Ship It · starts 11 January 2027
Ship something useful every week.
Ship It is a six-week online cohort for solo builders. You build a real product, launch it and get it found, without spending on ads. Lifetime access, from €19.
2.5M
times Plumerie showed up in search, in 6 months
1,000+
people using Plumerie, €0 spent on ads
5.25M
Google impressions for Heidi's Finnish content site, in its first year
10,000+
Hot Girl Steps downloads, no ads
Plumerie: Google Search Console and Bing Webmaster Tools, May – Oct 2026; users Nov 2026. Heidi's Finnish content site: Google Search Console, 12 months to 7 Nov 2026. Hot Girl Steps: downloads as published on heidisuutari.com, Nov 2026.
The problem
Building got cheap. Getting found didn't.
You build for months. Nobody finds it.
The product works. Search doesn't know it exists, AI answers don't mention it, and there's no budget for ads.
You know the market. You've never shipped.
You've marketed other people's products for years. Building your own still feels like someone else's job.
AI is fast, and messy.
It writes a lot very quickly, then breaks things you never asked it to touch. Without a few simple rules, you spend your evenings fixing what it did.
What you get
Everything you need to build it and get it found
You don't need to know marketing or code. You get step-by-step lessons, ready-made templates and AI prompts you can copy. And six weeks next to other people doing the same thing.
Check the idea before you build
A simple checklist to see if real people have this problem, before you spend a single evening building. Most products fail because nobody needed them. This saves you months.
What's a validation gate?Build it with AI, one step at a time
Prompts you copy and paste so AI builds your website or app in small pieces, and you check each one. No coding skills needed. You stay in charge of what goes live.
What's a recon prompt?A rulebook so AI stops repeating mistakes
One file where you write down what went wrong. AI reads it before every task. Without it, AI makes the same mistake again next week, and you fix it again.
What's an invariants file?A homepage people get in five seconds
A fill-in template for your main page: what it is, who it's for, what it costs. If a visitor can't tell what you do right away, they leave and don't come back.
Show up on Google and in AI answers
What to write, and the settings that help Google, Bing and AI tools like ChatGPT show your product. This is how people find you without paying for ads. Plumerie showed up 2.5M times in search in six months.
How AI answers pick sourcesLaunch where your people already are
A step-by-step plan to share your product in the groups your users already visit, without spamming. Heidi got 6,000 downloads in a few days this way, with no ads.
How Ship It works
We won't chase you. The rules do.
A public ship log every week and a fixed demo day keep things moving. Miss two logs and you drop to the free tier until you ship again. Nobody's mom is on staff.
- 01
Join the waitlist
The waitlist gets 48 hours to buy before anyone else, from 1 December. The first 10 seats are €19.
- 02
Ship in public for six weeks
Work through the material at your own hours and post a ship log every Sunday. Your progress goes on the leaderboard.
- 03
Post it on To the Moon Day
A live URL and your milestone, for everyone to see. Then keep going. Your access is for life.
Who it's for
Four ways in
Indie · Build
Marketers and consultants who want to build
You know the market and the customer. You've never shipped software. We started there too.
The indie trackIndie · Get Found
Builders who ship but nobody visits
The product is online. Now people need to find it on Google, in AI answers and through other users.
The indie trackTeams
Teams with no shared way of using AI
A workshop that leaves your team with a function map, written rules for AI and one real workflow running.
The team workshopProgrammes
Incubators, accelerators and universities
Run the cohort under your own programme. You bring the people, we bring the system.
Get in touchProof
Things we built that people found
Every number here has a source and a date. We claim shipping and getting found. Never revenue.
Plumerie
A library app for physical books. Web, iOS and Android.
- — 2.5M search impressions in 6 months
- — 1,000+ users, €0 on ads
Hot Girl Steps
A step tracker for women, on iOS.
- — 10,000+ downloads
- — Launched in Facebook groups, no ads
Built by Heidi
A Finnish content site
A content site built with AI, started from zero in Nov 2025.
- — 5.25M Google impressions in year one
- — 298K clicks, all organic
Grown by Heidi
A Reddit community
A community started from scratch.
- — 0 to 28.7K members
The first cohort starts on 11 January 2027
Early access for the waitlist opens on 1 December. The first 10 seats are €19, and the price goes up €10 every 10 seats.
Pricing
Start free. Pay when you're ready to ship.
Every guide is free and ungated. Ship It adds the material, the deadlines and the people, for life.
Everyone
Free
€0
Free forever. No signup needed to read.
- Every guide, glossary entry and blog post, ungated
- Indie League: the public leaderboard of who shipped what, open to read
Indie builders
Ship It
€19
Lifetime access. The price goes up €10 every 10 seats and stops at €299. 10 seats left at this price.
- Six-week cohorts, online and async. The first starts 11 January 2027
- The OS pack: every template, prompt and Claude skill we use
- Two subtracks: Build (your first product) or Get Found (people find the one you have)
- The League: weekly ship logs, a leaderboard and To the Moon Day
- A community of people shipping at the same time
- Every future cohort, included
Teams
Workflow diagnostic
€450
A 90-minute call with your team lead. If you book a workshop, the fee comes off it.
- Three of your team's workflows, ranked for AI
- The workshop format we'd recommend, and why
- Credited in full to a workshop
Teams
One person, five functions
from €2,500
A workshop for your team. Half day, full day or two days, up to 15 people.
- Your team's function map: what people decide, what AI drafts, what runs itself
- Your team's invariants file
- One real workflow built and running (full day and up)
- OS pack, Team edition included
Prices in euros. Workshops for companies exclude VAT. Full pricing
One small ship at a time.
Tell us where you’re starting from. We’ll send short build updates, at most once a week, and your early access on 1 December.