Two companies.One founder’s journal.

I’m Asad. Building Noodle Seed in Silicon Valley and SAEE in Pakistan. Sharing the work as it happens.

Explore the journey

By Asad IqbalIn the making

Two worlds. One journey.

Noodle SeedSAEESilicon ValleyPakistanBuilding in publicLearning by doing

Noodle SeedSAEESilicon ValleyPakistanBuilding in publicLearning by doing

Why Store of Scope

I’m building in two different worlds, AI and boxing. This is where I share the decisions, the experiments, and everything I learn along the way.

I started Store of Scope to share the work behind the outcome. Building Noodle Seed, an AI company from Silicon Valley. Building SAEE, an athlete brand starting with boxing in Pakistan. And giving back to the people following along, through honest notes, useful tools, and the workflows I use myself.

22

Companies in the making

22

Different worlds

11

Founder’s journal

The chapters

Different worlds, one unfolding story

Pull a bookmark from the shelf. Each opens a different part of what I’m building, learning, and sharing with you.

I. Noodle Seed

I’m building an AI company from Silicon Valley. This is the work behind Noodle Seed: turning ideas into products, listening to customers, and figuring out what is useful.

• AI, products & customers
• The decisions behind the build
• Lessons from Silicon Valley

Visit Noodle Seed

«The best way to understand the future is to build something for it.»Noodle SeedI · Noodle Seed

«Start with the athlete. Earn the right to be in their corner.»SAEEII · SAEE

«Write it down while you are still figuring it out.»The journalIII · The journal

«When something helps me build, I want it to help you too.»Shared with youIV · For you

For your own work

Things I’m making. Yours to use.

Tools and workflows from my own work, shared with the people following along. A small way to give back.

• I.Build your product’s identityThe branding workflow I use, ready for your next idea.

  Work through your product’s positioning, voice, and visual identity with the product-branding skill. See how it comes together in the real Wayfare example.

  Open the branding skill

  • A practical branding workflow
  • A real worked example
  • A skill to use in your own work

• II.Make room for good readingThe Store of Scope plugin for the newsletters you follow.

  I built a plugin to help make sense of the newsletters I read. Explore how it works and the installation options available for your own reading workflow.

  Explore the plugin

  • Newsletter organization
  • A repeatable reading workflow
  • Setup and installation guidance

• III.Find your next useful workflowA growing collection of skills from the work itself.

  When a process becomes something I can use again, I turn it into a skill and share it here. Browse the collection and find something to bring into your own work.

  Explore the Skills collection

  • Reusable skills
  • Examples and instructions
  • Built from real projects

Notes from the work

From the journal

Explore the archive ↗

• STOREOF SCOPECDMs, Jev and the decisions around an LLMStore of ScopeOctober 21, 2026
• STOREOF SCOPEWhere Poppy fits alongside MCPStore of ScopeOctober 18, 2026
• STOREOF SCOPEBuilding SAEE #1: Designing the gloves I want to train inStore of ScopeOctober 14, 2026
• STOREOF SCOPEThe future of your product is bigger than a chat windowStore of ScopeOctober 8, 2026
• STOREOF SCOPEWhat two launches taught us about building a product businesses can actually useStore of ScopeSeptember 17, 2026

Show all 7

I

II

III

IV

1. I.Building with AITurning ideas into products with Codex, Claude Code, and the work in between.
2. II.ListenTo customers, to athletes, and to the people who use what I’m making.
3. III.LearnTry things, ask better questions, and leave room to change my mind.
4. IV.ShareThe useful lessons, the tools, and the story as it happens.

Follow the journey

Come along for the build.

Notes from building Noodle Seed and SAEE. The decisions, the experiments, and useful things for your own work. A note from me when there’s something worth sharing.

Follow on SubstackRead the journal