Project Overview
Two sole traders in the wellbeing sector — one a coach and HR advisor, the other a coach and hypnotherapist — were exploring a merger to form a joint company. Their vision was to create an organisation offering wellbeing retreats, workplace wellbeing training, mental health first aid, and one-to-one coaching.

My Role
I was engaged to design and facilitate a full-day in-person strategy session (“VIP Start-Up Day”) to guide the two founders through the critical considerations of forming a new business together. My role was to cover key points, ensure both perspectives were voiced, and keep discussions focused and productive while avoiding unnecessary detail.

Key Objectives

Assess the viability of merging two independent practices into a new business.

Clarify the vision, values, and commitments of each founder.

Explore company structure, shareholding, and exit strategies.

Map out the first 12 months of activity, including services and timelines.

Actions Taken

Preparation: Provided a set of structured questions for each founder to reflect on in advance.

Facilitation: Led discussions on company structure, product creation, organisational roles, shareholding options, and exit planning.

Strategic Tools: Guided the pair through a SWOT analysis of the proposed venture and used tools such as values mapping and brainstorming to test alignment.

Focus & Reflection: Steered conversations to cover all key areas without stalling in minutiae, and reflected insights back to participants to highlight areas of agreement or misalignment.

Outcomes & Impact

The session clarified differences in personal and professional commitment levels, leading to the informed decision not to proceed immediately.

By identifying misalignment early, the founders avoided entering into a premature partnership that could have caused conflict.

Both parties left with a clear framework and timeline to revisit the conversation six months later, better prepared and aligned.

Tools & Methods
Facilitated workshop design, SWOT analysis, values finder, structured brainstorming, reflective facilitation techniques.