The spine of Referna is
the next client.
The product keeps forgetting it.

Your next client. Their next client. One recurring loop.

The same loop powers onboarding and ongoing use: find a path to your next client by helping other members find theirs.

Your next client is the reason to start.
Helping each other find the next client is the reason to return.

Decision: teach this loop through two rounds of onboarding: first explore and contribute while pre-fill runs; then repeat with specific companies and people. A request becomes a match only after acceptance.

Materials help. Company choices can build the profile without them.

Ask for LinkedIn, a website and marketing materials—but do not make them prerequisites. Company choices become the starting profile when materials are unavailable.

What the member does

Share what is available—or skip.

Use any available sources, or continue directly to the company questions.

Why this helps the next client happen

Either path produces enough early context to start finding useful company examples.

Your next clientOnboarding · 1 / 15

Start · Optional pre-fill

Give us a head start—if you can.

We’ll prepare suggestions while you answer a few company questions.

LinkedIn profile · Optionallinkedin.com/in/…

Website · Optionalyour-business.com

↑ Add a deck, brochure or case study

Use these details →I don’t have these · Start with companies →

No details? No problem. Your first company choices will become the initial profile.

Decision: Materials enrich the starting point; they never gate onboarding. Without them, the first four company answers seed the profile.

Start broad: which kind of company could become the next client?

Ask only one question. Offer two or three broad choices that determine what comes next.

What the member does

Choose one company type.

Keep the decision small and concrete. “Something else” opens a searchable list without exposing every future question.

Why this helps the next client happen

This first answer creates the branch that the next three questions will refine.

Your next clientOnboarding · 2 / 15

Tune your next-client profile · Question 1 of 4

What kind of company could be your next client?

Choose the closest starting point.

B2B softwareSoftware sold to other businesses.

Consumer brandsProducts or services sold to consumers.

Professional servicesExpert work sold to organizations.

Something elseContinue →

Decision: Ask one thing at a time. The next question should be visibly based on this answer.

Narrow the next question using the previous answer.

After “B2B software,” ask about the stage or scale where the member creates the most value.

What the member does

Choose one company scale.

Offer two or three choices relevant to the company type they just selected. Keep an escape hatch for “It depends.”

Why this helps the next client happen

The questions feel like a guided path toward real companies, not a generic application.

Your next clientOnboarding · 3 / 15

Tune your next-client profile · Question 2 of 4

Which B2B software companies fit best?

We’ll use this to choose more relevant examples.

Early: 1–20 peopleFounder-led; proving repeatability.

Growing: 21–100 peopleBuilding the first teams and processes.

Established: 100+ peopleMultiple teams and specialized leaders.

Based on your answer: You chose B2B software.

BackContinue →

Decision: Each answer determines the next small choice. Do not expose the full questionnaire at once.

Use a list when geography needs more than three choices.

The interaction stays one-question-at-a-time even when the answer is a multi-select list.

What the member does

Mark the geographies that matter.

Search or scan a short list; add more regions only when needed.

Why this helps the next client happen

The eventual company examples come from markets the member can actually serve.

Your next clientOnboarding · 4 / 15

Tune your next-client profile · Question 3 of 4

Where should these companies be based?

Select every geography where you can realistically work.

✓ United States Best current market□ Canada□ United Kingdom□ Israel

Find another geographySearch countries or regions

BackContinue →

Decision: A list is still one question. The next screen uses both company type and scale to order its suggestions.

Finish with the moment that makes the company timely.

Company fit identifies who; observable buying situations tell members when to think of them.

What the member does

Choose the most recognizable trigger.

Show two or three situations that follow from the earlier B2B software and growth-stage answers.

Why this helps the next client happen

Timing turns a plausible company into a useful referral ask.

Your next clientOnboarding · 5 / 15

Tune your next-client profile · Question 4 of 4

What tends to be happening when they need you?

Choose the clearest signal another member could recognize.

The founder still closes every saleThey have traction, but sales is not repeatable.

They just hired their first salespersonThe story and process need to work beyond the founder.

They are entering a new marketPositioning must become clear for a new audience.

Your path so far: B2B software · 21–100 people · United States

BackContinue →

Decision: The final question should be conditional on earlier answers and written as a situation someone could actually notice.

Use company examples to tune the ICP before matching.

Show a diverse list with the properties that caused each company to appear. The job of round 1 is learning—not ranking.

What the member does

Mark each company: fit or not a fit.

Browse the list and judge the examples. A rejection opens a reason step; accepted companies become tangible ICP examples.

Why this helps the next client happen

A varied set reveals the boundaries of the ICP more accurately than another abstract question.

Your next clientOnboarding · 6 / 15

Round 1 · ICP calibration

Help us recognize your kind of company.

Mark the companies that resemble a strong next client. The examples are intentionally diverse.

B

Beacon LabsB2B SaaS · 38 people · US · Founder-led sales

✓ FitsNot a fit

N

Northstar AIAI infrastructure · 86 people · US · Sales team in place

FitsNot a fit

A

Atlas StudioCreative agency · 24 people · Canada · Founder-led sales

Fits✕ Not a fit →

2 of 3 reviewed · 1 fitsContinue after reviewing all →

Decision: No prioritization yet. Fit decisions and rejection reasons tune the profile; matching comes later.

A rejection should teach Referna what was wrong.

Bad examples are useful only when the member can correct the underlying model.

What the member does

Choose a reason—or write one.

After marking a company “Not a fit,” show a short list of likely reasons plus an optional custom explanation.

Why this helps the next client happen

Each rejection sharpens the ICP before real matching begins.

Your next clientOnboarding · 7 / 15

ICP calibration · Not a fit

What makes Atlas Studio a poor fit?

Your answer will update the next company examples.

Wrong company typeI work with software companies, not agencies.

Wrong size or stageThis company is too early or too established.

Wrong buying momentNothing suggests they need my help now.

Something else · OptionalTell us what a better example would have…

Keep my earlier answersSave reason & replace →

Decision: Save structured and free-text feedback, then visibly replace the company. Do not make the member re-answer earlier questions.

First choose which client persona you may already know.

Do not ask for contacts yet. Let the member recognize one or more specific buyer personas already present in their network.

What the member does

Select one or more concrete personas.

Compare several distinct client types that Referna members want to reach. Calendar event access remains an optional way to surface more possibilities.

Why this helps the next client happen

Give First: begin with recognition—“I may know this kind of buyer”—before asking for a name or an introduction.

Your next clientOnboarding · 8 / 16

Give first · Choose a persona

Which client persona might you already know?

Referna members want to reach each of these people. Select the types you could credibly help them meet.

Use my calendar to find more possibilitiesOptional · Scan event titles and attendees for companies and people you may know.

Connect calendar

FFounder building a first leadership teamUseful to executive-search and leadership-advisory members✓

$Founder preparing a first fundraiseUseful to fractional-CFO and finance members□

OOperations leader opening a new officeUseful to workplace-strategy and operations members□

1 persona selectedExplain who I know →

Decision: Persona selection comes before contact confirmation. Calendar discovery stays prominent and optional; required free/busy access still comes later for scheduling.

Then turn that persona into a credible connection path.

Once the member chooses a persona, show relevant companies found from their inputs and ask them to confirm who they know, how they know them and whether they could help.

What the member does

Name the path and explain the relationship.

Select a suggested company or add one, identify the strength of the connection and add enough context to make the give-side claim believable.

Why this helps the next client happen

A selected persona creates intent; an explained relationship creates useful reciprocity. Only the second should make the member more attractive to a potential match.

Your next clientOnboarding · 9 / 16

Give first · Explain the path

Who do you know in this persona?

Selected: a founder building their first leadership team.

Suggested from your inputs
LinkedIn and your materials surfaced companies that may fit this persona. Confirm the real relationship—do not just accept the scrape.

✓

C

Cedar CloudFrom LinkedIn · You selected this company

□

M

Morrow SystemsFrom supplied materials · Not yet confirmed

How do you know the right person?

I know the founderI know someone thereI can find the right person

Maya and I worked together for three years. I can ask whether an introduction would be useful.

✓I would be comfortable exploring an introduction if the timing and need are right.

Add another companySave how I can help →

Decision: A scrape suggests; the member explains and confirms. The profile records a credible path, not an implied promise to introduce.

Let the member edit the model—and preview their market face.

Review the pre-filled profile after round 1, with direct access to every earlier answer, secondary services and the exact profile other members will see.

What the member does

Edit, expand and inspect the draft.

Correct prior answers, add secondary services and preview how their next-client focus and give-side value appear to other members.

Why this helps the next client happen

The member controls both halves of the signal: what they want and why someone else should want to meet them.

Your next clientOnboarding · 9 / 15

Sharpen your profile

Review what members will see.

We used your materials and company choices. Edit anything before matching begins.

Main serviceBrand strategyEdit

Secondary servicesGrowth strategy · Product marketingEdit

Ideal next clientB2B software · Founder or first VP SalesEdit

Geography & sizeUS & Canada · 21–100 peopleEdit

Timing signalFounder still closes every dealEdit

Advisor suggestion
Make the buyer explicit: founder or first VP Sales.
Review wording

Preview · What members see

Brand strategy · Growth strategy

I help B2B software founders sharpen positioning when a new sales motion is not yet converting.

Ideal next clients

BBeaconNNorthstar

May be able to help you reach

C

Cedar Cloud +1Confirmed by you

All previous answers remain editableUse this profile →

Decision: Pre-fill proposes; the member owns the final profile. Review includes prior answers, secondary services and a member-facing preview—not a locked summary.

Present a limited set of people genuinely worth meeting.

Each person can open paths to companies that fit the member’s ICP—and has a specific next-client need the member may be able to help with.

What the member does

Compare a small opening set.

Scroll through a deliberately limited number of high-potential people. Each card shows initials, services, confirmed target-company paths and a concrete ask.

Why this helps the next client happen

The limit protects focus: every initial match should feel worth investing in, not like an endless directory to browse.

Your next clientOnboarding · 10 / 15

Your limited opening set

People worth meeting for your next client.

Each person below can help you reach companies that fit—and has a reason you may be able to help them.

A. M. Executive search · Leadership advisory

B

Beacon LabsMatches your ICP

N

Northstar AIMatches your timing

✓ Connections confirmed by member

Their next-client focus
Founders building a leadership team.

See how I can help →

J. R. Finance · Fractional CFO

H

Harbor SystemsMatches your ICP

F

FieldworkMatches your timing

✓ Connections confirmed by member

Their next-client focus
Founders preparing a first fundraise.

See how I can help →

MORE MATCHES↓

Showing 2 people from your limited initial match set.

Decision: The first set is intentionally capped and visibly scrollable. Member identity remains semi-anonymous until the give-side check is complete.

Confirm a useful path to the other member’s next client.

Suggest relevant connections from round 1 and discovery. Ask the member to confirm what they can genuinely offer.

What the member does

Choose a company and confirm the connection.

The ask is specific to this person. Add or correct suggestions. If there is no useful fit, explore another member.

Why this helps the next client happen

Have Each Other’s Back: the mutual opportunity is credible enough to justify investing in a relationship.

Your next clientOnboarding · 11 / 15

Your first guided match

Could you help A. M. meet their next client?

A. M. helps founders hire their first leadership team.

✓

C

Cedar CloudFrom round 1 · You know the founder

□

M

Morrow SystemsSuggested from your materials · Confirm first

Know someone elsewhere?Add a company…

✓I know someone at Cedar Cloud and could make a connection if it turns out to be helpful.

BackMeet the person →

Not a useful fit? Explore another member.

Decision: A relevant, explicit give-side confirmation gates the next step. A scraped company alone is not a confirmed connection.

Reveal the person before asking for their time.

Move from company potential to a real person. Make the two next-client paths visible together.

What the member does

Review the full profile and mutual fit.

Reveal identity before any request. Explain why the first conversation is worthwhile, without promising a lead exchange.

Why this helps the next client happen

Companies create the reason to meet. Understanding one another’s work builds the trust that makes a future referral possible.

Your next clientOnboarding · 12 / 15

Your first guided match

Meet Alex Morgan.

There’s a reason to get to know each other.

AM

Alex MorganExecutive search · Leadership advisory

Helps founders build their first leadership team.

Your next-client paths

B

Beacon Labs

N

Northstar AI

Alex’s next-client path

C

Cedar Cloud

Your connection confirmed

Build trust before introductions.
Learn each other’s work and the right moments to help.

BackPrepare to meet →

Decision: Full identity appears before the request. The first meeting is for trust, not an obligation to exchange introductions.

Make the first conversation practical to arrange.

Require free/busy here because the member is now preparing an actual meeting request. Company discovery was optional earlier in Give First.

What the member does

Connect calendar availability.

Explain the minimum access and why it matters. Save progress if connection fails or is declined; keep the request gated.

Why this helps the next client happen

A path to a next client only helps if the people behind it can actually meet.

Your next clientOnboarding · 13 / 15

Your first guided match

Make room for the right conversation.

If you both want to meet, we’ll use your availability to help find a time.

Calendar availability · Required

Share when you’re free or busy. This does not book a meeting now.

Connect Google CalendarConnect Microsoft Calendar

Minimum access: availability only—not event titles or attendees.

Scheduling access only
Company discovery was offered earlier. This connection shares free/busy so a proposed time can be checked.

Not connected → match request unavailable. Progress saved.

Return laterContinue after connecting →

Decision: This step requests scheduling availability only. Optional calendar-event discovery already appeared in Give First; do not bundle the permissions.

Ask to build the relationship—not to receive a lead.

With identity revealed, contribution confirmed and free/busy connected, propose a time as part of the asynchronous request.

What the member does

Choose a time, review the fit and send.

Select one available time, then add a note if useful. The recipient can accept or suggest another time.

Why this helps the next client happen

Invite a conversation with someone worth building trust with, because each person could help the other find their next client.

Your next clientOnboarding · 14 / 15

Your first guided match

Choose a time to meet Alex.

Your request includes one time when both calendars appear free.

September 8–12Eastern time · Free/busy

MON8TUE9WED10THU11FRI12

Your calendarAlex’s busy timesFree · choose to propose

9:00BusyAvailable10:0010:00 AM selectedAvailable11:00AvailableAlex busy12:00BusyAvailable

Personal note · OptionalI’d like to understand when a founder is ready for your help.

BackSend request for Tue 10:00 →

Decision: A request contains a proposed time. It becomes a scheduled meeting only after the other member accepts.

The first request opens the real matching flow.

Sending the request is the handoff, not a waiting-room finish. The member lands directly in Matching with the request visible and the next opportunities ready.

What the member does

Continue the loop inside Matching.

Track Alex’s response, then evaluate the next person worth meeting by the same sequence: opportunity, contribution, relationship.

Why this helps the next client happen

Onboarding teaches the behavior once; the product immediately turns it into the member’s ongoing path to their next client.

MatchingFirst request sent

Request sent to Alex MorganTue, September 9 · 10:00 AM proposedAwaiting response

Matching

Keep finding people worth meeting.

Your onboarding answers now power a limited feed of reciprocal opportunities.

J. R. Finance · Fractional CFO

H

Harbor SystemsA path to your next client

You may be able to help
Fieldwork matches their next-client focus.

See how I can help →

S. K. Workplace strategy · Operations

O

OrbitStackA path to your next client

You may be able to help
Harbor Systems matches their next-client focus.

See how I can help →

Potential client → contribution → relationship → repeatView all matches →

Decision: The first send routes directly into Matching. The ongoing product repeats the loop learned during onboarding instead of ending on a passive confirmation screen.