The Pre-Startup
A practical, AI-powered system to go from curious to investable—so you can test, shape, and de-risk your idea before you burn time, money, or your reputation.
Tip: In the Venmo note, include your email and “Preorder The Pre-Startup” so we know where to send updates.
What is The Pre-Startup?
It’s not another “hustle harder” book. It’s a practical playbook that combines founder experience with AI to help you move from a fuzzy idea to an investable concept—without blowing up your life, savings, or confidence.
The problem
Most ideas die quietly because:
- Nobody knows what to do between “I have this idea” and “I’m raising money.”
- People are afraid to test their ideas in public and get real feedback.
- Founders confuse AI-generated noise with real validation.
- They believe they need a perfect plan, co-founder, or investor before they start.
The Pre-Startup gives you a small, honest system for turning curiosity into clear next steps—with AI as an assistant, not a crutch.
The promise
By the end of the book, you’ll have:
- A one-page snapshot of your idea in plain language.
- A clear view of your customer, problem, and value proposition.
- A simple set of AI prompts that make your thinking sharper, not lazier.
- A shortlist of assumptions you can test in the real world.
- A decision: pause, pivot, or push forward with confidence.
Who this book is for
You don’t have to call yourself an entrepreneur. You just have to be the kind of person who spots problems, imagines better ways, and can’t quite let it go.
You’ll feel seen if you:
- Have ideas scribbled on napkins, in Notes, or in half-finished Google Docs.
- Want to use AI to think better, not just write faster.
- Are a student, operator, or leader who’s “startup curious” but not sure where to begin.
- Have been burned by a previous venture and want a safer, smarter way to try again.
Also useful for:
Use the book as a shared language and repeatable system to get ideas ready for cohorts, pitch nights, and early funding conversations.
What’s inside the system
Eight focused chapters, each blending founder experience with AI-powered exercises. Here’s the journey you’ll work through:
The core chapters
- Chapter 1 – The Blank Page
Why great founders begin without answers. - Chapter 2 – Curiosity as a Compass
Learning to notice unmet needs. - Chapter 3 – The Egg Stage
How to protect fragile ideas while they form. - Chapter 4 – AI as Your Co-Founder
Prompt patterns that expand creativity. - Chapter 5 – Idea or Illusion
Spotting false positives before they cost you. - Chapter 6 – From Napkin to Notion
Structuring thoughts into testable stories. - Chapter 7 – Courage Before Capital
Building momentum before funding. - Chapter 8 – The Incubation Mindset
How to think like a lifelong founder.
How the system works
- Each chapter includes reflection prompts you can run manually or with AI.
- Exercises map naturally into the Incubation Studio app.
- AI is used to deepen thinking—not replace it.
- Includes cautions, red flags, and “sanity checks” to avoid false confidence.
- Bonus access to printable worksheets and templates.
You can read it in a weekend—or develop one idea over a few focused sessions.
Preorder The Pre-Startup
Preorders help fund the first print run and early distribution. Use Venmo to reserve your copy and get updates as the book moves toward launch.
How to preorder via Venmo
- Open Venmo on your phone.
- Scan the QR code or search for @incubationstudio.
- Set the amount to $19.95.
- In the note, include: “Preorder The Pre-Startup + your email address”.
You’ll receive follow-up communication using the email you include in the note, including updates on timing and how to confirm your shipping details.
About John Kruger
Founding Advisor at Incubation Studio, John has spent over two decades helping ideas become companies, and companies grow from first revenue to meaningful scale.
Founder, builder, advisor
John Kruger has helped build and scale ventures across multiple industries—from early-stage experiments to companies recognized on lists like INC 500 and the Deloitte Technology Fast 50.
At Incubation Studio, he works with students, community founders, and experienced operators who are testing their “next big thing.”
The Pre-Startup is the book he wishes more people had before they spent serious money, quit a job, or started pitching investors.
Speaking & workshops
The book pairs naturally with sessions on:
- Turning curiosity into an investable story.
- Teaching entrepreneurship with AI in the loop.
- Helping non-business people talk in business terms.
For campus programs, corporate sessions, or bulk copies, reach out through your usual Incubation Studio contact channels.
Ready to go from curious to investable?
You don’t need a perfect idea or a perfect plan. You just need a system for testing what you already see—and the courage to run the next experiment.