Template: templates/frame.thesis.md

# {{title}}

_What the business is and why now. This page and Runway decide what gets pursued: an idea that serves nothing here is one to question, however good the numbers._

## The Business

_A few sentences: what it does, for whom, and what makes it different. If it takes a list, it is not a thesis yet._

## Why Now

_What changed in the world that makes this possible or necessary now and not five years ago. The window._

## The Bet

_The one thing everything else depends on, said plainly enough to be wrong. What an investor is being asked to believe._

## Not This Business

_The business next door that you are deliberately not building: the platform, the agency, the consumer version. Writing it down here is what keeps the company from chasing everything._

Template: templates/frame.market.md

# {{title}}

_Who pays, who else is selling to them, and how you reach them. The page a plan's moves and an idea's customer get read against._

## Who Pays

_A paragraph or two on who buys, then a short block for each kind of customer that buys differently. Only add a kind if they buy in a way the others do not._

## Who Else Is Selling to Them

_The competitors, and what each one does that you do not. Name the difference, not just the company._

## How You Reach Them

_How a customer finds you and what turns them into one: the channel, the sale, the price they see. What it costs to win one._

## How Many There Are

_How many of them there are, what they spend, and how much of that you can actually reach. Honest ranges, with the source linked from Files._

Template: templates/frame.model.md

# {{title}}

_How the business makes money, what it costs to run, and what breaks first as it grows. A plan that breaks this page is either a pivot or a mistake._

## Where the Money Comes From

_The revenue streams, how each is priced, and which one matters most. What a customer pays, how often, for how long._

## What It Costs

_What it costs to serve one customer and what it costs just to exist: the per-unit numbers and the fixed bills. The number the CFO reads first._

## What Is Left, and What Scales

_What is left per customer, what changes as volume grows, and what breaks first. Where the leverage is and where it is not._

## Who Does the Work

_The team, what is built versus bought, and what the business depends on that it does not control._

Template: templates/frame.runway.md

# {{title}}

_Cash, targets, and the lines that settle what gets pursued. The page a plan's cost and a deal's size get read against._

## Runway

_Cash in hand, monthly burn, and the month it runs out at the current pace. Updated whenever it changes; the wall everything else lives inside._

## Targets

_The numbers the business is trying to hit and by when: revenue, customers, a round closed. Few, and dated._

## What Matters Most

_The two or three things money and attention go to first, in order, and what you would give up to protect them. This settles the argument when Runway says no._

## What Would Make You Stop

_A number missed, a date passed, a belief in the Thesis proved wrong. Written now, while it is cheap to say._

Template: templates/idea.case.md

# {{title}}

## What This Is For

_The problem, who has it, and why this business should be the one to solve it. A short paragraph. If this changes a lot, it is a different idea._

### Taking for Granted

_What you are assuming about the customer, the market, or the world and have not confirmed. Write it down so a guess does not end up in the numbers as if it were known._

## Still to Decide

_What you do not know yet and need answered before this can become a plan. Kept near the top so nothing gets buried; when something is settled it becomes a claim below, or a decision._

## The Case

_The argument, as numbered claims someone could check: the customer, the offer, the price, the cost, the way to reach them. If it is not written here, it is not part of the case._

1. <!-- the first claim the case rests on -->

## What Would Kill It

_The evidence that would end this idea, named before anyone is attached to it. A case without one is a wish._

## Not This Idea

_What this idea deliberately is not, and which idea or line holds that instead. The section that keeps one idea from becoming three._

## Where It Fits

_Which line of business it extends or starts, and what in the Thesis it tests. Link the plans and ideas it touches rather than naming them._

## Notes and Decisions

_Notes: the research, the conversation, the competitor to watch. Decisions: one line each, dated, never deleted._

<!-- 2026-01-22: Parked until the pilot reports; claim 3 depends on it. (Founder) -->

Template: templates/idea.spark.md

# {{title}}

## What This Is For

_What it is, who would pay, and why now, in a paragraph. Once it earns a week of thought, grow this into the case; if it does not, mark it `Killed`._

## Still to Find Out

_The first three things you would need to know. Kept near the top so the next conversation has an agenda._

## Not This Idea

_What this is not, so it does not swallow the idea next to it._

Template: templates/plan.full.md

# {{title}}

## What This Plan Is For

_The goal, in which line of business, and what the business looks like if it works. A short paragraph. If this changes a lot, it is a different plan._

### Taking for Granted

_What you are assuming and have not confirmed: the market claim it rests on, the people it assumes you have, the plan before it that has to have landed._

## Still to Decide

_What you do not know yet. Kept near the top so nothing gets buried; when something is settled it becomes a move, or a decision._

## The Moves

_What the plan does, as numbered moves a team can carry out and you can check. Each one names a result, not an activity. Put the detail in its own section below._

1. <!-- the first move, and what it produces -->

## Milestones

_The dated points where the plan gets judged: what has to be true by when. The Operator reads these against the moves; the CFO reads them against Runway._

## What It Costs

_In money and in people, and where that comes from. Held up against Runway._

## What Would Stop It

_The evidence that would end this plan early, named now. A plan without it runs until the money does._

## Not This Plan

_What this plan deliberately does not try, and which plan does. This is the section that keeps a line of business in shape._

## What It Needs First

_Other plans, deals, hires, or decisions that have to happen before this one can. Link the pages rather than naming them._

## Notes and Decisions

_Notes: the model, the deck, the partner conversation. Decisions: one line each, dated, never deleted._

<!-- 2026-02-03: Moved move 3 after the round; it needs the hire. (Founder) -->

Template: templates/plan.brief.md

# {{title}}

## What This Plan Is For

_The goal, in a short paragraph. Grow it into the full page once it is approved._

## Still to Decide

_What you do not know yet._

## The Moves

_The few moves already clear, numbered._

1. <!-- the first move -->

## Not This Plan

_What this plan does not try, and which plan does. Write this first, not last._

Template: templates/investment.full.md

# {{title}}

## What the Money Does

_What it buys, in which line, and what the business looks like if it pays off. Whether you are raising it or spending it is `direction` at the top; the thinking is the same. A short paragraph._

### Taking for Granted

_What you are assuming and have not confirmed: the valuation, the return, the timing, what the other side actually wants._

## Still to Decide

_What you do not know yet and need answered before you commit. Kept near the top so it gets asked._

## The Terms

_The amount, the instrument, the price, the timing, the conditions, and who is on the other side. What is signed and where it lives (link it from Files). The CFO reads this first._

## What It Should Return

_What this is expected to produce, by when, and how you will know, as numbered claims._

1. <!-- the first thing this money is expected to produce -->

## Risks

_What could go wrong, how likely, and what it would cost. The ones you are accepting and the ones you have covered._

## What Would Unwind It

_The evidence that would end or reverse this, and the point past which it cannot be reversed._

## Not This Deal

_What this money does not fund or does not buy, and what does. The section that keeps a round from turning into a plan._

## What It Needs First

_The plans this funds, the deals it follows, the decisions it waits on. Link the pages rather than naming them._

## Notes and Decisions

_Notes: the model, the term sheet, the other side's track record. Decisions: one line each, dated, never deleted._

<!-- 2026-02-17: Took the smaller cheque; the larger one wanted the board seat. (Founder) -->

Template: templates/investment.brief.md

# {{title}}

## What the Money Would Do

_What it would buy, and which way it moves. A short paragraph. Grow it into the full page once terms are on the table._

## Still to Find Out

_What you would need to know before committing. Kept near the top so the next conversation has an agenda._

## The Terms So Far

_What is known of the amount, the instrument, and the timing._

## Not This Deal

_What this would not fund or buy._

Template: templates/decision.full.md

# {{title}}

## What Was Going On

_The situation that forced a call: what was true, what was at stake, and which idea, plan, or deal it was about (linked). A short paragraph._

## What You Could Have Done

_Each option in a line or two, including doing nothing. The record of what was on the table is the point._

## What You Did

_The call, in one sentence, and who made it. The date is in the frontmatter._

## What It Changed

_What this closes, what it opens, and what it costs. The plans that change, the ideas that die, the money that moves._

## What Would Reopen It

_The evidence that would make this worth deciding again. Without it, a decision is either permanent or arbitrary._