The Non-Technical Founder’s Guide to Talking Tech
Ever feel like computer people are speaking in tongues? Here's your quick reference guide.
Why This Matters
You’ve got the idea. You’ve got the vision. But when you start talking to developers, suddenly the conversation feels like it’s in another language.
APIs, frameworks, databases, servers, front end vs. back end — it can feel like you’re nodding along in a meeting where you only understand every third word.
This guide is here to fix that. No jargon. No gatekeeping. Just plain-English explanations of the terms that actually come up when you’re building a product. Think of it as your tech phrasebook — so you can order confidently off the menu instead of just pointing and hoping.
The Core Glossary (Founder Edition)
MVP (Minimum Viable Product)
The scrappiest version of your product that solves the core problem for early users.
Practical Application: Don’t build the dream version yet. Build the test version that proves people want it.
Front End
The part of your product users actually see and touch — buttons, forms, pages. Usually built with HTML, CSS, and JavaScript (plus frameworks like React or Vue).
Practical Application: Front end = the “storefront.” It’s what your users interact with.
Back End
The behind-the-scenes engine that makes your product work — databases, servers, APIs. Usually written in languages like Node.js, Python, Ruby, or Java.
Practical Application: Back end = the “kitchen.” Users never see it, but without it, nothing gets cooked.
API (Application Programming Interface)
Think of an API as a plug socket. It lets your product connect to another system (payments, maps, messaging) without you rebuilding it from scratch.
Examples: Stripe (payments), Twilio (texting), Google Maps.
Practical Application: APIs save you time and money. Plug in instead of reinventing the wheel.
Database
The digital filing cabinet where all your app’s information lives — users, messages, orders, payments.
Practical Application: If your product involves users logging in or saving data, you need a database.
Hosting
The “real estate” where your product lives online. But there are flavors of hosting worth knowing:
- Domain Hosting: Where your web address (like
yourstartup.com) is registered. Think of it as buying the street sign. - Site Hosting: Where your website’s files live so people can actually visit. Providers include AWS, Google Cloud, DigitalOcean, or Bluehost. Think of it as renting the plot of land.
- App Hosting: Similar to site hosting, but geared for more complex applications with databases, APIs, and scaling needs.
- Email Hosting: Where your professional emails live (
you@yourstartup.com). Sometimes bundled with domain hosting, sometimes separate.
Practical Application: If you want people to actually reach your product, you need both the street sign (domain) and the land (hosting).
Framework
A set of pre-built tools and rules developers use to build faster and more consistently.
Examples: React (front end), Django (Python back end), Ruby on Rails.
Practical Application: Frameworks are like starter kits. They save time, keep code organized, and prevent developers from reinventing the wheel.
Tech Stack
The combination of tools, languages, and frameworks that make up your product.
Example: React (front end) + Node.js (back end) + PostgreSQL (database).
Practical Application: Your tech stack is like your recipe. It’s the specific ingredients your product is built with.
CMS (Content Management System)
A tool for managing website content without touching code.
Examples: WordPress, Webflow, Contentful.
Practical Application: If your product involves lots of blog posts, pages, or updates, a CMS makes it easy for non-technical people to manage.
Responsive Design
A design approach that makes your site look good on any device — laptop, tablet, or phone.
Practical Application: If users will be on mobile (spoiler: they will), responsive design is non-negotiable.
SaaS (Software as a Service)
Software delivered through the browser for a subscription fee.
Examples: Slack, Zoom, Notion.
Practical Application: If your product is the software people log into, congrats — you’re building SaaS.
Scalability
How well your product can handle growth — more users, more data, more transactions.
Practical Application: Don’t overpay for scale before you have users. But do make sure your product won’t break the moment 100 people log in at once.
Deployment
The process of taking code from a developer’s computer and putting it live on the internet.
Practical Application: Deployment = moving from “it works on my laptop” to “anyone can use it.”
QA (Quality Assurance)
Testing to make sure your product works as expected. This can be manual (“click every button and see what happens”) or automated (“let scripts check for bugs”).
Practical Application: QA keeps embarrassing bugs from reaching your users. Don’t skip it.
Technical Debt
Shortcuts in code that make things faster now but harder later.
Practical Application: Some debt is fine for speed. Too much, and it slows down every new feature.
How to Use This Glossary in Real Life
- Ask questions confidently. “When you say API, do you mean something we’ll build, or something we’ll plug into?”
- Spot the trade-offs. “Is this feature core to our MVP, or is it adding technical debt we’ll regret?”
- Speak the same language. The more precise your words, the less likely you’ll end up with the wrong scope or the wrong invoice.
You don’t need to become a developer. You just need enough fluency to have clear conversations and avoid costly misunderstandings.
Still Unsure?
That’s normal. Translating between “founder language” and “developer language” is part of what we do every day. If you’ve got an idea and you’re not sure how to talk about it in tech terms, reach out. We’ll help you find the right words — and then turn them into the right build.
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