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Fictional founder case studies that stop before the outcome — you decide, and say why, before you see what she did.

Case group

Masa Madre

André Salazar and Wouter Mulder are building Masa Madre, a bakery in Utrecht built on one long-fermented dough. One of them makes the bread; the other makes it survive. Each case is one decision, taken by one of them, that the other has to live with.

Opening day arrives before the product does

The Rent Runs Anyway

 Teaches the method and the bread still comes out wrong

One Day a Week

 Chooses which loss to carry into a second shop

Two Doors
All 3 cases →

Masa Madre’s Lived Business Plan — 7 of 10 filled

Read the plan →
Case group

Racine

Romane Tessier is building Racine, a producer house connecting southern European artisan growers to brands in the north. Each case is one decision she can’t take back

Makes the private, irrevocable commitment to begin

The Decision Before the Decision

 Closes her first paying customer

Finding the Ground

 Names her real terms and waits

Writing in Someone Else's Voice
All 6 cases →

Racine’s Lived Business Plan — 6 of 10 filled

Read the plan →

For founders facing real decisions — and the investors who evaluate them.

How the cases and the plan work →