Strategy for founders
From idea to early sales

What should your startup focus on next?

You’re putting time and energy into your business, but you’re not seeing the progress you hoped for. Should you keep building, rethink your offer or focus on finding customers?

I work with you to understand what’s holding you back, choose where to focus and what to put aside, and turn those decisions into practical next steps.

Book a free 20-minute intro call

Tell me where you’re stuck. We’ll discuss what you need and whether I can help.

Explore the 30-day advisory →

Compass illustration representing strategic direction
When to work with me

Does this sound familiar?

  • People are interested, but not buying
  • Your pitch isn't getting the response you hoped for
  • You’re unsure which customers to focus on or how to explain your offer
  • Everything feels urgent, and you don't know what comes first
  • You keep revisiting the same decision
  • You want an outside view before committing more time, money, or energy
What I help you clarify

The choices behind your next steps

01
The problem

What needs solving first?

02
Your customers

Who should you focus on?

03
Your offer

Why would they choose it?

04
Your pitch

What does your audience need to understand?

05
Your priorities

What deserves your time now?

06
Your next steps

What should you test before committing further?

30-Day Founder Strategy Advisory

Work through the decision holding you back

We examine your options, choose where to focus and agree practical steps to try over 30 days.

Your written priority plan

  • One priority and the reasoning behind it
  • Two or three practical actions or tests
  • What to put aside for now
  • The evidence to look for

£350

Pilot price. Everything listed included.

Early-stage or pre-revenue? If the pilot price is a stretch, ask me about a reduced rate.

Book a free 20-minute intro call

Tell me where you’re stuck. We’ll discuss what you need and whether I can help.

What’s included

We start with a free intro call to see whether working together is right for you.

  1. Preparation

    Once booked, you complete a short questionnaire. I review it and relevant materials before we meet.

  2. 90-minute strategy session

    We work through your challenge. You receive a written priority plan afterwards.

  3. Optional 30-minute halfway check

    An included session to discuss obstacles, review feedback or adjust the plan.

  4. 45-minute final review

    Assess what you’ve learned over the month and decide what comes next.

You try the agreed actions between sessions.

Client feedback

What it’s like to work with me

We needed strategic focus and investor readiness and she delivered. She asked the right questions and created structure where we previously had scattered ideas.

Crispin Sinclair
Founder, Conker Bikes

She helped us refine our pitch deck and sharpen our target audience. We greatly benefited from her honest, practical, and insightful mentorship support throughout the programme.

Sina Fateri
Product Developer

What stands out about Andrea is the combination of deep expertise, sharp judgment, and real empathy: she challenges your thinking without ever making you feel small.

Gaston Magi
Head of R&D, Oncoliq
Other ways to work together

Support for what you need next

Pitch reviews

Sharpen your story, structure and message for investors, customers or partners.

Focused strategy sessions

Work through a specific decision about your customers, offer or business model.

Ongoing strategic advice

Book by the hour when you need support. No monthly commitment.

Also available for fractional strategy and operations support, helping deliver agreed projects on a part-time basis.

Discuss what you need
Andrea van der Loos, Strategy and Innovation Consultant
About

Andrea van der Loos

Strategy & Innovation Consultant

I’ve worked with corporate strategy teams and early-stage businesses, including over a decade supporting strategy and M&A at Wolters Kluwer Health.

I’ve helped founders develop business models, sharpen their positioning and prepare pitches for customers, partners and investors.

I take time to understand what you’re building and what you’ve tried. Together, we examine your options and decide what deserves your attention, with honest feedback throughout.

I also teach project management and Design Thinking to Master’s students at Université Paris-Saclay.

Based in Cambridge · Working across the UK and Europe

Let’s talk

What would help you move forward?

Tell me where you’re stuck.
We’ll discuss what you need and whether I can help.

Book a free 20-minute intro call