Live documentation · v1.0

The Executive's Startup Experiment

Try FlowMail free Founder execution log Flipbook (PDF)

Building in public

Founder execution log

Phase 0

Origin story

Why the experiment — before citing experts

Phase 1

Expert reels → apply

Ian → Donald → Kate → recap (real estate)

Phase 2

Traction

FlowMail trials & real usage

Phase 3

Sophia 7 qualities

Public prep — not pitching yet

Phase 4

VC

Kate playbook + flipbook outreach

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Product traction (published when real)

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FlowMail trials (week)
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Trials (total)
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Time saved vs manual Gmail

Post series (Phase 0 → 1)

In progress

Post 0 — Origin story

Why €15B → €80/year · the experiment starts here · flipbook Ch. 1

Post 1

Post 1 — Ian Stewart

Clarity + human connection · 5 personalized agent emails · no pitch slaps

Post 2

Donald Miller — StoryBrand on listing emails

Shouldn't & Won't · open house / mandate · same target: agents

Post 3

Kate McAndrew — business story (not VC yet)

Apply Tip 1 for B2B agents · product vs business A/B · still Phase 1

Post 4

Recap + CTA FlowMail

3 experts, 3 weeks, 1 target · then Phase 2 traction

Post 0 — Origin story (now)

  • Instagram + LinkedIn: €15B COO → €80/year founder — why this experiment
  • Flipbook Ch. 1–2 — depth before experts
  • Announce fixed target for Phase 1: real estate agents

Flipbook (origin chapters) →

Next — Post 1 · Ian Stewart

  • One clear sentence for real estate agents
  • 5 researched, personalized emails via FlowMail
  • Track replies vs generic « pitch slap » outreach
  • Document honestly on Instagram — even if weak results

Full Ian framework (5 steps) in flipbook →

Phase 3 — Sophia (up next)

  • Can they sell?
    4
  • Lived the problem
    9
  • Willing to be visible
    7

Full story (flipbook) →

Expert council

Who I'm testing — and why

Following their social posts, applying their rules with FlowMail, documenting outcomes publicly.

Post 1 · Phase 1

Ian Stewart

Top posts: message clarity + human connection. This week: 5 agent emails, zero pitch slaps.

Post 2 · Phase 1

Donald Miller

Reel → StoryBrand Shouldn't & Won't on listing emails.

Post 3 · Phase 1

Kate McAndrew

Business vs product story for agents — VC outreach is Phase 4.

Phase 3

Sophia Amoruso

Public 7-qualities prep — before any investor conversation.

Social proof

Expert posts & my experiment updates

Paste LinkedIn / Instagram embed codes into the slots below when publishing on berthillon.eu.

In progress

Tests on camera

Screen recordings of FlowMail A/B tests, deck reviews, outreach workflows.

Video coming soon — Week 2

FlowMail templates

What's being tested this week

1. Ian Stewart — relationship-first (Post 1)


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2. StoryBrand Shouldn't & Won't (Donald Miller)

            

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3. Problem-first (multi-expert)

            

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Failed experiments

            
None documented yet — check back Friday.

          

        

      

    


    
    

      

        

          
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Connect

        
Connect with me

        
Follow the journey, read the full strategy, and get a short weekly note — what I tested, what failed, and what mattered for FlowMail.


        

          
WeeklyFounder log highlights

          
TransparentPhases 0→4 roadmap

          
PracticalTemplates & FlowMail trials

        


        

          

            
            
Follow

            
Instagram & LinkedIn — building in public, expert reel tests, real estate series.