Sep 30 · Empresa 2 · Second company: down to 4 candidates. I'm modeling projections for each one to see which I can actually pull off. ›

CARLOS GOTLIB

← Now

Building from scratch

Empresa 2

It doesn’t exist yet. I’m deciding what it is, in public.

From 112 ideas to one.

Ideas evaluated112
Finalists7
Criteria6, scored out of 30
StageFinal filter

THE SEARCH

112ideas evaluated
7finalists
1the one I’ll build

VIDEO

THE PLAN

  1. 01

    Full list

    Every idea I’ve collected, unfiltered. I got to 109.

  2. 02

    Filter by criteriaNow

    Six criteria, each from 1 to 5. Seven finalists remain.

  3. 03

    Decision

    Just one. With the full reasoning, published.

  4. 04

    Launch

    Name, first customer and first dollar.

LOG

  • mediumSecond company: down to 4 candidates. I'm modeling projections for each one to see which I can actually pull off.
  • highSecond company: 7 candidates left out of 112.
  • highI defined the criteria to choose the second company. Still evaluating. See the criteria ›
See the full Empresa 2 log ›

RESOURCES

TemplateHow I choose a company: 8 rounds of questionsThe questions from all 8 rounds, in order, plus the template to score your ideas.

FROM THE BLOG

Sep 28, 2026

From 112 ideas to 7: the eight rounds and the question behind each one

I spent four or five months on a list of 112 ideas before starting anything. Eight rounds of filters, and each one asked something different. Here's the full funnel.

Learn how to build a company by watching me build mine.

Every week: the decision, the number, the mistake and the win.