Searchable List of Tools, References, and Best Practices
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Searchable List of Tools, References, and Best Practices

An ever-growing, curated list of helpful tools and information for founders.
TagsProduct/ToolurlCategoryDescriptionCost (First Year)Free Tier?
Fundraising
You Should Have 4 Fundraising Plans
Documents
An article by Elizabeth Yin of Hustle Fund about how to think about fundraising. Have 4 plans for your business: * What if you can't raise any money? * What if you raise under your goal * What if you hit your goal * What if you exceed your fundraising goal
Fundraising
How to raise a smart Series A
Documents
A comprehensive playbook on raising a Series A round, from Alpaca VC
Fundraising
Gritt.io Angel Investor Database
Self-Service Tools
A web application that allows you to search for Angel Investors that match your criteria of interest.
Fundraising
Crowdsourced Angel Investor List
Documents
A Google Sheet with contact info and typical check size for hundreds of Angel Investors. This is crowd-sourced and entries are not vetted.
Fundraising
Gen Z VCs
Documents
A list of Gen Z VCs. If your product is aimed at younger audiences, it may be an easier 'sell' with younger VCs
Fundraising
Ultimate List of 750 Seed VC Funds
A comprehensive and up-to-date list of 750 VC funds that make seed-stage investments, including the sectors they focus on.
Fundraising
Stripe's Guide to Pitching Your Startup
Best Practices
A very thorough set of best practices and tips for presenting your startup to potential investors. From Stripe Atlas and Y Combinator.
Fundraising
Tech due diligence calculator
Documents
Self-evaluation tool that gives founders some idea of what VCs will ask in technical due diligence
Fundraising
Term Sheet Generator
Documents
Free term sheet generator. Incorporates best practices. Still needs legal review.
Fundraising
Standard VC Forms
Documents
Sample forms used by Foundry Group when investing. Useful for review of common terms or as a starting point for negotiating.
Fundraising
VC Forms from NVCA
Documents
Model legal documents from NVCA
Fundraising
YC Series A Benchmarks
Documents
YCombinator benchmarks for raising a Series A
Fundraising
What to bring to a VC meeting
Best Practices
from Mark Suster's blog
Fundraising
Paperstreet
Self-Service Tools
Investor update newsletters
FundraisingMarketing
beautiful.ai
Self-Service Tools
Powerpoint alternative for pitch desks and other presentations
$144.00
FundraisingLegal
VC Dictionary
Documents
Glossary of common VC terms
Fundraising
Startup Pitch Deck Slide Templates
Best Practices
100+ templates that can be themed. Imports directly to PPT, Google, and Keynote
Fundraising
Pitchbook
Self-Service Tools
Website with information about early-stage companies including investments and executives. Monthly and annual subscriptions available, but beware this is an expensive service. The free tier may be enough for most early-stage companies.
Fundraising
Crunchbase
Self-Service Tools
Website with information about early-stage companies including investments and executives. Monthly and annual subscriptions available, but beware this is an expensive service. The free tier may be enough for most early-stage companies.
Fundraising
Pitch Deck Database
Documents
700+ pitch decks categorized by funding raised, industry, and funding round. Also includes decks used to raise grant funding, crowdfunding, and debt financing.
Fundraising
Open VC Database
Self-Service Tools
A searchable database of VCs by thesis - sector, check size, series, etc.
Fundraising
Investor Pitch Training
Best Practices
Guided pitch practice questions that can help you address weaknesses in your pitch.
Fundraising
Abaca "Am I ready for investment" self-assessment
Self-Service Tools
Free self-assessment tool to help you determine whether you are in a position to raise venture funds. Very detailed and helpful categories and ratings. Note that the form asks for registration but if you prefer not to be added to mailing lists you can enter fake data during registration.
Fundraising
Startup Technical Due Diligence Best Practices
Best Practices
Guideline for startup technical due diligence. Useful for founders and for potential acquirers.
Fundraising
20 lines to write before building your pitch deck
Best Practices
Having trouble getting started with a pitch deck? Try writing out answers to these questions first.
Fundraising
Docsend
Self-Service Tools
Track files you share externally. Useful for investor management as part of a fundraise or for salespeople to work with enterprise customers.
$120.00
Fundraising
Fundraising tips from 'big name' VCs
Best Practices
Short (<2minute) video clips from VCs from firms like Sequoia, First Round, Upfront, and Greylock about how they evaluate pitches, companies, markets, and more.
Fundraising
Some Advice Before You Start Fundraising
Best Practices
A meta-blog-post from Mark Suster with some practical advice before you start your fundraise, including links to other posts on the subject.
Fundraising
OnePager.VC
Self-Service Tools
A DIY tool for startups to build Investor portals. Include information on the team, key metrics, your current investor deck, links to existing investors, and more.
$168.00
Fundraising
Micro-VC spreadsheet
Documents
A list of VC funds from emerging fund managers. Exclusively lists VCs whose fund is under $100MM and primarily focus on checks under $4MM.
Fundraising
Signal by NFX
Self-Service Tools
Investor lists by stage (seed, A, B), sector focus, and location. Most investors list funding range and sweet spot for check size.
Fundraising
Tips to consider before sending a pitch via cold email
Best Practices
A twitter thread with a few best practices and things to consider before you cold-email an investor with your pitch. Tweets by Elizabeth Yin of Hustle Fund.
Fundraising
Understanding pre-money vs post-money SAFEs
Documents
An overview of the differences between pre-money and post-money SAFEs and how they can impact your startup fundraising.
Fundraising
SAFE and Convertible Note Calculator
Self-Service Tools
Free, registration required. This calculator helps early-stage founders plan for SAFE and Convertible Note financings by modeling the impact of their conversion in a future priced round. Built using common market terms, but the terms of your financing may be different.
Fundraising
OpenDeck Pitch Deck Examples
Documents
1200 Pitch Decks from well-known companies, categorized and searchable.
Fundraising
How to announce your fundraising round
Best Practices
A detailed guide from Alpaca.vc on how to craft an announcement about your fundraising round to maximize press coverage.
FundraisingCalculatorsFinance
List of 450+ SaaS company valuations
Documents
A public database of over 450 SaaS company valuations, including company name, revenue, type of valuation (funding round, M&A, etc), and revenue at time of valuation. Curated by the team at https://founderpath.com/products/valuations
MarketingProduct Dev
Social Share Preview
Self-Service Tools
A simple website to help you test your web page unfurls on the major social networks; Facebook, LinkedIn, Twitter, and Pintrest. Includes a few checks to make sure your content is optimized for each platform.
Marketing
Descript
Self-Service Tools
DIY podcast/video/online meeting editor with collaborative features built for teams.
$144.00
Marketing
99 Designs
Self-Service Tools
Crowdsource your logo, website, and other brand visuals. Describe your business or product and get concepts from multiple designers, plus a feedback and voting mechanism to help you select the best one.
Marketing
Lean Domain Search
Self-Service Tools
Ad-free tool to quickly find domain name options for your business.
MarketingIT/Cyber
Namecheap
Self-Service Tools
Domain name registration tool. First year price will depend on the domain selected.
$9.99
MarketingMarket Research
Google Ads Keyword Tool
Self-Service Tools
A free tool to help you explore keywords for Search Engine Marketing and Search Engine Optimization. Start with a keyword or a URL and find relevant search terms and the cost-per-click to advertise on them.
MarketingProduct Dev
Pixlr Photo and Image Editor
Self-Service Tools
A cloud-based image editor with a generous free tier that's useful for cropping and cleaning photos and images, as well as extracting elements of Photoshop and Illustrator files.
$58.80
MarketingVisual DesignProduct Dev
BlackIllustrations
Self-Service Tools
Illustrations for digital projects featuring Black people in a range of art styles and areas of focus. Illustrations are sold in packs that focus on different industries or themes.
MarketingVisual DesignProduct Dev
Nappy
Self-Service Tools
Stock photos featuring Black and brown people. A broad variety of categories and visual styles.
Marketing
SendInBlue
Self-Service Tools
Email marketing platform. Free tier includes unlimited contacts, but is limited to 300 emails per day.
MarketingFundraising
SlidesGo Presentation Themes and InfoGraphics
Self-Service Tools
Free presentation themes and infographics, mainly targeted at PowerPoint & Google Slides users but can be helpful inspiration for any presentation.
Marketing
Warmup Inbox
Self-Service Tools
An email 'warming' tool that helps new companies that are planning to generate cold email campaigns improve reputation and avoid spam filters.
$27.00
Marketing
QuickMail Auto-Warmer
Self-Service Tools
Email 'warming' tool. For new companies that want to send marketing email, a warming service builds your email reputation, which can help boost deliverability and ensure your emails don't end up in spam. The free tier supports email to 50 inboxes, but you will need to provide a credit card.
Marketing
Biteable
Self-Service Tools
Self-Service Product Launch Video creator
$228.00
MarketingVisual DesignProduct Dev
Diverse UI
Self-Service Tools
Stock images of diverse avatar ui for product design
$0.00
Marketing
NoDesign.dev
Self-Service Tools
A curated collection of free visual resources for products - free sample illustrations, personas, landing page templates, etc.
Marketing
Hatchful Logo Generator by Shopify
Self-Service Tools
Free logo generator. Generates high-quality results. Not a permanent solution but a good temp logo option.
$0.00
Marketing
Carrd
Self-Service Tools
landing page template builder. low price point ( $19/year), fewer built-in templates.
$19.00
Marketing
unbounce.com
Self-Service Tools
landing page template builder. higher price point but more features
$864.00
Marketing
Mailchimp
Self-Service Tools
Mailchimp is one of the leading email marketing and automation platforms. Pricing depends on number of contacts you have in your database.
Marketing
http://www.goodemailcopy.com
Best Practices
Curated list of email copy ideas and best practices
Marketing
Squoosh
Self-Service Tools
Automatically optimize the file size of images to reduce download time.
Marketing
ConvertKit
Self-Service Tools
Mailer for product, creatives, communicating with backers. lighter weight than mailchimp.
$348.00
Marketing
Revue
Self-Service Tools
Newsletter creator/mailer
Marketing
Envato Elements
Self-Service Tools
Graphic design, stock photo, video, sound, presentation templates. $16.50/mo
$198.00
Marketing
Logo design questionnaire
Documents
Questions to answer before hiring for a logo design
Marketing
Growth Marketing Checklists
Self-Service Tools
A huge repository of growth marketing tools and best practices.
Marketing
Ahrefs
Self-Service Tools
A low-cost toolkit for helping users manage & optimize their SEO
$990.00
Marketing
Hubspot State of Marketing Report (2021)
Documents
Insights and survey results from 1,500 marketers covering every aspect of marketing.
Marketing
Buffer
Self-Service Tools
Manage multiple social media channels in one place. Track engagement across different channels. Free tier supports up to three social media channels (each channel is one account on one network) then $60 per channel per year after that.
$60.00
Marketing
SaaS Email Marketing Handbook
Documents
An extremely thorough guide to email marketing for customer acquisition. Includes templates and example drip campaigns.
$195.00
Marketing
Mobile Growth University courses
Self-Service Tools
Free online self-paced courses on marketing and growing your mobile app. These courses lead to a certification as a mobile growth professional.
$0.00
MarketingFurther Reading
Curated SEO Tools
Self-Service Tools
A meta-list of 257 categorized tools to implement and manage SEO.
Marketing
Think with Google toolkit
Self-Service Tools
Several tools from Google to support digital marketing efforts. Heavy focus on B2C Ecommerce, retail, market research, audience identification, and search trends.
Marketing
Mangools
Self-Service Tools
A suite of self-service SEO and SEM tools to help you identify search engine ranking and prioritize your ad spend.
$338.00
Talent
Salary.com guide
Self-Service Tools
Find salary ranges for specific job titles and locations.
Talent
Indeed Salary Search
Self-Service Tools
Find salary ranges for common job titles. Includes a location filter.
Talent
Founder's Guide to Equity Compensation
Documents
Constantly-updated guidebook with recommendations and best practices for equity comp in startups
$20.00
Talent
Fiverr
Self-Service Tools
Marketplace for spot project talent (design, development, copywriting, marketing support, etc
Talent
Upwork
Self-Service Tools
Marketplace for project or ongoing staffing. Hourly and fixed-fee options. Tends to be more expensive but higher quality than Fiverr.
Talent
Co-Founder Identification Playbook
Documents
From First Round Capital. A 50-question checklist and accompanying article that provides a framework for identifying a co-founder fit.
Talent
CofounderLab
Self-Service Tools
A marketplace to connect with potential cofounders and early-stage employees.
Talent
FounderList Co-founder matching
Self-Service Tools
Community for matching co-founders and early-stage employees
Talent
How big should an employee option pool be?
Documents
Data from Pitchbook's survey of company option pools, broken out by stage of company and financing amount.
Talent
How to Write a Job Ad (That People Actually Want to Apply For)
Documents
Learn how to write an effective job posting that respects candidates.
Talent
StackOverflow software salary guide
Self-Service Tools
Only covers software developers and related fields. Data comes from StackOverflow's annual survey of its user base.
Talent
Finding a co-founder
Documents
Things to consider when trying to find a co-founder.
IT/CyberLegal
Vanta
Self-Service Tools
Outsourced provider of SOC2, ISO27001, and HIPAA compliance auditing.
IT/Cyber
CTO Security Checklist
Best Practices
Guide to implementing security best practices based on your company's traction
IT/CyberLegal
Small Business Distaster Recovery / Business Continuity template
Documents
From FINRA. Startups will need this in place to get some types of business insurance and typically when selling in to enterprise.
IT/Cyber
Secure Password Generator
Self-Service Tools
A feature-rich tool to help you generate a complex password.
$0.00
IT/Cyber
LastPass Password Manager
Self-Service Tools
Using a password manager is one of the best cybersecurity practices your business (and you personally) can undertake. Lastpass is $3/user/month for individuals and business plans cost $4/user/month.
$72.00
IT/Cyber
1Password Password Manager
Self-Service Tools
Using a password manager is one of the best cybersecurity practices your business (and you personally) can undertake. 1Password costs $3/user/month, but as your company grows the per-user price decreases.
$72.00
IT/Cyber
Bitwarden Password Manager
Self-Service Tools
Using a password manager is one of the best cybersecurity practices your business (and you personally) can undertake. Bitwarden is free for up to two accounts, and $3/mo/user after that.
$0.00
Product Dev
RandomUser.me
Self-Service Tools
A free, open source tool to generate random user profile data.
$0.00
Product Dev
Airtable
Self-Service Tools
Online datbase/spreadsheet, useful for visualizing and sharing data in a number of ways.
$120.00
Product Dev
Google Lighthouse
Self-Service Tools
Open source tool (it is part of the Google Chrome web browser) that can be used to audit your website for issues with performance, accessibility, SEO optimization, and more. It offers detailed recommendations for every issue identified.
Product Dev
Alternate Product Positioning Exercise
Documents
An alternative product positioning framework that tries to streamline the version used in Crossing the Chasm.
Product Dev
Yelo by Jungleworks
Self-Service Tools
A two-sided-marketplace-as-a-service platform.
$600.00
Product Dev
ShareTribe
Self-Service Tools
A feature-rich two-sided marketplace platform. On the expensive side but more features.
$948.00
Product Dev
Circle
Self-Service Tools
A community platform as a service. Supports courses, brand communities, membership models, podcast communities, etc.
$468.00
Product Dev
Bubble
Self-Service Tools
low-code software/app development tool
$300.00
Product Dev
a11y project
Self-Service Tools
Accessability best practices
Product Dev
Zendesk
Self-Service Tools
Customer Service/Success automation tools
Product Dev
Shopify
Self-Service Tools
Self-service ecommerce platform. Set up and manage a storefront, manage inventory & shipping, and more. Large set of plugins and extensions to add functionality.
Product Dev
Stripe
Self-Service Tools
Embed payment processing in your site
Product Dev
Gumroad
Self-Service Tools
Embed payment processing in your site
Product Dev
Recurly
Self-Service Tools
SaaS subscription billing platform
Product Dev
Typeform
Self-Service Tools
Create and embed form and data collection. Free tier allows 10 questions per form and 10 responses per month.
$300.00
Product Dev
Google Forms
Self-Service Tools
Create and embed form and data collection
Product Dev
Favicon generator
Self-Service Tools
Product Dev
Webflow
Self-Service Tools
Visual designer that allows you to create functional websites and web applications without code.
$192.00
Product DevVisual Design
Figma
Self-Service Tools
Build high-quality interfaces for websites, flow diagrams and more.
$144.00
Product Dev
Zapier
Self-Service Tools
Connect separate data sources and build workflows that trigger based on customer interaction. You can use Zapier to build a basic back office workflow before investing in a custom tool.
$240.00
Product Dev
Steps to get your community's first 1000 members
Documents
From First Round Review - Knoetic founder's guidebook for finding and onboarding your first 1,000 members.
$0.00
Product DevVisual DesignMarketing
Canva
Self-Service Tools
Useful and powerful online design tool. Generate marketing materials, website images, and social media posts. Free to use.
$0.00
Product DevVisual DesignMarketing
Pixabay
Self-Service Tools
Enormous library (2.4 million images) of royalty-free and no-attribution required photos.
Product DevVisual DesignMarketing
Startup Stock Photos
Self-Service Tools
Photos primarily of office environments and tech. All content is free for personal and commercial use.
Product DevVisual DesignMarketing
Realistic Shots
Self-Service Tools
Free stock photos for personal and commercial use.
Product Dev
Hotjar
Self-Service Tools
Website recording tool - visualize your users' flow through your site to optimize for increased conversions or whatever is key to your business. Free tier supports 35 recordings per day and has a 1,050-recording-per-month limit.
$468.00
Product DevVisual DesignMarketing
Unsplash
Self-Service Tools
Hundreds of thousands of royalty-free (and attribution-free) images for use in marketing materials, websites, social media, and more.
Product Dev
Whimsical Wireframes
Self-Service Tools
A rapid prototyping tool for web and mobile development. Generate screen mockups for user testing or just for inspiration. Includes a free tier.
$120.00
Product Dev
Upptime site monitor and status page
Self-Service Tools
An open source toolkit that allows you to monitor your website (or web-based application)'s availability and post to a status page if it is down.
Product DevHealthcare IT
HIPAA Compliance Developer's Guide
Documents
This guide is designed to provide developers with a solid understanding of HIPAA guidelines and their implications for application development.
Product Dev
Building A Software Product Without a Software Developer on Your Founding Team
Documents
Techniques you can use to build and launch your software MVP if you don't have a founder with experience developing software.
Product Dev
The Puppy Paradigm for Software Development Estimation
Documents
A model for thinking about the costs of software development beyond launch.
Product Dev
Clutch
Self-Service Tools
A search engine for software development firms. Search by budget, location, technologies used, industry/market focus, and specialties like user experience design, DevOps, QA, and more.
$0.00
Product Dev
Uptime Robot
Self-Service Tools
Simple website monitoring (emails you if your website is offline or down). Paid plans include notification via text message.
$84.00
Market Research
The Mom Test
Best Practices
Best practices for product interview questions
$26.99
Market Research
Verified Market Research
Self-Service Tools
Aggregator for verified market research statistics
Market Research
Practical Customer Development
Documents
Companion online course to The Mom Test with additional exercises and practice. Udemy frequently discounts this course so if you try on a different day you can save up to 50%.
$19.99
Market Research
Survey Monkey Audience
Self-Service Tools
Create targeted surveys of global users. Segment by dozens of demographics. Listed price is a baseline - more complex surveys will cost more.
$200.00
Market Research
Make My Persona
Self-Service Tools
Build user personas for customer research, user experience design, or other purposes. You will be prompted to provide contact information to Hubspot in order to access the finished personas.
$0.00
Market Research
User Persona templates
Documents
An overview of best practices and examples of user personas, from Justinmind. Site links to a free Powerpoint-based persona template.
Market Research
Crossing the Chasm
Documents
One of the most influential books written on marketing and selling high tech products. First released in 1991, now on its third edition.
$21.99
Market Research
PlaceIt
Self-Service Tools
Embed your product screenshot in stock photos. Useful for showing web and native applications in use.
$89.69
Market ResearchMarketing
Product Hunt
Self-Service Tools
Self-service tool and social network for promoting early-stage startups and products. If you are considering a startup idea it's a good idea to search Product Hunt launches to see if there are any other emerging competitors. You can also promote your product for free here when you launch.
Market Research
Needgap
Self-Service Tools
A discussion board for startup ideas. People submit problems they have that they would be willing to pay to have solved, and users upvote the best ideas.
Market Research
/r/Startup_Ideas
Self-Service Tools
Subreddit for sharing and vetting startup ideas
Market Research
/r/hwstartups
Self-Service Tools
Subreddit for sharing and vetting hardware-related startups
Market ResearchMarketing
WordSafety
Self-Service Tools
Find out if your startup name has negative connotations in other languages
Market Research
USPTO Trademark Search Database
Self-Service Tools
Searchable library of registered word marks and visual trademarks/logos, from the US Patent and Trade Office. To be sure you are clear when registering a new trademark you should have an attorney perform the search and assist with registering the mark, but for researching whether terms you are interested in are already registered by companies, this can help.
Market Research
How to Find Profitable Business Ideas
Documents
A thorough overview of methods entrepreneurs can use to identify a market opportunity.
Market Research
Summary blog post about the Mom Test Book
Documents
A summary of the key takeaways from the Mom Test Book, written by a founder as a way to help reinforce learning.
Market Research
Template: Discovery research interview questions for B2B or SaaS customers
Documents
A list of market research questions for B2B/SaaS companies. Includes a Notion template you can import.
Market ResearchProduct DevCalculators
Software MVP Development Cost Calculator
Self-Service Tools
An online questionnaire to help you estimate the cost of building a software-only MVP for a web or mobile app. Note that the final screen includes a lead generation tool for a no-code platform, but you can use the 'traditional agency model' estimate as a reasonable expectation for outsourced development costs.
Market ResearchProduct DevCalculators
App development cost calculator
Self-Service Tools
A questionnaire to help you figure out how much it would cost to outsource development of your app. Not a substitute for a formal vendor quote. No registration required. Prices reported in Euros.
Finance
10 SaaS key financial metrics
Best Practices
from Tom Tunguz
Finance
Gusto
Self-Service Tools
Automated Payroll Management
Finance
TriNet
Self-Service Tools
Automated HR/benefits service
Finance
YourCFO.us
Self-Service Tools
Fractional CFO
Finance
Nimbl
Self-Service Tools
Fractional CFO
Finance
Pilot
Self-Service Tools
SaaS Bookkeeping, Tax, and fractional CFO services. Fees based on monthly expenses.
Finance
Startup cost calculator
Documents
A framework for calculating startup costs, provided by the SBA. Mainly targeted at retail businesses but the framework included is adaptable.
Finance
Example financial statements
Documents
A reference set of financial statements based on a fictional early-stage tech company.
Finance
Mercury Banking
Self-Service Tools
Banking built for startups. FDIC-backed, integrated credit cards, reporting, and more.
Finance
Founder Guide Financial Model
Documents
Early-stage SaaS financial model for reference.
Finance
Justworks
Self-Service Tools
HR, payroll, benefits, compliance as a service. for startups (under 25 people) the basic plan is $49/mo per person. $99/mo includes access to benefits plans.
$588.00
Finance
Wave Accounting
Self-Service Tools
SaaS accounting and invoicing software similar to Quickbooks but with a free-forever tier.
$0.00
Finance
Quickbooks
Self-Service Tools
The most popular small business accounting tool. Scales well to growth-stage. You can generally find accountants and fractional CFOs with experience specifically in Quickbooks.
$300.00
Finance
Financial Model template
Documents
An Excel-based starter financial model. Offers three versions - a SaaS B2B model, a B2C Ecommerce model, and a blank model that covers other types of startups.
$99.00
Finance
Pry
Self-Service Tools
Scenario-based financial modeling tool. Annual price has two tiers: $500 for under $100k revenue, $1k for over.
$500.00
Finance
Finmark
Self-Service Tools
A scenario-based financial modeling tool. Cost per month increases based on annual revenue - prices start at $25/month
$300.00
FinanceCalculators
Cardconnect's startup cost calculator
Self-Service Tools
A self-service questionnaire to help you figure out how much your startup will cost to build.
Legal
Founder Advisor Standard Template (FAST)
Documents
Standard agreement for structuring advisor relationships
Legal
Stripe Atlas
Self-Service Tools
Company formation as a service
$500.00
LegalFinance
captable.io
Self-Service Tools
self-service cap table scenario modeling tool
$3,000.00
Legal
Shopify Privacy Policy Generator
Self-Service Tools
Legal
Termly Privacy Policy Generator
Self-Service Tools
LegalTalent
JustWorks
Self-Service Tools
Payroll / HR service
Legal
Clerky
Self-Service Tools
DIY platform for founders to get legal paperwork done - from incorporation to routine filings. Price shown here reflects basic service - more specialized forms and requirements will have additional costs.
$799.00
Legal
Foundrs Co-founder equity calculator
Self-Service Tools
A framework to help define equity split among co-founders
Legal
Avodocs legal documents for startups
Self-Service Tools
Self-service legal documents including privacy, ToU, GDPR, NDA, MSA, MoU, SAFE/fundraising, founders agreement, and new hire onboarding. 3 free documents per month with registration
$120.00
Legal
Open Source Privacy Notice from Juro
Documents
Privacy notice with a plain-language summary designed for readability.
Legal
Legal Concepts for Founders
Documents
An extremely thorough guide from Clerky covering a number of key concepts related to early stage company incorporation, fundraising, hiring, and other aspects that often involve legal support.
Legal
Website Terms of Use Generator
Self-Service Tools
This tool from the Cooley Law Firm runs through a series of questions and generates a Terms of Use for you to use on your site.
Legal
Sample VC Due Diligence Request
Best Practices
This PDF from Cooley Law is an example of a VC diligence request.
Legal
Trademark Protection Guide
Best Practices
From the Cooley Law Firm, this document walks through the basics of trademark and IP protection for startups.
Legal
Mutual NDA template
Self-Service Tools
From the Cooley Law Firm, this is a self-service mutual NDA generator. Enter information about both parties and answer some other questions and it will generate a signable mutual NDA.
Legal
DocuSign
Self-Service Tools
An e-signature and contracts management tool to avoid paper & fax signatures for contracts, proposals, and agreements.
$120.00
Legal
PandaDoc
Self-Service Tools
An e-signature tool (similar to DocuSign) for proposals, quotes, and contracts. Generous free-forever tier.
$228.00
Legal
Carta
Self-Service Tools
Outsourced Cap table management, 409(a) evaluations, and other legal services.
$1,000.00
SalesFundraising
Best practices for cold email messaging
Video
McKeever Conwell discusses tips, tricks, and best practices for sending cold emails. A useful video for both sales and fundraising.
SalesProduct Dev
Enterprise Ready Toolkit
Best Practices
Self-evaulation tool to ensure that your software has the features expected by enterprise sales channel
Sales
Salesforce
Self-Service Tools
Industry-leading CRM. Aimed primarily at later-stage companies with a dedicated salesforce.
Sales
Pipedrive CRM
Self-Service Tools
early-stage company CRM
Sales
Streak CRM
Self-Service Tools
CRM that's built in to Gmail
Sales
Hubspot
Self-Service Tools
CRM focused on early-to-mid-stage startups. Good blend of features and complexity.
Sales
SaaS early-stage sales comp plan
Documents
Jason Lemkin's (SaaStr) advice on how to design a sales comp plan for your startup (and why you shouldn't just use best practices from enterprise sales comp plans)
Sales
Hunter email address finder
Self-Service Tools
Find email addresses for employees of a company when you only have the domain name. Extremely useful for sales prospecting and cold outreach. Free tier allows 25 searches per month.
$588.00
Analytics
Google Analytics
Self-Service Tools
Free analytics framework. Very feature-rich, can be complex to use.
Analytics
Heap Analytics
Self-Service Tools
Analytics
Mixpanel Analytics
Self-Service Tools
Analytics
Fullstory
Self-Service Tools
See what paths users take through your site. Free plan capped at 1000 journeys per month.
Analytics
Intercom
Self-Service Tools
Analytics
Pendo
Self-Service Tools
AnalyticsProduct Dev
Driving with data
Best Practices
A16Z article on how to use data to inform company decisions
Analytics
Klipfolio
Self-Service Tools
Analytics and metrics dashboard
Analytics
Metabase
Self-Service Tools
Open Source analytics and metrics dashboard
Analytics
Google Data Studio
Self-Service Tools
visualization tool for google analytics and other data sources
Analytics
Plausible Analytics
Self-Service Tools
Privacy-focused analytics. GDPR and CCPA compliant. No cookie warning. Open source & hosted options.
Pricing
Stripe's Guide To SaaS Pricing
Best Practices
A detailed overview of SaaS sales and pricing strategy for consumer, SMB, narrow verticals, and larger businesses.
Pricing
SaaS Pricing Guide
Documents
SaaS Pricing Guide (PDF) from PriceIntelligently
Pricing
Price Intelligently
Best Practices
SaaS pricing tools (paid)
Pricing
Strategy and Tactics of Pricing
Best Practices
Very useful book on tactics for pricing - software focused
$27.40
Pricing
Founders Guide to Product Pricing
Best Practices
PricingProduct Dev
Stripe Atlas SaaS Guides
Best Practices
An excellent collection of resources for starting, operating, and growing a SaaS business. Modules on finding product/market fit and SaaS pricing for low-touch and high-touch markets are particularly worth reading.
Pricing
GSA Schedule Pricing
Documents
Under federal law the government must disclose the prices listed in contracts it establishes with private businesses. The GSA Schedule is a searchable database of those contracts, and it can be a very helpful tool for benchmarking pricing for competitors that have government contracts.
PricingCalculators
Van Westendorp price sensitivity meter survey
Self-Service Tools
This is an open source template that implements the Van Westendorp price sensitivity meter using a Google Forms. You can use this template to conduct your own pricing surveys. Be sure to read the instructions carefully as they tell you how to customize it for your product. IMPORTANT: You will need to connect it to the Google Sheet with built in analytics formulas, found here.
$0.00
Pricing
SaaS Pricing Pages Review
Documents
One chapter of a guide on building out your SaaS company's marketing and product materials. In this chapter, Hiten Shah and UserTesting.com run through the pricing pages for 30 SaaS businesses and show what works and what doesn't work.
Pricing
Prisync B2C monitoring software
Self-Service Tools
A competitor price monitoring tool primarily aimed at B2C. Different than Web scrapers in that the company maintains a list of products and pricing and you can simply subscribe to them to get updates on price changes.
$708.00
Pricing
Octoparse: B2C price scraper
Self-Service Tools
A web scraping tool that can be used to monitor published prices from your competitor's products. Requires some effort to set up. Free tier limits you to 10,000 data points, but you can upgrade your plan or purchase a one-time export credit for $6.
Pricing
Research-backed techniques for presenting prices
Best Practices
A list of research-backed techniques to present pricing to potential customers, including ordering, discounts, visual cues, and more.
Manufacturing
Protolabs
Self-Service Tools
Get a free, rapid quote on Injection Molding, Machining, 3D printing, or Sheet Metal Fab
$0.00
Manufacturing
Arena
Self-Service Tools
PLM, QMS, BOM, PM, Inventory management system
Manufacturing
ThomasNet
Self-Service Tools
The largest online database of US Contract Manufacturers. A great starting place to find suppliers for everything from electronics to steel fabrication to cut & sew to injection molding.
$0.00
Further Reading
First Round Review
Best Practices
Newsletter focused on guides and articles for early-stage founders
Further Reading
Mattermark blog
Best Practices
Founder & startup-focused articles. An excellent resource for startup sales and marketing best practices.
Further Reading
SaaS key metrics
Best Practices
Further Reading
Quantitative approach to product/market fit
Best Practices
Article from Tribe Capital
Further Reading
TAM Modeling tool
Best Practices
Guidelines and a spreadsheet template for modeling total addressable market
Further Reading
How to start a startup at Carnegie Mellon
Documents
Collection of links and resources from Contrary Capital. Focused on CMU startups but some links are broadly applicable to any founding team.
Further ReadingProduct Dev
Community Playbook for Founders
Documents
An overview of best practices for building a community around your startup or building a community-based startup.
Further Reading
Brand Positioning Slide Walkthrough
Documents
Examples of good brand positioning slides to help you communicate where you fit in a product category, and why it's exciting.
Further Reading
Founder Library
Documents
A massive, curated collection of links, documents, resources and articles for founders and early-stage companies.
Further Reading
First Time Founder Resource List
Documents
Curated set of resources for first-time founders.
Further Reading
YCombinator Resource library
Documents
A searchable, categorized portal for podcasts, videos, and essays published as part of the YCombinator accelerator. Much of this material has been incorporated into Startup School.
Further Reading
Free tools & Resources from Growth Supply
Documents
400+ links to tools and other resources that are either entirely free or have a free tier. Useful when you need to find something specific to fit a need for your startup.
Further Reading
Startup Collections
Documents
A collection of tools to help founders build product efficiently and at lowest cost. Different than this guide in that it primarily focuses on building software product.
Further Reading
Techstars Entrepreneurial Toolkit
Documents
A 20-part collection of curated videos from Techstars mentors aimed at supporting entrepreneurs in their journey. Categories like 'Navigate Cofounder Relationships', "Build a Diverse Workforce", and "Entrepreneurs & Mental Health" are best-in-class guides, although all of the videos are worth your time.
Further Reading
Sequoia Capital - Preparing a Board Deck
Best Practices
Strategies and best practices for preparing a presentation for your Board.
Further Reading
Latham Drive 'Book of Jargon' for early-stage companies
Documents
An incredibly useful database of terms used in early-stage companies, mainly centered around investment terminology. Potential investor used a term you aren't familiar with or reviewing your first term sheet? Check here.
Further Reading
Startup Stash
Documents
A categorized list of tools that can be leveraged by startups. Identifies tools with a free tier and includes a powerful search/filter function.
Further ReadingCalculators
Gust-s co-founder equity calculator
Self-Service Tools
A self-paced questionnaire backed by data from Gust to help you find an appropriate co-founder equity split.
Further Reading
Co-founder equity calculator
Self-Service Tools
Quick online form with a series of questions that can help you arrive at an equity split for founders.
Self-Care
Avoiding founder burnout
Documents
A personal story with lessons learned and techniques for avoiding burnout
Self-CareVisual Design
Profile Picture Maker
Self-Service Tools
Generate professional-looking profile photos for social media channels; upload a photo, add filters and professional backgrounds, and more.
$0.00
Self-Care
Before The Exit: Thought Experiments For Entrepreneurs
Documents
A book that offers insights, secrets, and thought experiments for founders considering selling their business.
Self-Care
Resolving co-founder equity issues
Documents
Tips on resolving issues related to co-founder equity allocations.