The Hyphen Lab · Private founder session

One difficult business decision. A clearer way forward.

Thinking about expanding, hiring, raising prices, or investing in something new?

Bring one important business question. We’ll break down your options, examine the numbers, challenge your assumptions, and identify what makes sense to investigate or do next.

Who it’s for

Is there a business decision keeping you up at night?

Q.01

Should I launch this new product?

Q.02

Is opening another location a good investment?

Q.03

Would hiring someone help my business grow?

Q.04

Should I raise my prices?

Q.05

Which opportunity should I focus on?

Q.06

How do I know whether my next investment will pay off?

Ideal for

Founders and business owners with one specific, meaningful decision
Questions where money, time or strategic direction is at stake
Decisions that need analytical thought, not just a second opinion

Not designed for

A comprehensive review of every part of your business
General brainstorming without a decision in view
Problems that need weeks of research or modelling (see the Sprint)

What we’ll do together

Seventy-five minutes, five moves.

A structured working session on your real decision, not a presentation.

Understand the decision

Clarify the actual goal, current situation, constraints and options.

Challenge the assumptions

Separate known facts from assumptions and identify what might be missing.

Examine the numbers

Work through financial implications, business metrics, simplified scenarios and trade-offs using the data you have.

Evaluate your options

Which choices are promising, what might go wrong, and what evidence would change the conclusion.

Identify your next move

Agree practical next steps: what to test, investigate or decide.

What’s included

Everything you get for £295.

Before the session

Preparation

Short intake questionnaire
Limited advance review of your decision and the information you share

During the session

75 minutes, 1:1

Private online working session
Structured analytical investigation of one business decision
Live discussion of the relevant numbers, assumptions, options and uncertainties

After the session

Your Decision Brief

A concise, one-page written brief
The question and options considered
Key insights and assumptions
Indicative calculations, where relevant
Outstanding uncertainties
Practical recommended next steps

Not every question can be fully resolved in 75 minutes. You will leave knowing what makes sense to do or investigate next.

Sample Decision Brief

What you’ll leave with.

An example of the one-page brief you receive after your session. It shows the thinking, the key numbers and the next move, without pretending to be a full financial model.

ILLUSTRATIVE EXAMPLE

The business, figures and recommendation are invented to show the format. They are not a client result.

ILLUSTRATIVE EXAMPLE

DECISION BRIEF

Decision

Should the business open a second location?

Goal

Profitable expansion without compromising cash reserves.

Constraint

Keep at least six months of operating costs in reserve.

Options considered

Option	Upfront	What it tells us
Full second location	£180,000	Highest upside, but uses most of the reserve before demand is proven	NOT YET
Three-month pop-up	£25,000	Tests demand in the new area at a fraction of the cost	RECOMMENDED
Postpone expansion	£0	Protects cash, but leaves the demand question unanswered	FALLBACK

Key financial considerations (full location)

Fixed costs	£14,000 / month	Contribution margin	37%
Break-even revenue	≈ £37,800 / month	Expected revenue	£62,000 / month
Expected contribution	≈ £9,000 / month	Payback on £180,000	≈ 20 months

Main uncertainty

Whether enough new demand exists, or the second site would mostly draw customers from the first.

What would change this

If the pop-up points to less than ≈ £37,800 a month in new revenue, a full location would not break even.

Next action · Learn

Run the three-month pop-up and track new versus existing customers before committing to a lease.

Indicative calculations based on the founder’s own figures. Illustrative example only.

What this is not

Focused by design.

The Clinic is built for one decision. It does not include:

Extensive bespoke market research
Full financial modelling projects
Complex data cleaning or analysis
End-to-end business strategy development
Implementation or ongoing support
A comprehensive audit of the entire business

Larger pieces of work are handled through a Decision Design Sprint.

	Decision Clinic	Decision Design Sprint
Best for	One specific decision that needs analytical thought	Complex strategic problems with several moving parts
Length	One 75-minute session	4–6 weeks
Depth	Structured reasoning and indicative numbers using your existing data	Research, modelling, evidence collection and scenario analysis
You receive	A one-page Decision Brief	The analysis, models or tests needed to decide what to execute, stop or learn
Fee	£295 founding-client rate	Scoped and quoted per project
Start	Book a Clinic	Discuss a project

Why The Hyphen Lab

An analytical partner, not a brainstorm.

This is not a generic brainstorming or motivational coaching session. It’s a working session led by a data scientist whose career spans Meta, EY and Accenture.

Analytical expertise

Years of breaking down complex product, strategic and commercial problems.

Scientific thinking

Clear hypotheses, explicit assumptions and evidence that could change the answer.

Commercial reasoning

Margins, payback and cash, not just ideas.

Structured trade-offs

Options compared side by side against what you’re actually trying to achieve.

Practical next steps

A move you can make, or a test you can run, this month.

Questions

Before you book.

Who is the Decision Clinic for?

Founders and business owners facing one specific, consequential decision about growth, pricing, hiring, investment or where to focus, who want to think it through with numbers and structure.

What kinds of decisions can we work through?

Expansion and new locations, pricing, hiring, launching products, choosing between opportunities, investment and profitability questions. If money, time or strategic direction depends on the answer, it’s likely a good fit.

What information should I prepare?

The intake questionnaire asks about the decision, your timing and what you already know. Bring any numbers you have, such as revenue, costs, prices or customer data. Rough figures are fine.

What if I don’t have much data?

That’s common. We work with what you have, make assumptions explicit, use simple estimates and scenarios, and identify which evidence is worth collecting next.

Will I leave with a definitive answer?

Sometimes. Some decisions become clear in a session; others need a test or more information first. Either way, you’ll leave knowing what makes sense to do or investigate next, and what would change the recommendation.

What will my Decision Brief contain?

One page covering the question and options considered, key insights and assumptions, indicative calculations where relevant, outstanding uncertainties and recommended next steps. See the illustrative example above.

What if my problem requires deeper analysis?

If the decision needs research, full modelling or data work, we’ll say so, and we can scope a Decision Design Sprint.

How is a Decision Clinic different from the Decision Design Sprint?

The Clinic is one 75-minute session on one decision, with a one-page brief, for £295. The Sprint is a 4–6 week bespoke engagement covering research, modelling, evidence collection and scenario analysis, quoted per project.

Is the session confidential?

What you share is used only to prepare for and deliver your session.

How do booking, rescheduling, cancellation and refunds work?

You complete a short questionnaire, pay securely through Stripe, then choose a time for your session.

To reschedule, or for any question about your booking, email rosebud@thehyphenlab.com.

Book your Decision Clinic

Start with your decision.

A few short questions so the session starts with your real question. It takes about five minutes.

£295 founding-client rate, paid securely with Stripe
75 minutes, private 1:1 online
One-page Decision Brief after the session

Prefer to talk first? Send a message.

1Your decision
2Payment
3Choose a time

NamePlease enter your name.

EmailPlease enter a valid email address.

Business namePlease enter your business name.

Business website (optional)Please enter a valid web address.

What decision are you currently trying to make?Please describe the decision in a sentence or two.

When do you need to make it? Please choose a timeframe.

What relevant business information or numbers do you already have?Rough figures are fine, e.g. monthly revenue, costs, prices or customer numbers.Please share what you have, even if it’s rough.

What would make this session valuable to you?Please tell us what a good outcome looks like.

Payment by Stripe on the next step

The Decision Clinic

Before you make your next big business move, let’s examine what really makes sense.

Book your Decision Clinic

£295 founding-client rate75 minutes · private 1:1 onlineOne-page Decision Brief