Own product · 01Closed beta
Mise n’ Price
“What should I charge for this plate?” A chef’s question, answered on a phone. Picked over a booking platform and a supplier marketplace: funded rivals already sat on booking, and no costing tool was built customer-first: interactive, precise, easy to start, and simple enough for the least tech-savvy chef. English-first from day one; Hebrew went in so the beta could start with my own network of chefs and cooks.
- Decision
- Rejected the whole first interface after using it myself. The engine’s tests stayed, the screens had no evidence behind them.
- Decision
- One market at a time. Picked over launching four cities at once. The beta runs in Israel; London comes after it. The app already works in pounds, reads UK invoices and packs, and shows GP and the 14 UK allergens on every dish.
- Decision
- Billing deferred. Chefs from our own circle use it free for two weeks, then get one question: what would you pay? Nothing is priced before that answer exists.
- Decision
- Trademark checked in Israel, the UK and the EU. Filing deferred until chefs say they’d pay.
- Decision
- Built with AI agents, directed and reviewed, every merge through CI. The lesson that came out of it: autonomy is a dial, not a switch, and the dial setting is the real product decision.
