First Business Kit · Income Engineers Guild
Start a business the customer-funded way.
Free worksheets and a ten-minute Kit app session place you on the Freedom Framework: the same customer-funded path David White used across four businesses over forty years. No investors. No capital to start.
Browse free worksheetsRead two chapters freeAbout the book
No signup for worksheets. The app onboarding is free and produces a real action plan, not a preview.
Built for founders who want to do it properly
You have a skill, a trade, or an idea. You want to be your own boss. Somewhere along the way you picked up a rule that isn't true: that you need savings, funding, or a polished offer before you can start.
First Business Kit is for people who are ready to test that rule honestly. Maybe you haven't started yet. Maybe you have one or two clients and hit a wall: cash flow, one dominant client, referrals that dried up, the urge to hire or spend before the problem is real.
This is not passive income. Not a side hustle fantasy. Not raise-money-first startup culture. It's the proper way: customers before capital, one step at a time, with worksheets that tell the truth and an app that won't let you skip the hard parts.
Start where you are
I'm looking for a place to start
You searched for how to start, what to do first, or how much money you really need. Start with a free worksheet: no account, no email gate, immediate output you can use today.
I have the book
The book gives you the full story and the action points. The Kit app turns your honest answers into a personalized placement on the ten-step Freedom Framework.
I'm already building something
The Income Engineers Guild is the community layer: founders working through the same waypoints at different stages.
Three steps. No pitch deck.
1. Diagnose honestly
Free worksheet or Kit app onboarding. Answer what's actually true today.
2. Get placed on the Framework
Ten steps. You start where you belong, not always at Step 1.
3. Do the next step
Five customers before you build. No Step 4 until five commitments are logged.
The book goes deep. The worksheets are free and instant. The app connects them.
Forty years running a business. Forty years advising business owners
David White has spent four decades starting and running customer-funded businesses: from keyboard upgrades for the Sinclair Spectrum to introducing search engine marketing in the UK, to advisory work with firms including Ernst & Young, IBM, Vodafone, Disney, and Sony.
Will strike a giant chord with a lot of people who like me find much advice about online marketing far too specialised, incomprehensible, vague or all three
David speaks and mentors from industry experience rather than cliches. Very refreshing and inspiring.
I've known David for many years and the one thing that impresses me most is that he is an action taker. He's also a genuinely good guy.
David White helps businesses and brands accelerate sales through improving, engaging and being clear in a world of unnecessary complexity and tech-no-babble
David is such a powerful marketing guy, everything he says is high quality, usable and true. Delivered with humour when appropriate, he's extremely easy to watch, view and learn from.
David breaks everything down beautifully, turning complex issues into simple steps so that it is easily understood. His patience has been hugely appreciated and I have learned such a lot from him.
Advisory clients have included Ernst & Young, IBM, Vodafone, Barclays, Sony, and Rightmove.
Free worksheets. No signup.
Pick the problem that matches yours. Each tool works on its own; the Kit app connects them into a sequence.
Five Customers
Name five people who would pay before you build anything.
Where Am I On The Curve?
See whether you're growing, plateauing, or running out of road.
Customer Research Conversation Guide
Questions that get truth, not politeness.
Commitment Audit
List every recurring cost and ask if it still earns its place.
Milk Round Tracker
Turn one-off customers into clients who pay repeatedly.
Time and Money Audit
What starting actually costs (usually less than you think).
The competition isn't another book
Most people who want to start a business are still deciding twelve months from now. Not because the idea was bad. Because they kept consuming instead of acting: another podcast, another course, another reason to wait until the money was ready.
First Business Kit is built for the opposite move. Ten minutes in the app. One worksheet finished today. Five customers named this week.