Four Walls and a Roof.
The FWAAR theory boils down to this: without user-validated strategy created free from bias, building a useful brand is not possible. For that reason, if the 'four walls' of your business are not user-informed, we will pass on brand building.
We know that most founders do not have the time to action this properly, which is why it is part of our core offering.
Wall 1:
Ideal Customer Profile.
Depending on your business stage, this involves identifying the demographic of the first adopters and true believers in your business and product.
How we build this wall:
Market led insights, In-Depth strategic interviews and forecasting trends. Various research methods and tools.
What happens if the founders assumption is wrong?
Often founders believe this to be the safest strategic assumption, because more often than not, they experienced the pain point directly and usually are the customer. When this is calculated without consideration of the broader market needs, it can result in:
Misunderstanding the correct channels for distribution
Incorrect tone for marketing communications
Misaligned brand image and deliverables
Failing to identify first and future verticals
Incorrect prioritisation of MVP Features
Wall 2:
MVP Roadmap.
Not the whole vision for how your company will help your customers, but the very first and minimum loveable features and design expectations to capture your first users. Ideally, includes opportunities for product-led growth to built in.
How we build this wall: Competitive design analysis, In-Depth strategic interviews and forecasting trends.
What happens if the founders assumption is wrong?
For the same reason as Wall 1, founders will often assume as they have experienced the problem, they know the solution. More accurately would be: Founders birth a vision which solves a problem. Where confusion begins is trying to fit that vision into what should be a minimum viable product. I know best - Ive done this. This results in:
Runway spend exceeding up to 4 - 5 times than expected
Startup closing due to lack of funds
Lack of team cohesion
Wall 3:
Distribution.
A distribution strategy is how, and what channels your product reaches your customers. It forms part of your Go To Market strategy.
How we build this wall: Competitive design analysis, In-Depth strategic interviews and forecasting trends. Various research methods and tools.
What happens when the assumption is wrong?
Wrong channels mean longer time to customer, or not reaching your targeted ICP at all
Competitors will eat you up if you get this wrong, and they do not
Capital misdirected to the wrong direction is wasted capital
Wall 4:
Business Model.
This is how you commercialise your business. What you offer, how much you are going to charge for it and how often.
How we build this wall: Competitive design analysis, In-Depth strategic interviews and forecasting trends. Various research methods and tools.
What happens when the assumption is wrong?
Getting the business model wrong can result in:
Missed revenue opportunity
Misunderstanding market appetite for the product
Misaligned pricing and value leads to eroded brand presence
The roof is the brand.
Our why
We believe the opportunity to innovate can be accessible to anyone with a vision. By investing in strategic expertise early, founders can build scalable, sustainable businesses without having to rely on breaking through the gates of traditional funding structures. We hope to accelerate the breadth of growth while democratising access to wealth by reducing dependence on traditional systems.
Our mission is to help founders reclaim control, enabling them to create impactful businesses on their terms. We champion a new era of Diversity, Equity, and Inclusion (DEI)—one where ownership, opportunity, and success are shared equitably across all communities.
The future of tech belongs to those who dare to innovate. We're here to help founders write their own stories, unconstrained by the approval of traditional systems.
