For established founders ready for their next stage of growth
Build a business that makes more without needing more of you.
A 6-month strategic growth and implementation programme for established founders ready to find the revenue, leverage and enterprise value already sitting inside the business they've built.
Scale what works.
Leverage what you know.
Licence what can travel.™
Founder membership from £1,497/month
You get more clients.
Hire more people.
Create more offers.
Add more systems.
And somehow the founder is still sitting in the middle of everything.
Revenue may have increased, but so has the machinery required to produce it.
That's the point where I stop asking:"How do we grow this business?"
"How do we make more of what you've already built?"
The Method
Three commercial lenses. One objective: build a business capable of creating more revenue, leverage and value without proportionately requiring more of the founder.
01 — Scale
Strengthen the engine.
02 — Leverage
Multiply what you've already built.
03 — Licence
Make what works travel.
Founder
Every stage is shaped by what still depends on you.
01 — Scale
Identify what is constraining the core business and make it capable of producing more without proportionately increasing complexity.
Areas we may examine
What needs to change for this business to handle significantly more?
OutcomeA stronger core business capable of absorbing growth.
02 — Leverage
Before creating more, identify the customers, expertise, team, audience, relationships and IP that are not yet being fully monetised.
Areas we may examine
How can this business make significantly more without simply doing significantly more?
OutcomeMore commercial value from assets that already exist.
03 — Licence
If the business has built proven, transferable IP, explore whether another person or organisation could pay to use, deliver, teach, sell or operate it.
Potential models
What have you created that could make money beyond your direct delivery?
OutcomeAn asset capable of generating value beyond the founder or existing delivery capacity.
The founder.
Because the business model can only change as quickly as the founder allows it to.
At every stage we look at
Sometimes the next breakthrough requires a better commercial strategy.
Sometimes the business is ready — but the founder's operating model hasn't evolved with it.
This is where Dawn's work with The Billionaire Brain® and founder psychology sits underneath the commercial strategy.
You start with your business.
There are no 48 modules to work through before you get to the thing you actually need. Every founder begins with the SLL Business Diagnostic™.
We assess
Then we build your
90-Day SLL Growth Plan™
Your plan identifies the three commercial priorities to focus on first.
Founder A
Founder B
Two founders can join on exactly the same day and have completely different priorities. That's the point. You're not following a curriculum — you're implementing your growth plan.
The Programme
Days 1–90
At day 90 — Review → Measure → Re-diagnose → Reset
Days 91–180
The second 90 days are determined by what the first 90 days reveal and produce. This could mean:
Every 90 days, the question changes. What is the highest-value thing to build next?
Each month combines founder-level strategy with focused coaching, implementation and expert support.
Once per month
Founder-level commercial strategy, decision-making and hot seats.
What matters most now?
Default access: Founder / CEO
Once per month
Work with the SLL coaching team to turn strategy into focused execution.
What needs to get done next?
Founder and participating team members
Once per month
Specialists covering growth, leadership, sales, operations, finance, IP, licensing and commercial strategy.
What expertise will accelerate implementation?
Founder and participating team members
One of the biggest reasons strategy fails is translation.
The founder attends the programme. Takes notes. Returns to the business. Tries to explain everything to the team. Then Monday happens.
SLL is designed differently.
Your team can participate in the implementation environment, so the people responsible for execution understand the strategy, hear the thinking and receive support implementing it.
Your business doesn't scale because you understand the strategy. It scales when the business can execute it.
Access
£1,497/month
Founder membership
£297/month
Per additional team member
Team members can attend
Founder strategy sessions remain primarily Founder / CEO level to preserve the strategic founder room.
Included for eligible SLL members
Built something that can travel?
The Licensing Lab runs quarterly for SLL founders whose business, methodology or IP is ready for deeper licensing exploration. Entry is based on readiness — not how long you've been inside SLL. If you're already licensing-ready when the next Lab begins, you can enter immediately. If the foundations need strengthening first, we work through Scale and Leverage and prepare you for a future Lab.
Week 1
What exactly are we licensing?
Identify the methodology, IP, system, process or commercial asset.
Week 2
What needs protecting?
IP, standards, brand, boundaries and quality.
Week 3
How does somebody else use it successfully?
Training, delivery, support and licensee proposition.
Week 4
How does everyone make money?
Initial fees, recurring fees, royalties, margins and commercial economics.
Week 5
Can the model work repeatedly?
Pilot structure, quality assurance, validation and refinement.
Week 6
How do we take it to market?
Ideal licensee, proposition, acquisition, sales process and 90-Day Go-To-Market Plan.
Legal agreements and specialist legal advice are not provided as legal services by SLL. Appropriate legal counsel should be used for formal licensing agreements and IP matters.
The Toolkit
Members receive Dawn's proprietary tools and frameworks to diagnose, prioritise and implement growth.
A good fit
Probably not right if…
Meet Dawn McGruer
Dawn McGruer FRSA FCIM is The Business Growth Coach®, a 5× founder, bestselling author, award-winning speaker and founder of The Billionaire Brain®.
Over more than 25 years, Dawn has worked with thousands of founders, entrepreneurs and business leaders, combining commercial growth strategy with founder psychology to help businesses scale beyond their existing operating model.
Her work focuses on finding the commercial opportunity already inside a business — from revenue architecture, recurring income and team leverage to proprietary IP, enterprise growth and licensing.
Dawn is the author of Dynamic Digital Marketing and the forthcoming Forbes Books title The Billionaire Brain®.
Investment
£1,497/month
6-month commitment
Team: £297/month per additional team member
Apply to JoinApply and tell us about your business. We'll assess whether the programme is the right fit for your next stage of growth.
Questions
You need to know what to do with what you've already built.
If you're an established founder and you know there is considerably more revenue, leverage or value sitting inside your business, let's find it. We'll identify what to Scale. What to Leverage. And, where the opportunity exists, what you could Licence. Then we'll spend the next six months helping you actually build it.
Scale what works.
Leverage what you know.
Licence what can travel.™
Tell us about your business and where you want to take it. We'll assess whether SLL is the right fit and recommend the most commercially valuable next step.
Application
A few questions about your business so we can review your fit and recommend the right level of support. Qualified applicants are invited to book a call.