhs, before a single user exists.	Less, and you pay again every time it breaks.	Nothing in cash. A permanent share of your whole company.	The fee, plus a salary every month, forever.	Nothing. The idea stays in your notes app.	Nothing. You never pay us to build.
Who carries the risk if nobody pays	You. They were paid on delivery.	You. They were paid on Friday.	Both of you, unevenly.	You, twice over.	You carry the cost of the year you did not use.	Both of us. We earn nothing if it earns nothing.
Whose reputation is on the line	Yours. Your audience bought because of you.	Yours.	Shared, until you disagree.	Yours.	Nobody's, and nothing changes.	Yours, and ours. Our name goes on the product too.
Who is there in month four	Nobody. The invoice was settled in month one.	Whoever answers your message that week.	They are, if the relationship held.	The ops hire, doing their best without the builder.	Nothing to be there for.	We are. Month four is when our money starts.
Who ships something new in month twelve	A change request, at a new price.	Nobody, unless you chase it.	They do.	The agency, at a new price.	Nobody.	We do, every week, because a product that stops changing starts dying.
What it costs you when it works	Nothing more. You keep all of it.	Nothing more.	A permanent share of everything you build, not only this product.	The salary, forever.	Nothing, because it never works.	A share of what the product earns. Only the product.
What it turns you into	A founder, an employer, and a support desk.	A project manager.	A startup founder, with a partner in everything.	A manager of two vendors.	The same creator you were last year.	A creator, with a product business behind you.
If you want out	You already own it. Walk away whenever.	You own it, if you can find someone to run it.	A cap-table fight, or you live with it.	Stop paying. You keep the code.	Nothing to leave.	A published buyout from month twelve, at a price you can calculate today.
The catch, said plainly	They are paid whether it works or not.	It becomes your second job the first time it breaks.	You give away part of your whole company, and there is no clean way to undo it.	The most expensive option on this table.	Your income stays capped at your own posting cadence.	If it works, our share will be worth more than a fee would have been. We are not going to pretend otherwise.

A dev agency

What you pay before anything works: A fee, in lakhs, before a single user exists.
Who carries the risk if nobody pays: You. They were paid on delivery.
Whose reputation is on the line: Yours. Your audience bought because of you.
Who is there in month four: Nobody. The invoice was settled in month one.
Who ships something new in month twelve: A change request, at a new price.
What it costs you when it works: Nothing more. You keep all of it.
What it turns you into: A founder, an employer, and a support desk.
If you want out: You already own it. Walk away whenever.
The catch, said plainly: They are paid whether it works or not.

Freelancers or no-code

What you pay before anything works: Less, and you pay again every time it breaks.
Who carries the risk if nobody pays: You. They were paid on Friday.
Whose reputation is on the line: Yours.
Who is there in month four: Whoever answers your message that week.
Who ships something new in month twelve: Nobody, unless you chase it.
What it costs you when it works: Nothing more.
What it turns you into: A project manager.
If you want out: You own it, if you can find someone to run it.
The catch, said plainly: It becomes your second job the first time it breaks.

A technical co-founder

What you pay before anything works: Nothing in cash. A permanent share of your whole company.
Who carries the risk if nobody pays: Both of you, unevenly.
Whose reputation is on the line: Shared, until you disagree.
Who is there in month four: They are, if the relationship held.
Who ships something new in month twelve: They do.
What it costs you when it works: A permanent share of everything you build, not only this product.
What it turns you into: A startup founder, with a partner in everything.
If you want out: A cap-table fight, or you live with it.
The catch, said plainly: You give away part of your whole company, and there is no clean way to undo it.

An agency plus an ops hire

What you pay before anything works: The fee, plus a salary every month, forever.
Who carries the risk if nobody pays: You, twice over.
Whose reputation is on the line: Yours.
Who is there in month four: The ops hire, doing their best without the builder.
Who ships something new in month twelve: The agency, at a new price.
What it costs you when it works: The salary, forever.
What it turns you into: A manager of two vendors.
If you want out: Stop paying. You keep the code.
The catch, said plainly: The most expensive option on this table.

Doing nothing

What you pay before anything works: Nothing. The idea stays in your notes app.
Who carries the risk if nobody pays: You carry the cost of the year you did not use.
Whose reputation is on the line: Nobody's, and nothing changes.
Who is there in month four: Nothing to be there for.
Who ships something new in month twelve: Nobody.
What it costs you when it works: Nothing, because it never works.
What it turns you into: The same creator you were last year.
If you want out: Nothing to leave.
The catch, said plainly: Your income stays capped at your own posting cadence.

The Partnership

What you pay before anything works: Nothing. You never pay us to build.
Who carries the risk if nobody pays: Both of us. We earn nothing if it earns nothing.
Whose reputation is on the line: Yours, and ours. Our name goes on the product too.
Who is there in month four: We are. Month four is when our money starts.
Who ships something new in month twelve: We do, every week, because a product that stops changing starts dying.
What it costs you when it works: A share of what the product earns. Only the product.
What it turns you into: A creator, with a product business behind you.
If you want out: A published buyout from month twelve, at a price you can calculate today.
The catch, said plainly: If it works, our share will be worth more than a fee would have been. We are not going to pretend otherwise.

The mechanism

Ask anyone bidding for this work what they earn if the product earns nothing.

It is the only question worth asking, and it takes four seconds to answer honestly.

An agency earns their full fee. A freelancer earns their hourly rate. A no-code contractor earned theirs last month. Every one of them is already paid, every one of them is fine, and the outcome is entirely yours to carry.

We earn zero.

We are not asking for credit for that. It is a structure, not a virtue. It means we cannot get paid by shipping. We can only get paid by shipping something people pay for, and then keeping it alive long enough that they keep paying. It means a feature nobody uses costs us and not you.

The difference

A development partner's job ends at handoff. That is the exact moment your job begins.

Every price you have been quoted was a price for the easy half. Building is about a fifth of the work. It is the visible fifth, which is why it is the part everybody sells. Here is the rest of it, and it is ours.

The payments

Subscriptions fail silently. Cards expire. Gateways change their rules without telling anyone. A failed renewal nobody notices is a customer you have already lost.

The support mail

Every confused user, every angry one, every double charge. A person who understands the product answers, and it is not you, and it is not at midnight in your DMs.

The drop-off

Most products do not lose people in month four. They lose them in the first ten minutes. Somebody has to watch where, and fix it, over and over.

The weekly ship

Products that stop changing start dying. Something real, every week, so the thing is better in month nine than it was on launch day.

The lights

Uptime, backups, the security patch that lands on a Sunday, model costs, the dependency that broke itself overnight. None of it is visible until it is on fire.

The cutting

Features get built that nobody uses. We remove them. An agency has no reason to ever remove anything, because removal does not bill.

The thing we are not risking

We are not risking what you are risking, and we are not going to pretend we are.

If this fails, we lose months of a team's time and the money we spent building it. That is real, it is recoverable, and nobody outside our office ever hears about it.

If this fails badly, you lose something else. Your audience paid because you told them to. Trust took you years and it does not come back with effort. Our downside is time. Yours is the only asset you actually own.

Those are not the same currency, and every page in this category prices them as though they are. So the product carries its own name, its own support address, and its own people answering, and the terms carry your right to walk away from it and take your name with you. Nothing about that is a feeling. It is written down before you sign.

Before a line of code

Every term goes in writing before you sign anything.

A revenue share that hides its terms until the call is a trap, so here is the entire list of what the written deal answers. Take it to your own lawyer. We would think less of you if you did not. Nothing gets built until it is signed.

01The share: what percentage of the product's revenue we take, and whether it is calculated before or after gateway fees, refunds, and tax.
02The scope: exactly what revenue the share touches. Your brand deals, your existing course, and anything else you already sell are not ours, not counted, and not touched.
03The term: how long the share runs, what happens at the end of it, and who keeps operating the product for paying customers after that date.
04The buyout: from when, and on what basis, you can buy our share out.
05The running floor: the shipping cadence, support response time, and uptime we commit to, written as numbers you can check without asking us.
06The reversion: what happens if we fall below that floor and do not fix it. What transfers to you, and how, and the ending of our share.
07The ownership: who owns the platform, the product brand, and the domain, what you hold an exclusive licence to, and for how long.
08The customer relationship: who is the seller of record, who is legally accountable for subscriber data, and exactly what you see of it.
09The money: whose entity collects from your customers, who pays whom and by which date every month, and how you see the raw revenue yourself rather than in our report.
10The exit: what ends this, in either direction, and what happens to the paying customers when it does.

Ask for the term sheet in your first message and we will send it before you commit to anything, including before you tell us your idea.

What we can prove, and what we cannot

In productionShips weeklyInvite-only beta

We build products and we are still running them.

Tool No. 01 is the lab's own product: a professional back office for creators that runs itself. A deal-to-paid pipeline, so no brand conversation falls out of an inbox and disappears. Invoices, payment records, and tax set-asides that generate themselves, so the money side keeps its own books. A rate card and a worth engine, so when a brand asks for a number, the number comes from what has actually been charged and actually been paid. Media kits that stay current without being maintained. Brand reliability history: who paid on time, who paid late, who went quiet after the deliverable went live.

It was designed with a working creator, Malavika Chitoor, as the design partner and first user. It is live in an invite-only founding beta and it ships every week. Not a launch post and a graveyard. A product being run.

One thing we will say plainly, because you would work it out anyway: that is our product, not another creator's. It proves what we build and what we keep running. The partnership itself is open, and you would be the first one on it. That is not a warning, it is the best seat: the terms get written around your business instead of inherited from someone else's, and the reputation of this entire line of work rests on your product being the one that worked.

Walk through Tool No. 01

The first 90 days

Concretely, this is what happens.

Before day zero
The brief, and a straight answer
You write the brief. We read it properly and answer in writing within two working days, including the no, and the no comes with the reason.
Days 1 to 14
The terms, and the read
The whole deal goes in writing before any work starts. In parallel we read your audience properly: your comments, your DMs, the thing they ask you so often that you have stopped hearing it.
Days 15 to 30
One product, cut down
We come back with a single product, not a menu of five, and then we cut it further with you. The most valuable thing we do this month is remove your favourite feature, with the reasoning in writing.
Days 31 to 60
The build, weekly, in the open
You open and use the thing every week. Not a demo at the end of a black box. If it is going wrong, you find out in week five, not month five.
Days 61 to 90
Founding users, real money
A small invited group, paying. Then we run it: the payments, the support, the drop-off, the weekly ship. That part does not end.

The fit, both ways

Specific is the whole game.

The creators this works best for are not the biggest ones. They are the ones whose content makes a precise promise to a precise audience, and who have never had a way to turn that into a business. A precise promise gives us a product that is obvious rather than invented, and it is the reason these products sell without anybody having to be sold to. Read this before you spend an hour on a brief.

Your content makes a specific promise

A specific audience turns up for a specific thing, and you deliver it every time. Specific is the whole game. It makes the product obvious, the market nameable, and the exclusivity we give you real.

You have never really monetised it

The attention was always there and the method never was. That is not a weakness in this deal. That is the opportunity, and supplying the method is the part we are good at.

They already ask you for it

The template, the walkthrough, the review, the can-you-just-do-this-for-me. Or they are quietly paying someone else for a worse version. That is demand, and it is the only signal that matters.

You teach, you inform, or you are the expert

Educators, professionals and domain experts, mission-led creators, reviewers. The promise is precise, so the product is precise, and precise products sell without being sold.

The reach is genuinely yours

A list, a community, a channel with a real relationship behind it. If one platform change could erase it next month, there is no floor under anything we build.

You want the business, not the title

No raise, no team to manage, no founder identity. If those are the point, this deal takes them away from you and you would resent it by year two.

Who this is not for

We say no far more often than we say yes. Here is how to tell in advance.

You want to own the software.

We own the platform and you take an exclusive licence to it in your niche, for the term. That is exactly what lets us build it for nothing, run it for years, and stay cheap enough to be worth having. If owning the code is the point, buy a build from our studio and own all of it.

You want it built and handed to you.

Reasonable ask, wrong deal. Handoff is the moment products start to die, and it is the one thing we do not do. Hire our studio, or an agency, and pay a fee. They are good at this.

You want a hundred percent of the upside.

Then pay for the build, own all of it, and carry the risk yourself. That is a rational choice and we will not talk you out of it.

You want to be a founder.

The company, the team, the title, the raise. This deal actively takes that away from you. Go and find a technical co-founder. It is the strongest alternative on the table and we will say so.

Your audience has never asked you for anything.

Not having sold to them is fine, and it is often the point. Nobody wanting anything from you is different. If no one ever asks you for the template, the tool, the walkthrough, or the help, there is nothing under this to build on yet.

The promise is general.

Entertainment and broad lifestyle audiences pay, but a general paid-content offer has no specific promise, so there is nothing precise to build and nothing precise to protect. Come anyway if you want, but expect a narrower deal, and expect us to say no to exclusivity rather than promise something we cannot define.

Your reach is borrowed.

If one platform change could erase your audience next month, there is no floor under anything we build. Fix that first, then come back.

You want a course or a community.

Good businesses. Not what we build. We would do a worse job of it than the people who do only that.

The questions you would ask on the call

Answered here instead.

What if the product makes nothing?

Then we make nothing. There is no floor under our side, no minimum, no invoice that appears at the end of the year. That is not generosity. It is the structure, and it is the reason we will argue with you about the idea before we spend our own money building it.

Is a revenue share more expensive than a fee in the long run?

If the product works, yes, eventually. We are not going to pretend otherwise. What the share buys you is that nobody who was paid up front has any reason to still be there in month four, and we have no way of eating unless we are.

Do I have to learn to code, or manage engineers?

No. You stay the voice, the taste, and the distribution. You never hire anyone, you never brief a developer, and you never open the support inbox. If this deal turns you into a manager, we have failed at the only thing it exists to do.

How much of my time does it actually take?

Real, but small, and concentrated where only you can help: the read of your audience at the start, a working session each week during the build, and your voice on the launch. We will tell you the honest number in the terms rather than the flattering one.

Will my audience bring the bugs to me, in my comments?

Some will, and we cannot stop that. What we can do is make sure the product has its own name, its own support address, and its own people answering, so the default path is not your face. When something breaks, we write the apology and we ship the fix.

Who holds the customer relationship?

Those subscribers come from your audience, and nothing changes that. The legal accountability for their data and their money sits with whoever is the seller of record, which is a decision the written terms make explicitly rather than leave to be discovered later. Whichever way it lands, you see every number that matters: subscriber counts, cohorts, revenue, churn, and every line of the calculation that produces your payment.

Is this equity? Am I giving away part of my business?

No. The share is on what the product earns, not on your company, not on your audience, and not on anything you already sell. Your brand deals and your existing income stay entirely yours.

Isn't this just a technical co-founder?

It is the closest thing on that table, and we take that as a compliment. Two things decide it. What we take a piece of: a co-founder takes a permanent share of your whole company and everything you build after this, while we take a share of one product's revenue and nothing else you do is touched. And how you leave: there is no clean way to remove a co-founder, but there is a published price to buy us out from month twelve. A co-founder makes you a startup founder with a partner in everything. We keep you a creator with one product running behind you. And a good technical co-founder who is available, wants your idea rather than their own, and is still there in year three is close to impossible to find. We already exist, and we have already built.

I already sell a course. What if the product competes with it?

Then we say so before we build it, and we write the rule into the terms. A product that quietly eats your existing income and pays us a share of it is a bad deal for you, and we are not interested in one of those.

You have a studio taking retainers. Whose Tuesday do I get in month five?

A fair question, and the honest answer is that the partnership is the higher offer for a reason: it is where our own upside lives. We take one or two a year precisely so that the answer to this question stays true.

You have not done this with another creator yet. Why would I go first?

Because first is the best seat. The terms get written around your business rather than inherited from someone else's, you take the exclusivity in your niche with nothing already sold around you, and you get a team whose whole reputation in this line of work will rest on your product being the one that worked. The work itself is not new to us: we have built a product, put it in front of paying users, and been running and shipping it every week since. What is new is the deal, not the building and not the running.

What exactly do you lock yourself out of by taking me on?

The same promise to the same audience. Not your whole category. The test we write into the agreement is simple: if a paying subscriber of your product could reasonably subscribe to theirs instead, that person is a competitor and we will not build for them while we are building for you. Outside that line we keep running the platform, and that is precisely what keeps us cheap enough to be worth having. We are not going to lock ourselves out of entire industries on a handshake, and you would not want a partner who did, because that partner would have to charge you for it.

Does audience size matter?

Far less than you think, and far less than how specific you are. A small audience that turns up for one precise thing beats a large one that turns up for a mood. Specific gives us a product that is obvious, a market we can name, and an exclusivity we can actually honour. Vague gives us a guess.

Why only one or two a year?

Because we are paid from what these products earn, and running one properly is a multi-year commitment. A partnership we cannot run is worth nothing to us. That constraint is the whole quality control.

If I write the brief and you say no, what stops you building my idea with someone else?

We do not take a rejected brief to another partner. Ask for that in writing before you send anything, and we will send it.

Can I just hire you to build it and pay you normally?

Yes, but not here. That is the studio, and it is priced as a retainer. This page is for the deal where nobody gets paid unless the thing works.

The opening move

There is no call to book. There is a brief to write.

Tell us about your audience: the niche, the numbers, and what your people keep asking you for. It costs nothing, it takes about fifteen minutes, and it gets a straight written answer in two working days, including the no. We do not take a rejected brief to anyone else.

Write the brief See what we built and still run

The Partnership. Revenue share.

Creator products do not die at launch. They die in month four.

Write the brief The deck version

Tool No. 01 is live and shipping weekly
The first partnership is open
One or two a year, never more

The part nobody says out loud

You are not afraid it will fail. You are afraid it will work.

Failure is cheap. It is a bad quarter and a story you can tell well.

The alternatives, honestly

Six ways to get it built. Look at what each one leaves you holding.

The question	A dev agency	Freelancers or no-code	A technical co-founder	An agency plus an ops hire	Doing nothing	The Partnership
What you pay before anything works	A fee, in lakhs, before a single user exists.	Less, and you pay again every time it breaks.	Nothing in cash. A permanent share of your whole company.	The fee, plus a salary every month, forever.	Nothing. The idea stays in your notes app.	Nothing. You never pay us to build.
Who carries the risk if nobody pays	You. They were paid on delivery.	You. They were paid on Friday.	Both of you, unevenly.	You, twice over.	You carry the cost of the year you did not use.	Both of us. We earn nothing if it earns nothing.
Whose reputation is on the line	Yours. Your audience bought because of you.	Yours.	Shared, until you disagree.	Yours.	Nobody's, and nothing changes.	Yours, and ours. Our name goes on the product too.
Who is there in month four	Nobody. The invoice was settled in month one.	Whoever answers your message that week.	They are, if the relationship held.	The ops hire, doing their best without the builder.	Nothing to be there for.	We are. Month four is when our money starts.
Who ships something new in month twelve	A change request, at a new price.	Nobody, unless you chase it.	They do.	The agency, at a new price.	Nobody.	We do, every week, because a product that stops changing starts dying.
What it costs you when it works	Nothing more. You keep all of it.	Nothing more.	A permanent share of everything you build, not only this product.	The salary, forever.	Nothing, because it never works.	A share of what the product earns. Only the product.
What it turns you into	A founder, an employer, and a support desk.	A project manager.	A startup founder, with a partner in everything.	A manager of two vendors.	The same creator you were last year.	A creator, with a product business behind you.
If you want out	You already own it. Walk away whenever.	You own it, if you can find someone to run it.	A cap-table fight, or you live with it.	Stop paying. You keep the code.	Nothing to leave.	A published buyout from month twelve, at a price you can calculate today.
The catch, said plainly	They are paid whether it works or not.	It becomes your second job the first time it breaks.	You give away part of your whole company, and there is no clean way to undo it.	The most expensive option on this table.	Your income stays capped at your own posting cadence.	If it works, our share will be worth more than a fee would have been. We are not going to pretend otherwise.

A dev agency

What you pay before anything works: A fee, in lakhs, before a single user exists.
Who carries the risk if nobody pays: You. They were paid on delivery.
Whose reputation is on the line: Yours. Your audience bought because of you.
Who is there in month four: Nobody. The invoice was settled in month one.
Who ships something new in month twelve: A change request, at a new price.
What it costs you when it works: Nothing more. You keep all of it.
What it turns you into: A founder, an employer, and a support desk.
If you want out: You already own it. Walk away whenever.
The catch, said plainly: They are paid whether it works or not.

Freelancers or no-code

What you pay before anything works: Less, and you pay again every time it breaks.
Who carries the risk if nobody pays: You. They were paid on Friday.
Whose reputation is on the line: Yours.
Who is there in month four: Whoever answers your message that week.
Who ships something new in month twelve: Nobody, unless you chase it.
What it costs you when it works: Nothing more.
What it turns you into: A project manager.
If you want out: You own it, if you can find someone to run it.
The catch, said plainly: It becomes your second job the first time it breaks.

A technical co-founder

What you pay before anything works: Nothing in cash. A permanent share of your whole company.
Who carries the risk if nobody pays: Both of you, unevenly.
Whose reputation is on the line: Shared, until you disagree.
Who is there in month four: They are, if the relationship held.
Who ships something new in month twelve: They do.
What it costs you when it works: A permanent share of everything you build, not only this product.
What it turns you into: A startup founder, with a partner in everything.
If you want out: A cap-table fight, or you live with it.
The catch, said plainly: You give away part of your whole company, and there is no clean way to undo it.

An agency plus an ops hire

What you pay before anything works: The fee, plus a salary every month, forever.
Who carries the risk if nobody pays: You, twice over.
Whose reputation is on the line: Yours.
Who is there in month four: The ops hire, doing their best without the builder.
Who ships something new in month twelve: The agency, at a new price.
What it costs you when it works: The salary, forever.
What it turns you into: A manager of two vendors.
If you want out: Stop paying. You keep the code.
The catch, said plainly: The most expensive option on this table.

Doing nothing

What you pay before anything works: Nothing. The idea stays in your notes app.
Who carries the risk if nobody pays: You carry the cost of the year you did not use.
Whose reputation is on the line: Nobody's, and nothing changes.
Who is there in month four: Nothing to be there for.
Who ships something new in month twelve: Nobody.
What it costs you when it works: Nothing, because it never works.
What it turns you into: The same creator you were last year.
If you want out: Nothing to leave.
The catch, said plainly: Your income stays capped at your own posting cadence.

The Partnership

What you pay before anything works: Nothing. You never pay us to build.
Who carries the risk if nobody pays: Both of us. We earn nothing if it earns nothing.
Whose reputation is on the line: Yours, and ours. Our name goes on the product too.
Who is there in month four: We are. Month four is when our money starts.
Who ships something new in month twelve: We do, every week, because a product that stops changing starts dying.
What it costs you when it works: A share of what the product earns. Only the product.
What it turns you into: A creator, with a product business behind you.
If you want out: A published buyout from month twelve, at a price you can calculate today.
The catch, said plainly: If it works, our share will be worth more than a fee would have been. We are not going to pretend otherwise.

The mechanism

Ask anyone bidding for this work what they earn if the product earns nothing.

It is the only question worth asking, and it takes four seconds to answer honestly.

We earn zero.

The difference

A development partner's job ends at handoff. That is the exact moment your job begins.

The payments

Subscriptions fail silently. Cards expire. Gateways change their rules without telling anyone. A failed renewal nobody notices is a customer you have already lost.

The support mail

Every confused user, every angry one, every double charge. A person who understands the product answers, and it is not you, and it is not at midnight in your DMs.

The drop-off

Most products do not lose people in month four. They lose them in the first ten minutes. Somebody has to watch where, and fix it, over and over.

The weekly ship

Products that stop changing start dying. Something real, every week, so the thing is better in month nine than it was on launch day.

The lights

Uptime, backups, the security patch that lands on a Sunday, model costs, the dependency that broke itself overnight. None of it is visible until it is on fire.

The cutting

Features get built that nobody uses. We remove them. An agency has no reason to ever remove anything, because removal does not bill.

The thing we are not risking

We are not risking what you are risking, and we are not going to pretend we are.

If this fails, we lose months of a team's time and the money we spent building it. That is real, it is recoverable, and nobody outside our office ever hears about it.

Before a line of code

Every term goes in writing before you sign anything.

01The share: what percentage of the product's revenue we take, and whether it is calculated before or after gateway fees, refunds, and tax.
02The scope: exactly what revenue the share touches. Your brand deals, your existing course, and anything else you already sell are not ours, not counted, and not touched.
03The term: how long the share runs, what happens at the end of it, and who keeps operating the product for paying customers after that date.
04The buyout: from when, and on what basis, you can buy our share out.
05The running floor: the shipping cadence, support response time, and uptime we commit to, written as numbers you can check without asking us.
06The reversion: what happens if we fall below that floor and do not fix it. What transfers to you, and how, and the ending of our share.
07The ownership: who owns the platform, the product brand, and the domain, what you hold an exclusive licence to, and for how long.
08The customer relationship: who is the seller of record, who is legally accountable for subscriber data, and exactly what you see of it.
09The money: whose entity collects from your customers, who pays whom and by which date every month, and how you see the raw revenue yourself rather than in our report.
10The exit: what ends this, in either direction, and what happens to the paying customers when it does.

Ask for the term sheet in your first message and we will send it before you commit to anything, including before you tell us your idea.

What we can prove, and what we cannot

In productionShips weeklyInvite-only beta

We build products and we are still running them.

Walk through Tool No. 01

The first 90 days

Concretely, this is what happens.

Before day zero
The brief, and a straight answer
You write the brief. We read it properly and answer in writing within two working days, including the no, and the no comes with the reason.
Days 1 to 14
The terms, and the read
The whole deal goes in writing before any work starts. In parallel we read your audience properly: your comments, your DMs, the thing they ask you so often that you have stopped hearing it.
Days 15 to 30
One product, cut down
We come back with a single product, not a menu of five, and then we cut it further with you. The most valuable thing we do this month is remove your favourite feature, with the reasoning in writing.
Days 31 to 60
The build, weekly, in the open
You open and use the thing every week. Not a demo at the end of a black box. If it is going wrong, you find out in week five, not month five.
Days 61 to 90
Founding users, real money
A small invited group, paying. Then we run it: the payments, the support, the drop-off, the weekly ship. That part does not end.

The fit, both ways

Specific is the whole game.

Your content makes a specific promise

A specific audience turns up for a specific thing, and you deliver it every time. Specific is the whole game. It makes the product obvious, the market nameable, and the exclusivity we give you real.

You have never really monetised it

The attention was always there and the method never was. That is not a weakness in this deal. That is the opportunity, and supplying the method is the part we are good at.

They already ask you for it

The template, the walkthrough, the review, the can-you-just-do-this-for-me. Or they are quietly paying someone else for a worse version. That is demand, and it is the only signal that matters.

You teach, you inform, or you are the expert

Educators, professionals and domain experts, mission-led creators, reviewers. The promise is precise, so the product is precise, and precise products sell without being sold.

The reach is genuinely yours

A list, a community, a channel with a real relationship behind it. If one platform change could erase it next month, there is no floor under anything we build.

You want the business, not the title

No raise, no team to manage, no founder identity. If those are the point, this deal takes them away from you and you would resent it by year two.

Who this is not for

We say no far more often than we say yes. Here is how to tell in advance.

You want to own the software.

You want it built and handed to you.

Reasonable ask, wrong deal. Handoff is the moment products start to die, and it is the one thing we do not do. Hire our studio, or an agency, and pay a fee. They are good at this.

You want a hundred percent of the upside.

Then pay for the build, own all of it, and carry the risk yourself. That is a rational choice and we will not talk you out of it.

You want to be a founder.

The company, the team, the title, the raise. This deal actively takes that away from you. Go and find a technical co-founder. It is the strongest alternative on the table and we will say so.

Your audience has never asked you for anything.

The promise is general.

Your reach is borrowed.

If one platform change could erase your audience next month, there is no floor under anything we build. Fix that first, then come back.

You want a course or a community.

Good businesses. Not what we build. We would do a worse job of it than the people who do only that.

The questions you would ask on the call

Answered here instead.

What if the product makes nothing?

Is a revenue share more expensive than a fee in the long run?

Do I have to learn to code, or manage engineers?

How much of my time does it actually take?

Will my audience bring the bugs to me, in my comments?

Who holds the customer relationship?

Is this equity? Am I giving away part of my business?

No. The share is on what the product earns, not on your company, not on your audience, and not on anything you already sell. Your brand deals and your existing income stay entirely yours.

Isn't this just a technical co-founder?

I already sell a course. What if the product competes with it?

You have a studio taking retainers. Whose Tuesday do I get in month five?

You have not done this with another creator yet. Why would I go first?

What exactly do you lock yourself out of by taking me on?

Does audience size matter?

Why only one or two a year?

If I write the brief and you say no, what stops you building my idea with someone else?

We do not take a rejected brief to another partner. Ask for that in writing before you send anything, and we will send it.

Can I just hire you to build it and pay you normally?

Yes, but not here. That is the studio, and it is priced as a retainer. This page is for the deal where nobody gets paid unless the thing works.

The opening move

There is no call to book. There is a brief to write.

Write the brief See what we built and still run

You are not afraid it will fail. You are afraid it will work.

Six ways to get it built. Look at what each one leaves you holding.

A dev agency

Freelancers or no-code

A technical co-founder

An agency plus an ops hire

Doing nothing

The Partnership

Ask anyone bidding for this work what they earn if the product earns nothing.

A development partner's job ends at handoff. That is the exact moment your job begins.

The payments

The support mail

The drop-off

The weekly ship

The lights

The cutting

We are not risking what you are risking, and we are not going to pretend we are.

Every term goes in writing before you sign anything.

We build products and we are still running them.

Concretely, this is what happens.

The brief, and a straight answer

The terms, and the read

One product, cut down

The build, weekly, in the open

Founding users, real money

Specific is the whole game.

Your content makes a specific promise

You have never really monetised it

They already ask you for it

You teach, you inform, or you are the expert

The reach is genuinely yours

You want the business, not the title

We say no far more often than we say yes. Here is how to tell in advance.

You want to own the software.

You want it built and handed to you.

You want a hundred percent of the upside.

You want to be a founder.

Your audience has never asked you for anything.

The promise is general.

Your reach is borrowed.

You want a course or a community.

Answered here instead.

There is no call to book. There is a brief to write.

You are not afraid it will fail. You are afraid it will work.

Six ways to get it built. Look at what each one leaves you holding.

A dev agency

Freelancers or no-code

A technical co-founder

An agency plus an ops hire

Doing nothing

The Partnership

Ask anyone bidding for this work what they earn if the product earns nothing.

A development partner's job ends at handoff. That is the exact moment your job begins.

The payments

The support mail

The drop-off

The weekly ship

The lights

The cutting

We are not risking what you are risking, and we are not going to pretend we are.

Every term goes in writing before you sign anything.

We build products and we are still running them.

Concretely, this is what happens.

The brief, and a straight answer

The terms, and the read

One product, cut down

The build, weekly, in the open

Founding users, real money

Specific is the whole game.

Your content makes a specific promise

You have never really monetised it

They already ask you for it

You teach, you inform, or you are the expert

The reach is genuinely yours

You want the business, not the title

We say no far more often than we say yes. Here is how to tell in advance.

You want to own the software.

You want it built and handed to you.

You want a hundred percent of the upside.

You want to be a founder.