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Fincher Labs Manifesto & Operating Principles

Internal Use Only — Fincher Labs Confidential

Document Control​

  • Document Title: Fincher Labs Manifesto & Operating Principles
  • Document ID: FL-MAN-001
  • Version: 1.2
  • Last Updated: 2025-08-10
  • Author: Fincher Labs Team
  • Status: Final
  • Distribution: Internal (Fincher Labs Staff and Contractors Only)
  • Approver: Founders

Change Log​

VersionDateAuthorChanges
1.22025-08-10Fincher LabsSynced pricing, support, hosting, analytics, revision and rush policies with Services Manual v1.2; added Anti‑Principles.
1.12025-08-10Fincher LabsReformatted per styleguide; clarified principles, targets, and alignment with Products & Services Manual v1.2.
1.02025-08-01Fincher LabsInitial manifesto draft.

Table of Contents​

1 Executive Summary​

We deliver professional digital solutions to small businesses with record speed and value by combining intelligent assembly (templates, components, prompts) with AI‑assisted workflows and lean operations. Our typical website launches in 3–5 days at $350. We compound value by converting every project into reusable assets and automations. (See Services Manual v1.2 Sections 2–3.)

2 Company Purpose​

Mission Statement​

"To provide small businesses professional digital solutions—delivered with record speed and unrivaled value through AI‑augmented workflows."

Value Proposition​

Enterprise‑grade tech and quality, small‑business speed and price. AI assists first drafts; humans ensure quality.

2.1 Vision​

The North Star: Build sustainable systems that compound value. Service business funds product development. Quality of life over revenue maximization.

3 Operating Principles​

3.1 Build, Reuse, Repeat​

Every deliverable—code, prompt, or process—becomes a reusable asset that accelerates future work.

We're not in the custom website business—we're in the intelligent assembly business. Where agencies rebuild from scratch and charge accordingly, we build once and deploy many times. Our contact form component has been used over 100 times. Our service business template powers 40% of all projects. This systematic reuse is how we deliver $5,000 of value for $400.

Implementation:

  • Template Library: 5–10 core templates that handle 80% of projects.
  • Component Bank: Headers, forms, CTAs we can mix and match.
  • AI Prompt Collection: Refined prompts that generate better copy each time.
  • Automation Workflows: Set up once, sell forever.
  • Process Documentation: Today's solution becomes tomorrow's SOP.

The Reality:

  • Agencies rebuild everything from scratch (and charge accordingly).
  • Freelancers recreate the wheel for each client.
  • We build once and intelligently reuse.
  • Project #1 takes 6 hours, Project #10 takes 2 hours.
  • Same quality output, 70% less effort.

Bottom Line: We're not in the custom website business. We're in the intelligent assembly business. Every hour invested in a reusable asset pays dividends forever. This is how we deliver $5,000 value for $400—we've already built 80% of it.

3.2 Iterate & Accelerate​

Each project compounds our know‑how, feeding templates and automations that make the next build faster and smarter.

We're not perfectionists seeking the perfect solution—we're iterators who ship fast and improve constantly. Version 1 ships in days, Version 2 fixes the obvious problems, and by Version 10 the process runs itself. This approach means we get better and faster simultaneously, the only sustainable path for a side business.

Implementation:

  • 48‑Hour Rule: Document what worked/didn't while it's fresh.
  • The 3x Trigger: Do something 3 times? Automate it immediately.
  • Weekly Refinement: Every Friday, improve one process.
  • Shared Learning: What James learns helps Rebecca, and vice versa.
  • Client Feedback Loop: Their complaints become our improvements.

The Reality:

  • Month 1: 6 hours per website, lots of back‑and‑forth.
  • Month 6: 3 hours per website, mostly automated.
  • Month 12: 2 hours per website, pure execution.
  • Same price charged, 3x profit margin.

Bottom Line: We get better AND faster simultaneously—the only sustainable path for a side business.

3.3 Underdog Advantage​

Level the playing field by giving small businesses professional digital presence at speeds and prices that work for them.

While agencies chase enterprise clients and freelancers struggle with reliability, we give small businesses enterprise‑quality tools at corner‑store prices. This isn't charity—it's smart business. Small businesses are everywhere, they're underserved, and when you deliver real value, they become your best marketers.

Implementation:

  • Essential Features Only: What actually drives customers, not what looks impressive.
  • Local Business Focus: Contractors, restaurants, salons—real businesses, real needs.
  • Speed as a Feature: Online this week, not next quarter.
  • Price Reality: What they can actually afford, not what agencies dream of.

The Reality:

  • Agencies won't touch projects under $5,000.
  • We deliver in 4 days for $400.
  • Small businesses get VIP treatment at everyday prices.
  • Their success becomes our marketing.

Bottom Line: We're the equalizer in a David vs. Goliath market. Let agencies chase whales. We'll build an army of successful underdogs.

3.4 AI‑Augmented Engineering​

Leveraging AI with purpose, we boost execution and compound gains without falling into the automation trap.

We're AI pragmatists who've found the sweet spot: 30–40% time savings on repetitive tasks while maintaining human judgment where it matters. This isn't about replacing human creativity—it's about amplifying it. AI handles first drafts and boilerplate while we handle strategy and relationships.

Implementation:

  • Claude/GPT‑4 for Copy: Generate landing page content, headlines, and CTAs in minutes.
  • Claude Code for Development: Build entire components with natural language prompts.
  • AI Image Generation: Custom graphics when needed (Midjourney/DALL‑E), or smart curation of free resources.
  • n8n + AI APIs: Automate content generation, form processing, and client communications.
  • Prompt Engineering Library: Refined prompts for each use case, improving with every project.

The Reality:

  • Without AI: Write homepage copy from scratch (45 minutes).
  • Our Way: AI draft → Human polish (15 minutes).
  • 30–40% efficiency gain is realistic, 90% is fantasy.
  • AI handles first drafts, not final decisions.

Bottom Line: AI is our efficiency multiplier, not our replacement. Use what works, ignore the hype, deliver results.

3.5 Transparent, Simple & Fair​

Clear pricing, fast delivery, meaningful communication create trust and reduce friction.

We close deals quickly then refine until clients are thrilled. No surprise charges, no endless meetings, no confusing upsells—just honest value delivered efficiently.

Implementation:

  • Core Website Package: $350 base; typical delivery 3–5 business days.
  • Rush Delivery Add‑On: +$150; 24‑hour delivery upon readiness.
  • Minimal Communication: Close fast, build excellence.
  • Fair Payment: 50% to start, 50% at launch; one major revision included; 60‑day support window.

The Reality:

  • Hosting included at our current scale; if usage/feature set materially changes, we’ll discuss options — no surprises.
  • We focus on results, not endless meetings.
  • Our base package handles 80% of small business needs; beyond‑scope is quoted as needed.

Bottom Line: Transparent about what's included, clear pricing and policies, focused on delivery over discussion.

3.6 Anti‑Principles (What We Won’t Do)​

  • No hidden fees or surprise scope; we state inclusions/exclusions and timelines clearly up front.
  • No storing PII on our servers by default; forms email directly to clients unless explicitly scoped otherwise.
  • No custom one‑offs at base price; we reuse components first, and treat beyond‑scope as paid work.
  • No over‑promising rush without readiness; 24‑hour delivery begins only when prerequisites are met.
  • No endless meetings; we optimize for delivery and clarity over ceremony.

4 Declarations & Commitments​

We believe:

  • We're not in the custom website business. We're in the intelligent assembly business. Every hour invested in a reusable asset pays dividends forever.
  • We get better AND faster simultaneously—the only sustainable path for a side business.
  • We're the equalizer in a David vs. Goliath market. Let agencies chase whales. We'll build an army of successful underdogs.
  • AI is our efficiency multiplier, not our replacement. Use what works, ignore the hype, deliver results.
  • Transparent about what's included, flexible on pricing based on reality, focused on delivery over discussion.

We commit to:

  • Deliver at least one reusable asset (template, component, prompt, or workflow) with every project.
  • Run a 48‑hour micro‑retro after launch and apply the 3x Trigger to automate repeated tasks.
  • Keep scope and pricing simple and fair, with one major revision included and a clear support window.
  • Use AI for first drafts and scaffolding, with human review for accuracy, tone, and brand alignment.
  • Maintain privacy by default: no PII stored on our servers for standard projects.

5 Supporting Evidence & Rationale​

  • Core Website Package: $350 base price; typical delivery in 3–5 business days (Manual §3.1).
  • Rush Delivery Add‑On: +$150; 24‑hour delivery upon readiness (Manual §3.2).
  • Support Window: 60 days post‑launch for fixes and minor tweaks (Manual §6.1).
  • Hosting: included at our current scale; if usage/feature set materially changes, we’ll discuss options — no surprises (Manual §7.2, §2 notes).
  • Anti‑Spam: Cloudflare Turnstile on forms; server‑side token validation (Manual §7.3).
  • Analytics: Cloudflare Web Analytics (privacy‑first) and Microsoft Clarity (anonymized) (Manual §7.2/§7.3 context).
  • Base Scope: Assembled from templates/components; no CMS by default (Manual §3.1 inclusions).
  • Efficiency: 30–40% time savings from AI‑assisted workflows, with human QA (Manual alignment).
  • Reuse: Template and component library; prompt library compounds copy quality (Manual §5.2 notes).
  • Privacy: No PII stored on our servers by default; forms route directly to clients (Manual §7.4).
  • See Products & Services Operations Manual v1.2 for detailed processes, standards, and policies.

4 Service Portfolio (High Level)​

  • Core Website Package — $350; 3–5 days.
  • Rush Delivery Add‑On — +$150; 24‑hour delivery upon readiness.
  • Professional Email Setup — Zoho Mail ($50); Google Workspace / Microsoft 365 ($125).
  • Pay‑As‑You‑Go Updates — Minor $50; Major $100.
  • Remote Support — Standard $25; Extended/Urgent $40.

Refer to Products & Services Operations Manual v1.2 for full details and policies (Sections 3–6).

6 Financial Framework​

  • Pricing: $350 base; rush +$150; fair disclosures, no surprises.
  • Targets: Lean overhead; margins improve with reuse and automation.

5 Operational Framework​

  • One Platform: Zoho One. One Automation Hub: n8n. One Frontend Stack: Next.js/Cloudflare. Privacy‑friendly analytics via Cloudflare Web Analytics and anonymized Microsoft Clarity. Zero Waste: internal → productized.

7 Growth Strategy​

  • Social media lab (3–5 posts/week), case study sprint (documentation rights), strategic white‑label partnerships.

8 Organization​

  • Founders‑led with contractors as needed; time‑boxed operations; automation‑first.

9 Metrics​

  • Average Delivery Time ≤ 3.5 days; CAC < $50; LTV > $1,200; Automation Rate > 50%; Template Reuse > 70%.

10 Risk Management​

  • Time constraints, market saturation, tech dependence, client concentration; mitigated via automation, innovation, multi‑tool proficiency, and channel diversity.

11 Implementation Roadmap​

  • 30‑day actions, Q1 milestones, and Year‑1 targets aligned with Products & Services Manual v1.2.

12 Conclusion & Call to Action​

We operate as an intelligent assembly shop: every project compounds our capabilities and lowers cost for the next. We commit to building reusable assets, iterating quickly, applying AI with judgment, and keeping our terms simple and fair — so small businesses can win faster.