From concept to shelf - across licensing, retail, and founder-led brands.
Hands-on commercial clarity for product founders
1
+
Physical Products Launched (from idea to shelves)
1
+
Years in product & manufacturing (not coaching, not theory)
1
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Brands Helped (across a diverse range of categories)
1
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Retailers supplied globally (from independents to big box)
Who This Is For:
Founders with a physical product already in market
Solo or small teams (1–3 people)
Already spending (or about to) real money
Founders stuck between too many competing options
People who want honest feedback, not reassurance
Already selling (even if it’s small)
Who This Is Not For:
Are building SaaS or digital products
People who haven’t sold anything yet
Don’t want to hear “not yet”
Are looking for motivation or hype
Want generic, playbooks, or growth hacks
Anyone hoping for a free strategy call
If you’re in the “for” column, here’s what we do.
No fluff. Just commercial judgment applied to your product.
The Foundry is a small, live cohort built around commercial judgment, not tactics, hacks, or playbooks.
By the time founders find this page, they’re not starting out.
They’ve already shipped something.
It’s not effort. It’s uncertainty.
They’re stuck asking things like:
- Should this product be more expensive or sell more volume?
- Is this a marketing problem, or a product problem?
- Is the issue packaging, pricing, channel… or none of the above?
- Should we double down or stop and rethink?
- What’s actually blocking growth vs just feels uncomfortable?
Most advice online pushes action.
More ads.
More content.
More channels.
But what most founders need first is clarity:
- What to fix
- What to ignore
- What to stop doing altogether
The hard part isn’t launching.
It’s deciding what matters next and what to stop doing.
Introducing The Foundry
You don’t need more ideas. You need to know what to do next.
Shipping
Returns
This is an answer
This is an answer
What you’ll walk away with
- A clear diagnosis of what’s actually blocking growth
- A prioritised plan: what to fix now vs what to ignore
- Pricing + margin clarity (and what needs to change)
- Channel direction: D2C vs B2B vs both — and why
- Packaging + positioning direction (what to say, to who)
Confidence in the next commercial decision
Some founders scale. Some reposition. Some pause.
Either way - you leave with clarity.
Choose your level of support
From a single clarity call to a structured cohort to a one-day deep build.
Clarity Call
(1:1 - 60 Minute)
Quick diagnosis + next steps.
£300
Best for one specific question.
60 minutes, one blocker
Focused on the decision that’s blocking progress.
Pre-call questionnaire
So we start with context, not small talk.
Clear decision + next moves
You leave with your next 3 moves
Written summary after
A short plan you can actually execute.
The Foundry Cohort
(6 weeks - 9 hours live)
Structure, accountability, and multiple chances to course-correct.
£795
Best for building the full plan.
(recommended).
9 hours live sessions
Live sessions + accountability + feedback loops
6-week framework
Weekly outcomes so you always know what “done” looks like.
Hot seats + feedback
Direct input on your product, not generic theory.
Pricing + positioning help
Avoid undercharging or launching with a muddled message.
Frameworks + decision tools
Reusable tools you’ll keep using.
Community + accountability
Faster progress, fewer blind spots.
Fast-Track
(1:1 - Full Day)
Skip the line. One-day deep build.
£2,500
Best when speed matters.
Full-day deep build
One-day working session — fastest route if speed matters.
Pre-work + audits
Reviewed upfront: pricing, positioning, packaging, offer, launch plan.
End-of-day roadmap
Priorities locked. Next steps defined. Timeline agreed.
30-day follow-up call
Keeps momentum and removes the “now what?” drop-off.
Brands I’ve worked with
What Founders Say After Getting Unstuck
Who’s Running This?
I’m Reuben, founder of Mustard.
Over 17+ years I’ve launched ~1,000 physical products, built multiple 7-figure brands, and placed ranges with retailers globally. I’ve also made plenty of expensive mistakes - so you don’t have to.
I don’t coach mindset.
I don’t sell motivation.
I help founders make fewer expensive mistakes, earlier.
This call is to confirm fit, not to solve your business.
Not sure if the 6-week cohort is right for you?
Book a short fit check and we’ll work out quickly whether this is right, based on where your product is now and what’s blocking growth.
If it’s not a fit, I’ll tell you. If it is, I’ll tell you exactly what to do next.
What happens after you request a fit call
What happens after you request a fit call
1. Pick a time that suits you
2. 15-minute fit check — where you are, what you sell, what’s stalled
3. If it’s a match, you’ll be invited to apply for the next cohort
No pressure. No pitching. Just a clear yes/no on fit.