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A founder organizes scattered notes into a plan on a laptop, early in the process.

PlaybookStarting a Business

Start Your First Small Business

A phased roadmap from a vague idea to a small, real launch, with real research and a real test at every stage.

12 min read

A founder shows a rough concept on a laptop to two people in a casual cafe setting.

GuideStarting a Business

How to Test a Business Idea Before You Spend Real Money

You already believe in the idea. The harder, more useful question is whether anyone else cares enough to pay for it.

8 min read

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