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Full log
Everything that has happened.
Every decision, change and step forward, in order, as it happened. 12 entries.
Sep 2026
- Empresa 2mediumSecond company: down to 4 candidates. I'm modeling projections for each one to see which I can actually pull off.
- Braid & BerrymediumFiled the trademark application for Braid & Berry.
- Braid & BerrymediumSat down with the potential kitchen partner. It went well: she's thinking it over and should decide this week.
- Braid & BerrymediumBraid & Berry: I'm drafting an NDA so I can sit down with a possible kitchen partner.
- Braid & BerrymediumBraid & Berry: looking for our challah baker. We want to bake in house.
- Empresa 2highSecond company: 7 candidates left out of 112.
- Braid & BerrymediumThe logo comes first: nothing else moves until it's closed. Final version tomorrow, Tuesday at the latest.
- Braid & BerrymediumFirst recipe tests at home. The Paola's Braid and the caprese came out well; the rest need work.
- Empresa 2highI defined the criteria to choose the second company. Still evaluating. See the criteria ›
- Braid & BerrymediumSite under construction. The hero will be the sandwich exploding and putting itself back together.
- Braid & BerryI hired the designer for the logo, packaging and brand system.
- Braid & BerryName locked: Braid & Berry. It beat Braid & Blend.
Learn how to build a company by watching me build mine.
Every week: the decision, the number, the mistake and the win.