THE LAB
Strategic partnership for product-based founders
SON Lab is the consultancy arm of School of NEON designed for founders building product businesses with intention, precision, and long-term vision.
We work with a limited number of clients each quarter to develop, refine, and execute every essential part of their brand and business: from pricing strategy and financial modelling to identity, platform setup, launch architecture and systems.
Whether you're launching from scratch or re-building with greater clarity, SON Lab offers two ways to work with us — both designed to remove the guesswork and deliver a business that’s ready to grow.
TWO PATHWAYS TO SUCCESS
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TWO PATHWAYS TO SUCCESS |
01. FULL BUILD
A complete business build, delivered in partnership with you.
This is a full-scale, high-touch engagement — combining strategic consulting, creative direction, and execution.
We work alongside you, week-by-week, to build your entire brand and business:
financials, identity, content, website, systems, and go-to-market strategy.
Every decision is made together. Every output is delivered to launch-ready standard.
Scope typically includes:
Strategic brand positioning
Naming, narrative and tone of voice
Pricing, margin and revenue modelling
Offer structure and product catalogue
Website copy and design (Squarespace, Shopify, or custom)
Email infrastructure and funnel planning
Launch campaign strategy
Access to in-house design and tech support
Weekly working sessions
A complete Notion dashboard to track progress
Ongoing refinement and feedback until handover
Timeframe: 12–24 weeks
Availability: Limited to a small number of clients per quarter
02. MENTORING
Strategic oversight, expert support, and clear direction.
For founders who prefer to build internally, but want structured input from a senior partner throughout the process.
You’ll receive personalised guidance, bi-weekly working sessions, and access to selected SON frameworks and tools — covering brand, pricing, copy, website, systems, and launch.
We don’t build for you — but we review, guide, and keep you accountable at every stage.
What’s included:
Bi-weekly 1:1 strategy sessions (60 min)
Structured roadmap tailored to your goals
Strategic guidance across all business areas
Review and feedback on materials between sessions
Access to selected SON templates and resources
Timeframe: Flexible (typically 2–6 months)
WHO WE WORK WITH
SON Lab is designed for early-stage and growth-stage product founders who are:
Preparing to launch or relaunch a product-based business
Seeking expert direction across strategy, brand and execution
Ready to invest in long-term structure, not short-term hacks
Looking for clarity, systems, and creative confidence
THE OUTCOME
You leave with a fully built business — ready to launch, grow, and scale.
Brand identity: articulated, designed, and aligned with your vision
Financial clarity: pricing, projections, and systems in place
Digital infrastructure: site, email, product systems built and operational
Messaging: clear, confident, and conversion-ready
Launch strategy: planned, resourced, and execution-ready
PROJECTS WE’VE WORKED ON
TESTIMONIALS
“I didn’t realize how much time I was wasting second-guessing myself. I’d tweak my prices 100 times, then hide. After going through your pricing module, I finally got the courageto sat down, do the math once, and for the first time I felt calm pressing publish. It’s wild how much headspace that frees up. I sold 3 yesterday, so thank you, the course already paid for itself!” — L.S.
“I signed up thinking I’d get tips on marketing but I ended up with a completely new mindset. I stopped comparing myself to people on Instagram and started focusing on what’s sustainable for me. For the first time, I actually believe this can be my career and not just a phase. That belief changes how I show up every single day.” — E.F.
“The Neon Lab session gave me permission to think bigger. I came in wanting to tweak my packaging but walked out with a plan for scaling my WHOLE product line!! It was the first time someone treated me like a founder with vision instead of just a maker. It has completely changed how I see myself.” — S.B.
“When I booked Neon Lab, I thought we’d just tidy up my brand identity and make me look more professional. What actually happened was that you pushed me to stop hiding and name the kind of founder I want to be. That conversation made me scrap my old plan and rebuild from a place that feels way more aligned. It’s terrifying, but also the first time I’ve felt like the CEO of my own business instead of an intern running around!!” — T.V.