Start up Sherpa Coaching Package

Turn your idea into a fully fledged business in 6 months, for £1,800 in just 25 minutes a day

World class Start Up Training + Entrepreneurial Mindset Coaching + Group Accountability

Have you ever wondered what life would be like as your own boss? No-one to answer to and in complete control of the way you fill your days, weeks and months.

Becoming an entrepreneur is not for the weak hearted. Its full of highs and lows that you might never have experienced in your life before. But it is a ride worth taking.


Startup Sherpa helps first time entrepreneurs with the hardest part of starting a business - going from nothing to something.


It's a 6 month business development programme delivered digitally to budding entrepreneurs. Alongside the training, Sherpees receive 1:1 and group coaching support to help develop their entrepreneurial mindset and cheer them along the way.


  • World Class Start up Training

  • Weekly Group coaching call

  • 6 Monthly 1:1 Coaching sessions

  • Community Slack Channel 

  • Access Anyone NetworkTM

  • Total cost = £1,800

Interested in finding out more about Start Up Sherpa?

What's included in the Start Up Sherpa Method?

Here's the Start Up Sherpa Method & Coaching programme and a brief overview of each expedition and the outcomes

How does it work?

  • The training is split into 7 Expeditions, 14 Missions per Expedition over 6 months

  • Each week on Monday to Thursday you'll receive a Daily Mission email

  • Group Accountability & Coaching Sessions - once a week

  • 1:1 Coaching Progress & Review Session - monthly

What does it cover?

  • Refining your business idea & creating your pitch

  • Identifying your ideal customers and finding where they hang out

  • Talking and pitching to potential customers

  • Setting up your brand's visual identity & archetype

  • Creating your Business Model Canvas 

  • Getting to grips with business finances 

  • Honing your Selling techniques 

Start Up Sherpa Highlights:

✅ Test & validate your idea with real customers before spending lots of money & time 

✅ Access to world class training and tools used by global start ups

✅ Easy to fit around your life and current career - just 25 minutes a day

✅ Learn business and mindset tools & techniques to support your life as an entrepreneur

✅ Supportive community of other Sherpees going through the same experience

Ready to take the next step?

Meet the Start up Sherpa Team


The Start Up Sherpa programme has been designed by Dan and Hugo who have built businesses for companies like Vogue, The Times and Nectar.

Hugo Pickford-Wardle - Co-Founder & Head Sherpa

I’ve always had grand ambitions.  At 3 I wanted to be a Horse when I was older. At 6 I became an Entrepreneur. I told the career advisor at school I wanted to be a concept designer.  I was told that job didn’t exist. 


Since then I have had a wild ride bringing to life game changing products for the worlds most loved brands including recently launching the first global digital title for the iconic Vogue brand. 


I now share my knowledge and passion for entrepreneurship through Startup Sherpa and I am on a mission to create a generation of kids with the innovation skills and financial freedom to save the world - through 16x16.

Dan Roe - Co-Founder & Tech Wizard

An ex Corporate type who has had a career of careers, but got to a point where he'd had enough and wanted to try something new. 


Trained as an Engineer, he likes to take the complex and make it simple, but in a way that makes sense. With his ability to communicate complexity in a simple way, and ability to 'codify' things into clear steps and instructions, he is the Yang to Hugo's Ying.

Gaby Cove - Head of Photography & Product

Hello, I’m Gaby Cove. Until the end of 2019 I was Head of Photography at Condé Nast's central editorial team Vogue International, overseeing the photo desks at Vogue International, GQ International, Vogue Runway and Vogue Business. I focussed on strategy and innovation, vision, production and collaborating closely with product. The teams provide editorial photography to all Vogue digital platforms and magazines worldwide to help them achieve their growth potential.

My skills include extensive people management and mentoring, strategy creation and presentation, contract negotiation and budget management, quality control, legal rights management, resource planning, picture editing and commissioning, archive creation and management.

Meet your Coach

Helen Unwin - Start Up Sherpa Certified Coach

Although I’m a start up and business development coach now, I previously worked in large organisations including British Gas, Talk Talk & Hertz managing digital products and teams. In 2019 I left the corporate world to set up my own coaching business, but really missed the product development side. That was when I met Hugo.


Now I'm able combine two of my passions: Coaching and Product Development in Start Up Sherpa. I help entrepreneurs and existing business owners to create a business that comes from the heart, and is well and truly validated by real customers. I also do a lot of coaching around entrepreneurial mindset, to help push through when there's no-one else around watching.

As a Start Up Sherpa Certified Coach, I lead my Sherpees through the 7 Expeditions, with group and 1:1 coaching touchpoints. That way we're all in it together, we share our wins and our failures and celebrate them equally. Then get back on the horse and go at it again.

Feedback from Start Up Sherpa Clients

Startup Sherpa is an excellent way to transform your business idea into your new reality. I had no idea where to start, nor who to start with, to get to the next level. Startup Sherpa has been guiding me along the way with easy to follow exercises that take less than 30 minutes a day to complete. I highly recommend Startup Sherpa to help launch your startup.

Phairis S

I love how the programme breaks down each key phase into ‘expeditions’ and the trick of being assigned a daily task to be completed in 25 minutes. The beauty is that you don’t even need to (and probably shouldn’t) quit your job before you take the plunge and start implementing your idea.


Dan & Hugo really helped me take an idea into an actual company. The great thing about Startup Sherpa is that you can start where you are. They made me believe that I didn't need to wait for an investment, a team, or private equity. You can just get started and test the idea. It's been an amazing experience. Now we're an actual working startup, and that wouldn't have happened without the help of Startup Sherpa.


Start Up Sherpa Expeditions Overview

Here's the Start Up Sherpa Method & Coaching programme and a brief overview of each expedition and the outcomes


  • A refined written pitch & 90 second video pitch

  • A press release

  • Feedback from 12 people on your idea (including a child)

Expedition 1:  Getting Cosy with your idea

Overview: Creating your pitch in writing & video formats, getting feedback, and getting clear on why you want to take this journey

Tools covered:
✅ How to write a pitch and a press release
✅ Understanding user research techniques

Expedition 2:  Getting Cosy with your Customers

Overview: To be customer centric, you need to know them better than they do themselves. It’s time to get under the skin of your customers, and really dig into who they are and what they do.

Tools covered:
✅ Creating your Customer Canvas
✅ How to find your ideal customers


  • A list of 5 ideal customers’ contact details

  • 3 questions you want to ask them

  • An idea of their hopes, fears, needs and frustrations

Expedition 3:  Do your Customers care?

Overview: This expedition is about finding out what your ideal customers think of your offering and creating different flavours to see if there’s one that makes your customers go wild! 

Tools covered:
✅ How to write a pitch and a press release
✅ Zooming in and out of your idea


  • 8 conversations with ideal customers

  • 3 alternative ideas 

  • A further refined pitch

Expedition 4:  Creating your working brand

Overview: This expedition is about bringing your brand to life. Naming your business and giving it a brand: logo, font, colour palette, tagline, archetype.

Tools covered:
✅ How to write a pitch and a press release
✅ Understanding user research techniques


  • A refined written pitch & 90 second video pitch

  • A press release

  • Feedback from 12 people on your idea (including a child)

Expedition 5:  Designing your lifestyle P&L

Overview: How much money do you want to make from your business? In this expedition you will create your Business Model Canvas to understand how your business will run and make money

Tools covered:
✅ How to write a pitch and a press release
✅ Understanding user research techniques


  • A refined written pitch & 90 second video pitch

  • A press release

  • Feedback from 12 people on your idea (including a child)

Expedition 6:  Delivering your offering

Overview: Creating your Minimum Viable Product (MVP) and Minimum Viable Presence (marketing channels) to be able to sell to your customers. 

Tools covered:
✅ How to write a pitch and a press release
✅ Understanding user research techniques


  • A refined written pitch & 90 second video pitch

  • A press release

  • Feedback from 12 people on your idea (including a child)

Expedition 7:  Setting up for sales success

Overview: ​​Throughout this expedition you will make sales calls every day, both to get used to selling and to learn as much as you can about the sales process.

Tools covered:
✅ How to write a pitch and a press release
✅ Understanding user research techniques


  • A refined written pitch & 90 second video pitch

  • A press release

  • Feedback from 12 people on your idea (including a child)

Ready to take the first step on your Start Up Sherpa journey?

Frequently Asked Questions

How do I sign up?

Before you sign up to the programme, we'll have a chat, so I can tell you all about the programme, answer any questions you have for me and get to know you. To arrange a call, email me at and we can arrange a good time to talk. After the initial call, and you're ready to go ahead I'll send you a contract and an invoice for payment. The Start Up Sherpa missions will officially start on January 25th 2021. 

Can I really start a business in 25 minutes a day?

The Start Up Sherpa method uses the Pomodoro technique. It's key aim is to create consistent action and momentum without being too onerous and to get in the habit of short periods of focus. If you are doing this programme whilst working, finding 25 minutes a day is more achievable. And it enables you to continue to focus on the other areas of your life at the same time.

When do I need to sign up by?

The programme starts on Monday 25th January 2021, so you need to be fully "onboard" before that date. Which means signed up and ready to go. If you sign up before that date you may be eligible for one of the Early Bird bonuses (for more details scroll to the bottom of the page).

When does it start?

We start on Monday 25th January 2021, when you will receive your first email Mission. 

When will I finish?

You will receive the final mission on Tuesday 13th July. But we will arrange a closing party around that date to celebrate our success.


What do I get? What’s included?

Included in the programme are the following:

  • 98 Missions (14 Missions for each of the 7 Expeditions), emailed to you Monday - Thursday.

  • 24 Weekly group coaching calls.

  • 6 Monthly 1:1 Coaching sessions 

  • A community Slack channel to answer any questions & cheer you on

The missions will help you get clear on your idea, perfect your pitch, identify and find your ideal customers, create a working brand, understand business financials and create a selling system that works for you and your business.

Can I get a refund?

The programme is a 6 month commitment, but if you find you no longer want to continue, we will support your exit from the programme and pro-rata a refund. You are also entitled to a 14 day cancellation period where a full refund can be sent minus any payment fees, before the programme has started and within 14 days of the contract being signed.

Can I pay by instalments? 

Yes. The programme cost of £1,800 can be divided into 3 payments of £600. If you are interested in a payment plan, please mention it on our call.

How many people will there be?

The maximum group size is 12, and the minimum is 4, so somewhere in between those two numbers.

What is good about Start Up Sherpa?

Start Up Sherpa helps to take away the guess work of setting up a business. Throughout the entire programme you will take steps and validate what you have learnt to improve and adapt your business so you know by the end of the programme that your business is viable. Aside from the "What", as your coach I'll be your main cheerleader and guide, helping you build the mindset of an entrepreneur and removing any mental blocks getting in your way. In addition to these points, Start Up Sherpa provide a place on the programme to a 12-16 year old with every adult place, with the aim of helping them to become financially self sufficient by their 16th birthday. 

How much time do I need to commit?

The daily missions are sent Monday - Thursday and you need to allow 25 minutes to complete these tasks. We will also have a weekly group coaching session for an hour, and once a month you will have an hour 1:1 coaching session with me. As you move towards the end of the programme, you may beed to allow more time for sales calls with your ideal customers. 

How can I find out more?

To find out more, email Helen at to arrange a zoom call, so I can talk you through everything you need to know.

Are there any other charges for the programme?

No. The fee fully funds the programme. If you wanted to have additional coaching support over and above the monthly 1:1 sessions, that would be at extra cost. But otherwise everything is included.

What happens in the coaching sessions?

The group coaching sessions, are for you to check in with each other, share successes or big feelings coming up. They will also have guest experts from the world of coaching and business to help you overcome any mindset barriers and to learn more about business fundamentals. The 1:1 sessions are for you to have space to think, ask questions and reflect on your journey so far. 

Can I do it alongside my day job?

Yes. One of the key benefits of the Start Up Sherpa method is chunking the journey into bite sized pieces, so you are able to keep your commitments that you have already in place, whilst still making large movements forward on your business.

What makes this different to other Start up programmes?

Start Up Sherpa is a community programme, you work through with other like-minded budding entrepreneurs, its a social enterprise and aims to prove your business idea is valid, and create the lifestyle you want from it without wasting huge amounts of time and money. 

What is the Access Anyone Network?

The Access Anyone Network is our offering to connect sherpees with anyone in the world they need to meet to bring their idea to life.  For example, let's say someone wanted to make an item of clothing if they need to meet a fabric supplier to find out about fabrics, we'll hook them up.  We believe through the network we can reach anyone in the world! We know who you know is as important as your idea. We superboost the network you can offer your clients through our Access Anyone Network™.

7 Expeditions , 98 Missions, 6 monthly 1:1 Coaching Sessions - 25 minutes per day. 

Early Bird Bonus #1 - Save £300

10% Off Package Price

(£1,500 instead of £1,800)


Sign up & pay in full before 31st December 2020

Early Bird Bonus #2


Start Up stationery pack: 

Sharpies, Post-its & A2 card 


Sign up & pay before 7th January 2021

© 2021 Helen Unwin Coaching   

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