Our approach
Eight questions every serious founder needs answered
Most business planning focuses on the pitch. We focus on the conditions most likely to make a real business succeed or fail. Every engagement and every concept runs through the same framework.
Why we built this framework
Most small business failures are not bad ideas — they are good ideas with unanswered questions. Demand that was assumed rather than researched. Costs that were underestimated because no one pressure-tested them. Competition that was ignored because the founder was in love with the concept.
We designed our methodology to surface those unanswered questions before you commit capital, time, and energy. The eight layers below are the areas most likely to determine whether a small business survives its first two years.
Market reality
Who buys, how often, and why? We look at real local demand signals, not broad market estimates.
Competitive pressure
Who else solves this problem and how strong are they? We map real competitors, not just generic industry data.
Revenue pressure
How much does the business need to sell to survive? We build a realistic revenue pressure model before assuming the best case.
Cost structure
What costs are fixed, variable, seasonal, or underestimated? We pressure-test the assumptions founders most often get wrong.
Location fit
Does the trade area support the concept? Foot traffic, demographics, competition density, and lease terms all matter.
Digital demand
Can customers find and choose the business online? We assess search intent, competitive SEO, and channel fit.
Founder fit
Does the operator match the demands of the business? Skills, time, capital, risk tolerance, and operational complexity all factor in.
Risk visibility
What could make the plan fail? We surface the assumptions that need to hold true and the conditions that would break the model.
For your own idea
Bring us your concept and we run it through all eight layers. The depth of each layer scales with the planning package you choose.
See planning packages →For a pre-vetted concept
Every business concept in our marketplace has already been run through this framework. You see the results — including the risks — before you enquire.
Browse concepts →