Thirty days to reach 2,000 real buyers. You get a clear plan for every week, a weekly check-in on your numbers, and other founders doing the same. Hit your target and you keep your seat. Miss it and you fold: you're out, and there's no refund.
One payment from $197. Sales tools included.
Your first customers won't come from another feature. They come from 30 days of putting your offer in front of the right people, every single week.
Set your offer, your buyer and your target. We review the plan before day 1.
Reach qualified buyers by cold email, LinkedIn or your own outreach: 2,000 people in 30 days.
Every week you report your numbers with evidence, and a person checks them.
What counts. The target is 2,000 unique qualified prospects: people, not messages. Each person counts once. Follow-ups, test sends and published content don't count toward it. You can ask for a smaller target, and we approve it.
A programme that keeps you selling, the tools to do the selling, and a bonus to launch with.
The structure and the people that keep you going for 30 days.
A clear target, checkpoints at 300, 800, 1,400 and 2,000, and a deadline that makes selling happen.
36 tasks across five stages, so you always know what to do today.
You send your numbers and evidence every week, and a person checks them.
See how you're doing against the other founders in your cohort.
Founders on the same mission dates, sharing wins, stuck points and what's working.
Distro is the sales software you'll use. You paste your website, it works out who buys from you, then it runs your outreach and content, with you approving what goes out.
Your ideal customer, the problems they have, your positioning and the channels to use, written for your business.
Personalized email sequences sent from your own Gmail, with follow-ups that stop the moment someone replies.
Instead of Instantly Growth, $47/moFinds people showing buying intent, then runs connection requests and follow-up messages from your account.
Instead of HeyReach, $79/moEngages your buyers on LinkedIn and X: finds the right posts and people, drafts replies you approve.
Instead of GojiberryAI PRO, $99/moPlans, writes and publishes SEO articles to your blog on a schedule, so Google and AI search send you buyers.
Instead of Semrush SEO, $139/moEvery reply in one place, with AI reply drafts you approve before anything is sent.
A step-by-step kit to create a motion launch video for your product, like the one below. No video editor needed.
Bought separately, the tools alone cost about $364 a month, roughly $4,368 a year. With Sell or Fold you pay $197 once, and the programme comes with it.
See the plans| What you'd need | Example | Price |
|---|---|---|
| Cold email | Instantly Growth | $47/mo |
| LinkedIn outreach | HeyReach | $79/mo |
| Intent-based leads | GojiberryAI PRO | $99/mo |
| SEO | Semrush SEO | $139/mo |
About $4,368 a year$364/mo
Entry-plan prices from each vendor's pricing page, checked 1 October 2026. These tools aren't exact substitutes.
| Feature | Sales course | Tools alone | Sell or Fold |
|---|---|---|---|
| A plan for what to do | |||
| Tools to do it | |||
| A deadline and a target | |||
| Someone checks your numbers | |||
| Founders doing it with you |
Hit your target in 30 days and you keep your seat, the tools and the cohort. Miss it, and this is what you lose:
Before anything folds, you get warnings, a 7-day grace period and the right to appeal. After that, it's final. To come back, you start a new mission and pay again.
36 tasks across five stages. Each one links to the tool you do it in, and every week ends with a report someone checks.
Set up the mission. The 30 days start when your plan is approved and you press Start.
Strategy, list and first messages. Checkpoint: 300 prospects reached.
Launch and learn from the first replies. Checkpoint: 800.
Use what buyers told you. Checkpoint: 1,400.
Hit the target and turn the month into a routine. Checkpoint: 2,000.
You submit your numbers and evidence every week, and a person checks them.
One score built from what you actually did, not what you planned.
See where you stand against your cohort, under a name you choose.
Doing the work and buyers still aren't answering? We review your offer, targeting and messages with you. It is a review, not a results guarantee or a refund guarantee.
Distro is the sales software every member gets. We built it for founders who sell, and we run Sell or Fold ourselves: we review your mission before day 1, check your weekly reports, and step in with the No-Silent-Launch Review when your numbers say something is wrong.
Same mission, playbook, reviews and cohort on both plans. Just answer one question: how many products are you selling?
Selling one product? This is the plan for you.
$297$197one-time programme payment
Founding price. Goes up to $297 after the first 20 members.
Not a subscription. US dollars. No refund.
Join with GrowthSelling more than one product? Run them all in Distro at the same time.
$397$297one-time programme payment
Founding price. Goes up to $397 after the first 20 members.
Not a subscription. US dollars. No refund.
Join with ScaleProgramme payments are non-refundable, including when a mission folds. Tool access continues while your membership is active and compliant. It isn't lifetime access.
Pausing, suspension, cancellation, a refund, a chargeback, confirmed abuse or failing the programme rules can end sponsored access. A Distro plan you pay for yourself, or a valid trial, is never touched.
Read the programme terms before you join.
| Feature | Growth | Scale |
|---|---|---|
| Core | ||
| Business projects | 1 | Unlimited |
| GTM plan (ideal customer, buyers, positioning, channels) | ||
| Path to your first 100 customers | ||
| Full intelligence report (view + download) | ||
| Cold email | ||
| Sender mailboxes (Gmail / Google Workspace) | 5 | Unlimited |
| Personalized sequences written in your voice | ||
| Follow-ups stop the moment someone replies | ||
| AI reply drafts you approve | ||
| Automatic replies with your booking link | ||
| AI writing credits | 300 / mo | 1,000 / mo |
| LinkedIn outreach | ||
| LinkedIn accounts | 1 | 1 |
| Buyer intent signals + competitor watchlists | ||
| Connection and message sequences | ||
| Automatic replies | ||
| LinkedIn AI credits | 200 / mo | 600 / mo |
| Distro Copilot (X, LinkedIn) | ||
| Copilot actions per day | 30 / day | 100 / day per business |
| Autopilot (acts within your safety limits) | ||
| SEO and AI search | ||
| Published articles | 12 / mo | 30 / mo per business |
| Autoblog publishing | 3 a week | Daily |
| Auto-publish to your CMS | ||
| Google Search Console opportunities | ||
| AI search readiness checks | ||
| 300+ backlink directories | ||
| Support | ||
| In-app help | ||
| Priority AI generation | ||
| Direct founder support | ||
| Export all your data | ||
One programme payment: $197 for Growth or $297 for Scale, in US dollars. It is not a recurring subscription.
No. Programme payments are non-refundable, including when a mission folds. This doesn't affect any rights the law in your country gives you.
You get warnings, a final warning and a 7-day grace period to catch up or appeal. If the mission still fails, it folds: your membership and tool access end and your payment is not refunded. To come back, you start a new mission and pay again.
Unique qualified prospects reached for the first time during the mission through Distro email, a LinkedIn campaign attached to your mission, or approved manual outreach. Follow-ups are touches, not extra prospects, and content does not count toward the target.
No. Sponsored Distro access continues while your Selling Founders membership remains active and compliant. Pausing, suspension, cancellation, a refund, a chargeback, confirmed abuse or failing the programme rules can end it.
No. The programme provides software, structure, playbooks, verified progress and accountability. Customers, revenue, meetings, funding and reply rates are not guaranteed.
Selling Founders is a programme by Distro.