What we will not take on
Free to read: three kinds of work we turn down, and the reasoning behind each.
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Launch Lab
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“launch”
11 visible to you right now
Why the second week is where it breaks
Adoption rarely fails on day one. It fails when the person who asked for it goes on leave.
Building the Soft Launch in public: our first week
What we shipped, what broke, and what the first backers taught us.
Untitled
We retired a proposal template this week. It still offered a "roadmap workshop". We stopped selling those a year ago because nobody could ever point at what changed afterwards. Took us twelve months
Untitled
Shelf-kit preorder went live and I'm floored — 14 prepaid in the first day. Cody was right: presell before you build. Here's a quick shop walkthrough of the walk-up counter I'm fabricating for the Riv
The intake form we ran for a year, then deleted
Four fields did the work. The other eleven made the form feel serious and taught us nothing.
Riverside Kiosk Launch
A walk-up espresso kiosk on the river — building the counter, the menu, and opening week in the open. Raise your hand.
How I rebuilt my bakery's ordering flow in one weekend
The Saturday-morning line was killing walk-ins. Here is the exact funnel, the form that does the heavy lifting, and the numbers three weeks in.
Riverside Coffee Collective
A shared-kitchen coffee incubator for first-time food founders. Three seats left in the fall cohort — looking for a brand designer and two volunteers for the launch weekend.
The $0 launch playbook: how a garage candle brand hit 400 orders in June
No ads, no influencers, no discounts — a four-week sequence built on a waitlist form and two emails that did all the selling.
Week one of the commissary build-out, with receipts
Permits, the $3,100 surprise, and why we tore out the first floor plan before a single oven landed.
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