Making it Up helps founders think differently about their ideas so they can get moving - clearer and with more confidence.
Consider us your thinking partner. We bring an outside perspective that helps you zoom out, refocus, and create action — whether that leads to a shift in direction, renewed growth or simply the clarity around what to do next.
We do this through focused, collaborative programmes that unpick your challenge, explore possibilities, and leave you with a clear direction.
How we help
CHALLENGES
WE SOLVE
No two startups are the same and nor are their challenges, but these are the kinds of things we tackle.
“Growth has slowed, and the team isn’t aligned.”
“I know there’s something here, but the path forward is foggy.”
“We’ve got traction but aren’t sure where to focus next.”
“We’ve hit a wall and need to get moving again.”
“We’re at a crossroads and need an outside perspective.”
“We’re weighing up new markets, products, or models.”
Our Offer
THe making it up programmeS
Our programmes are designed to help founders get unstuck and moving forward again. They're a creative, collaborative experience that untangle your challenge and give you a clear way forward.
Together, we create space to think, break things down and put them back together again — so you leave with confidence, clarity, and momentum.
HOW THEY WORK
Every programme is different, but our work consists of the same series of steps, developed over 10+ years of founder experience. It might take place over an intense one-day workshop or a series of sessions over a few weeks. Regardless of the format, we’ll help you to get unstuck, define your ambition, find opportunities by looking inside & out, set a course, and agree a plan to make it happen. Here are the steps:
Understand today → where you are now and what’s holding you back
Define tomorrow → where you want to go and what success looks like
Explore futures → map possible paths and surface key assumptions
Test quickly → design lightweight ways to see what holds up
Make confident choices → decide with clarity and conviction
Create an action plan → a focused strategy you can actually deliver on
Who THEY'RE for
We typically work with founders who are past the starting line, with early traction and the ambition to turn it into something bigger. When things feel messy, uncertain, or overwhelming.
What to expect
– Clearer thinking about your direction
– Confidence in your next move
– A roadmap for action
– Simplified priorities
– Momentum to make progress
”Going through this process has been just fantastic, it solved our challenge and gave us the tools to keep going!”
Previous Success
TAKING FOUNDERS
FROM Ideas to impact
We learned by doing
Found was our very own startup — a health-tech CRM that went from zero to scale. Building, growing, and ultimately exiting in a seven-figure deal provided the lived experience that shaped the Making it Up process. From launching to navigating growth pains and preparing for exit, it’s where many of the tools and mindsets we now use with founders were first tested.
FOUND (exited)
A new model to unlock growth
Infinity had hit a wall: growth slowed as residential customers turned to DIY alarm systems. Together we explored and tested a move up-market — broadening the value proposition to commercial clients and reframing Infinity from a product company into a service-led business. The result was renewed momentum and a stronger strategic position.
Infinity alarms
Creating moments that matter for new markets
Made in Japan began as a retail venture built on passion. Through our process, we explored growth options that led to a bold new value proposition for wholesale and B2B customers. The shift gave the business a new engine for growth while staying true to its cultural roots.
MADE IN JAPAN
Moving beyond healthcare
Synbiotix had traction in healthcare but risked spreading too thin. We helped the leadership zoom out, reframe the business as a CAFM-first platform, and design a growth plan around complex operational environments. Today, Synbiotix is clearer, more focused, and positioned to win in new markets.
SYNBIOTIX
Tackling an age-old challenge
Canu was an early-stage venture experimenting with a two-sided marketplace. We worked on validating both sides of the model, designing lightweight tests, and shaping the business into something that could launch with confidence. The experience showed how to balance ambition with practical learning, and how to build momentum in complex, early markets.
CANU
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Dan morris
WHO's BEHIND IT?
Making It Up was started by Dan – the founder of a number of start-ups (including Found, a health-tech platform, which he exited in a seven figure deal). Since then, he’s supported start-ups and scale-ups across sectors, helping founders navigate everything from launching early ideas to big pivots. His style is collaborative, grounded, and focused on turning stuck moments into forward momentum.
He doesn’t do it alone — and you don’t have to either. Alongside Dan, you’ll also have access to a trusted network of specialists in brand, product, fundraising, sales and more — people who’ve been there, and can help you move faster when it counts.
Like Dan, they embody the Making it Up mindset and are here to help you move forward.
Some nice words
Trusted by founders
"Thanks Dan, you have really changed the game for Synbiotix and helped bring to life my aspirations for the whole company. You and the team are excellent at what you do."
"Just having someone who's been there, who can ask the right questions or simply listen, made a huge difference and helped us secure our first round of funding."
"Making it Up has helped me to put the right foundations in place and gave me the space to answer so many questions I couldn't answer on my own."
We're a little different
The making it up mindset
We don't claim to have all the answers.
Instead, we lead with curiosity, creativity and a beginner’s mind to help you find the answers that are right for you.
We believe that fresh eyes and open questions can unlock better ideas. We’re here to explore, not prescribe. To make space for play, not posturing. Because in a world obsessed with getting it right – Making It Up is your invitation to get it wrong, experiment and learn as you go – safe in the knowledge you’ve got the help and support to figure it out when it matters.