Founders + Founder Ecosystem
Our Path | Your Journey
We help tech founders build the commercial case behind their product, based on evidence rather than assumptions.
We partner with investors, universities, venture studios and accelerators to strengthen the commercialisation skills and validate PMF signals across their portfolio and pipeline.
For Founders
Our Path: Journey Towards Product Market Fit
Product-market fit is paramount for founders, but it isn't a single destination.
It shifts as your market changes, and the founders who thrive are the ones who know how to maintain it.
Most founders building products don’t understand the industry deeply enough, even if they’ve worked in it for a long time. They build tools that sound impressive, but don’t solve buying problems. Most of our experience comes from working in digital technology and software.
Our framework is built around the key foundations of being a startup evolving into a business and getting ready for funding and growth. We have tiers that adapt to your budget.
Not speaking to customers first is one of the most ignored founder principles. We show you how to get the commercial signals you need from customer conversations that you can use for grant applications, investor pitch decks and data rooms, marketing messages and product roadmaps.
Your Journey: For Founders
Diagnostic
Sprint
Leadership
Independent Learning + Coaching
Our commercial validation methodology in your hands.
Online courses and AI agents built around our framework, with templates, resources, and prompts that guide you through each stage. Supported by coaching, so you don't lose momentum or focus.
Meet Juno, our Market Validation Agent
Currently in Private Beta, Juno has been designed to use multiple AI agents to guide you through key stages of your customer discovery journey, the first part of our Validation Framework.
Based on 25 years of academic work and combined with the latest commercial strategies, our Framework will help you on an end-to-end journey to understand and measure market signals.
With Juno, you will define your hypothesis and ICP, complete a market analysis and design interview questions. You will analyse your interview transcripts and receive a report on signal strength, hypothesis validation, a go/no-go recommendation and commercial insights for your product roadmap, grant applications and pitch decks.
All you need to do is the interviews.
The Book
Make Products That Matter is a practical guide for entrepreneurs and product teams on how design thinking, lean startup, UX, and Agile fit together, bridging research, validation, and implementation into one coherent approach.
This gives you all the tools you need from idea to post-launch to test your concept with customers and users. The Lemonade Van is a case study that runs through the book, so you can see how the tools can be applied.
Grant Funding Fundamentals gets you ready to apply before the right opportunity appears, so you're not scrambling when it does.
Design Thinking for Deep Tech adapts the Double Diamond for the realities of high capital costs and long R&D cycles, covering customer empathy, systems thinking, and how to translate complex science into something non-technical audiences can act on.
Courses start from £225+VAT
Online Courses
For The Founder Ecosystem
The founders that fail commercially often fail for the same reason. They haven't spoken to enough customers. They can't articulate why people would pay. Their evidence base is thin.
These are fixable problems, but they need a structured approach that most accelerators don't have time to embed.
We work with accelerators, universities and investor networks to strengthen the commercial foundations across their portfolio, spin-outs or cohort. Not as a one-off workshop that gets forgotten, but as an embedded capability that changes how founders think about evidence for growing their business and fundraising.
We bring the same framework we use with founders directly, adapted for cohort delivery, 1:1 clinics, and programme integration.
The founders who can't raise are typically missing the evidence that turns a good idea into an investable case. We help you build that into your programme.
Your Journey: For Accelerators, Universities, Venture Studios and Investors
Clinics
Workshops
Module
Delivery
Startup
Signals
Trusted by founders and innovation ecosystems
What our clients say