Confidential Intake

TALU

Prepared for: Michelle Keefer, founder of TALU

Answer the questions in your own words. There are no wrong answers, and no wrong way to say it.

Michelle, Thank you for the years of friendship. One of my latest products is designed to help founders like yourself — early stage, during the 'sorting.' This is not another 'form'; it's you helping me dial in the demo and the product itself. What you'll receive is a deliverable of the work I prepare for myself on every startup and project I work on — years of knowledge, all compressed into it. Pricing on it is part of what we are grading.

The more detail you give, the better the deliverable for your Brand. Thank you for helping — because of founders paying it forward for other founders, I can shape this product to help others who don't have a direct connection like you do. As always, rooting you on and wishing you the best in all things.

— WILL

Opening · 7 questionsIntake · 16 questions

Where a question asks what exists, a deck or a link to the item itself is best.

Toggle at the top, light/dark — hit play on the music and settle in.

OPENING

1What are you building — in one sentence, as you'd say it to a stranger?

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OPENING

2What does it sell, and to whom?

The actual offer, the actual buyer.

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OPENING

3The problem, in your own sentences: what problem does it solve — who feels it, and what do they do about it today?

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OPENING

4Do you own the domain, or are you picking the name?

The moment you answer, the search starts. And the launch never waits on a name: if the domain isn't ready, a working address carries the brand live until it is.

I own the domain I'm picking the name

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OPENING

5What are you naming — a brand, a product, both? Do you have a name, or no name yet?

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OPENING

6What names are in play — and which do you love, which do you merely hold?

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OPENING

7What exists today — a site, materials, a record?

Everything you have, handed over: if a site, materials, or a deck exists, send the thing itself — link or file — with your answer.

Drop files here, or browse — decks, documents, images, anything that existsSend what you have now — you can add more later.

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INTAKE

8Are you a formed company yet — or not?

Either answer is fine — it changes how the run proceeds, not whether it can.

Formed Not yet

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INTAKE

9Who is it for, first — the first buyer, named as specifically as you can?

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INTAKE

10Who is it NOT for?

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INTAKE

11What do you refuse to sell, promise, or become?

The refusals — including the visual ones: colors, forms, or looks the brand must never wear.

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INTAKE

12What words do you already use for it?

Your own language, unedited.

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INTAKE

13What words do your customers use — for the problem, and for what they want instead?

Their language, as you've heard it.

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INTAKE

14What must the name survive?

The markets, the languages, the collisions you know of.

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INTAKE

15What does success look like at the first milestone — in numbers you choose?

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INTAKE

16What is already decided — truly decided, not open?

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INTAKE

17What is open — and whose call is it?

Including who else has a say — a partner, an investor, counsel.

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INTAKE

18What would break this?

The thing that, if true, kills it.

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INTAKE

19What is the money shape at the start — price, or price range, as you hold it today?

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INTAKE

20What exists in public already — profiles, posts, listings, press?

Yours — where the brand already exists in public.

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INTAKE

21Who should find this first — the rooms, lists, and people who matter at launch?

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INTAKE

22When does it need to be live — and what date is real, versus hoped?

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INTAKE

23What is the site's job at launch — in your words?

Credibility, capture, sales, or another job you name — the one thing the site must do first.

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THE LAST SCREEN

What happens next

Your answers start the run. Twelve further questions are spoken, not typed — they are recognition questions, asked in a sitting, where you correct what we present rather than compose from a blank page. Twenty-two more we answer ourselves, from research, the registries, and the record; you'll see that evidence in the book, each item with its source or its honest label.

Nothing on this form was pre-filled — where we already know a fact about TALU, the run checks it against your words here, and any difference between the two is treated as a finding, not an error.

Saved as you go. Part Two can be finished in more than one sitting — come back whenever you're ready.

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TALU

Received — thank you.