For founders and owner-managers
Just Good Business maps the ecosystem your business exists within: customers, cashflow, staff, suppliers and competitors, the things that support its growth and the things that inhibit its success. It tests your cash and your growth options on your own numbers, and turns what it finds into a plan with names and dates. You make every call.
Festival of Entrepreneurs
We're showing Just Good Business on our stand, with the book and an assessment on screen. Tell us the question that keeps coming back about your business, and we'll show you how it gets answered. Book a time to talk at the stand, or register your interest now and we'll pick it up after.
The question an owner asks
It isn't a forecasting question. It's a question about how the business hangs together. Your accounts show the totals; they don't show the joins. And most of what goes wrong in a business goes wrong at a join.
Then round again. Just Good Business follows a shock like this link by link on your own numbers: how many months the cash lasts, who and what it touches, and which move closes the gap fastest.
What you get
One afternoon gets you to a first assessment. Everything after that builds on it.
The business at the centre and nine systems around it: competitors, marketing and investment; suppliers and customers; cashflow, operations, staff and sales. Every connection reads as a plain sentence, such as "Client A buys from the business".
Drop in a bank export and your invoices. The cash budget runs month by month under a worst, a base and a best case drawn from your own history, so you know your runway and what breaks first.
Options along the lines the business already has, each tested against your cash before you spend. Ranked by whichever you're shorter of, time or money, with the other always shown beside it.
Stress-test the business: your biggest customer leaves, customers pay later, one order swallows the business. See the cash trough and the knock-on effects before they happen.
Each claim is marked by analogy, from research, from your data, or backed by a paying customer, and each section names the one step that would firm it up. Anything the AI suggests stays a suggestion until you confirm it.
Market and competitor research kept current on a schedule you set, every source cited. Come back with fresh numbers and the assessment shows exactly what moved since last time.
How your map is built
Choose your route, draw the map, add your evidence, take a first look, approve your first report, then go at your own pace. Every AI suggestion is reviewed one by one, research arrives cited and checked word for word, and your figures stay private.
Wherever you are
Four gates and a "what would have to be true" sheet, before you spend your savings. Each gap comes with the cheapest test that would close it.
Test the idea firstWhich customers first, through which channel, at what price and with which partners, tested before the money is spent.
How the start-up route worksWhich work actually pays, where to grow next, and early warning when the shape of the business needs to change. A good fit if you're working on a growth plan, on your own or alongside a growth course.
See the assessmentYour pitch stress-tested against the questions investors ask, and grant drafts that cite your own evidence. You stay the applicant.
Raising moneyYou stay in charge
Underneath, SOSX runs more than fifty specialised AI agents to research, check and draft. They do the hours of attention most owners can't spare. They never decide for you.
Every figure comes from your own records or a number you typed. The AI explains and cites; it never invents a number.
What the AI proposes stays a proposal until a person confirms it.
No one number pretends to sum up your business. Every reading comes with what would improve it.
Money is visible only to you and the people you name, such as your accountant or a co-founder.
What it connects to
Spreadsheets, documents, OneDrive, Companies House and the systems you already run come in as they are. Xero and FreeAgent are coming, with QuickBooks and Sage after them.
Just Good Business reads your books. It never writes to them.
What it connects toFrom the same team
Explain My Business and Customer Compass come from the team behind Just Good Business. Each does one job well, next to your map.
Turns your business documents or your website into short explainer videos, narrated and captioned. You approve the script before anything is made, so every word is one you'd say.
Visit explainmybusiness.netFor UK service businesses on Xero. It connects to Xero, ranks the client moves that matter most by their money impact (who to keep, who to renegotiate, quiet churn and price ceilings) and drafts the first action for each. It writes back to Xero only if you approve, and that's off by default.
Visit customercompass.ai
The book
Christopher Dean's book Just Good Business teaches the whole method with a wall, some sticky notes and an afternoon. The book teaches it by hand; the service runs it for you.
Talk to us
Growth, a pivot or a risk you can feel. Tell us the question that keeps coming back and we'll tell you plainly whether Just Good Business is for you.