The Operating System
for ADHD Founders.
This is The Brief — WiredToLaunch's internal operating document. It covers what we build, how we work, who does what, and what good looks like. Read it end to end when you join. Return to your department section regularly. Everything we do connects back to something in here.
What WiredToLaunch Is
WiredToLaunch (WTL) is a neuro-inclusive B2B SaaS platform built specifically for ADHD and AuDHD founders. Registered as a Udyam MSME in India.
The core product is the Genesis Protocol — a structured 72-hour sprint that takes an ADHD founder from idea to execution. It is not a course. It is not coaching. It is an AI-powered system that replaces the executive function that ADHD brains struggle to self-generate.
Content is the acquisition engine. Execution is the product. Platform is the scale layer.
Why We Exist — The Real Design
Most productivity tools are built for neurotypical brains. They assume you can initiate tasks on command, feel the passage of time accurately, recover from setbacks without a shame spiral, and sustain focus without external accountability. ADHD brains cannot reliably do any of these things — not because of lack of effort or intelligence, but because of how the nervous system is wired.
WTL was built to close that gap. Not by working around the ADHD brain — but by building a system that works with it. Every mechanic in the Genesis Protocol maps directly to a cognitive support function. This is not gamification for the sake of engagement. It is executive function scaffolding expressed as product design.
Body doubling is one of the most evidence-backed tools for ADHD activation. Three people watching each other's scores in real time creates the external accountability the ADHD nervous system needs to initiate and sustain. The points make it measurable. The triad makes it structural.
Shame spirals are the single biggest reason ADHD founders abandon things mid-way. When stopping feels like failure, the brain finds reasons not to return. Rewarding the reset — giving points for getting back in — removes the psychological exit ramp that shame creates. Stopping is not the end. Restarting is the move.
Time-blindness is a core ADHD trait. Without external structure, time collapses — everything feels equally urgent or equally distant. Removing the ability to skip ahead forces temporal anchoring. The sprint becomes a container with walls, not a to-do list with an open end. Each day has a start, a scope, and a gate.
Every piece of content, every nudge message, every UI decision should pass one test: does this reduce friction for an ADHD brain, or add it? If you are making a decision about tone, timing, format, or structure — that is the filter. ADHD founders are not the edge case. They are the design spec.
Three Audiences
Every piece of WTL communicates to three people simultaneously. Keep all three in mind in everything you produce.
Joining the 72-hour challenge. Need friction removed, not added. Short, direct, outcome-first.
Reviewing WTL for startup programs, grants, and partnerships. Need credibility and infrastructure signals.
Looking for a neuro-inclusive org with real culture. Need to see our values in action, not just stated.
Revenue Model
| Layer | What It Is | Price |
|---|---|---|
| Free Sprint | 72-hour Genesis Protocol — every founder gets access | ₹0 |
| Sprint Copilot | Order bump on signup. AI tool that removes blank page paralysis | ₹499 |
| Scaling System | 30-day system for founders who complete the sprint. Post-Cohort 1. | ₹3,499 → ₹2,499* |
| Prize Pool | Top triad per cohort wins ₹10,000 split equally | ₹3,333 / member |
*Founders earn ₹21 off per 100 points. Hitting 80% completion (≈3,836 pts) = ₹1,000 discount = ₹2,499 floor. Paid tier founders receive additional ₹499 store credit → ₹2,000 effective floor.
Design Principles
Every decision — tone, format, timing, structure — runs through these filters first.
The Full System
Five interlocking parts. Every part feeds the next. Nothing works in isolation.
The Funnel
How a founder goes from never hearing of WTL to being inside the sprint.
The Triad System
Every founder is placed in a group of 3, matched by chronotype. This is not arbitrary grouping — chronotype matching is the body doubling mechanism. All three members are active and accountable at the same time of day.
The Scoring System
Scoring is identical for free and paid tiers — everyone competes fairly. Points are not just a leaderboard mechanic. Each category maps to a specific cognitive support mechanism.
| Category | Max Points | Why It Exists |
|---|---|---|
| Day 01 | 410 pts | Task initiation and idea validation |
| Day 02 | 380 pts | Pricing and copy execution |
| Day 03 | 1,955 pts | Outreach and completion momentum |
| Triad Support | 1,445 pts | Rewards body doubling — evidence-backed ADHD activation |
| No-Shame Reset | 605 pts | Rewards getting back in after stopping. Removes the shame spiral. |
| Total per member | 4,795 pts |
The Leaderboard System
Two separate views. Both exist because ADHD founders need internal progress visibility AND external competition to stay in motion.
| Layer | What It Shows | When |
|---|---|---|
| Personal Scoreboard | Own triad score, points earned vs possible, gap to day max. Always visible. | Midday + 8:30 PM daily. Also triggers on 6+ hrs inactivity during chronotype window. |
| Competitive Reveal | Triad ranking vs all other triads. Gap shown as actions, not points. | 8:30 PM IST. Visible 30 mins only (closes 9:00 PM). |
| Flash Reveal | Same as competitive reveal but manually triggered for close races. | Manual — triggered by ops team. |
The Free Tier
Founders who don't buy the Sprint Copilot still participate fully. They receive daily PDF drops via WhatsApp. The contrast between doing it manually and having AI do it is what converts them.
| Day | What They Receive | Upgrade CTA |
|---|---|---|
| Day 01 | Audit framework + idea filter template (manual) | ₹499 Sprint Copilot |
| Day 02 | Pricing worksheet + copy framework (manual) | ₹499 Sprint Copilot |
| Day 03 | Outreach tracker + Hormozi ledger (manual) | ₹499 Sprint Copilot |
The Sprint Tool
Live at wiredtolaunch.in/sprint. Day-gated. 3-day sequential structure. Addresses time-blindness by making the sprint a container, not a to-do list.
Day 01 — Pick & Validate
Day 02 — Funnel Factory
Day 03 — Outreach Blitz
Tool Features
For founders who work while moving. ADHD brains don't always work at a desk.
Auto-activates on session open. Can be toggled off. Supports deep focus states.
Personalised by day, tier, and points gap. Free tier: contrast-led conversion. Paid tier: progressive Scaling System upsell.
Silent Work Sessions (Body Doubling)
3 sessions daily per founder, timed to their chronotype. Open to all tiers — free founders get the stripped-down interface (timer + white noise + demo panel). Paid founders get full tool access.
| Chronotype | Session 1 | Session 2 | Session 3 |
|---|---|---|---|
| Early Bird | 6:00 AM | 10:00 AM | 2:00 PM |
| Day Operator | 9:00 AM | 1:00 PM | 5:00 PM |
| Night Owl | 12:00 PM | 5:00 PM | 10:00 PM |
Each session is 45–60 minutes. Session opens with a 3-4 line AI-generated context injection (current day, next task, points gap). No decisions required. Just open the tool and start.
AiSensy Nudge Sequences
| Sequence | Trigger | Purpose |
|---|---|---|
| wtl_welcome_referral | On registration | Welcome + referral link + Friday 8AM deadline |
| wtl_t48_slot_status | T-48hrs | Triad slot status + referral link |
| wtl_t12_last_chance | T-12hrs | Last window urgency. References ₹10,000 prize. |
| wtl_t3_urgency | T-3hrs | Short and sharp. Auto-assignment fires soon. |
| wtl_t1_triad_locking | T-1hr | Informational. Triad locks in 60 minutes. |
| wtl_triad_set | Friday 8AM | Confirms triad members + chronotype. Sprint in 1 hour. |
| wtl_day01_live | Friday 9AM | Sprint is live. Tool URL. Start Source Exhaust Audits. |
| wtl_leaderboard_reveal | Daily 8:30 PM | Broadcast. Score, gap, leaderboard URL. |
| wtl_pdf_day01/02/03 | Daily 9AM — free tier | PDF drop with upgrade CTA at bottom. |
The Team
Four departments. Promote-first culture — if someone shows the potential, we build them into the role before we hire outside.
Ops Director, AI Architect, Creative Director (all Tier 1), Senior Editor, Success Coach / Cohort Concierge. All open. Internal candidates considered first.
Tier Structure
| Tier | Label | Roles |
|---|---|---|
| Tier 1 | Head of Vertical | Ops Director, AI Architect, Creative Director — all open |
| Tier 2 | Managers & Leads | Ops Manager, Ops Concierge, Ops Lead, Content Lead, Tech Lead |
| Tier 3 | Senior | Senior VA, Senior Editor, Success Coach |
| Tier 4 | Junior | Junior Editors, Junior VAs |
Performance Share
At WTL, we do not want employees. We want people who grow as the company grows. Every team member participates directly in revenue — there is no ceiling.
A performance pool is calculated monthly from total revenue and distributed across the team by tier. This is not a bonus — it is a stake in what we are building together. As revenue grows, every payout grows with it.
| Condition | Detail |
|---|---|
| Who qualifies | All confirmed team members who meet 80% of KPI targets in that month |
| When it starts | After 90-day probation. Accrues from month one but paid out post-confirmation only. |
| How it's paid | 70% paid on the upcoming 7th of the month payroll cycle. 30% held and paid quarterly. |
| The floor | If KPI threshold is not met, performance share for that month is forfeited — not rolled over. |
A corporate job gives you a salary band and a ceiling. Here, the ceiling is how big we build this. Less structure, more upside. Less certainty about how things work, more ownership over how they get built. The performance share is how that philosophy becomes real money.
Founders
Root access. All departments. Primary decision-maker.
FoundersAdvisory capacity. Strategic direction.
FoundersOperations
Operations management. Reports to Felicia.
OperationsVA management, task delegation, day-to-day operations. Reports to Felicia.
OperationsOperations execution. Reports to Felicia.
OperationsReports to Madelyn.
OperationsReports to Madelyn.
OperationsReports to Madelyn.
OperationsContent / Distribution
Scripts, hooks, VOs, editor delegation, QC on all output. Reports to Felicia.
ContentCreates templates, defines edit styles, provides specific feedback to editors. Reports to Felicia.
ContentReports to Ayush / Senior Editor.
ContentReports to Ayush / Senior Editor.
ContentReports to Ayush / Senior Editor.
ContentReports to Ayush / Senior Editor.
ContentTech
Reports to Felicia.
TechCohorts
Sprint operations, founder support, body doubling session facilitation. External hire.
CohortsContent Production
Current Format
3 faceless reels per day per account across 5 IG accounts = 15 reels/day total. Format follows what performs — output quality is the standard, not production method.
Production Flow
The 5 Accounts
| Account | Landing Page | Cosmofeed Slug |
|---|---|---|
| Account 01 | wiredtolaunch.live | slug-A / ?src=ig01 |
| Account 02 | onelaunchaway.live | slug-A / ?src=ig02 |
| Account 03 | theadhdfounders.live | slug-A / ?src=ig03 |
| Account 04 | launchbrained.live | slug-B / ?src=ig04 |
| Account 05 | sprintandlaunch.live | slug-B / ?src=ig05 |
Posting Delegation — Current Constraint
Posting is currently managed by Felicia and Gabriela directly from personal phones on 5G. This is 3–4 hours of founder time per week and is a known bottleneck.
Before posting can be handed off, three things need to be true: (1) A trusted team member has a dedicated device assigned solely to WTL accounts. (2) That device operates on a dedicated SIM, not shared or home WiFi. (3) A VPN protocol is in place and tested. Until all three conditions are met, posting stays with founders to protect the accounts from Meta flagging.
Senior Editor — Open Role
This is an urgent hire. The Senior Editor sits at the same level as the Content Lead and owns the editorial standard across all output.
Responsibilities: Creates editing templates for all junior editors to follow. Defines and documents edit styles. Provides specific, actionable feedback on editor output. Maintains output consistency across all 5 accounts.
How We Operate
Ops Structure
Operations is the connective tissue of WTL. It keeps every other department running without founder involvement in day-to-day execution.
| Role | Owns | Reports To |
|---|---|---|
| Ops Concierge | VA management, task delegation, overall ops flow | Felicia |
| Ops Lead | Operations execution, process management | Felicia |
| Senior VA | Assigned tasks, community support | Ops Concierge |
| VA — Engagement | Social media engagement, community management | Ops Concierge |
| Junior VA | Assigned tasks from Ops Concierge queue | Ops Concierge |
VA Task Routing
All VA tasks route through the Ops Concierge. No VA should be waiting for tasks — if capacity is open, flag it to Madelyn, not to Felicia.
VAs do not go to Felicia for task assignments. All task requests, capacity flags, and blockers go to the Ops Concierge first.
Async-First Operations
WTL is async by default. There are no synchronous standups. Everything is documented. Context is shipped, not spoken.
The Tech Stack
| Layer | What We Use |
|---|---|
| Frontend | React + Tailwind + Vite → Cloudflare Pages |
| Database | Firestore — asia-south1 region |
| Auth | Firebase Auth — Email/Password + Google |
| AI Engine | Vertex AI Gemini 2.5 Flash (primary) + Claude API (Anthropic) |
| Voice | Whisper API (voice-to-text) + ElevenLabs |
| AiSensy — all nudge sequences + PDF drops | |
| Payments | Cosmofeed (in-tool payment: future phase) |
| DNS / CDN | Cloudflare |
| Domain | wiredtolaunch.in |
Site Architecture
| URL | What It Is |
|---|---|
| wiredtolaunch.in | Marketing website |
| wiredtolaunch.in/sprint | Genesis Protocol tool (paid tier) |
| join.wiredtolaunch.in | Registration + chronotype + referral |
| wiredtolaunch.in/leaderboard | Public leaderboard |
| wiredtolaunch.in/admin | Admin panel |
| *.live domains | Individual IG account landing pages (5 total) |
Build Status
| Component | Status |
|---|---|
| Firebase project, Auth, Firestore | Live |
| Cloud Run backend + all API routes | Live |
| Cloudflare Pages | Live |
| AiSensy integration | API key pending |
| Sprint tool (/sprint) | In build |
| Registration flow | In build |
| AiSensy sequences | Copy in progress |
| Free tier PDFs | Not started |
| Admin panel UI | Not started |
Design System
| Token | Value | Use |
|---|---|---|
| Dark background | #0f1115 | Primary bg, sprint tool default |
| Sage mint | #62bfa1 | Accent, hover states |
| Electric Indigo | #4a5dff | CTA buttons |
| Space Grotesk | 800 weight | All headings |
| IBM Plex Mono | — | Labels, tags, terminal text |
| IBM Plex Sans | — | Body copy |
Running Cohorts
Cohort Structure
Each cohort runs for 72 hours, Friday 9AM to Sunday night IST. Founders are pre-assigned to triads. Everything from launch to leaderboard reveal is systemised.
Cohort Timeline
Body Doubling Sessions
Automated for now. Future phase: Success Coach facilitates. All tier founders attend. Free tier gets stripped-down interface (timer + white noise + demo panel).
Opens with a 3-4 line AI context injection (current day, next task, points gap). White noise + binaural beats auto-activate (can be toggled). 45-60 minute timer runs. Session closes with single-line summary and next session time. No decisions required from the founder.
Success Coach — Open Role
This person owns sprint operations, founder support during the 72 hours, and eventually facilitates body doubling sessions live. Until hired, Felicia holds this function with support from the wider team.
How We Hire, Grow & Exit
Before any external hire, we ask: does someone on the current team have the potential to grow into this role? The signal for promotion is not tenure — it is taking additional responsibilities without being prompted.
Onboarding
Every new hire receives an onboarding email on their first day. No exceptions.
Onboarding Email — What It Contains
Probation Period
All new hires are on 90-day probation. During probation, notice period is 15 days. After confirmation, notice period is 30 days.
KPIs — How We Measure Good Work
KPIs at WTL are input/output based. Every role has things it produces and standards those things are held to. Below are the core signals per department.
Content / Distribution
Operations
Tech
Cohorts
Performance Improvement Plan (PIP)
WTL's PIP process is direct, documented, and time-bound. The goal is clarity, not punishment. Every step is written down.
Offboarding
When someone exits WTL — voluntary or otherwise — the following must happen before their last day.
Fragmented questions mean you're still looking at pieces. The Brief exists so you can see the whole. Read it, then come with what you can move forward — not with questions that are already answered here.
The Culture
This is the operating system of this company. Read it before your first day. Understand it before your first task. The people who thrive here are the people who see this culture as an opportunity — not a constraint.
What You Are Joining
WiredToLaunch is a pre-revenue startup in active build. That means almost nothing exists yet — no office, no established systems, no handbook to follow that someone else wrote. What exists is a vision, a model, and a small team being assembled to make it real.
If you are reading this, you have been hired into that team. You are not joining a company that is already running. You are joining the people who are going to build it.
Every system you help build will have your name on it. Every founder who enters the sprint will be there partly because of the work you did. Most people spend entire careers inside machines that someone else built. Here, you build the machine.
The Runway Reality
We have 2+ years of runway. Your salary is safe. That is a fact and you deserve to know it.
But here is what runway actually means at a startup:
It is a countdown. Every week we do not execute, we burn time we cannot get back. 2 years sounds long. It is not. It is 104 weeks to build something that works — or to run out of time trying. Your salary is secure. The company's success is not. Those two things are both true at the same time, and you need to hold both of them.
What Early Stage Actually Means
Most people who come from structured organisations misread early stage as disorganised. It is not. It is a different kind of organisation — one where the structure does not exist yet and your job is to help create it.
What We Reward
We do not track hours. We track impact. The people who grow fastest here are the ones who move without being asked, own their deliverables end to end, and treat every problem as an opportunity to build something better.
Ownership is non-negotiable — but it is also the path to everything. If you move without being pushed, if you deliver without hand-holding, if you say so the moment you are blocked — you will grow here faster than anywhere else. Initiative is how you get noticed. Initiative is how you get promoted.
This Is Us / This Is Not Us
| ✓ This Is Us | ✗ This Is Not Us |
|---|---|
| Figures it out, then reports back | Waits to be told what to do next |
| Brings solutions alongside problems | Brings problems without attempting a solution |
| Moves fast and corrects course | Waits for perfect information before moving |
| Asks for decisions, not instructions | Asks how to do things that can be Googled |
| Treats urgency as the default setting | Treats urgency as a temporary state |
| Owns outcomes, not just tasks | Completes tasks but avoids accountability for results |
| Communicates blockers immediately | Goes quiet when stuck |
How We Work
We work 5-day weeks and aim to protect weekends. However, since cohorts run over weekends, some team members will rotate weekend availability. Your scheduled days off will be agreed in advance.
There is no office. There never will be. Your home is your workspace. This is not a perk — it is the default.
Two shifts: 6AM–2PM and 2PM–10PM. Tech Lead: 3PM–11PM. You are assigned to a shift based on your chronotype. This is not flexible scheduling — it is a structural acknowledgement that peak cognitive performance is not one-size-fits-all.
Context is shipped in writing, not spoken in meetings. If it is not documented, it did not happen. Deep work is protected by default.
Once every six months, the full team comes together for a 3-day team building in Mumbai. Fully covered. The only time we are in the same room — and we make it count.
When a role opens up, we look inside first. The signal for promotion is taking additional responsibilities without being prompted — not tenure, not visibility.
What You Are Signing Up For
Before you start, be honest with yourself about one question:
Are you energised by a blank page — or paralysed by it? If a blank page energises you, you will thrive here. If it paralyses you, this will be a difficult and frustrating experience for everyone — including you. Neither answer is wrong. But only one answer belongs here.
If you are in — here is what we are asking for:
We are not building a company for people who need a system to operate inside. We are building it with people who build the system. The ceiling here is how big we build this — and everyone who builds it shares in what it becomes. If that energises you, welcome. Let's move.