Build Decision
A decision before any code.
For a new product that fits: proceed, reshape or decline — in writing, with reasons, within 48 hours on working days. Before any code.
Mark Prais, our CEO, takes it. It is not sold and it is not a report: it is our decision whether to take your product on, made before either of us commits money.
The letter
One letter, signed by our CEO.
48 hours on working daysafter the introductory conversation
The decision, the main reasons and the next step, on one page. The research behind it stays with us.
IdeaBooking and payments for independent physiotherapy clinics
Our decision
Our decision: Reshape
The main reasons
- MarketClinics already pay for booking software. Taking payment and chasing missed appointments are still done by hand.
- ProductThe first version tries to do everything at once. Clinics would pay first for the part that takes payment and sends reminders.
- MoneyReplacing the clinic’s whole booking tool is a slow sale. An add-on that works next to it pays back sooner.
What would change the answer
A first version with payments and reminders that works next to the clinic’s current booking tool, in one country.
What happens next
Send us the reshaped scope. We answer within 48 hours on working days; if we proceed, a manager brings a written offer.
What we check before we decide whether to build.
For a product that fits, this includes an internal global market analysis.
The eight things we look at
| # | What we check | Questions we ask |
|---|---|---|
| 01 | Who the user is | Who has the problem? How do they handle it today? |
| 02 | Who pays | Is the payer the user? What do they pay for today? |
| 03 | What problem is solved | What happens for the user if nothing changes? |
| 04 | What alternatives exist | What do people use instead, including a spreadsheet or doing nothing? |
| 05 | How the product can acquire users | Which channel reaches them, and what does a user cost to reach? |
| 06 | Whether monetisation can work | Price, payment model, and the point where the numbers hold |
| 07 | What first version makes sense | What is the smallest version that tests the riskiest assumption? |
| 08 | Whether we should take it on | Are we ready to build it and run it with you after launch? |
What you send us. A deck or a one-page brief, a prototype link if there is one, and any evidence about users or the market. Nothing confidential.
Why we would say no
If we proceed, we put our own development into the product for a 30% stake, and the group runs it after launch. A yes we can’t stand behind would cost us for years. We take on up to ten new Product Partnerships a year.
Who it is for
Founders and companies with a new standalone digital product — an idea, a prototype or an early version — once a first conversation shows it may fit. An existing business goes through Annual Product Operations; a live product through Existing Product Review.
What you receive, and when
01
Introductory conversation
Thirty minutes about your situation. A manager replies to your request within one working day, usually with a Google Meet invitation.
02
Assessment, up to 48 hours on working days
We check the market, the product and the commercial logic internally: who the user is, who pays, what the alternatives are and whether monetisation can work.
03
The Build Decision, in writing
Proceed, reshape or decline, with the main reasons. The research behind it stays internal.
What happens after each outcome
Proceed
A manager comes to a meeting prepared for your product, with a written offer: scope, roles, budget, IP, milestones and the commercial structure.
Reshape
We tell you what would have to change — the scope, the model or the first version — and why.
Decline
You hear it before you spend on development, with the main reasons. A “no” before development is the cheapest good decision you can make.
What it is not
Not a service we sell
It is our decision whether to take your product on, made before either of us commits money.
Not a report
The research behind it stays internal; you get the decision and its main reasons.
Not automatic development
Work starts only under written terms, agreed at the meeting prepared for your product.
Not a committee view
One named person takes it: our CEO, Mark Prais.
Questions to ask any product partner — and our answers
Tell us what you're working on.
New product, business process, live product, grant or introduction: a few lines are enough to find the next step.
Anton replies within one working day. The form opens with this route already selected.