The Startup Cookbook
A Collection of Hard-Won Recipes
The playbooks they don't hand out at business school.
Real recipes from real experience — built in the trenches of startups, scale-ups, and the occasional spectacular failure. No theory. Just what works.
The Recipes
Battle-tested playbooks from building three companies. Each one written the hard way so you don't have to learn it the hard way.
GTM Playbooks
The exact go-to-market strategies that took products from zero to revenue. Not frameworks. Not theory. The actual steps, in order, with the mistakes included.
ABM Campaigns
Account-based marketing that actually converts. Targeting, sequencing, personalization, and the tech stack that makes it hum. Tested across B2B healthcare.
Sales Sequences
The outbound sequences that get replies. Cold email, LinkedIn, multi-touch cadences. Complete with templates, timing, and what not to say.
Fundraising Cadences
How to run a tight fundraise without losing your mind. Investor targeting, deck structure, follow-up timing, and the psychology of closing a round.
Hiring Frameworks
How to build a team that ships. Interview structures, culture tests, comp frameworks, and the red flags that save you six months of pain.
Yuna Kitchen
The back of house. Prospecting tools, broker scoring, and the internal systems that power Yuna Health's growth engine. Restricted to @yuna.io team members.
Lucas Siegel
Started at a hedge fund at 15. Securities license at 17. Most people were worrying about prom; Lucas was worrying about portfolio allocation.
Built Alternascript and launched Optimind into 5,000+ CVS stores (which eventually landed in a Netflix documentary — because of course it did). Sold Harbor Life to private equity. Now co-founder and head of growth at Yuna Health, where he's obsessed with building a go-to-market engine that doesn't rely on hope as a strategy.
His thing: account-based everything, creative outbound, and building systems that scale before you need them to. He thinks about GTM the way a chef thinks about mise en place — every ingredient matters, timing is everything, and the best dish in the world is worthless if nobody tastes it.
“The best founders I know are obsessed with distribution, not just product. You can build the greatest thing in the world, but if nobody knows about it, did you really build anything?”
Kite surfing, fly fishing, pickleball, and heli-skiing. Basically, anything that combines adrenaline with a non-zero chance of injury.
Let's Talk
Building something interesting? Thinking about GTM differently? Want to argue about the best CRM? Hit me up.
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