Rulebook
The rules, in plain words
This is the short version — enough to know exactly what you're getting into. The full rulebook ships with the game, and every card's QR code opens its own explanation right here on the site.
The goal
You run a small company. To make money you do three things, in order: pick your market, build your offer, and get leads. At the end, two numbers are counted for every company — customers (how many bought) and kept profit (what's left after costs). Most kept profit wins. Tie? The company with fewer customers wins, because the same money from fewer people means each customer was worth more.
The five rounds
Pick your market
Draw 3 market cards, keep 1. From round 2 onward you may switch markets (costs 2 action tokens) or niche down your market (1 token, organiser approves the niche).
Build your offer
Play solution cards onto your board across four levers of value: dream outcome · likelihood · speed · ease. An uncovered lever scores 1, never 0 — but it will hurt. The offer locks after this round, until the Improve round.
Add extras & set your price
Play up to 2 enhancer cards, then set your price: low, mid, or premium. Premium demands both a starving market and a grand-slam offer.
Get leads
Activate at least one channel: warm outreach · post content · cold outreach · paid ads · lead magnet. Paid ads cost 15 money every round they run. Running 3+ channels earns a ×1.25 diversification bonus; the lead magnet multiplies your leads ×1.5 for free.
See the results
The organiser runs the math and announces every company's customers and kept profit — with a 3-minute lesson after each scoring, because that's where the learning lives.
The comeback rule
Nobody is ever knocked out. Near the end there is an Improve round: find your weakest link — market, offer, price, or channels — fix it, and catch up. Some of the best wins in playtests came from last place.