Turn your idea into a business that makes commercial sense
Work out what you’re actually selling, who it is for and how the business can make money before you invest heavily in building it.
Limited availability
4 Weeks to Build the Business Behind the Brand.
Work 1:1 with me to turn your idea into a clear commercial foundation — so you know what you’re building, who it’s for, how it can make money and what deserves your time and money next.
For early-stage founders building something of their own.
Starting from the idea
Know whether your assumptions hold up
Test the thinking behind your customer, market, offer and pricing so important decisions are based on more than what feels right.
Make smarter decisions about where your money goes
Know what needs investment now, what can wait and where spending money would solve a problem you don’t actually have.
Build a brand on something real
Develop positioning, messaging and a first brand direction from what the business actually is, rather than creating an identity and trying to make the business fit it later.
After eight weeks, you won’t just have more answers. You’ll have a business you understand well enough to build on, spend money on and put your name behind — with a clear direction for what comes next.
Already in motion
If the business is already running and the questions are no longer about building the foundation, you may need a different kind of support.
Strategic Diagnostic, Business + Brand Strategy and ongoing Founder Advisory are built for businesses that are already in motion.
Founder Foundation
What eight weeks actually get you.
Not eight weeks of theory. The work, thinking and practical support needed to turn what you know about the business into decisions you can actually build from.
01
1:1
1:1 Strategic Sessions
Regular focused sessions with me to work through the decisions behind your business, challenge assumptions and decide what needs attention next.
02
Analysis
Business + Market Analysis
I review what we uncover around your customer, market, offer, pricing, competitors and commercial logic and connect what would otherwise remain separate pieces.
03
Your work
Founder Work Between Sessions
You get focused questions, research tasks, calculations and exercises for the information only you can provide, so our time together is spent thinking rather than filling in worksheets.
04
Documented
Your Founder Foundation Document
The important decisions, assumptions and strategic direction are documented as we go, giving you one place to return to as the business develops.
05
Strategy
Business + Brand Foundation
We translate what we learn about the business into positioning, messaging and an initial brand direction that the company can actually support.
06
Next moves
Clear Priorities for What Comes Next
You leave knowing what deserves action now, what still needs testing, what can wait and where you do not need to spend money yet.
07
Support
Questions Between Sessions
When something comes up while you are doing the work, you have a way to ask rather than saving every question until the next session.
08
Included
The Field Guide
A collection of tools, templates, AI prompts, instructions and practical resources for the things you can sensibly handle yourself after our work together.
Ready to start?
Book your 1:1 Foundation Call.
Tell me where you are, what you’re building and what you need help figuring out. If Founder Foundation looks like the right place to start, we’ll take it from there.
Prefer to go straight to the conversation?
Book a time directly
Before we start
Questions worth answering.
The things you probably want to know before committing eight weeks to working together.
Is Founder Foundation right for me if I already have a business?
Founder Foundation is primarily built for the stage between an idea and a properly established business. If you have already launched but are still working through fundamental questions around your offer, customer, pricing, business model or positioning, it may still be right for you. If the foundation is already there and you need help with a specific problem or next stage, one of my other advisory offers will probably make more sense.
Do I need to have a finished product or business idea?
No. You can come with a product, a prototype or a very clear idea, but you can also come earlier. What matters is that there is something concrete enough for us to investigate, question and develop into a viable business direction.
What exactly will we work on?
That depends on what the business needs. We may work through your customer and market, offer, business model, pricing, competitors, costs, sales channels, operational decisions, positioning and messaging. The point is not to march through a fixed curriculum. It is to understand how the pieces affect one another and make the decisions your particular business needs.
What will I have at the end of the eight weeks?
A documented foundation for the business, including the decisions we have made, the assumptions that still need testing, your commercial and strategic direction, initial positioning and messaging, and clear priorities for what comes next. The exact output depends on what we discover along the way.
Will you create my branding, website or marketing for me?
Not as part of Founder Foundation. We establish what those things need to be built from first. You will leave with the strategic direction needed to brief designers, developers or other specialists properly and to make better decisions about what you actually need to invest in.
How much time will I need between sessions?
Plan for at least 5–7 hours a week outside our sessions. That time goes into the work we need to move the business forward — research, testing assumptions, gathering numbers or working through decisions. Some weeks may require a little more, others less.
What happens if we discover that my original idea doesn’t work?
I only accept ideas I believe have enough potential to explore in the first place. But we ask the critical questions early — about the market, customer, demand and commercial potential — so we can spot weak assumptions before too much has been built around them. If something doesn’t hold up, we can adjust the idea, rethink the model or develop a stronger alternative. And if the idea genuinely isn’t viable, it’s better to know before you invest more time and money.
How much does Founder Foundation cost?
The investment covers the full eight-week engagement rather than individual calls, because the value lies in the work and decisions that happen across the process.
What happens after the eight weeks?
You may have everything you need to continue independently. If you want me to stay involved as the business develops, we can decide what kind of support makes sense from there. There is no requirement to continue.