It is 6:54am Monday, and news of an OpenAI and Anthropic ivnestment in AI services companies comes through my email. There is a long rant about the AI services gold rush. OpenAI just put $4B into a "Deployment Company." Anthropic put $1.5B into a parallel JV. He gives me the one word - FOMO.
I read it. He is right about the direction. He is wrong that I am not already in it. I have been doing the work for seven weeks. The reason my mate thinks I am not is a failure to clarify it better on my homepage right now, in the hero, in 60-point type: "AI ops on demand. One subscription. Unlimited requests. For founders, solopreneurs, and small teams."
That's now gone, and so is that mentality from the business plan. It's now enterprise clients, ai workers to augment their team.
That copy went up on Day 16. Day 16, I was copying DesignJoy. Day 16, I had not signed my first enterprise client at CHF 7,500/month. Day 16, I had not proposed an AI Controller to an investment firm in Ireland in lieu of a €200K Dublin hire. Day 16, the word "enterprise" was not in the hero.
Day 52, it has to be.
So I rewrote it today. Hero, Problem, How It Works, the bio, the FAQ, every SEO meta tag. The page that pitches you should match what you have actually learned, not what you guessed at launch.
What seven weeks taught me
I started this 365-day campaign with a thesis. $4,995 a month, founder audience, unlimited requests in the DesignJoy mould but for fractional AI ops. The hero went up that way on Day 1 before I had any clients, any use cases, or any feedback.
The first enterprise client did not arrive looking for that. They arrived with a bank reconciliation problem across multiple entities, a senior finance role they had been considering for the second time, and a question about whether AI could do most of the work. CHF 7,500 a month. One workflow. Specialists scaling underneath as the engagement grew.
A couple of weeks later, a different client raised the AI Controller question directly. They had a €200K senior hire on the table and wanted to know if a deployed AI worker could do most of the job for less than half the cost. I wrote a 4,000-word pillar on it instead of trying to answer in twenty minutes.
By Day 48, Jan was my CTO. The "I" voice in the hero was no longer accurate. The work was about to involve two of us, with specialists joining underneath as engagements scaled.
By Day 52, the actual buyer was not a solopreneur. The actual price was not $4,995/month for the work the buyer was asking about. The actual deliverable was not a request-and-receive cycle of finished assets. It was an AI worker deployed inside the buyer's business, audited by their team, owned by them when the engagement ended.
The homepage knew it by Day 30. I changed it on Day 52.
What changed today
The Hero, the Problem block, the How It Works block, the Who I Am block, and the entire FAQ got rewritten this morning. The Pricing card stayed (the $4,995/month tier is still the easy entry for smaller buyers). The Powered by Finn section stayed, because that mission section is locked to the WEF side of the business and does not iterate by audience.
The new Hero says: We deploy AI inside enterprise businesses. Save six figures on the hire you don't make. We build the AI worker, your team approves it, and you own the AI layer when we're done. Below the CTAs, a single line. Replacing senior hires with AI workers, one workflow at a time.
The new Problem says: AI can do most of the workflow. You don't have a safe way to deploy it. The pain is the senior person spending half their week on reconciliation and reporting AI was built for, and the three rejected paths are SaaS that is too narrow, consultancies that are too slow, and senior hires that are too expensive.
The new How It Works has three steps now. Find the workflow. Build the AI worker. You own it. The audit chain lives inside step two. The "hire specialists underneath" piece lives inside step three.
The FAQ went from sixteen small-business-flavoured questions ("Can I just do this myself with Claude?", "What types of things can you do?") to thirteen enterprise-procurement questions. Data security. System integration. What happens if the AI gets something wrong. How long until the AI is running. Who owns it at the end. How is this different from a consultancy. How is Enterprise priced. The three Powered by Finn questions at the bottom stayed.
The cadence going forward
First Monday of every month. Pull the past thirty days of BIP themes, the new clients, the new conversations that landed, the corrections log. Rewrite the Hero, the Problem block, and the How It Works at minimum. Ship the same day. Write the BIP post about what changed and why.
The homepage is what cold prospects read first. If it reflects what you guessed eight weeks ago and not what you have learned since, you are losing every prospect who would have bought what you actually do now. The fix is not a yearly rebrand. The fix is a monthly diff against reality.
I am not the first person to do this. DesignJoy iterates copy constantly. Service founders who do not iterate often have a homepage that feels finished once it is shipped, and the daily grind crowds out the thinking. Putting it on a calendar fixes both.
What I did not know on Day 16
One. The enterprise audience is real and reachable, but the messaging that gets them in the door is the opposite of the messaging that gets a $4,995-a-month client in the door. The page has to pick which one is dominant. I picked enterprise.
Two. The buyer's actual decision is not "should I subscribe to AI ops on demand?" It is "should I hire a senior person for €200K, or deploy an AI worker that does most of their job for a fraction?"
Three. Build-in-public has to include the marketing page, not only the daily post. The page is one of the build artefacts.
Four. Monthly. Quarterly is too slow. Weekly is too much.
Five. An internal CTO is the moment "I" becomes "we" everywhere on the page. That was uncomfortable to write at first. It is honest now.
Six. The homepage is never finished. Building in public means rewriting it when reality moves.
If you are a founder reading this and your homepage still says what you thought on launch day, you already know. Open the doc. Rewrite the Hero. Ship it before the day ends.
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Day 52 of 365.
Monthly Revenues $11,800 | Clients 2 | Prospects (AI marketing employee live in 7 days) | Team: Me + Jan (CTO)