01
Revenue is growing, but profits aren’t.
Understand what’s driving your financial performance and what needs to change.
Decision Design for founders
Find your path to profitable growth. One that serves your vision.
We help founders figure out how to grow revenue, improve profitability and make smarter business investments, without losing sight of the business they actually want to build.
Our philosophy
Your vision defines success. Financial performance makes that success sustainable. The Hyphen Lab helps connect the two.
Defines success
Your visionThe business and life you want to build
Makes it sustainable
Financial performanceRevenue, margin, cash and return
The problem
Not all growth takes you where you want to go.
More customers. Higher revenue. New products. Bigger markets.
They’re all exciting possibilities. But pursuing every opportunity can leave you with a business that’s further from what you originally set out to create.
The question isn’t just how your business can grow.
It’s which opportunities are worth pursuing, given your goals, resources and the kind of business you want to build.
The problems we help solve
The right growth decision looks different for every business.
02
Are we charging enough?
Determine whether changes to pricing could improve profitability without undermining demand.
03
Is now the right time to expand?
Evaluate opportunities, risks and trade-offs before committing resources.
04
Which products or services deserve more investment?
Identify what’s creating commercial value and what’s consuming resources.
05
What’s the best use of our limited time and money?
Prioritise choices that move the business closer to its goals.
Different problems, one starting point: each can be explored in a Profitability Review.
Book your Profitability ReviewOur approach · Decision Design
Your vision sets the direction. Evidence helps us find the way.
- 01VISION
Define what success looks like for you
Your vision, financial ambitions, personal priorities, constraints and non-negotiables.
- 02EVIDENCE
Understand your business today
Revenue, costs, profitability, demand, resources and the relevant evidence.
- 03EVIDENCE
Explore your options
Possible paths, their financial implications, risks and alignment with your vision.
- 04DECISION
Design your next move
A practical direction, the evidence needed and the next actions.
Ways to work with me
Find the right support for your next business decision.
Whether you’re exploring a challenge, trying to make an important decision or ready to build a more financially sustainable growth strategy, there’s a way to get started.
EXPLORE
Free Tools
Start making better business decisions.
Explore free AI prompt packs and discover your decision-making strengths. Get practical guidance on the choices facing your business, at your own pace.
- Three downloadable AI prompt packs
- Founder Decision Style quiz
- Practical exercises and next steps
Best forFounders exploring challenges who want a useful starting point.
Free
Explore Free Tools
GET CLARITY
Profitability Review
Get clear on your next business move.
A focused 1:1 advisory session to understand your most important commercial challenge, explore your options and identify a practical path forward.
- 75-minute private session
- Your vision and business priorities
- Review of the relevant commercial evidence
- Structured exploration of your decision
- An actionable recommendation or next step
Best forFounders facing a specific commercial decision who want an expert perspective before committing more time or money.
£49575 minutes
Get clear on your next move
GO DEEPER
Profitability Sprint
Turn your biggest business decision into a clear plan.
A focused 4–6-week advisory engagement where we work through one consequential business decision, model your options and build a financially grounded path forward.
- 4–6 weeks
- One clearly defined business decision
- Commercial and financial analysis
- Evaluation of alternative growth paths
- Decision scenarios and trade-offs
- Recommendations and implementation roadmap
Best forFounders facing a complex or high-stakes choice that requires deeper analysis, research and financial modelling.
Bespoke proposalbased on scope
Explore the Sprint
Not sure which is right for you?
| Free Tools | Profitability Review | Profitability Sprint | |
|---|---|---|---|
| Main purpose | Explore a challenge | Clarify one decision | Resolve a complex decision |
| Format | Self-guided | 1:1 advisory | Collaborative project |
| Time commitment | At your pace | 75 minutes | 4–6 weeks |
| Financial analysis | General guidance | Focused, based on available data | Detailed, tailored modelling |
| Options comparison | Initial exploration | High-level trade-offs | Structured business cases |
| Deliverable | Personalised tool results | Commercial insight and next steps | Decision model, recommendation and action roadmap |
| Price | Free | £495 | Bespoke proposal |
| Next step | Use a tool | Book a Review | Discuss project scope |
Different founders need different levels of support. A Review doesn’t have to lead to a Sprint, and the free tools are useful on their own.
Case studies
Different visions. Different challenges. Better business decisions.
TodayPopular supper clubs
The missing middleMeasurable milestones
The visionA self-sustaining community
A sold out business is not always the path to profitability.
We helped a community founder understand whether her current events could fund the next step, so she could pursue the community she envisions without committing capital before demand was proven.
- Founder objective
- An accessible, intergenerational, self-sustaining community
- Decision made clearer
- What to stop, and what the next stage must prove
- Stage
- Decision reached · results not yet measured
Read the case study
Pop-ups SCALE
Made-to-order TEST
Online TEST
One commercial goalConsistent demand without unnecessary stock risk
Her customers loved the clothes. But which sales channel could sustain the business?
We helped a fashion founder understand which sales channels deserved her limited money, stock and attention, so she could build a sustainable business without financing more inventory for every opportunity.
- Founder objective
- A business that supports her livelihood, with room for product development
- Decision made clearer
- Where the next growth should come from
- Stage
- Path recommended · tests not yet reported
Read the case study
Rosebud Anwuri, founder
A data scientist whose career spans Accenture, EY and Meta, now bringing analytical, evidence-led thinking to founders’ most important commercial decisions.
Your next move