1-2-1 Coaching
One-to-one coaching, team coaching, and coordinated operator support — built around the founder as a complete system.
Why Inside Startups Is Different
Founders do not operate independently of their psychology or physiology. Decisions made under pressure, with inconsistent energy and cognitive load, are not the same decisions made from a clear and rested mind. We build the foundations first.
Layer 3 — The Output
BUSINESS
Strategy, fundraising, go-to-market, partnerships, commercial execution, operations, and finance. Not frameworks — applied, real-world decision-making from people who have done it.
Led by Ben Sheppard, Rob Holmes, and Aiza Pradas
Layer 2 — The Engine
BODY
Energy, resilience, recovery, and physical robustness. Founders operate at sustained intensity over long periods. This layer ensures the individual is physically equipped to handle that load without performance becoming reactive or inconsistent.
Led by Will Foden
Layer 1 — The Foundation
BRAIN
How founders think, how their environment shapes behaviour, and how to design the conditions for clarity, composure, and consistent decision-making under pressure.
Led by Sarah Taylor
"Most coaching improves a business temporarily. Inside Startups builds the underlying capability of the founder to perform at a higher level, repeatedly and sustainably."
The Coaches
Ben Sheppard
Fractional operator, 4× founder, one exit. Strategy, fundraising, go-to-market, and commercial execution across the full founder journey.
Rob Holmes
Fractional CBO and COO. Partnerships, business development, and commercial operations.
Aiza Pradas
Fractional CFO and COO. Finance, operations, and the systems that keep a scaling business structurally sound.
Sarah Taylor
Cognition and environment specialist. How founders think, and how to design the conditions for clarity under pressure.
Will Foden
Health, resilience, and physical performance. The capacity to operate at sustained intensity over the long term.
Coaching Packages
All sessions are conducted online via video call.
Your coaching, your pace.
Designed around how many hours of one-to-one coaching you need each month. Every session is 60 minutes via video call. Notes and clear actions provided after every session. Unlimited questions between sessions via WhatsApp, with a response commitment of 48 working hours.
What's included
Best for
Founders with a specific, defined challenge who want focused, expert input from one experienced operator.
Two or three coaches. One shared priority.
Six hours of coaching per month across two or three Inside Startups coaches, with a guaranteed minimum of 90 minutes from each coach. Sessions are structured around a single monthly priority — one thing the business is actively working through — with each coach contributing from their area of expertise. Full access to Inside Startups tools and frameworks.
What's included
Best for
Early-stage teams who need more than one perspective and want structured, coordinated support across business, operations, and performance.
The full team. Behind your startup.
Twelve hours of coaching per month across the full Inside Startups team, with a minimum of two hours guaranteed from each core coach. Includes a monthly joint review session with at least two coaches. Full access to all Inside Startups tools, frameworks, and methodologies. Access to the Inside Startups network — introductions made where genuinely relevant, whether for fundraising, go-to-market, or strategic partnerships.
What's included
Best for
Founders who want an experienced team sitting behind their business — available, coordinated, and invested in the outcome.