Founder Incubation Launch like a grown-up.

Founder Incubation is a six-month build effort for founders who want to launch a business that stands up commercially.

You work directly with

Andy Orton, founder and business designer with 25 years’ experience.
John Beaty, head of systems with 20 years’ experience
Simon King, head of digital with 27’ years experience

We start with the decisions that make the business work: a differentiated model, a disruption angle that holds up, clarity on first customers, and a practical route to reach them. Then we build what’s required to launch properly, and to operate efficiently as you scale.

This is best suited to digital-first business models, often with a techy angle and strong brand requirements.

Access the same methodology that was used by...

Garforth Gray: now a market-leading estate agent.
Island Escapes: now a market-leading holiday letting service.
Ship2Man: now an established logistics brand.

What you’re building toward

These are the non-negotiables. By launch, we’re aiming for all of these to be true:

You have a differentiated model
It is capable of disrupting a market
The brand looks credible and established
You know who your first customers are
You know how to reach them
The tech makes operations efficient with a low cost of service
The launch is prolific and effective
You have the essential collateral in place to grow

You have a sounding board throughout, effectively CMO + CTO level support.

How we work.

This is a build partnership, not a course.

We start with a short WhatsApp chat
If it makes sense, we book an up to half-day founder session with Andy
Fortnightly meetings are typical after that, with progress moving in between
Workstreams overlap. The headings below show the main focus, not a strict sequence
Six months is the standard effort, though some ventures can launch within that window depending on what already exists

The six month launch.

A proper launch is rarely “quick”. Workstreams overlap, and the headings below show the main focus, not a strict sequence.

Direction - model, positioning, pricing, what to build first
First customers - who buys first, why, and what converts
Reach - channels, comms cadence, acquisition route
Credibility - naming, brand, copy, essential collateral
Delivery - platform + systems that keep cost-to-serve low
Momentum - launch output, feedback, iteration

What we do (practically)

Depending on what you already have, the work typically includes:

Business design

Business modelling
Disruption analysis
Pricing model
First customer identification
Positioning

Brand and comms

Naming
Brand design
Copywriting
Marketing comms (themes, cadence, key moments)
Marketing collateral (deck, one-pagers, case studies, templates)

Build and operations

Digital product or website build
Systems (workflows, integrations, internal tools) to improve efficiency and reduce cost-to-serve

Production

Photography
Video
Launch campaign assets and rollout support

About you.

This is a fit if:

You’re a founder with real ambition, building something that should win its market
You bring meaningful industry experience and insight
You can capitalise at least £60k for the six-month build effort
You want a senior partner who will challenge decisions and keep the whole thing coherent
You’re prepared to move quickly (fast feedback, founder-led decisions)

If that isn’t you yet, it’s not a problem. It’s just not the right stage for this partnership.

Common Questions

Do I work directly with Andy?
Yes. Andy leads the work and stays involved throughout.

Do you take equity?
No.

Do you invest or provide funding?
No.

How long does it take?
This is designed as a six-month build effort, though some ventures can launch within that window depending on what’s already in place.

How to get started

Start on Whatsapp

Alt (phone): +44 (0)1624 623066

We’ll ask a couple of quick questions, you can ask yours, and we’ll work out whether it makes sense to book a founder session with Andy.

If we do book a session, bring whatever you have: a deck (if you’ve got one), your current offer, pricing assumptions, target market, and anything you’ve already built.

After the session, we’ll either leave you with clear next steps or, where it’s useful, we’ll share a FORD Analysis capturing:

key findings from the session
the main opportunities you should exploit
recommendations on how to begin
what will be needed to execute properly

We’ll also outline 2–3 ways we can support (with costs).

You can take it away and decide in your own time.

A quick note on budget: this is designed for founders who have £60k+ available to invest in the six-month build.

+44 (0)1624 623 066 Complete this form

Selected Clients.

Your Incubator team.

Selected work.

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