Build Your
Business.
Run the Numbers.
The business simulation that teaches you to see the whole machine.
Run a virtual company from zero. Every lever you pull moves something else. Raise your prices and watch acquisition slow. Hire too fast and watch your runway shrink. Neglect product quality and watch churn spike. 22 sectors, real economics, one question: can you make it work?
REVENUE
$12,400/wk
WEEK 14
|Stage 2
The Reality
Most businesses fail because founders get the balance wrong
Too much time on operations, not enough on strategy. Too much planning, never launching. Too focused on sales, ignoring the product. A business is a system of interconnected parts. If one is too big, too small, or missing entirely, the whole thing falls apart.
Foundr lets you experience this first-hand. Build a virtual company. Make the hard decisions. And see how every choice ripples through the entire system.
How It Works
Make decisions. See the consequences.
Pick a sector. Allocate your time. Make the hard calls. The simulation runs the numbers and your business dashboard shows you the score.
Choose your sector
22 industries, from SaaS to hospitality to import/export. Each has real-world economics, unique mechanics, and different challenges.
Make the calls
You decide where to focus. Sales, marketing, product, operations, strategy. You cannot do everything. That is the game.
Make strategic decisions
Consult your coaches. Choose from real business frameworks. The game implements your strategy automatically.
Watch your business respond
Neglect marketing? Revenue flatlines. Overinvest in strategy as a solo founder? You burn cash but never ship. Every action has a consequence.
See It In Action
Every decision has a consequence.
Hire too fast and watch your runway vanish. Nail your pricing and watch revenue climb. Nothing happens in isolation. Here is a single turn.
Make a Decision
Real business decisions, presented as cards. Invest in a social media campaign, run Google Ads, or build a referral programme? Every option has different costs, risks, and payoffs.
Your coaches weigh in with advice based on their expertise. But the final call is always yours. There are no right answers, only trade-offs.
See the Impact
Every decision ripples through your business. Revenue might spike, but cash reserves drop. Customer count climbs, but operational costs follow. Nothing happens in isolation.
The impact analysis shows you exactly what changed and why. Over time, you develop the intuition that real founders spend years building.
Watch Your Business Grow
Your dashboard is a living system. Strong marketing drives new customers in. Great product-market fit reduces churn. Healthy cash flow keeps the lights on and the team paid.
Neglect one area and you will see it immediately. Every cause has a visible effect. Over time, you learn to read the numbers the way real founders read their business.
The Business Machine
Five systems. One company. Everything connected.
In Foundr, your business is a machine with five interconnected systems. When one system struggles, the others feel it. When everything clicks, the business takes off.
Operations
Your Team
The people who hold everything together. Too small and you cannot deliver. Too bloated and you burn through cash.
Products
Your Offer
What you sell and how you sell it. Without a strong product, there is no reason for customers to stay.
Strategy
Your Direction
Vision, planning, and positioning. A brilliant strategy means nothing without execution to back it up.
Sales & Marketing
Your Growth Engine
Inbound, outbound, content, referrals. The engine that brings customers through the door.
Cash Flow
Your Lifeline
The money that keeps everything running. Run out and every system stops, no matter how well the rest is built.
Your Control Room
Two views. Complete clarity.
The visual overview tells you how the business feels. The detailed dashboard tells you why. Switch between the at-a-glance view and the numbers to understand the full picture.
The Overview
AT-A-GLANCE VIEW
A two-second glance that tells you how the business feels. Cash dropping? Team struggling? Something needs attention. The overview gives you the emotional read.
The Dashboard
DETAILED VIEW
The numbers behind the story. Bank balance, pipeline, payroll, churn, P&L. This is where you diagnose why the business is behaving the way it is.
Bank Balance
Burn Rate
Runway
Next Payroll
ACCOUNTS RECEIVABLE
CASH FLOW FORECAST
Cash warning: You're burning faster than you're collecting. $8,600 in overdue invoices could extend your runway to 6+ weeks if collected.
Where your money is and where it's going — Click each tab to explore
The Journey
Five stages. Five different games.
What got you here will not get you there. Each stage of business growth changes the rules. The skills that made you a great solo founder will hold you back as a team leader.
Solo Founder
Just you and an idea. Every decision matters. Survive long enough to prove the concept.
First Traction
Revenue is real. Make your first hire. Learn that delegation is harder than doing it yourself.
The Machine
Systems replace hustle. Build processes, manage cash flow, and stop being the bottleneck.
The Team
10+ people depend on you. Payroll is terrifying. Culture matters. What got you here will not get you there.
The Legacy
The business runs without you. You lead strategy, not operations. The machine runs itself.
Choose Your Path
22 sectors. Real economics.
Every sector is built on researched data from NYU Stern, industry reports, and real founder accounts. Different COGS, margins, churn rates, and scaling patterns. Your SaaS startup plays nothing like a restaurant.
Digital
SaaS
Near-zero marginal cost, logarithmic scaling
E-Commerce
Marketing-driven, returns & fulfilment
Marketplace
Chicken-and-egg, network effects
Media & Content
Audience monetisation, ad revenue
Professional
Prof. Services
Law, accounting, consulting — reputation-gated
Agency
Utilisation rate, client concentration
Education
Online courses, coaching — content leverage
Training
Calendar utilisation, B2B contracts
Creative & Lifestyle
Creative
IP ownership, royalty income
Health & Fitness
Membership model, capacity-limited
Hospitality
High COGS, perishable inventory
Physical Product
Retail
Inventory trap, razor-thin margins
Manufacturing
Production capacity, economies of scale
F&B Product
Shelf life, distribution channels
Subscription Box
Curation pressure, recurring revenue
Hands-On
Trades
Project-based, extreme churn
Logistics
Fleet capex, route optimisation
Agriculture
Seasonal cycles, harvest windfalls
Models & Structures
Property
Capital leverage, market cycles
Franchise
Royalty drag, brand benefit
Social Enterprise
Grant cycles, impact metrics
Import/Export
Currency risk, container economics
Click any sector to see its real economics
Core Mechanics
Built on real economics
22 Real Sectors
SaaS, hospitality, trades, e-commerce, agency, manufacturing, and 16 more. Each with researched economics and unique mechanics.
Name Your Team
Every hire has a name, a salary, and a personality. Losing them hurts. That is the point.
Make Payroll
The bill comes due. Miss it once and morale drops. Miss it three times and the business folds.
Hire a Coach
Specialist mentors, each with a different philosophy. Pick the right one for the right problem.
Real KPIs
LTV, CAC, MRR, churn, runway — the numbers real founders obsess over. You will too.
Watch It Grow
Your business dashboard responds to every decision. Revenue climbs when sales land. Churn spikes when product suffers.
Your Advisory Board
Six world-class coaches.
Real frameworks. Real results.
Every coach specialises in a different part of your business. They diagnose your problems, present strategic options, and you choose the direction. The game handles the rest.
No writing copy. No building spreadsheets. You make the decisions that matter. Your coaches bring the frameworks. You bring the judgement.
Marcus Vale
Offers & Pricing
"Your product is solid but your offer is invisible. Nobody knows why they should buy from you instead of the other guy."
Eleanor Frost
Systems & Processes
"You do not have a business. You have a job. And it is a job with a terrible boss. Let us build systems."
Victor Nash
Scaling & Execution
"You have revenue. Now you need rhythm. A one-page plan, daily standups, and a cash conversion cycle you actually track."
Dr. Patricia Lane
Team & Culture
"Your team is not underperforming because they lack skill. They are underperforming because they do not trust each other."
Coach Simon
Purpose & Leadership
"Before you can lead others, you need to answer one question: Why does this company exist?"
Rex Cardona
Sales & Massive Action
"You have spent three weeks on strategy. You know what you have not done? Sold anything. Pick up the phone."
Decision Cards
Choose what to do.
Not how to do it.
Each coaching session diagnoses your business and presents decision cards based on proven frameworks. Pick a strategy. The game implements it. Watch the results unfold.
The Diagnosis
Your coach reads your financials, team health, and market position. They tell you what is actually wrong, not what you want to hear.
The Options
3-4 decision cards, each with a clear cost, expected impact, and risk. Real trade-offs. No obvious answers.
The Impact
Your business responds immediately. Revenue shifts. Team morale adjusts. And next session, your coach remembers what you chose.
REVENUE
+15%
The Connection
Every coach strengthens a different part of your business
Marcus Vale
Products & Services / Offers & Pricing
Eleanor Frost
Operations / Systems & Processes
Victor Nash
Strategy & Leadership / Scaling & Execution
Dr. Patricia Lane
Team & Culture / Team & Culture
Coach Simon
Strategy & Leadership / Purpose & Leadership
Rex Cardona
Sales & Marketing / Sales & Massive Action
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