A structured program for founders who want to build something people will pay for
The Product Path
Most people start with the code. This starts with the market—and doesn't stop until you have a product with a revenue model, a go-to-market strategy, and production-ready software.
You'll validate your idea against real market data, generate an investor summary that answers "will this make money?", map your complete user journey, write testable feature requirements, build a sprint-based roadmap, and then—only then—build the product with Claude.
What you end up with isn't a prototype. It's a product with a business case, a launch strategy, and working code—ready to put in front of paying customers.
Launch price · Rises to $497 · One-time payment · Lifetime access · The Foundry included
Everyone can build now. Almost nobody ships something people pay for.
AI made the building part faster. That was never the hard part.
The hard part is knowing what to build in the first place—whether the market exists, whether people will pay, how you'll reach them, and what the product needs to do on day one versus day ninety.
Here's the pattern: you pick up an AI tool, prototype something in a weekend, get to about 70% done, and then stall. The code works but the product doesn't quite fit anyone. Features are missing that you didn't think through. Features exist that nobody asked for. There's no plan for how anyone will find it. There's no revenue model.
Six weeks later, you're either starting over or quietly moving on.
The tool wasn't the problem. The process was.
The program
A repeatable pipeline. From market research to revenue-ready product.
The Product Path is a structured, end-to-end system for going from a product idea to working software that has a real shot at making money.
It's not a coding tutorial. It's a seven-phase pipeline—market research, product documentation, investor analysis, go-to-market strategy, user journey mapping, feature requirements, project planning, and build—where every phase produces a real deliverable that feeds the next.
By the time you write a single line of code, you'll have validated the market, documented the architecture, mapped the UX, written an investor-ready summary, built a go-to-market playbook, and scoped your MVP down to testable, prioritized requirements.
That's not busywork. That's the difference between shipping a prototype nobody finds and launching a product people pay for.
The case study
You're not building a toy. Neither are we.
Every lesson in this program is demonstrated on Nurturo—an intelligent expense management platform for separated parents that Dele is building as a live product.
Nurturo targets a real market: 34 million separated parents across five English-speaking countries, navigating shared child expenses with spreadsheets, texts, and apps that hold their own records hostage. The co-parenting app market is projected to hit $1.12 billion by 2032. The best expense-only app in the space shut down in October 2024—leaving the gap Nurturo is built to fill.
This isn't a contrived tutorial project. It's a product with AI receipt scanning, court-ready document exports, a tiered pricing model ($7.99–$14.99/month), and a go-to-market strategy targeting family law attorneys and app store organic search.
When you run the market research phase, you'll see how it was done for Nurturo—then do it for your own idea. When you generate an investor summary, you'll see what Nurturo's looks like—then produce your own. Same process, your product.
Curriculum
20 lessons across 5 modules. Modules 1–3 available now.
Get oriented
Tools installed, the seven-phase pipeline explained, and the core argument for why the structure you put in upfront is what determines whether you ship something real or hit the 70% wall.
Lesson 1: What You'll Need — Tools, accounts, and setup. Everything installed and ready before you start.
Lesson 2: Understanding the Process — The seven-step pipeline and why the order matters more than the speed.
Define the product before you write a line of code
This is where most programs don't go—and it's where the real work happens. You'll run a live market research session using Claude's Deep Research, then generate five foundational documents grounded in your research.
Lesson 1: Market Research — Run Claude's Deep Research to produce a full market analysis for your product idea.
Lesson 2: Reviewing Your Market Research — Pressure-test the AI output with your own judgment. Go/no-go checkpoint.
Lesson 3: Generating the Technical Document — Backend architecture, naming the app, and documenting how it works under the hood.
Lesson 4: Generating the UX/UI Document — Design philosophy, key user flows as Mermaid diagrams, and a complete screen inventory.
Lesson 5: Generating the Investor Summary — The "will this make money?" document. Revenue model, risks, target customer, competitive landscape.
Lesson 6: Generating the GTM Document — Your sales and marketing playbook. Channels, budget, year-one milestones, and what you're deliberately not doing.
Bridge strategy and code
Connect Claude to your coding environment, turn your Module 2 documentation into structured feature specs, score them with RICE, generate a phased implementation roadmap, and populate a fully structured Agile board. By the end, you'll have two live workstreams in YouTrack—one for dev, one for go-to-market—both generated by Claude from work you've already done.
Lesson 1: Setting Up WebStorm + Claude — Install WebStorm, create your project, and wire Claude Desktop in via MCP so it can read and write files directly in your codebase.
Lesson 2: Writing the Spec with Claude Desktop — Turn your Module 2 documents into structured feature specs, organised by capability domain, saved inside your project folder.
Lesson 3: Installing Claude Code — Install Claude Code, the agentic tool that runs autonomously inside your terminal and codebase. Authenticate and verify the setup.
Lesson 4: Designing RICE — Score every feature using Reach, Impact, Confidence, and Effort. Identify painkillers vs. vitamins and generate your feature priority matrix.
Lesson 5: Writing the Implementation Roadmap — Generate a phased sprint roadmap with capacity constraints, design-dev pipeline rules, release checkpoints, and a risk register.
Lesson 6: Setting Up Claude Code + YouTrack — Create your YouTrack project, generate an API token, and connect Claude Code via a project-specific MCP config.
Lesson 7: Building Out the Project in YouTrack — Claude Code reads your specs and roadmap, then populates YouTrack with Epics, User Stories, acceptance criteria, and estimates.
Lesson 8: Connecting Claude Desktop to YouTrack — Wire Claude Desktop into YouTrack for go-to-market work. Edit the config, verify the connection, test with a sample issue.
Lesson 9: Scoping the GTM Project in YouTrack — Use Claude Desktop's Co-Work mode to read your market research and GTM documents, then populate a full go-to-market project board.
Launch page up, list warming, product shipping.
Build starts before the first line of app code. You put up a launch page, run a pre-launch ad, and start collecting real email signups—so that by the time Nurturo ships, there's a warm list waiting. Then you build the product issue by issue from the YouTrack board.
Pre-launch
Lesson 8: Build the Launch Page — Ship a pre-launch signup page before writing app code. Capture real emails from real interested users.
Lesson 9: Set Up the Meta Ad — Run a small, time-boxed Meta campaign to drive targeted traffic to the launch page. $5–$10/day, capped at $150.
Lesson 10: Set Up the Mailing List — Wire up Beehiiv, connect the landing page form, tag signups by source, and activate a welcome sequence.
Build phases
Lesson 11: Phase 1 — Foundation — Authentication, user profiles, child records, and the co-parent invitation flow. The relationship layer everything else sits on.
Lesson 12: Phase 2 — MVP Core — The full expense lifecycle: submit, categorise, notify, review, split. The core loop the GTM is built around.
Lesson 13: Phase 3 — Revenue & Retention — Court-ready PDF exports, OCR receipt scanning, Stripe subscription tiers, and the paywall. Where the product earns money.
Lesson 14: Phase 4 — Full Product — Shared co-parenting calendar, document storage, and AI premium features. Feature-complete and ready for the App Store.
Get the product into real hands.
The product is shipped, the mailing list has signups, and now the job is one thing: get real users. This module executes the GTM plan—the moves that get you from zero to your first 50–200 active users.
Lesson 15: The Mindset Shift — From builder to seller. The skills that built the product won't get it found. Different phase, different scorecard.
Lesson 16: App Store Optimisation (ASO) — Optimise screenshots, keywords, and copy before spending on paid acquisition. The store listing is the conversion layer.
Lesson 17: Apple Search Ads — Activate your primary paid channel. Reach users at the exact moment they're searching for your solution.
Lesson 18: Activating the PLG Loop — Confirm the product's built-in viral mechanic works in the wild. Every expense submitted triggers a co-parent invitation.
Lesson 19: Getting Into the Rooms — Establish a genuine presence in the communities where your ICP lives. Reddit, Facebook groups, and the 30-minute daily routine.
Lesson 20: Where We Go From Here — The course ends, the GTM doesn't. Your 12-week roadmap, what to track, and the handoff to the community.
Nurturo—the case study—is a live product. As it progresses beyond what's covered in the program, updates and behind-the-scenes breakdowns continue inside The Foundry. You're not buying a frozen snapshot. You're following a real product as it ships and grows.
What you'll walk away with
Every item below is a real document or asset you produce during the program, grounded in your specific product idea.
Validated market analysis
Real competitive data, demand signals, and a clear go/no-go on whether your idea is worth building.
Technical architecture document
What you're building, how it works, and what the stack looks like.
UX/UI reference document
Design philosophy, key user flows mapped as diagrams, complete screen inventory.
Investor-ready summary
The "will this make money?" document. Revenue model, target customer, competitive landscape, risks.
Go-to-market strategy
Your sales and marketing playbook. Channels, budget, year-one milestones, and what you're deliberately not doing.
User journey map
Built in FigJam, covering every touchpoint from first visit to paying customer.
RICE-scored requirements
Prioritized, testable user stories that live inside your codebase.
Populated project board
Epics and Stories in YouTrack with proper parent-child relationships, ready to execute.
Production-ready code
Built by Claude Code, issue by issue. Every decision traceable back to the original research.
Live launch page
A published pre-launch page with working email capture, ready to receive traffic before the app ships.
Pre-launch mailing list
Warm signups tagged by source, welcome sequence active. Your first beta invitees are already waiting.
Optimised App Store listing
Keyword-targeted copy, ICP-focused screenshots, and a review response habit established.
First active users
PLG loop confirmed, acquisition channels live, and a clear 12-week roadmap for what comes next.
Prompt & template library
Every prompt and document template used in the program. Reusable for your next product.
The Foundry community
Feedback, the ongoing Nurturo build log, and a room full of founders running the same process. Learn more →
Who it's for
This program is for you if:
- You have a product idea and want a structured process for turning it into something that can make money
- You're a solo founder who's tired of getting to 70% and stalling
- You're a non-technical founder who wants to validate, plan, and document properly—then hand the build to a developer, agency, or AI tool
- You're technical but you've never had a system for the research, strategy, and planning that should happen before you open your IDE
This program is not for you if:
- You're looking for a beginner's introduction to coding or AI
- You want to learn a single tool (Claude, Cursor, etc.) in isolation
- You're expecting AI to replace your judgment—this program teaches you how to direct AI with the right inputs
Prerequisites: None for Modules 1–3 or Module 5. Module 4 assumes basic coding fundamentals and Git familiarity—or you can hand your documentation to a developer. Module 5 uses Meta Ads, Beehiiv, App Store Connect, and Apple Search Ads—accounts are set up during the lessons.
The stack
Every tool connects to Claude via MCP—meaning Claude doesn't just suggest things, it does them directly inside your tools.
Dele Tosh
13 years in software engineering and product strategy. Former Director of Product at MOTUS, author of The Art of Product, and cofounder of Protomated. Nurturo—the case study in this program—is a product he's building through The Product Path pipeline. more
Pricing
One-time payment · Lifetime access · All future updates · The Foundry included
Launch price. Rises to $497.
Most AI-building workshops charge $700–$4,000 and teach a single tool or a single weekend of theory. This is a full pipeline—market research through production code—for a fraction of the cost, with lifetime access and a community included.
FAQ
Do I need to know how to code?
Not for Modules 1–3 or Module 5. The market research, strategy documents, investor summary, go-to-market plan, user journey mapping, and first-users playbook don't require any coding. Module 4 (Build) assumes basic coding fundamentals and Git familiarity—but if you'd rather hand your documentation to a developer or agency, everything you produce in Modules 1–3 is exactly what they'd need to build from.
What if I'm non-technical—is this still useful?
Yes. Modules 1–3 and Module 5 are entirely non-technical. You'll produce a validated market analysis, a complete product specification, an investor-ready summary, a go-to-market strategy, and then execute a first-users playbook covering app store optimisation, paid acquisition, and community presence. Those outputs are valuable whether you code the product yourself, hire someone, or use an AI tool.
What's the case study product?
Nurturo—an intelligent expense management app for separated parents. It's a real product entering a real market, not a demo project. Every lesson is demonstrated on Nurturo, and you follow along by applying the same steps to your own product idea.
Which tools do I need before I start?
Claude Pro (Desktop app), Obsidian (free), and a YouTrack free tier account. For the Build module: Figma Desktop, Git/GitHub, and either WebStorm or VS Code. A full checklist is in the first lesson.
Is this just another "vibe coding" course?
No—and this is a deliberate positioning choice. Vibe coding gets you to 70% done. This program teaches the structured process that gets you the other 30%—and it starts with market validation, not an IDE. Four of the seven phases happen before you write any code.
Can I use this process for a product I want to hire someone to build?
Yes. That's one of the core use cases. The documents you produce—market research, technical architecture, UX/UI spec, investor summary, GTM plan, user stories, project board—are exactly what you'd hand to a developer, an agency, or a technical co-founder. The pipeline works whether you build it yourself or not.
Do I need an Apple Developer account?
For Module 5, yes—you'll need one to submit to the App Store and run Apple Search Ads. The course walks through the setup. If you're not building a mobile app, the principles (ASO, paid acquisition, PLG) still apply to your distribution channel.
What if I'm not building a mobile app?
Modules 1–3 are platform-agnostic—the research, documentation, and planning process works for any product. Module 4's pre-launch lessons (launch page, Meta Ad, mailing list) work for web apps, SaaS, or anything with a landing page. Module 5's specific tactics are mobile-focused, but the underlying pattern—optimise your listing, activate paid channels, confirm PLG, build community presence—translates to any distribution model.
What if Claude or the MCP integrations change after I buy?
The program is actively maintained. When Claude updates or MCP integrations shift, the content follows. That's what "all future updates included" means in practice.
What happens after the program content ends?
Nurturo is a live product—it keeps going. As it progresses past what's covered in the lessons, updates and behind-the-scenes breakdowns are shared inside The Foundry, the private community included with your purchase. You're not following a frozen tutorial. You're following a product as it ships and grows.
What is The Foundry?
The Foundry is the private community for everyone running The Product Path—and for founders building products independently. It's where you get feedback on your documents, share your progress, follow the ongoing Nurturo case study, and work alongside other founders. Your Product Path purchase includes full access. It's also available as a standalone membership for $9/month.
The pipeline exists. You just need to run it.
Every phase in this program—the research, the documents, the strategy, the planning, the build—is there because it's what gets a product from idea to revenue without the 70% wall.
The Product Path is for the founder who's done building things that don't make it to market—and ready to build something people will pay for.
Join the program — $297Launch price · Rises to $497 · One-time payment · Lifetime access · The Foundry included