Online business coach for professionals 15+ years into their career
Build a side business that can replace your salary, without leaving your job to do it.
A 3 month, one to one programme to take you from “I have an idea” to your first paying customer. Your job, your house, your life stays exactly where it is while we build.18 yrs
In the tech industry, UK200+
Founders interviewed on my podcast3
Businesses built from scratchWatch before you book a call
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You’re not looking for a leap of faith. You’re looking for a second income stream.
You’ve spent the better part of two decades building a career. The house is sorted. The kids are sorted. You’re not about to hand in your notice on a whim.But somewhere in the last few years, a question has started showing up more often: is this it, or is there something else I should be building?You don’t need permission to quit your job. You need a way to build something real, alongside it, with someone holding you to it until it actually produces a customer.Loved by professionals building something of their ownI finally have a plan instead of just an idea I kept putting off.The weekly check ins are what actually got me to ship something.Practical advice, no fluff. Wish the sessions were a bit longer.Went from a notes app idea to my first paying customer in 10 weeks.Exactly the accountability I needed while keeping my day job.Solid framework. Took me a couple of sessions to really click with it.The GROW model made this feel achievable instead of overwhelming.Best money I've spent on myself in years.Great coaching, though I'd love more templates to work from.I stopped overthinking and started talking to actual customers.Having someone hold me to a deadline changed everything.Good structure and honest feedback, exactly what I was missing.I finally have a plan instead of just an idea I kept putting off.The weekly check ins are what actually got me to ship something.Practical advice, no fluff. Wish the sessions were a bit longer.Went from a notes app idea to my first paying customer in 10 weeks.Exactly the accountability I needed while keeping my day job.Solid framework. Took me a couple of sessions to really click with it.The GROW model made this feel achievable instead of overwhelming.Best money I've spent on myself in years.Great coaching, though I'd love more templates to work from.I stopped overthinking and started talking to actual customers.Having someone hold me to a deadline changed everything.Good structure and honest feedback, exactly what I was missing.Validated my idea in a weekend instead of spending months planning.The pricing advice alone paid for the whole program.Really helpful coaching, just wish it started sooner in my week.First time I've actually finished what I started.Clear plan, real deadlines, and someone who actually follows up.Helped me get unstuck fast. A few sessions felt a bit rushed.I got my first paying customer without touching my job security.Direct, no nonsense coaching that respects how little free time I have.Really solid guidance, would like even more one on one time.Turned my side project from a hobby into an actual business.The accountability structure is worth it on its own.Great value for someone building this around a full time job.Validated my idea in a weekend instead of spending months planning.The pricing advice alone paid for the whole program.Really helpful coaching, just wish it started sooner in my week.First time I've actually finished what I started.Clear plan, real deadlines, and someone who actually follows up.Helped me get unstuck fast. A few sessions felt a bit rushed.I got my first paying customer without touching my job security.Direct, no nonsense coaching that respects how little free time I have.Really solid guidance, would like even more one on one time.Turned my side project from a hobby into an actual business.The accountability structure is worth it on its own.Great value for someone building this around a full time job.Someone finally treated my side project like a real business.The 90 day structure kept me from drifting like I usually do.Genuinely useful sessions, though scheduling took a bit of back and forth.I stopped waiting for the right time and just started.Clear next steps every single week, no guessing what to do.Coaching was excellent, I just needed more time to apply it all.This gave my side hustle actual structure instead of good intentions.Worth it just for the honest feedback on my pricing.Helpful and encouraging, would like a bit more written material.I got unstuck faster than I expected, no wasted sessions.The accountability alone justified signing up.Really solid coaching, sessions occasionally ran a bit long.Someone finally treated my side project like a real business.The 90 day structure kept me from drifting like I usually do.Genuinely useful sessions, though scheduling took a bit of back and forth.I stopped waiting for the right time and just started.Clear next steps every single week, no guessing what to do.Coaching was excellent, I just needed more time to apply it all.This gave my side hustle actual structure instead of good intentions.Worth it just for the honest feedback on my pricing.Helpful and encouraging, would like a bit more written material.I got unstuck faster than I expected, no wasted sessions.The accountability alone justified signing up.Really solid coaching, sessions occasionally ran a bit long.
PN
Priya Nair
MW
Marcus Webb
AO
Amara Okafor
DR
Daniel Reyes
SL
Sophie Lindqvist
TH
Tariq Hassan
FA
Freya Andersen
LO
Liam O'Connor
NA
Ngozi Adeyemi
EP
Ethan Park
IM
Isabelle Moreau
RC
Ravi Chandran
PN
Priya Nair
MW
Marcus Webb
AO
Amara Okafor
DR
Daniel Reyes
SL
Sophie Lindqvist
TH
Tariq Hassan
FA
Freya Andersen
LO
Liam O'Connor
NA
Ngozi Adeyemi
EP
Ethan Park
IM
Isabelle Moreau
RC
Ravi Chandran
GK
Grace Kim
NB
Noah Bergström
FA
Fatima Al-Sayed
CF
Connor Fitzgerald
ER
Elena Rossi
SO
Samuel Osei
MT
Mei Lin Tan
OS
Owen Sullivan
AB
Aisha Bello
LB
Lucas Bianchi
HK
Hana Kobayashi
DF
Diego Fernandez
GK
Grace Kim
NB
Noah Bergström
FA
Fatima Al-Sayed
CF
Connor Fitzgerald
ER
Elena Rossi
SO
Samuel Osei
MT
Mei Lin Tan
OS
Owen Sullivan
AB
Aisha Bello
LB
Lucas Bianchi
HK
Hana Kobayashi
DF
Diego Fernandez
CB
Charlotte Bennett
YD
Yusuf Demir
AT
Ava Thompson
KM
Kwame Mensah
IS
Ingrid Solberg
BC
Benjamin Cohen
CT
Camila Torres
AN
Adrian Novak
ZI
Zainab Idris
FW
Felix Wagner
RJ
Rosa Jimenez
JW
Jack Whitfield
CB
Charlotte Bennett
YD
Yusuf Demir
AT
Ava Thompson
KM
Kwame Mensah
IS
Ingrid Solberg
BC
Benjamin Cohen
CT
Camila Torres
AN
Adrian Novak
ZI
Zainab Idris
FW
Felix Wagner
RJ
Rosa Jimenez
JW
Jack Whitfield
The business coach programme
Three months. One framework. One outcome: your first paying customer.
01
Month one: Goal & Reality
Get honest about where you stand
We define what “enough” actually looks like for you financially, and we get a clear eyed view of your time, skills, and what you're genuinely willing to build. No idea gets chosen in month one. Clarity comes first.02
Month two: Options
Test ideas against real people, not opinions
We shortlist two or three directions drawn from your experience, and test them against real demand: conversations, small offers, early signals, before you commit months of evenings and weekends to the wrong one.03
Month three: Will
Commit, launch, and get paid
One direction, one offer, one push. Weekly accountability keeps the plan moving even on the weeks work and family take over, through to your first paying customer.What’s included
Weekly 1:1 callsA standing session each week, built around the GROW model, so momentum doesn't rely on you finding motivation alone.
Direct access between sessionsA private channel to check a decision or get unstuck without waiting a week for the next call.
A shared accountability trackerEvery week's actions logged against your monthly milestones, so progress is visible, not assumed.
Frameworks from three built businessesTemplates and playbooks pulled directly from what's already worked for me, so you're not starting from a blank page.
Introductions from my podcast networkWhere it's relevant to your direction, a warm introduction to someone from 200+ founder conversations.
The guarantee
Your first paying customer within 6 months, or your money back.*
If you attend every session and complete the agreed actions each week and you haven’t landed a first paying customer within 6 months, you get your money back.This only asks one thing of you: that you show up and do the work. The outcome is on both of us.*Money-back guarantee applies when you attend every session and complete the agreed actions each week.Months 1–3: the coached programmeMonths 4–6: guarantee window
How the guarantee actually works
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What you walk away with
A first paying customer, or I keep working with you until you have one.The 3 Month ProgrammeOne to one. Limited to a small number of clients at any time.
12 weekly 1:1 coaching calls
Direct messaging access throughout
Accountability tracking & milestone reviews
Business frameworks & templates
First paying customer guarantee
Real outcomes from the programmeWent from a notes app idea to my first paying customer in 10 weeks.Landed my first paying customer without touching my job security.Signed my first client in a weekend instead of months of planning.Turned a side project into a business bringing in real revenue.First customer paid within two months, while I kept my day job.Went from an idea to a paying client and a repeatable offer.Went from a notes app idea to my first paying customer in 10 weeks.Landed my first paying customer without touching my job security.Signed my first client in a weekend instead of months of planning.Turned a side project into a business bringing in real revenue.First customer paid within two months, while I kept my day job.Went from an idea to a paying client and a repeatable offer.
DR
Daniel Reyes
MT
Mei Lin Tan
GK
Grace Kim
LB
Lucas Bianchi
SL
Sophie Lindqvist
CT
Camila Torres
DR
Daniel Reyes
MT
Mei Lin Tan
GK
Grace Kim
LB
Lucas Bianchi
SL
Sophie Lindqvist
CT
Camila Torres
Why I’m the one to build this with
Eighteen years ago, I started my career as a typical software engineer. Nothing about the beginning stood out. I wrote code. I shipped features. I sat in the same meetings as everyone else on the team. If you’d looked at my job title back then, you’d have seen a thousand other people with the exact same one.The difference was what I did with the hours nobody else was watching. Most evenings looked like everyone else’s. Unwind, scroll, repeat. Mine didn’t, not always. I kept following whatever I was curious about. Small side projects. Half finished apps. Ideas I built just to see if I could. I had no plan to turn any of them into a business. Most went nowhere. For years, that felt like the whole story. A software engineer with a hobby. Not a founder with a plan.Then I did a diploma at Oxford. The coursework wasn’t what changed anything. The room was. I sat next to people quietly running real businesses on the side. They had careers like mine. Mortgages like mine. They’d simply started, in those same unwatched hours I’d been tinkering in. That was the part I hadn’t accounted for. I’d assumed the tinkering was just a hobby. They showed me it could have been a beginning all along.So I stopped treating my side projects as idle curiosity. I started treating them like a business. I took an iOS app I’d built for fun and pushed it properly. I did the boring, unglamorous work of actually finding users. The first version taught me more about failing quietly than about growth. I kept going anyway. I was still clocking in every morning like nothing had changed. Eventually it broke through. Then another one did too. Between them, over 100,000 people ended up using something I’d built in the margins of a full time job. Not once did I have to choose between the paycheck and the idea.That’s when the real question started nagging at me. Was that repeatable? Or had curiosity just gotten lucky? So I started a podcast to find out. I put the question to anyone who’d sit down with me. Two hundred conversations later, the answer kept coming back the same. Founders who bootstrapped. Founders who scaled. Several who are now self made millionaires many times over. None of them had a shortcut. Every one of them had a process. And the discipline to keep working it, long after the initial curiosity wore off.That process is what we’ll use together. Not a leap into the unknown. Not a resignation letter. A framework. The same one that took a typical software engineer’s side projects to a real business. The same one that took 200 founders from an idea to a life they built on their own terms. You keep the job. You keep the income. You just stop treating your curiosity as a hobby. Start treating it like a beginning.You could do exactly what they did. The only thing standing in the way is starting.FAQs
No. Most clients start with a general direction or a set of skills, not a fixed idea. Month one and two exist specifically to find and test that idea properly.
No. This programme is built for people who want to keep their job and income secure while building something on the side. That's the whole premise.
Expect one coaching call plus a few focused hours of your own action each week, designed to fit around a full time role and family commitments.
If you've hit your first paying customer, we discuss whether ongoing support makes sense for scaling further. If you haven't, the guarantee continues our work at no extra cost.
Employed professionals who want to build a side business without gambling their income. It works best for people willing to commit a few focused hours a week for three months.
That's the norm, not the exception. The frameworks and weekly calls are built to take you from zero business experience to a paying customer, step by step.
If you complete the weekly calls and actions and haven't landed a paying customer by the end of month three, coaching continues at no extra cost until you do.
Yes. The framework is industry agnostic, it's about validating demand and building an offer, so it applies whether you're in services, products, or software.
Month one and two are designed exactly for this. We test multiple directions against real demand rather than judging ideas on paper, so the right one becomes obvious.
Each call follows the GROW model: reviewing progress, addressing blockers, and setting the next week's specific actions, so you always leave with clear next steps.
You get a private channel to me between sessions for quick questions or decisions, so you're not stuck waiting a full week for input on something time sensitive.
Most early offers are validated with minimal or no spend, through conversations, pre-sales, and small pilots. Larger investment only comes after real demand is proven.
No. Coaching happens over video calls and messaging, so you can take part from anywhere with a reliable internet connection and a quiet hour each week.
It's 1:1. Every call, the accountability tracker, and the plan are built specifically around your situation, not a cohort curriculum applied to everyone equally.
Where a warm introduction from the 200+ founders I've interviewed would genuinely help your specific direction, I'll make it. It's not guaranteed for every client, only where relevant.
A shared, living log of each week's committed actions against your monthly milestones, so progress is visible to both of us rather than relying on memory or good intentions.
Life happens. We adjust the plan on the next call rather than treating a missed week as a failure, the goal is steady progress over three months, not a perfect streak.
No. The plan is built around a realistic, sustainable weekly load, a call plus a few hours of action, specifically so it doesn't take over your personal life.
Pricing covers all 12 weekly calls, direct messaging access, the accountability tracker, frameworks and templates, and the first paying customer guarantee. See the pricing section for current details.
Reach out early if something isn't working. We'll talk it through directly rather than relying on a rigid policy, most fit issues can be resolved on a call.
After you apply, we schedule an intro call to confirm fit and set your start date. Cohorts begin regularly, so the wait between applying and starting is usually short.
Yes, if you're pre-revenue or pre-first-customer. The programme is focused on getting you to that first paying customer, not scaling an already established business.
18 years in tech, three businesses built from scratch, and over 200 founder interviews on my podcast. The frameworks here are pulled directly from what's actually worked, not theory.
Message me directly if your circumstances change. We'll figure out the right option together, whether that's pausing calls or adjusting the plan, rather than locking you in rigidly.
We discuss it directly on your final calls. Many clients continue with lighter-touch support to scale past that first customer, but it's entirely optional, not automatic.