Before You Apply To The Foundry
The Foundry is deliberately small, practical, and opinionated.
This page helps you decide whether a fit call makes sense - before either of us wastes time.
Before You Apply
This programme works best for founders who:
- Are building a physical product brand
- Have already spent some time or money — and felt the cost of getting decisions wrong
- Are open to direct, practical feedback (not motivation)
- Are willing to make decisions and act on them, even when they’re uncomfortable
And just as important - it’s probably not a fit if you’re:
- Still exploring ideas with no intention to commit
- Looking for reassurance rather than clarity
- Hoping someone else will make the decisions for you
If that doesn’t sound like you, this probably isn’t the right programme — and that’s genuinely fine.
Before the cohort begins
This is the point where we slow things down and decide what actually matters next.
You schedule a fit call so that we can figure out if the cohort is the right fit and what the fastest path forward looks like either way.
What Happens After
✅ Step 1: Date locked in
Once you've made your booking, confirmation details should land within 1–2 minutes. (If not, check spam/promotions.)
✅ Step 2: Bring the messy bits
Pricing, margins, sourcing, packaging, positioning, retail, ads that don’t convert—whatever’s currently annoying you.
✅ Step 3: Leave with clarity
If the cohort’s right, we’ll map your next 6 weeks. If it’s not, you’ll still leave with concrete next steps.
What a fit call is not
A fit call is not:
❌ A commitment to join
❌ A sales call
❌ Pressure to buy
❌ Automatic acceptance
✅ It’s a short conversation to decide whether this cohort makes sense — for you and for us.
If it’s not a fit, I’ll tell you directly.
Program Details
6 Weeks
One live Zoom session per week (75–90 minutes)
Small cohort (12 - 15 founders)
Founding cohort fee: £795
Future cohorts £1,295
Next cohort: Starting April 2026
Questions, answered
Clear answers so you can decide without pressure.
FIT CALL
The Cohort
Guarantee & Refunds
What is the fit call actually for?
To decide whether The Foundry is the right next step — and what the fastest sensible path forward looks like either way.
Is this a sales call?
No. There’s no pitch deck, no pressure, and no obligation to join.
Do I have to join the cohort if I book a fit call?
No. Most people don’t. The call is about clarity first.
What should I bring to the call?
Anything that feels “stuck”: pricing, margins, packaging, positioning, channel choices, or one decision you’re avoiding.
What if it’s obvious this isn’t a fit?
I’ll tell you. Quickly and honestly.
How long is the fit call?
15–20 minutes. Enough to diagnose, not overthink.
What actually happens in the cohort?
Weekly live sessions where we pressure-test decisions, review real work, and course-correct in real time.
Is this a course?
No. There are no modules to “get through.” The focus is decisions, not content.
Will you tell me exactly what to do?
No. You’ll leave knowing what to do next and why — not following a generic playbook.
Is this suitable if I’m already launched?
Yes. Many founders join once growth has stalled and mistakes become expensive to undo.
What stage is this not for?
Idea-stage founders, SaaS or digital products, or anyone looking for motivation or templates.
What if I miss a session?
Sessions are recorded, but the real value is live discussion and feedback.
How much time should I expect to commit?
75–90 minutes per week live, plus light follow-up. This isn’t a full-time programme.
Is there a money-back guarantee?
Yes. If after the first two sessions you feel this isn’t delivering clarity, you can request a full refund.
What qualifies for a refund?
If you attend the sessions and genuinely feel the programme isn’t useful for your situation.
What doesn’t qualify?
Not showing up, not engaging, or realising you wanted motivation instead of decisions.
Why offer a guarantee at all?
Because the goal is clarity — not trapping people in a programme that isn’t right for them.
Has anyone actually used the guarantee?
Yes. And that’s fine. The Foundry isn’t meant to be for everyone.
A final note on fit
This programme is intentionally not for everyone.
It’s not designed for:
- Idea-stage founders looking for motivation
- People building SaaS or digital products
- Anyone looking for templates or step-by-step playbooks
It’s designed for founders who want to make better decisions before the next spend.