Idea to Invoice · six months · one founder at a time

Ideas are cheap.Invoices aren't.

Founders bring me seven ideas. We park six. And get one paid.

Six months, one idea, one founder. By week 8 strangers have paid for it. By day 90 it is built and delivered. By day 180 it has a weekly routine that sells it without me on the call.

Book 30 minutes €10,000 · one to one · room for three more
Where you are

Seven initiatives. Three certifications this year. A 500-name client list you have never sold to.

That was my first sprint client at kickoff. A clinic, a second business, two dormant channels, a membership idea, a supplements line. Every session got a seventh of her.

What she did not have was a sentence. When someone asked what she did, the answer could belong to forty thousand people.

Nobody with seven good ideas has a focus problem. They have a storage problem. Give the ideas somewhere safe to live and the focus turns up on its own.

That is what this is. A place to park six of them, and six months to ship the seventh.

What you leave with

Two dates. Two deliverables.

Day 90 · v1.0 ships

One thing sold

  • One offer. Named, priced, written down. Not five. One.
  • One product that strangers paid for before it existed, built with them, delivered on the date you promised.
  • One sentence you can say when someone asks what you do, and they get it.
Day 180 · v1.x, with customers

A routine that sells it

  • First paying customers who are not your friends.
  • A weekly selling routine you have already run without me for four straight weeks.
  • One channel you own and post to every week, and one recorded episode of Ideas Are Cheap with your launch story on it.
The rules

Four rules. All of them are about doors.

  1. One decision per session.The call does not end until it is made.
  2. One piece of homework.Never a list.
  3. Thirty minutes.We stop at thirty, mid sentence if that is where we are.
  4. When you spiral into options, I pick.That is the deal. That is what you are paying for.
Thirty minutes is not a discount. It is the design. A founder with eleven options does not need a longer conversation. She needs a shorter one with a decision at the end.

Between sessions: voice notes. Record on your phone, send the audio, never write anything up. Your job is the conversation. Getting the decision out of it is mine.

New ideas go into a parking lot with a date on it, written in front of you, out loud. Not rejected. Dated. We open it on day 180, from a position of having shipped something.

If a week slips, the calendar does not move. The scope does. The decision still gets made, on a voice note if it has to.

Release schedule · 26 weeks · 26 sessions

Two halves. The first one ships. The second one sells.

The Launch Sprint

Days 1 to 90
v0.1wk 1-2

Close doors

From N ideas to one customer and one problem. We pick by a boring filter: who would pay this month, and can you reach them this week.

Gate: the problem is named

v0.2wk 3

Evidence

Five real conversations with that customer. Quoted, not summarised. The threshold is set before we look: if three of the next four say it, the offer moves.

Gate: five interviews, in their words

v0.5wk 4-5

Price and shape

Make it buyable. One question kills most of the options: could she buy this once and use it herself, without booking you?

Gate: named, priced, scope fixed

v0.7wk 6-8

Presell

One page, one founding price, one channel, ten personal invitations, doors close on a date. Their sentences from week 3 are the copy. The number is written down before the page goes up: ten invited, three paid, we build. None paid, we go back one version and fix one thing.

Gate: strangers paid before anything is built

v0.9wk 9-12

Build

For the people who already paid, with them, against the date they were promised. The buy button already worked. Now the product has to.

Gate: delivery date met

v1.0wk 13

Live

The first buyers get what they paid for. I am on the call the day it goes live. The first invoice is already five weeks old.

Gate: delivered, on the date, to people who paid

Sell

Days 91 to 180
livewk 13-14

Your episode of Ideas Are Cheap

Launch week. You are the guest. The idea, the doors we closed, the thing that is now for sale. Thirty minutes, live on LinkedIn, Facebook, YouTube and Instagram. The recording is yours.

Gate: your story is on the record

v1.1wk 14-17

Iterate

Read the response. Fix one thing: price, promise or page. Never all three at once. Second push.

Gate: one fix, measured

v1.2wk 18-21

Your channel

The weekly selling routine, on a channel you own. One post, one real conversation, one ask, every week. You publish. I review.

Gate: four weeks published, no gaps

v1.3wk 22-25

Run it alone

Sessions become reviews. You run the routine without me for four straight weeks. If it survives that, it is yours.

Gate: the routine ran without me

day 180wk 26

What's next

We open the parking lot. You decide the next version from a position of having done it, not having planned it.

Gate: the next decision is made

Ideas Are Cheap

The show this is named after.

Ideas Are Cheap is a live 30-minute show. One entrepreneur, one idea that became a business, streamed at the same time on LinkedIn, Facebook, YouTube and Instagram. More than sixty episodes so far.

After that many conversations I stopped asking where the idea came from. Nobody's idea was the hard part. The hard part was the first invoice, and everything they had to stop doing to get to it.

live · 30 min LinkedIn · Facebook · YouTube · Instagram founders who shipped
Where it comes from

Built on one sprint, sharpened on the show

The four rules above were built on a real 90-day sprint with a real client, and sharpened against every founder who has told me how they got to the first sale.

Week 13

Your launch episode

The week your product goes live to the people who presold it, you are the guest. Your story, your product, a live audience that likes founders who ship. You leave with a recording you can send to anyone.

Weeks 18-21

Your own channel

In the second half you build the routine I run here: show up weekly, talk to real people, ask for one thing. On your channel, not mine.

Fit

This is for you if

  • you have more than one idea and fewer than one product that sells
  • you sell to people you can reach today: a list, a group, a room, a network. The presell in week 6 stands on this
  • you can give it 30 minutes on a call and two or three hours between calls, every week
  • you are willing to let someone else close doors for a while

This is not for you if

  • you want a coach who asks powerful questions and holds space. I will ask, then pick.
  • you want the product built for you. You build it. I keep it small enough to ship.
  • you need permission to start. This is for people who need permission to stop.
  • you are looking for a strategy deck. Nothing here is a document. Everything is a decision.
  • you have nobody to sell to yet. Build the room first. Then come back.
Price

€10,000six months · 26 sessions

Paid
50% when we start. 50% on day 90.
Includes
26 weekly sessions, voice notes between them, the presell page reviewed line by line, your launch day with me on the call, your episode of Ideas Are Cheap.
Excludes
Any share of what you build. I do not want a piece of it. One fixed number, twice, and then it is yours.
Start
When you are ready. This is one to one, not a cohort, so there is no start date to wait for. Right now I have room for three more founders.
Payment
Bank transfer or card, against an invoice. Prices exclude VAT where it applies.

This is not thirty minutes multiplied by twenty-six. It is the price of one product going from idea to invoice, with someone whose only job is to close doors until it does.

Book 30 minutes

The 30 minutes are free and they are not a sales call. You bring the ideas. I tell you which one I would pick and why. If we run on the same voltage, I send you a start date. If not, you leave with a decision anyway.

Who you are working with
Robert Šefman

Robert Šefman

version 6.0 · shipped 28 August 2026

I have written software for most of my working life. The web ERP I co-built has been running for eighteen years with practically zero churn. Before that I taught. Now I coach founders, host Ideas Are Cheap, and keep shipping: a community, a book, a podcast, this.

Founders bring me seven ideas. We park six. And get one paid.

I don't work with clients. I work with frequency matches. The 30 minutes are how we find out.

Questions
I have more than one idea. Which one do we pick?

You bring all of them to session one. We pick by a boring filter: who would pay this month, and can you reach them this week. The rest go into the parking lot with a date. Nothing is killed. It is queued.

What if I miss a week?

The calendar does not move. The scope does. A slipped week still gets its decision, on a voice note if it has to. We agree up front that sessions move within the week and never skip.

Do you build the product?

No. You build it. I keep it small enough to ship in four weeks, and I decide when it is small enough. If you need hands, we find them in a session, not in the sprint.

What if the presell fails?

Then we lost a week, not a quarter. The number is written down before the page goes up: ten invited, three paid, we build. None paid, we go back one version and fix one thing, price, promise or page, and run it again. Your page carries a delivery date and a refund line.

What if it does not sell after that?

By the time we build, strangers have already paid once. If the second push in the Sell half stalls, we have real data and ninety days to fix one thing at a time. I promise a presold product, a delivery with me on the call, and a routine you can run alone. I do not promise a revenue number.

Do you take a share of the business?

No. €10,000 in two parts. Nothing after that, ever.

What happens after I book 30 minutes?

We talk on video. You tell me the ideas, I tell you which one I would pick and why. If it fits on both sides, you get a start date and the first invoice. If not, you still leave with a decision made.

Stop collecting ideas.
Start invoicing.

Book 30 minutes €10,000 · six months · room for three more
Book 30 minutes€10,000 · 6 months