Promising shares on a handshake
Early hires were told "you'll get equity" with nothing written down.
Expert topic
Get help with Option pools & equity incentives from someone who’s done it.
Use equity to attract people without giving away more than the role is worth. Get help with option pools & equity incentives, shaped by your business model, customers and chosen goal.
How an operator helps
Where employee shares quietly go wrong.
Shares help you hire people you cannot yet afford. An operator helps you offer them fairly without giving away too much.
A pool that is too big or too small
The share pool is guessed, then shrinks founders or runs out too soon.
Shares nobody understands
Staff do not know what their shares are worth, so they do not value them.
Ignoring tax
Shares are set up in a way that leaves staff with an unexpected tax bill.
What your operator works through with you
Size the pool
What they look at
Your hiring plan for the next 18 months.
What they push back on
Picking a number because others use it.
You leave with
A pool size tied to real hires.
Decide who gets what
What they look at
Roles, seniority and how much each hire matters.
What they push back on
Giving similar people very different deals.
You leave with
A simple, fair guide for offers.
Explain it to your team
What they look at
How shares work, when they vest and what they could be worth.
What they push back on
Offers that sound good but mean nothing to the person.
You leave with
A plain explanation you can give every hire.
Check the local rules
What they look at
Where your staff live and how shares are taxed there.
What they push back on
One setup for every country.
You leave with
A list of questions for a local lawyer or accountant.
1:1 expert helpA second opinion.
A second opinion.
On your actual problem.
Bring your notes and customer signals. An operator challenges the evidence, not just the idea.
Get 1:1 adviceSize the pool against the hiring plan, not a round number.
Compare options, shares and advisor equity.
Check vesting, exercise windows and leaver terms.
Prepare tax and scheme questions for qualified advice.
How a call works
Get matched.
Book. Leave with a plan.
01
Get matched
AI MatchingFinding the right experience…96%Nia Mensah
Retention strategy
91%Luca Romano
Customer activation
87%Tom Brennan
Onboarding design
02
Book a time
Pick a time€0 · first call free
Amara Okafor
Pricing strategy · 30 min
Tue 23 Sep
10:00
Tue 23 Sep
15:30
Wed 24 Sep
09:00
Wed 24 Sep
17:00
Shown in your timezone
Book this time03
Summary & takeaways
Call summarySession · 30 minutes
Idea validation & customer discovery
Key takeaways
Buyers solve this today with spreadsheets and extra hours.
Three of four would pay to cut onboarding to one day.
The pilot offer needs a defined start date, not a demo.
Action points
Draft the paid pilot offer
Interview two more buyers
Saved to your company brain and Roadmap.
Calls happen live in the platform
Meet live. Leave with the decision.
No links out. The recording and summary save themselves.
Live, one to one 00:00
Greg · Product
You speaking
“Is this segment worth building for?”
30 minutes Summary saved to your AI coach
When to call an operator
Three moments a call
pays for itself.
Your AI coach handles the day to day. Bring in an operator when the decision matters and the evidence is thin.
01
An investor asks you to expand the pool.
Size the pool against the hiring plan, not a round number.
02
An advisor wants equity for introductions.
Compare options, shares and advisor equity.
03
A key hire wants options instead of salary.
Check vesting, exercise windows and leaver terms.
Questions, answered
Before you
take the next step.
Option pools & equity incentives
Membership & Everyday Founders
Everyday Founders membership
The support stays.
Even when the question changes.
Your AI coach, goal-led playbooks and unlimited 1:1 operator advice in one membership. From your first customer questions to revenue, a repeatable business and readiness to raise.
No equityRemote firstYour pace
Choose your billing term
Special launch priceSatisfaction guarantee. Full refund within 14 days if not satisfied.