SiteBuilder
SiteBuilder builds and serves the site of a Startup under its Brand.
SiteBuilder builds and serves the Site of a Startup: its Brand, Pages, Domains, and customer Portal. Every Page is one record, served as HTML to people, Markdown to Agents, and JSON to software.
What it does
Compiled from the founding Hypothesis of the Startup, its Products, and its Offers. Every claim on a Page names the record and version it came from, so a pivot rewrites the Site as a reviewable diff.
Each Lifecycle state asks the Site for something different:
- Idea. One Page and a Waitlist test demand before the Product exists. The Page indexes at once, because it promises nothing a buyer can pay for.
- Building. The Brand and its Theme, the standard Pages, and a free subdomain. Selling Pages stay out of search.
- Live. The canonical Domain over HTTPS, checkout, the Portal, and the machine registers:
llms.txt,agents.json, and OpenAPI. - Repeatable and Scale. Comparison and answer Pages released to search in batches, and Page Experiments judged by a Metric.
Three Live entry checks belong to SiteBuilder: the Site is published, the Portal is ready, and the address resolves. No Agent writes markup or CSS. A Page is a Template placing Components, so every edit is data.
Built from
Surfaces
Owners edit a Site in startups.new by pointing at the part to change, and preview it as a Visitor, a Customer, or an Agent. Each edit card names the layer the edit landed in: Hero headline → Books closed by day 5,.
Every operation reads the same through each Interface. Here an Agent adds a pricing Page to chairbooks.com, a bookkeeping Service for dental practices:
Add a pricing page.| Term | Kind | Definition |
|---|---|---|
| SiteBuilder | Product | SiteBuilder builds and serves the site of a Startup under its Brand. |
| startups.new | Product | startups.new creates a Startup from one sentence and opens it in startups.studio. |
| Engineering Team | Team | The Engineering Team builds and runs every Product: it implements Nouns and Verbs, ships Changes behind replay, and keeps every Interface up. |
| Marketing Team | Team | The Marketing Team creates and harvests demand: the Brand story, launches, Content, Experiments, and the Metrics the whole Startup reads. |
| Product Team | Team | The Product Team decides what gets built and why: Product definitions, list Prices and packaging, the build list, and the Site’s Pages for each ICP. |
| Building | Lifecycle state | Building is the state of a Startup whose Agents build its Brand, Products, Offers, site, API, and MCP server from its template. |
| Live | Lifecycle state | Live is the state of a Startup that is publicly reachable and takes money from Customers for at least one Offer. |
| Autonomous directory | Startup Template | An Autonomous directory runs with no humans and sells listings in a Directory to Organizations that want buyers and Agents to find them. |
| Autonomous storefront | Startup Template | An Autonomous storefront runs with no humans and sells physical goods as a Dropship store to people and the Agents that shop for them. |
| Solo SaaS | Startup Template | A Solo SaaS has one Human founder and Agents in every other Role, selling SaaS and its Headless SaaS to businesses and people. |
| Directory | Product Template | A Directory sells listings: Organizations pay to appear in a searchable Dataset that buyers and their Agents browse free. |
| Dropship store | Product Template | A Dropship store sells physical goods from a catalog while an upstream holds the stock and ships each Order, with tracking passed through. |
| SaaS | Product Template | SaaS adds an App for people to Headless SaaS, sold as a Subscription per seat, with onboarding to first value. |
| Changelog | System | Changelog publishes what shipped in each Version as dated notes on the Site, in feeds and to subscribed Customers. |
| CMS | System | CMS holds authored Content, from posts to docs to legal Pages, with drafts, schedules and revisions, rendered on every Interface. |
| Forms | System | Forms collects structured answers on a Site or in a Message and routes each submission to a Lead, Evidence or another Thing. |
| Knowledge base | System | Knowledge base holds the articles Customers and Agents answer from, in a searchable help center that cites every answer. |
| Listings | System | Listings presents other Parties in a public Collection: unclaimed profiles, claims, verification, paid placement and moderation. |
| Media production | System | Media production makes a Startup’s Videos, images and voice from its records: drafted, generated, rendered per format, checked, then finalized for publishing. |
| Privacy | System | Privacy declares each Purpose for personal data, records Consent, answers access requests, masks data on request, and publishes its privacy notices. |
| Product analytics | System | Product analytics turns the Visits and Events captured on every Domain and API into the conversion, activation and retention Metrics every Team reads. |
| SEO | System | SEO tracks the Keywords and AI prompts a Startup’s Pages target, where they rank, which links point at them, and which answers cite them. |
| Sites | System | Sites keeps each Site with its Pages, navigation and Brand, served on one or more Domains, with previews, redirects and rollbacks. |
| Waitlists | System | Waitlists holds the Leads waiting for an Offer that is not open to them and invites them ranked as a Setting chooses. |
| Content marketing | Process | Content marketing publishes the Pages, answers, and data reports that bring buyers and Agents to a Startup. |
| Experimentation | Process | Experimentation tests one change against a control, with the threshold fixed before the start. |
| Launches | Process | Launches tell the right Audiences a Startup is live, where those Audiences already look. |
| Release | Process | Release takes each reviewed Change to all traffic in stages, with automatic revert. |
| Shipping | Process | Shipping delivers the most valuable Change every day and prunes what nobody uses every week. |
| Compile the demand kit | Workflow | Compile the demand kit emits every asset the demand Plays read before the first one runs, each tagged with its lineage. |
| Design first run | Workflow | Design first run compiles sample records, empty states and the shortest path to an Offer’s activation event from the definition. |
| Acquisition | Noun | An Acquisition is how a Visitor or Prospect first arrived, recorded on its first Event: the referrer kind, the Play, the campaign, and the medium. |
| Builder | Noun | A Builder is a named part of api.sb that builds one side of a Startup; StartupBuilder directs SiteBuilder, SoftwareBuilder, ServiceBuilder, and SalesBuilder. |
| Component | Noun | A Component is a named block of a Page, such as a hero, a pricing table, or a form, filled from records through typed props. |
| Content | Noun | Content is authored material with a draft and a published state, such as a post, an article, or a changelog entry. |
| DNS Record | Noun | A DNS Record is one DNS answer of a Domain: its type, name and value, who owns it, and what the world last answered. |
| Domain | Noun | A Domain is a hostname that points at a Thing, with a role, a status, and a lifecycle tracked as data. |
| Form | Noun | A Form is a set of fields someone fills in on a Site or in a Message, producing a Lead, Evidence, or a Thing. |
| Funnel | Noun | A Funnel is a designed path to an Offer: a landing Page, an opt-in that makes a Lead, a Sequence, then the Offer. |
| Keyword | Noun | A Keyword is a search phrase or AI prompt that Pages target, with its rank and citations observed over time. |
| Page | Noun | A Page is an addressable page of a Site, of a named type such as pricing, about one Thing or each member of a Collection. |
| Portal | Noun | A Portal is the signed-in part of a Site where each Customer orders, tracks delivery, accepts work, and pays, seeing only their own records. |
| Publication | Noun | A Publication is the branded package a Startup’s Customers use: Domain, Interfaces, packages, docs and Portal, compiled from its Brand and a Version. |
| Site | Noun | A Site is a website as a Thing: its Pages, navigation, and Brand, served on one or more Domains. |
| Story | Noun | A Story is the customer narrative for one ICP, compiled from its Founding Hypothesis and Interview quotes, never written by hand. |
| Template | Noun | A Template is reusable Content with variables, filled from Things in the graph and authored as MDX, rendering a Message, Document, or Page. |
| Theme | Noun | A Theme is the design tokens of a Brand, its color, type, spacing, radius, and motion, that every Component reads when it renders. |
| Video | Noun | A Video is a timed composition held as data: a timeline of scenes and spoken lines, drafted from records and rendered per format. |
| Visit | Noun | A Visit is one span of a Visitor’s Events on a Startup’s Sites and Apps. |
| Visitor | Noun | A Visitor is someone a Startup cannot name, known by an id scoped to that Startup. |
| DNSRecord.remove | Verb | Remove stops a Startup-owned DNS Record from answering; its history stays and a revert restores it. |
| DNSRecord.set | Verb | Set adds or changes a Startup-owned DNS Record through a Change, previewed against what the Domain answers today. |
| Document.render | Verb | Render produces a file from a Document in the format the reader asks for. |
| Domain.claim | Verb | Claim gives a Startup a one-label name under an issuing Domain, or assigns it a held Domain through an approved Change. |
| Domain.connect | Verb | Connect attaches a hostname a Startup already holds and verifies ownership through DNS. |
| Domain.register | Verb | Register buys a hostname for a Startup and points it at the Startup’s address. |
| Domain.release | Verb | Release lets a Domain’s registration or claim end, keeping its record, history and aliases. |
| Domain.renew | Verb | Renew extends a Domain’s registration by whole years at its renewal price, paid by its owner of record. |
| Domain.search | Verb | Search lists candidate names with availability, first-year price, renewal price and the rules of each extension. |
| Domain.transfer | Verb | Transfer moves a Domain’s registration to another holder or registrar, with its records intact. |
| Domain.verify | Verb | Verify checks a Domain’s DNS, ownership and certificate again and records each result, with the fix for any failure. |
| Problem.suggest | Verb | Suggest records a Customer’s ask for something the Product lacks as Evidence on a Problem, with the asker attached. |
| Site.publish | Verb | Publish puts a Site’s current Pages live on its Domains, under its Brand. |
| Version.deploy | Verb | Deploy points a Startup’s live address at a Version, so every Interface serves that build. |
| Waitlist.join | Verb | Join adds a Lead to a Waitlist for an Offer that is not open to them. |
Next steps
- Sites and Pages: what a Site holds and how its Pages compile from the definition.
- Design system: Components, Themes, Templates, and the override layers.
- Brand: the name, voice, logo, and style every surface renders from.
- Domains: how a Startup gets an address and keeps it.
- Publishing: one record served as HTML, Markdown, and JSON.
- Indexing: which Pages search engines see, and when.
- Storefront and Portal: where Customers buy and receive.