Layout#
The Brief editor (/console/experiments/<id>/brief) is where you define the test. Open it with Edit brief on the experiment, Finish the brief on a Needs you card or the Publish tab, or automatically after New experiment or Accept.
- Sticky header (it stays in view as you scroll): breadcrumbs back to Experiments and the experiment, the serif title "Brief", and on the right Save brief and, for a draft, Publish. On a published experiment the header instead reminds you: "Saving never changes the live page. Republish for that."
- Requirement chips under the title: Buyer, Offer, Price, CTA, Date, Name, each aqua with ✓ when done or amber with ! when missing. Hover a chip for what is missing.
- Left column: the form. Right column: the page preview, which stays in view as you scroll.
Only six things are required to publish; everything else can be filled in while the test runs. Fields that block publishing get an amber border until they are filled.
Offer#
| Field | What it is | Appears on the page as | Rules |
|---|---|---|---|
| Offer | The promise, in one sentence a buyer can say yes to. | The page headline | Required to publish |
| Buyer | Who pays, specifically. | "Who it is for" | Required to publish |
| Problem | The problem the buyer has. | "What changes" when Outcome is empty | — |
| Current alternative | What the buyer does today instead. | Subline under the headline: "Instead of …" | — |
| Price hypothesis | The price you are testing, after a "$". | The hero and "Price", e.g. $490.00 | Required to publish; a number with up to 2 decimals (490 or 49.50) |
| Price note | What the price covers, e.g. "per month" or "one-time pilot". | After the price | Optional; up to 60 characters |
Call to action#
Three cards; click one to choose it. The chosen card has a dark border.
| Card | What the buyer gets | Extra field |
|---|---|---|
| Form | Name, email and a note, stored as a lead. | None |
| Booking | A Book a call button to your Cal.com page. Log each booking as a conversation. | Cal.com booking link (https://…) |
| Deposit | A Place a deposit button to your Stripe Payment Link. Log each payment as a deposit. | Stripe Payment Link (https://…) |
The link field appears only for Booking and Deposit. A call to action counts as done once a card is chosen and, for Booking or Deposit, its link is filled.
Button label (optional, up to 40 characters) is the text on every button on the page, e.g. "Request early access". Empty uses the default: "Get in touch", "Book a call" or "Place a deposit".
Test#
| Field | What it is | Rules |
|---|---|---|
| Test type | Public audience or Named prospects. Changing it swaps the threshold tiles to that type's defaults straight away. | — |
| Decision date | When the verdict is due. Defaults to six weeks after creation. | Required to publish; must be in the future |
| Outreach deadline | When outreach should be finished. For reference. | A date |
| Offer-test hours cap | The most studio time to spend on the offer test (intake + test hours). Default 25. | A number |
| Pass thresholds | One tile per threshold for the test type (below). Empty tiles keep the default. | Numbers |
| Channels / Named prospects (one per line) | Your planned distribution, for reference. The live links are managed on the Distribution tab, which keeps this list in step for channels. | Free text |
| Named prospects | Default | Public audience | Default |
|---|---|---|---|
| Named prospects, at least | 30 | Visits from tagged links | 300 |
| Named prospects, at most | 50 | Visitors leaving details or booking, % | 5 |
| Contacted, % of prospects | 80 | Paid deposits | 2 |
| Qualified conversations | 10 | ||
| Priced pilot commitments | 2 |
Page and partner#
| Field | What it is | Rules |
|---|---|---|
| Product name | The subdomain, shown with its .atlas-venturestudio.com suffix. Replace the draft-… placeholder (amber until you do). |
Required to publish; 2–40 lowercase letters, digits and hyphens; not reserved; not used by any other experiment. Read-only (tinted) once published. |
| Partner name | The builder or partner for this test. Used in the close notice. | Optional |
| Partner email | Receives the close notice and the export offer. | Optional; must look like an email |
Page content#
A fold (click to open) marked optional. It fills the page's remaining sections; none of it is ever required.
| Field | Appears as | If empty |
|---|---|---|
| Outcome | "What changes" | Problem is used |
| What you get (one per line) | A checklist, up to 6 points of up to 160 characters | Not shown |
| How it works (one step per line) | Numbered steps, up to 4 | Not shown |
| Proof or demo | "Proof" | "Ask us for a demo." |
| Demo link | A "See the demo" link in Proof | No link. Must start with https:// |
| FAQ (Question / Answer rows) | "Questions". A dashed blank row is always offered for a new question; both halves are needed once either is filled. | Three standard questions |
Social proof#
A fold summarised by how many testimonials there are.
| Field | Appears as | Rules |
|---|---|---|
| Trusted by | One line under the hero's button, e.g. "Running with finance teams at four SaaS companies" | Optional; up to 160 characters. Only claims you can stand behind. |
| Testimonials (Quote / Name / Role, company) | Quote cards in the Proof section | Up to 3. A quote needs a name. A dashed blank row is always offered. Use real quotes, with permission. |
Link preview#
A fold showing how the page's link will look when shared: the domain, the offer as the title and the description.
| Field | What it is | Rules |
|---|---|---|
| Description | The line under the title in LinkedIn, Slack, iMessage and X previews, and the page's description for search engines | Optional; up to 200 characters. Empty uses the outcome, the problem or the buyer. |
The preview uses the product image when there is one.
Product image#
A card under the form, with its own Upload image button.
- Choose a PNG, JPEG or WebP file, up to 2 MB and 6000 px on each side. A 1200 × 630 px image suits link previews best. The file's contents are checked; its name and extension are not trusted.
- Write the Alt text: what the image shows, for people who cannot see it. It is required.
- Click Upload image. Toast: "Image uploaded". The card shows the image, its size and its alt text.
Uploading saves only the image, so save other brief changes first. Remove image takes it off the brief (toast: "Image removed"). The stored file itself is kept, because a published page may still show it. To change the alt text, upload the image again with the new text.
Images are stored in the app's own database and served from the page's own address (/a/…), so pages never load anything from another site. Don't upload images that show personal data.
Feasibility risks#
A fold summarised as "N open of M". It opens by itself when any risk is open. These are never shown on the page. Each row:
| Column | What to write |
|---|---|
| Risk | What could stop the product being built legally or reliably (data terms, model accuracy, a missing integration). |
| How it will be checked | The concrete check. Required once a risk is entered. |
| Status | Open, Cleared or Accepted. |
| Note | Required to set Cleared or Accepted: what the check found, or why you accept the risk. |
A dashed blank row is always offered for a new risk. Open risks never block publishing; they block demo and pilot hours. You can also clear or accept risks from the Risks tab (Activity, hours and feasibility risks).
Preview#
The right column shows the page as it would be published, in a frame with the page's address in a small bar at the top. The Desktop / 375 px switch above it changes the width, so you can check the phone layout. It refreshes about half a second after you stop typing, from the form as it stands, before you save. It is exactly what publishing would freeze, minus the visitor's link values.
Saving#
Save brief (in the header or at the foot of the form) checks formats only and never complains about empty optional fields.
- If anything is invalid, nothing is saved: a red "Nothing was saved" banner appears and each problem is shown in red under its field.
- Otherwise you stay in the editor with the toast "Brief saved", and the chips update.
Saving never changes a live page. Use Republish for that (Pause, resume and republish).
Publish in the header publishes the saved brief, so save first. If anything is still missing, you land on the experiment's Publish tab with the gaps listed.