The Founder Project

I'M LOOKING FOR ONE FOUNDER.

One idea. One founder. One business built from the ground up.

I’m looking for someone with a business idea they genuinely believe in. And I’m going to help them turn it into something real.

We’ll work through the strategy, positioning, brand, website and launch together, and I’ll waive my professional fees for the initial business build.

In return, I’m going to document the entire process.

Not just the beautiful bits at the end.

The ideas. The decisions. The things we change our minds about. The brand coming together. The website taking shape. The launch. And, most importantly, what happens when we put the business into the real world.

APPLICATIONS ARE NOW OPEN.

Why I'm Doing This

I WANT TO SHOW WHAT HAPPENS WHEN WE START WITH THE BUSINESS.

I’ve spent years helping businesses with their brands, websites, positioning and digital strategy. And one thing I’ve seen again and again is how often I’m brought in after the important decisions have already been made.

The business exists. The offer exists. The pricing exists. Sometimes the brand and website already exist too. And then we start trying to fix the pieces that aren’t working.

I want to do this differently.

I want to start at the very beginning. With an idea.

And show what happens when strategy, positioning, brand, digital and marketing aren’t treated as separate things, but are considered together from day one.

That’s The Founder Project.

What We'll Build

FROM IDEA TO LAUNCH.

We’ll start by working out what we’re actually building. Who is it for? Why should they choose it? Where does it sit in the market? What should we offer? What does the business need now and what can wait? From there, we’ll build the foundations around it.

01 — THE BUSINESS

We’ll explore the idea, market, customer, competition, offer, pricing direction and business model.

02 — THE POSITION

We’ll work out where the business belongs in the market, what makes it different and how we need to communicate its value.

03 — THE BRAND

We’ll create the strategy, messaging and visual identity needed to bring the business to life.

04 — THE DIGITAL FOUNDATION

We’ll build the website and essential digital systems the business needs to operate, attract customers and measure what’s happening.

05 — THE LAUNCH

We’ll develop a practical launch and marketing direction and identify the channels, content and specialist support needed to take the business into the market.

06 — THE REAL WORLD

We’ll look at how people respond, what works, what doesn’t and what we learn once real customers start interacting with what we’ve built.

Because launching isn’t the interesting part.

Building something that works is.

What's included?

The selected founder will receive my professional services for the initial business build at no charge.

The exact scope will depend on the business we select, but could include:

Business and launch strategy
Market and competitor research
Ideal client positioning
Offer and pricing direction
Brand positioning and messaging
Brand identity design
Website strategy
Website design and development
SEO foundations
Search and analytics setup
Digital systems and integrations
Launch planning
Marketing direction
Ongoing strategic input throughout the project
Help identifying and briefing specialist providers where required

There isn’t a predetermined package.

We’ll work out what this business needs and build around that.

What's Isn't included?

FREE DOESN'T MEAN A BUSINESS COSTS NOTHING TO START.

I’m waiving my professional fees for the agreed initial scope. You will still be responsible for the real third-party costs involved in starting and operating your business. Depending on what we’re building, those might include things like:

Business registration and professional fees
Domain and hosting
Software and subscriptions
Stock or product development
Packaging and printing
Photography and video
UGC or content creation
Advertising spend
Specialist development
Equipment
Licences
Suppliers
Courier or fulfilment costs
Any other external services your particular business requires

Part of my role will be helping you work out what is worth investing in now, what can wait and where your money will have the most impact.

But you need to be financially prepared to start a real business.

Who I'm Looking For

THE IDEA MATTERS. THE FOUNDER MATTERS MORE.

I’m not necessarily looking for the person with the most developed business plan.

In fact, you can apply with little more than a strong idea.

What matters to me is what you want to build and whether you’re prepared to build it.

I’m looking for someone who:

Has an idea with genuine commercial potential
Wants to build a serious business, not simply experiment with a hobby
Is ambitious about where the business could go
Is prepared to put real time into making it work
Can fund the external costs required to launch
Is open to advice and willing to change direction when the strategy tells us to
Values good design and understands the importance of positioning
Is comfortable with the process being documented publicly
Is willing to share appropriate milestones and business results as the project develops
Is reliable, responsive and ready to do their part

I’m particularly interested in premium businesses where brand, experience and reputation have a real impact on what people are prepared to pay.

Hospitality. Property. Interiors. Architecture. Creative businesses. Premium products. Professional services.

But if your idea falls outside those industries and you think it’s exceptional, apply anyway.

A good idea will get my attention.

What I'll Need From You

THIS IS A PARTNERSHIP.

I’m bringing a significant amount of my own time and expertise into this project, so I’m looking for someone who’s prepared to match that commitment.

You’ll need to:

Show up.

Make decisions.

Do the work on your side.

Invest where the business genuinely requires it.

Give me honest feedback.

Allow me to document the process.

And keep going after the exciting launch-day part is over.

I can help you build the foundations.

I can challenge your thinking.

I can create the strategy, brand and digital tools.

I can help you make better decisions.

But I can’t run the business for you.

That’s your part.

We Share The Story

The Founder Project will become an ongoing Design by Steph case study.

That means I’ll be sharing parts of our journey through my website, social media and marketing.

We’ll document things like the thinking behind the business, strategic decisions, brand development, website process, launch and selected results as the company begins to grow.

You need to be comfortable being part of that story.

Of course, that doesn’t mean every financial figure, confidential conversation or commercially sensitive detail automatically becomes public.

We’ll agree on appropriate boundaries.

But if you’d prefer to build completely behind the scenes, this particular project probably isn’t the right fit.

What If You Aren't Selected?

THERE MAY STILL BE A WAY FOR US TO BUILD IT TOGETHER.

I’m only selecting one business for the complimentary Founder Project.

But that doesn’t mean I can only help one person build a business.

If I read your application and think your idea is strong and we’d work well together, I may invite you to discuss working with me through the same business-building process on a paid basis.

There’ll be an option on the application to tell me whether you’d be interested in that.

There is absolutely no obligation.

So if you’ve been waiting for a reason to finally tell someone about the business you can’t stop thinking about, tell me.

I’d genuinely love to hear it.

One Idea Should Change Everything

You don’t need a logo. You don’t need a website. You don’t need a name. You don’t even need to know exactly how you’re going to make it work yet.

You need an idea you believe is worth exploring and the commitment to do something with it. I’ll help with the rest.