The Pre-Startup

Before you build, you sequence

The Pre-Startup is a practical framework for turning an idea into something real without pretending you have certainty. It helps you decide what to test, what to ignore, and what “ready” actually means in the earliest stage.

AI as a partner, not a crutch

AI can accelerate thinking, but it cannot replace judgment. This book shows how to use AI to generate options, sharpen assumptions, and create artifacts you can share, while keeping the founder accountable for decisions.

Builders and operators

You know how to execute. What you want is a clear path from “this might matter” to “this is worth pursuing.”

• People who move fast and want fewer wrong turns
• Professionals stepping into their first venture
• Operators turning lived pain into a product or service

Non-technical founders

You do not need to write code to validate an idea. You need sequence, structure, and proof you can explain.

• Anyone starting with a rough concept or napkin sketch
• People tired of startup theater and empty advice
• Founders who want to sound credible before asking for help

Advisors, angels, and repeat founders

You see dozens of early ideas. Most fail before they are even explainable. This system creates signal earlier.

• Advisors who want founders to show up prepared
• Angels looking for clearer thinking before capital
• Repeat founders who want a cleaner starting line

Builders inside organizations

Not every idea is a startup. Many are internal bets that still need clarity, proof, and credibility.

• Teams validating new products or initiatives
• Operators proposing ideas inside existing companies
• Leaders testing before asking for resources

Core outcomes

• Validate ideas without burning out or overbuilding
• Turn vague concepts into testable assumptions
• Use AI to draft assets you can refine and share
• Build credibility before you ask for funding
• Separate signal from noise in feedback and advice

What you will have in hand

• A clear problem statement and who it is for
• A set of ranked tests to run in order
• A simple narrative you can say out loud
• Artifacts that make your idea easy to evaluate
• A decision log that keeps you honest

Short bio

John Kruger is an operator and advisor focused on helping founders turn uncertainty into their next move. He builds practical systems that translate early curiosity into clear decisions, testable plans, and credible execution.

View John on LinkedIn

Why this book exists

Most people do not fail because they lack talent. They stall because the early phase feels ambiguous. The Pre-Startup is designed to remove that ambiguity, one decision at a time.