Foil is the AI interviewer we already use to take project briefs. This is Foil on the phone: call in, or ask it to call you, talk through your project for a few minutes, and get back the brief you'd otherwise have to write yourself.
IdeaA dramatized example. The caller and the studio are made up, the voices are synthetic, and no phone line is connected yet.
Sound plays only when you press Play, and the site's own soundtrack pauses until the call ends.
Sample call · 1:26
A discovery call
A pottery studio owner wants online booking before spring registration.
Brief written
0:00 / 1:26
Transcript
FoilAI
Hi, this is Foil, the AI interviewer for #10. I'll ask a few questions about your project and write up a brief. You'll see it before anyone at #10 does. Sound good?
Rosa
Sounds good. I run a pottery studio, Kiln and Commons. We teach classes, and members rent time on the wheels.
FoilAI
What's the main thing you want the new site to do?
Rosa
Bookings. Right now people email me, I check a spreadsheet, and I email them back. It eats my evenings.
FoilAI
So booking is the core. Do members book differently from someone taking a single class?
Rosa
Yes. Members get wheel time every week, and they should get to book first. Drop-in students pay per class.
FoilAI
About how many classes do you run in a week?
Rosa
Around twelve, plus open studio for members most evenings.
FoilAI
Got it. Where do payments happen today?
Rosa
Square, at the front desk. I'd like to keep Square if we can.
FoilAI
Do you keep a list of students anywhere, like a newsletter?
Rosa
Mailchimp. About nine hundred people, mostly past students. It would be great if bookings added people to it.
FoilAI
Noted. Anything you'd want to sell online besides classes?
Rosa
Gift cards, for sure. Maybe some of our pieces later, but not first.
FoilAI
Is there a date this needs to work by?
Rosa
Our spring session opens registration on February first.
FoilAI
Last one. Do you have a budget range in mind?
Rosa
Honestly, I don't know what this costs. Maybe ten to fifteen thousand?
FoilAI
That's helpful. I'll write this up now. You'll get a text with a link to the brief, and you can fix anything before it goes to #10.
The brief Foil writes
What we'd read before the first meeting.
After the call, Foil turns the conversation into a short brief. It doesn't price the project or promise anything: it writes down what it heard and what it still doesn't know.
Kiln and Commons: online booking
Written from the call above and confirmed by Rosa.
Goals
Replace the email-and-spreadsheet booking that takes up the owner's evenings.
Let members book their weekly wheel time before anyone else.
Sell gift cards online.
Add new students to the Mailchimp list when they book.
Scope
Now: a calendar for about 12 classes a week plus members' open studio, with online booking and payment, a members-first booking window, and gift cards.
Connect bookings to the existing Mailchimp list (about 900 people).
Later: an online shop for studio pieces. Not in the first phase.
Constraints
Keep Square for payments. It already runs the front desk.
Live before spring registration opens on February 1.
Budget about $10k to $15k, not firm.
Open questions
How many members are there, and how far ahead do people book? Is a waitlist needed?
Does Square's own booking tool cover the members-first rule, or does it need a custom layer?
Who keeps the class schedule up to date?
Which platform fits best. Foil leaves that to the first conversation.
How callback works
Ask for a call. Check the brief. Then we see it.
Some people would rather talk than type. You could call in, or leave a number and a good time, and Foil calls you.
01
Ask for a callback
From the contact form: your name, a number and a time that suits you. The number is used for that call and nothing else.
02
Foil calls and says what it is
It introduces itself as an AI, says it's taking notes, and asks if now is still a good time.
03
A short interview
Goals, the work involved, deadlines, budget, what you already use. It follows up when an answer is vague and skips what doesn't apply.
04
You get the brief first
A link by text or email, a minute or two after you hang up. Read it, fix it, or delete it.
What you confirm before we see it
The brief says what you meant. Edit anything Foil got wrong.
Anything you'd rather not share is taken out.
How you'd like us to follow up: email, a call, or not yet.
That we can keep the brief. If you don't confirm, nothing is sent to us.
Only after you confirm does the brief reach us, and a person replies. Foil never quotes prices or commits us to anything.
Rather type than talk?
Foil already works in your browser. Answer a few questions and it writes the same brief.