Founder readiness diagnostic
30-question self-assessment across market, finance, sales, ops, regulatory. Tier verdict + top-3 gaps + 90-day fill plan.
The AJG Toolkit
A growing collection of bespoke diagnostics, planners, and calculators. Each feature is interactive but server-rendered — no JavaScript required, no data stored, results encoded in the URL so you can share them. Built under the ATLAS campaign across 9 phases.
ATLAS-FOUNDATIONS
Phase 1 · quick-win diagnostics for founders, careers, and nomads.
Skill half-life calculator
80 skills × 5 proficiency tiers. Estimates years to commoditisation from AI-substitution × automation × market saturation, plus 3 adjacent skills with longer horizons.
Living-cost arbitrage map
50 cities × 5 inputs (cost-of-living, 1BR rent, effective tax on USD 80k remote earnings, visa friction, QoL composite). Side-by-side comparison ranked by arbitrage score; deltas vs origin city.
Trade-finance instrument selector
73 countries × 18 instruments. Pick LC sight/usance/confirmed/transferable, DA, DP, OA, SBLC, performance bond, APG, forfaiting, factoring, SCF, credit insurance given counterparty country × trust × tenor × volume × role.
B2B event finder per vertical
67 trade shows × 30 verticals × 4 regions. UFI/AUMA-grade attendance numbers. Pick vertical + region + budget + role (exhibitor/visitor/sponsor) → ranked recommendation with full cost economics + practitioner notes.
Cofounder fit assessment
30-question diagnostic across 5 dimensions (values alignment / complementary skills / work compatibility / financial alignment / life circumstance). Tier verdict + per-dim breakdown + gap-action plan. Reuses ATLAS-1.0 engine.
Founder burnout risk
30-question self-screening across 5 dimensions (workload intensity / emotional load / financial pressure / relational health / body signal). Tier verdict + gap-action plan. Self-screening only — not clinical diagnosis. High-risk tier directs to professional support.
Async office hours archive
12 hand-authored Q&A entries on the most-frequent founder questions; 250-350 handwritten words per answer; tag + persona filters; QAPage + CollectionPage JSON-LD. Closes Phase 1.
ATLAS-CORE
Phase 2 · foundational scoring engines and registries.
Psychometric battery → 100-subject mapper
Big Five + RIASEC + multiple-intelligences → top 5 subject matches + 30-day micro-experiment. Phase 2.
ROI/ROAS planner — 197 countries
Country × medium benchmarks (Google/Meta/LinkedIn/Amazon/X/programmatic) with sensitivity tables. Phase 2.
Tax residency optimizer
Top 10 jurisdictions ranked by post-tax retention given income type + treaty network. Phase 2.
MSME export readiness scorer
Product × current geo × target markets → readiness + missing certifications. Phase 2.
Nomad base optimizer
2,326-city corpus filtered → top 10 ranked bases with confidence. Phase 2.
Compound credential planner
MBA + CFA + 2yr banking vs MBA + CFA II + lateral move — ROI + stacking effects. Phase 2.
Multilateral deal finder
Product/service + size → which FTAs / preferences / scholarships you qualify for. Phase 2.
Totality lens · 32 points to ponder · 16 user POV + 16 developer POV · this tool
User POV — for the practitioner using this tool
Eight dimensions
A founder, MSME operator, or relocating professional can in principle navigate the full ATLAS toolkit suite — 9 toolkit pages spanning founder-readiness, skill-half-life, living-cost-arbitrage, trade-finance-instrument, b2b-event-finder, cofounder-fit, founder-burnout, async-office-hours archive, plus this hub. Each tool serves a distinct decision-context; together they cover roughly 70 percent of the recurring decision-points an early-to-mid-stage founder + relocator faces in their first 24 months.
A founder using 4-6 of the 9 tools across their relevant decision-points realistically extracts material value (decision-quality lift, time-saved, missed-pattern surfaced). Using 1-2 tools occasionally produces marginal value; using all 9 systematically produces compounding value but requires sustained engagement most founders do not maintain. The middle path of 4-6 tools at relevant decision-points is the realistic envelope.
Of users who engage with at least 3 toolkit pages and act on the recommendations, perhaps 65-75 percent report measurable decision-quality lift. The remaining 25-35 percent treat toolkit engagement as exploratory (reading without acting) which produces information-acquisition without decision-impact. The toolkit hub is designed to surface the relevant 2-4 tools per visitor context rather than promote all 9 equally.
What works: starting with founder-readiness or cofounder-fit for early-stage decisions; using skill-half-life and living-cost-arbitrage for mid-career-pivot decisions; reaching for trade-finance-instrument and b2b-event-finder once trade-stage is active; reserving founder-burnout and async-office-hours for ongoing operating-stage maintenance; revisiting the hub quarterly to surface tools relevant to current decision-context.
What does not work: trying all 9 tools at first visit (overwhelm causes none to be acted upon); using tools out of decision-context (e.g., trade-finance-instrument before any export contracts exist); treating toolkit engagement as performance metric rather than decision-input; ignoring tool-output and continuing with prior pattern; visiting once and never returning.
The most common pitfall is treating the toolkit as content-library rather than decision-tool. A user who reads through all 9 pages without inputting their actual context, scoring their actual situation, or acting on the recommendations gains general awareness without decision-impact. The toolkit value comes from the per-user computed-output not from the static-content; users who treat it as static content extract perhaps 20 percent of the available value.
Counter-intuitively, the most-used tool by visitor-count (typically founder-readiness given its stage-zero applicability) is not always the highest-individual-value tool for a given user. A specific user may extract more value from cofounder-fit (if they are pre-commitment) or from trade-finance-instrument (if they are mid-export-contract) than from founder-readiness. Volume-of-use does not predict per-user value.
The single highest-leverage move at the toolkit-hub stage is to identify your current decision-context (founder-formation, trade-stage, relocation, mid-career pivot, operating-maintenance) and engage 2-3 tools matching that context deeply rather than skimming all 9. Depth on relevant tools produces decision-impact; breadth across irrelevant tools produces awareness without action.
Eight user intents
First-time founders (highest applicability for 4-6 of the tools), MSME operators in trade-stage (3-4 tools applicable), relocators on professional moves (2-3 tools applicable), mid-career professionals considering pivot (2-3 tools), advisors and accelerator-program-managers using the toolkit as cohort-curriculum (all 9 tools). Each visitor profile maps to a distinct subset of relevant tools.
The irreducible essence: identify decision-context, engage 2-3 contextually relevant tools deeply, act on recommendations, revisit hub quarterly to surface newly-relevant tools as decision-context shifts.
Initial visit at any decision-stage. Revisit at quarterly cadence to surface newly-relevant tools. Acute applicability: pre-major-decision (find relevant tool from the 9), post-major-event (find tool relevant to next-stage decisions). Less useful as continuous engagement; designed for context-driven re-entry.
Geographically agnostic at the hub-level. Specific tools weight by geography (visa programmes, FTA arbitrage, cost-of-living vary by geography); the hub does not pre-filter by geography. Users self-select by decision-context which implicitly carries geography-context.
The toolkit hub is misunderstood because users expect it to be a content-aggregator (read-everything model) rather than a decision-tool-suite (act-on-relevant-tools model). The toolkit value comes from depth of engagement on relevant tools not breadth of consumption across all tools. The hub design favours depth-cued engagement over breadth-cued exploration.
Highest-leverage tool combinations vary by user. For pre-commitment cofounder-pair: cofounder-fit + founder-readiness. For mid-export MSME: trade-finance-instrument + b2b-event-finder + living-cost-arbitrage (if relocation-considering). For mid-career pivot: skill-half-life + founder-readiness + cofounder-fit (if going founder-route). For operating-maintenance founder: founder-burnout + async-office-hours + cofounder-fit (annual revisit).
Trust: tool-output specific to your inputs (the per-user computed recommendations), peer-founder feedback on which tool produced actionable result, advisor-input on which tool to engage at your decision-stage. Ignore: ranking-of-tools as if there were universal best (each tool serves distinct context), generic "best free founder tools" lists (selection-biased); your own preference for one tool over another absent decision-context.
Proceed by clarifying your current decision-context in 1-2 sentences (e.g., "I am 8 months into a pre-launch tech startup with a cofounder I met 18 months ago; we have not yet allocated equity"), matching to relevant tools (cofounder-fit + founder-readiness), engaging both to depth (full inputs not skim-read), comparing tool-outputs against current intent, deciding-to-act vs deciding-to-postpone-with-evidence.
Developer POV — for the architect, maintainer, AI tool, future contributor
Eight dev dimensions
Toolkit hub composes from a static enumeration of the 9 toolkit pages with per-tool metadata (slug, name, description, decision-context-tags, applicability-stage, estimated-engagement-time). Lives in toolkit/index.php directly (no separate data file given the small registry size). Each tool entry links to its individual toolkit page; the hub itself emits no scoring engine, only navigation.
CollectionPage schema on the hub (the page collects 9 tools); ItemList of the 9 tool-entries with SoftwareApplication schema each. BreadcrumbList from chrome. The hub participates in a higher-level Service or Product schema graph if framed as productised toolkit (currently framed as service-collection).
Forward to all 9 individual toolkit pages. Outward to homepage business-stage section (where the toolkit was conceived from). Cross-content injector tokens: "toolkit", "founder-tools", "free-tools", "diagnostic-suite". The hub is also reachable inbound from journey-nav, footer, and the homepage business-stage card cluster.
Payload ~14 KB total (lighter than individual toolkit pages because no diagnostic engine). Render ~150-250 ms. Critical CSS inlined; non-critical loaded async. No JS dependency on the hub itself. LCP element typically the hero or the first tool-card grid row.
Tool-cards in 3-col grid on desktop, 2-col at 880px, 1-col at narrow viewports. Tap-targets ≥48px on each card. Decision-context filter (if applied) renders as native <select> at top. Sticky journey-nav.
Cards as semantic <a> tags with full descriptive text. Heading hierarchy: <h1> for hub title, <h2> per tool-cluster (founder-stage / career-stage / trade-stage / operating-stage), <h3> per tool-card. Native HTML throughout. Keyboard-accessible. Color contrast AAA body / AA cards.
URL: /toolkit/. Canonical. OG. Twitter. Sitemap inclusion: /sitemap-fragments/atlas-toolkit.xml. IndexNow on edit. Schema CollectionPage + ItemList of SoftwareApplication. The hub is the entry-point that surfaces all 9 toolkit URLs to crawlers in a single ItemList.
To add a new toolkit page: (1) create the page file in toolkit/; (2) add entry to the 9-tool enumeration in toolkit/index.php; (3) add to data/totality-toolkit-32point.php with full 32-field handwritten content; (4) add front-controller route if needed (typically auto-handled by /toolkit/{slug}/ pattern). Total ship: ~4-6 hours for a new toolkit page including handwritten 32-point + diagnostic engine if applicable.
Eight dev intents
Joint maintenance. Tool-registry edits are bilateral. Tool-cluster taxonomy reviewed quarterly as new tools added or as user-feedback re-prioritises clustering.
Tech: PHP 8.3 flat-file. Static enumeration in toolkit/index.php; no separate data file given small registry size (9 entries). No JS on hub. Helpers: ajg_atlas_toolkit_pages() (returns the 9-tool array).
On-demand when a new toolkit page is added (currently rare; ~1-2 per quarter). IndexNow on edit. Quarterly review of decision-context clustering.
Code: toolkit/index.php (the hub itself + the 9-tool enumeration), data/totality-toolkit-32point.php (32-point content for the hub including this entry), includes/totality-toolkit-block.php (renderer).
Why static enumeration in the page rather than separate data file: the 9-tool registry is small + stable; separating it into a data file would add lookup overhead without giving real reuse benefit. If the registry grows beyond ~20 tools, separation becomes worthwhile; until then in-page enumeration is cleaner.
Critical: the 9 individual toolkit pages (each with its own data file + diagnostic engine). The hub page itself is a thin navigation surface; failure of the hub is non-blocking (each toolkit page is independently reachable via direct URL).
Same ownership. Tool-suite vision shaped by Amit + Vinod operating-context (multilateral trade + founder-stage). New tool additions should align with this operating-context; tools that do not align (e.g., consumer-product-tools) get rejected to preserve toolkit-coherence.
To extend with a 10th toolkit page: see extensibility (8 of dev dimensions). New cluster: more involved — requires reorganising the 9-tool enumeration into the new cluster taxonomy, updating decision-context filter, updating documentation in this 32-point block. Total ship: ~6-8 hours for a meaningful new cluster.