Describe a business. Watch it hatch.

The emotional promise, settled (Curtis s01-b6ac70 — adopted from the live yoshi.site copy, not reinvented): the hero is “Describe a business. Watch it hatch.” and the belief underneath is “Yoshi makes every business sound like itself.” It's pride + delight + ease: a site that's unmistakably yours, grown from what the world already knows about you. (sites/yoshi-site is the canonical marketing voice; this tree aligns to it.) Earlier alt framings — “be findable” / “own your corner” / “grows with you” — are facets of this, not competitors to it.

Yoshi is a website factory you talk to. You tell it about your business — or just hand it a link — and it builds you a complete, fast, search-ready site: not a one-page template, but hundreds to thousands of pages, each one written for a real service in a real place, individuated to your brand.

You don't pick a theme. You don't drag boxes. You have a short conversation, watch it work, and steer the result. The site that comes out is yours — not a skin every other business in your trade is also wearing.

🥚 The egg. Internally we call a site-in-progress an egg. You seed it (a few facts, or a URL), it fills with your real assets — your services, your photos, your reviews, your city — and then it hatches into a live site. The metaphor isn't decoration; it's the whole mental model. You're not operating a builder. You're growing something.

Who it's for

• A business owner who needs to be findable — a towing company, a deck builder, a dog-walker — and has been quoted $5k and six weeks for a site that's mostly a brochure.
• A builder / agency who wants to stand up many client sites without hand-coding each one, and manage them from one place. (This is the Studio — see Plans.)

What makes it different (the three promises)

1. Depth, not a landing page. Most "website builders" give you 5 pages. Yoshi generates the long tail — every service × every neighbourhood — because that's what actually gets found in search. A towing site isn't Home / About / Contact; it's flatbed towing in Barrhaven, winch-out in Kanata, and 1,500 more. status: live — the deterministic generator ships this today.

2. Individuated, not templated. Two businesses in the same trade get structurally different sites — different layout, logo, palette, photography, copy voice, and even corner-radius personality — derived deterministically from who they are. No "towing twins." status: live (uniqueness axes shipped; copy-voice in flight).

3. Alive, not frozen. A site has a life after launch. Change a price, add a service, drop a blog post — and the relevant pages update without rebuilding the whole thing. status: planned (the living-sites pipeline; see Grow & Measure).

The old way is broken (and it's not the building that hurts)

Plenty of tools will build you a site. The pain comes after — the day you need to change it. A new price. A holiday hours update. A service you started offering last week. With most setups that means emailing whoever built it, waiting days, and paying per request — for edits to a site that's supposedly yours. The brochure you paid $5k for slowly goes stale because keeping it current is a chore and a bill.

The old way	With Yoshi
Email the agency for a tweak	Tell Yoshi in plain language
Wait 3–10 business days	Live in seconds
$75–$250 per change (or a retainer)	Change as often as you want — included
"That's a bigger job, we'll quote it"	Yoshi already knows your whole site
You don't even have the login	It's yours — one dashboard, full control
5 static pages that never grow	Hundreds of pages that update as one

That's the second promise of Yoshi, and the one people feel every week: your website is finally yours to change. (You can watch this exact gesture on the Dashboard page.)

The shape of using it (90 seconds)

  you: "I run a towing company in Ottawa."     ← 01 The Conversation
  yoshi: starts pulling your real details       ← 02 Watch It Build
  yoshi: "Found 4 services + 12 reviews. Add winch-outs?"
  you: tap a chip, or just type
  yoshi: builds the egg, you watch it fill
  you: preview → "make the hero warmer" → done  ← 03 Preview & Steer
  you: publish → yourshop.yoshi.site (or your own domain)  ← 05 Publish
  later: dashboard shows your scores climbing, you add a blog post  ← 04 / 06

That's the product. Everything else in these docs is one of those moments, in depth.

🌳 Open questions (the inquisitive seam)

These are unresolved product-design forks this page exposes. They feed the Decision Register + cycles.

• What's the first screen? RESOLVED (s01-cb142f → the hook, D36): a single prompt + a starter chip. "Paste your website, or just tell me about your business in one line" with one example chip to defeat blank-page paralysis (recognise, don't compose). The agent disambiguates Mode A/B from what you give it — no "which door?" screen. This IS the hook in the capture funnel (D36): motion before any signup. Embodied live in the ConversationDemo island (01-the-conversation) — the first screen is no longer a hypothesis, it's a thing you can press play on. Remaining: the empty starter-chip set for a cold visitor with no example — cycle 39.
• Do we show the "thousands of pages" number up front, or does it scare a small operator? It's our biggest differentiator and the thing that sounds like spam to the uninitiated. Maybe we show it (a live count ticking up as the egg fills) rather than claim it. Cross-ref 02 Watch It Build.
• One audience or two front doors? ANSWERED → D32 (the two faces). Two product faces from one engine: a builder/white-label face (sells power + economics; machine visible; the Studio) and a client/owner face (machine hidden; you experience a site being made for you). Same Yoshi + egg + persona, dialed per face (builder = candid about the engine; client = warmer, machine hidden). Remaining: one homepage with a split vs /studio as a distinct entrance — a layout call. Cross-ref D32, cycle 49 (white-label addressing), 07 Plans (Studio tier).
• What is the emotional promise in one sentence? RESOLVED (Curtis s01-b6ac70): “Describe a business. Watch it hatch.” + “makes every business sound like itself” — adopted from the live yoshi.site copy (don't reinvent). Pride + delight + ease. Remaining: which facet leads on which surface (findability for SEO-minded owners, pride for the brand-proud) — a positioning nuance, not a re-decision.