Bringing clarity, creativity and commercial focus to your start-up

I act as your Virtual Non-Exec Business Partner - for founders who want more than ‘cookie cutter’ advice.

You didn't start your business to fit into someone else's framework. You started it to create something meaningful.

After 25 years building businesses and supporting 100+ UK founders through leading accelerators, I know that great businesses aren't just built - they're designed with intention.

Check out my LinkedIn profile

Who This Is For

Early-stage founders and SME leaders ready to move from good idea to thriving business - especially those in creative industries, sustainability, tech, and social enterprise.

You're perfect for this if you:

  • Value both purpose and profit

  • Want a thinking partner, not just an advisor

  • Believe business should be human

  • Are ready to design something extraordinary

What Makes This Different

I'm not your typical business advisor.

As your Business Design Coach, I work as your virtual non-exec co-founder - bringing together:

  • Design Thinking from The Royal College of Art

  • Sustainable strategy from The University of Exeter Business School ‘One Planet’ MBA

  • Real-world experience from 20 years founding and scaling creative consultancies

  • Human insight from experience in coaching founders through uncertainty to success

This isn't about generic templates. It's about designing a business that fits you, your values, and your vision for growth.

“Al brings together creative vision and commercial reality in a way that’s rare. He helped me see my business not just as a company, but as something I’m designing - with intention, creativity, and purpose.”
— Founder

How We'll Work Together

Think of me as your creative sparring partner and strategic sounding board. Together, we'll:

Design Your Foundation

  • Clarify your purpose, vision and business model

  • Define value propositions that resonate

  • Map customer journeys that convert

Build for Growth

  • Create scalable services and sustainable strategies

  • Strengthen leadership and team culture

  • Prepare for investment with confidence

Communicate Your Impact

  • Develop a credible brand story

  • Build communications that connect

  • Articulate your difference clearly

THE GREENHOUSE - a creative partnership

This is how I structure my support for working with clients… or we can discuss a unique package tailored to your needs.

FLOURISH

Full Ecosystem Support | Quarterly | £4250

For founders who need: A virtual co-founder for transformational growth

Perfect for: Ambitious scale-ups, preparing for investment, leadership transitions

  • Monthly 2-day intensives - Deep strategy and design work

  • Weekly office hours - Your dedicated time for quick decisions

  • Quarterly board sessions - Step back, review, and set direction

  • Always-on support -Slack/WhatsApp for those crucial moments

You'll leave with:

  • Regenerative business model

  • Strong leadership capabilities

  • Resilient team culture

  • Sustainable growth systems

CULTIVATE

Development Partnership | 6 week sprint | £2700

For founders who need: Consistent support through a critical growth phase

Perfect for: Product launches, scaling challenges, team transitions

  • 6-weeks of partnership

  • Weekly or bi-weekly full days (you choose the rhythm)

  • Between-session support via Slack/email

  • Living document tracking progress and evolution

You'll leave with:

  • Transformed business model or strategy

  • Embedded design thinking practices

  • Confidence to continue growing independently

SEED - Creative Sprint | 1 day | £750

For founders who need: Clarity on a specific challenge or opportunity

Perfect for: Launch decisions, pivots, or breaking through specific blocks

  • 1 full day intensive - Deep dive into your challenge

  • 2-week germination period - You implement initial ideas

  • Half-day harvest session - Review, refine, and plan next steps

You'll leave with:

  • Crystal-clear action plan

  • Validated ideas ready to implement

  • Renewed energy and direction

My Track Record Speaks for Itself

100+ founders supported across UK innovation ecosystem

  • Leading programmes: Innovate UK EDGE, SetSquared, KTN, School for Social Entrepreneurs

  • Global brands advised: Unilever, SAP, Heineken, Sony Europe

  • Certified expertise: Certified ILM Level 7 Coach, MBA Exeter University Business School, MA Royal College of Art.

Ready to Design Your Business, Not Just Build It?

Let's have an honest conversation about where you are and where you want to be. No pitch, no pressure - just exploring whether Business Design Coaching could unlock your next chapter.

📅 Arrange your free 30-Minute Discovery Call

In this call, we'll:

  • Discuss your biggest current challenge

  • Explore how design thinking could help

  • See if we're the right fit to work together