Read
The Book
Startup Unlocked — the book
A practical, straight-to-the-point guide that walks you through the 34 elements with examples, checklists, and exercises you can run alone.
System 1 · Strategy
Building a product is half the job.Build the company too.
Startup Unlocked is a system for the decisions nobody forces you to make — until it is too late. Vision, value, target, model, go-to-market, team. 34 elements that turn a product into a company.
- Read
- Master
- Tailor
Who it's for
For founders before Series B.
Startups before Series B — the ones questioning things because they aren't going the way they'd hoped, and the ones just starting out who want to do it with the right system, with enough humility to challenge themselves.
The system
34 elements.0 blind spots.
Your company is a system. We read it element by element — 34 decisions, each with its decisive question, its score and its evidence. Not lessons to watch: a diagnostic to pass, and a defended strategy on the way out.
- Elements
- 34Elements
- Components
- 10Components
- Scored criteria
- 172Scored criteria
- Decisive questions
- 34Decisive questions
- Red flags
- 87Red flags
The system, in order.
Each component asks a question your strategy has to survive. You do not move on by dodging it: an element left untreated counts against you.
Component 1 · Foundation
The foundations
« Who are you — and why you? »
5elementsComponent 2 · Value
The value
« Which problem — seen the way nobody else sees it? »
4elementsComponent 3 · Target
The target
« For whom, precisely — and why now? »
4elementsComponent 4 · Product
The product
« One key action, real barriers, a trajectory. »
4elementsComponent 5 · Reach
The reach
« A message, channels, a way into the market. »
3elementsComponent 6 · Usage
The usage
« Adopted, retained — and paying. »
3elementsComponent 7 · Playbook
The playbook
« Measure, learn — and actually change. »
3elementsComponents 8 & 9 · Finance
The money
« Revenue, cost, cash — the reality, not the pitch. »
4elementsComponent 10 · Scale
The scale
« Multiply — without depending on you. »
4elements
In their words
With 34 Elements, you focus on only the questions that matter.
In just a few weeks, we've been able to progress faster than we've ever made in the past 18 months.
Three ways to live the system
Read the system. Master it with coaching. Tailor it to your business.
Same system, three levels of depth. Start where you are.
Master
The Guided Program
10
modules
4h
hours of 1-on-1 coaching
Ten modules, exercises that produce real strategic artifacts, and four hours of one-to-one coaching where I challenge your assumptions. Available in English and French.
The cycle
- 1Watch the module
- 2Apply it to your company
- 3Get challenged in coaching
Tailor
The On-Site Day
A full day at your place. We map your company as a system of nine domains, find the one link that blocks the others, and we do not stop there: the rest of the day goes into working that link with your team. You leave with the map and the first fix already underway.
What's included
- Upstream preparation (questionnaire)
- The full day, at your place
- The map of your system + the weak link
€1,900 excl. tax
all-inclusive, except travel expenses
Discuss an on-site workshop(opens in a new tab)The software
Compass34, the software that carries the system — coming soon.
Your strategy is sharp, but deals still stall?
That is a different problem. Sales Unlocked is built for it.
Where to start
Not sure which format fits?
Fifteen minutes is usually enough to know — or to find out that neither one is what you need. I will tell you either way.