Templates library

Talk about their past behavior, not your idea. Listen 80% of the time. Take notes word for word where you can.

CUSTOMER INTERVIEW SCRIPT (about 20 minutes)

BEFORE: Write down the 3 things you most need to learn. Ask permission to take notes.

1. WARM-UP (2 min)
- "Thanks for your time. I'm researching how [type of person] handle [problem area]. I'm not selling anything today. There are no wrong answers."
- "Can you tell me a bit about your role and a typical week?"

2. THE PROBLEM (10 min)
- "Tell me about the last time you dealt with [problem]. What happened?"
- "What did you do about it?" (Probe: "And then what?")
- "How often does this come up?"
- "What's the hardest part?"
- "What does it cost you today, in time, money or missed opportunities?"
- "Have you tried to solve it? What did you try? Why did you stop?"
- "What tools or people do you use for this today? What do you pay for them?"
- "If you had a magic wand, what would be different?"

3. BUYING (4 min)
- "Who else is involved when you decide to try or pay for something like this?"
- "How did you find the last tool you started using for work?"

4. CLOSE (2 min)
- "Is there anything I should have asked but didn't?"
- "Who are 2 other people who deal with this that I should talk to?"
- "Could I follow up when I have something to show you?"

AFTER (right away)
- Top 3 quotes, word for word
- Did they describe the problem without you prompting? (yes/no)
- Are they already spending time or money on it? (yes/no)
- What surprised you?

AVOID
- "Would you use…?" / "Would you pay for…?" (people are polite; ask about past behavior)
- Pitching your idea in the first 15 minutes
- Leading questions ("Don't you hate it when…?")

Personalize the first line every time. Short beats clever. One clear ask.

EMAIL 1: INTERVIEW REQUEST
Subject: Quick question about [problem area]

Hi [First name],

[One personal line: something specific about them or their business.]

I'm [your name], building something to help [customer type] with [problem]. I'm not selling anything yet. I'm trying to learn how people like you handle it today.

Would you be open to a 15-minute call this week? Happy to work around your schedule.

Thanks,
[Your name]
[Company] · [link]

---

EMAIL 2: PILOT / EARLY ACCESS
Subject: [Specific outcome] for [their company]?

Hi [First name],

[Personal line.]

We built [product], which helps [customer type] [specific outcome] by [how]. [One sentence of real proof if you have it, e.g. "We're running it with 3 salons on our street."]

I'm looking for [number] [customer type] to try it free for [time period] in exchange for honest feedback. Would [their company] be a fit?

[Your name]

---

EMAIL 3: FOLLOW-UP (3–4 days later)
Subject: Re: [original subject]

Hi [First name], bumping this in case it got buried. Would a quick call [day] or [day] work? If it's not a priority right now, no worries at all. Just let me know and I won't follow up again.

[Your name]

Work through this before you share your link widely.

PRE-LAUNCH CHECKLIST

PRODUCT
[ ] Core workflow works end to end on desktop AND mobile
[ ] Empty states, error messages and loading states make sense
[ ] Tested with at least 3 people who aren't on your team
[ ] Sign-up / onboarding takes under [X] minutes
[ ] You know what personal data you collect and where it's stored
[ ] Privacy policy and terms in place if you collect user data (have them reviewed)

WEBSITE / LANDING PAGE
[ ] Clear headline: who it's for + what outcome
[ ] One primary call to action
[ ] Works on mobile; loads quickly
[ ] Contact email or support link
[ ] Analytics installed and tested
[ ] Social preview image and page title look right when the link is shared

TRACKING
[ ] 3–5 launch metrics defined (e.g. visits, sign-ups, activations, paid)
[ ] A simple spreadsheet or dashboard to record them daily

ASSETS
[ ] 60–90 second demo video
[ ] Screenshots
[ ] Launch post written for each channel
[ ] Personal messages drafted for your first 20–50 people

LAUNCH DAY
[ ] Message your first 20–50 people personally before posting publicly
[ ] Post in your chosen channels (e.g. LinkedIn, X, relevant communities, Product Hunt), following each community's rules
[ ] Reply to every comment and message the same day
[ ] Write down every piece of feedback

AFTER
[ ] Follow up with everyone who signed up within 48 hours
[ ] Review metrics after 1 day and 1 week
[ ] Pick the single biggest improvement and ship it

Send monthly, even when the news is bad. Consistency builds trust.

Subject: [Company] update: [Month Year]

Hi all,

TL;DR
- [Biggest win]
- [Key metric and change since last month]
- [Top ask]

KEY METRICS
- [Metric 1]: [value] ([+/- change])
- [Metric 2]: [value] ([+/- change])
- Cash in bank: [$] · Monthly burn: [$] · Runway: [months]

HIGHLIGHTS
- [Win 1]
- [Win 2]

LOWLIGHTS
- [What didn't go well and what you're doing about it]

WHAT WE LEARNED
- [Insight from customers or experiments]

NEXT MONTH'S GOALS
1. [Goal]
2. [Goal]
3. [Goal]

ASKS
- Intros to: [specific type of person or company]
- Advice on: [specific question]
- Hiring: [role]

Thank you for your support,
[Name]

A non-binding letter showing a customer's intent to buy or pilot. Useful as early traction evidence.

LETTER OF INTENT (NON-BINDING): OUTLINE

[Customer company letterhead or name]
Date: [date]

To: [Your company]

1. Purpose
[Customer] is interested in using [product] to [problem it solves / outcome].

2. Intended use
- Pilot period: [dates or length]
- Users / locations: [number]
- Success criteria: [what would make the pilot a success]

3. Intended commercial terms (if any)
- If the pilot meets the success criteria, [Customer] intends to purchase [plan / quantity] at approximately [price] per [period].

4. Non-binding
This letter expresses intent only and is not a binding commitment to purchase. [Have a lawyer confirm the wording you need.]

5. Contacts
[Customer contact name, title, email]
[Your name, title, email]

Signed: ____________________  [Name, Title, Company]

Talk through every item with your cofounders early, while it's easy, and write the answers down. Then have a lawyer turn them into proper documents.

FOUNDER AGREEMENT DISCUSSION CHECKLIST

ROLES & TIME
[ ] Who owns which areas (product, sales, operations…)? Who's CEO?
[ ] Full-time vs. part-time commitment, and when part-timers go full-time
[ ] How decisions are made, and how ties are broken

EQUITY
[ ] Ownership split, and the reasoning behind it
[ ] Vesting schedule for all founders (ask your lawyer what's standard for your situation)
[ ] What happens to unvested and vested shares if a founder leaves
[ ] Equity pool for future employees/advisors

INTELLECTUAL PROPERTY
[ ] All founders assign work-related IP (code, designs, brand, domains) to the company
[ ] Any pre-existing IP someone is bringing in, and on what terms

MONEY
[ ] Who has put in money or will, and is it a loan or equity?
[ ] Founder salaries: when and how they're decided
[ ] Who can sign contracts and spend money, and up to what amount

HARD CONVERSATIONS
[ ] What happens if a founder wants to leave
[ ] What happens if founders disagree on selling the company or raising money
[ ] Non-solicit / confidentiality expectations
[ ] What happens if the company shuts down

NEXT STEPS
[ ] Write down the answers, sign a simple summary together
[ ] Have a startup lawyer draft the formal documents (e.g. stock purchase agreements with vesting, IP assignment)

Questions and steps to prepare before talking to a lawyer or accountant.

INCORPORATION PREP CHECKLIST

DECIDE (with professional advice)
[ ] Entity type (e.g. LLC vs. C-corp). Many venture-funded US startups choose a Delaware C-corp, but ask whether that fits your plans.
[ ] State of incorporation, and where you'll need to register to do business (e.g. California if you operate there)
[ ] Company name: check availability in your state and that the domain and social handles are available
[ ] Founders, ownership split and vesting (see Founder agreement checklist)

SET UP
[ ] File formation documents (yourself, via a service such as Stripe Atlas, Clerky or Firstbase, or via a lawyer)
[ ] Get an EIN (US federal tax ID) from the IRS
[ ] Issue founder shares and sign stock purchase agreements; ask your lawyer about the 83(b) election deadline
[ ] Open a business bank account; keep personal and company money separate
[ ] Set up bookkeeping from day one
[ ] Check local business licenses and registrations

QUESTIONS FOR YOUR LAWYER / ACCOUNTANT
[ ] Which entity and state fit my fundraising and tax plans?
[ ] What are my ongoing filing obligations and fees?
[ ] How should IP created before incorporation be assigned to the company?
[ ] What do I need before accepting investment (e.g. a SAFE)?