Our Approach

Innovation drives growth. We help companies future proof their businesses by applying new technologies and lean startup processes to emerging shifts in consumer behaviour.


  • Uncover Needs

    Using human centred design thinking we uncover what people really need, forming the bedrock of disruptive innovation.

  • Innovation Workshop

    We run innovation workshops centered around the intersection of consumer needs, the possibilities of technology and your business goals.

  • Rapid Development

    Once ideas are prioritised we apply start-up processes to rapidly test concepts, feeding into refinements of the propositions.

  • Startup Scouting

    We connect you to leading startups through our ecosystem, facilitating innovation and commercial development .

Our Team

Our Team

We are not an accelerator, a development house, a design studio or a growth hacking agency but we do all of these things because that is what it takes to build and scale ventures.

We have all started our own ventures and have worked across large corporates. We understand the challenges at each stage of journey from idea to scale. We want to lend our collective expertise to help innovative ideas get the right start minimizing time lost on expensive mistakes and using tried and tested techniques for growth.

  • Siddika Jaffer

    Founder & CEO

  • Usman Zubair

    Co-Founder & CTO

  • Waseem Bashir

    Co-Founder & CRO

  • Sue Jackson

    Head of UX

  • This could be you

  • Azam Jaafri

    Food, Retail, Tech, Health & Fitness, Marketing

    Azam is a serial entrepreneur having founded, bought, sold and invested in a variety of businesses. He is passionate about growth and always on the lookout for the next big idea.
  • Imran Kausar

    Health, Food, Halal

    Imran is a qualified medical doctor who has worked in diverse industries such as investment banking, clinical medicine and pharmaceuticals. He particularly enjoys working for startups and co-founded Haloodies, the award winning British halal food brand.
  • Shahzad Younas

    Shahzad was formerly VP at Morgan Stanley before leaving to focus on building muzmatch, a Y Combinator backed startup. His no nonsense approach is highly valued by startup founders.
  • Deepali Nangia

    Investor and Early Stage Advisor

    Deepali is an angel investor in three female led businesses in fintech, edtech and e-commerce. She runs her own advisory business with a focus on investor readiness/fundraising strategies for female entrepreneurs and social impact businesses. She most recently launched and ran an angel investor network through which she closed 20 investments. Deepali is a mentor and judge at Imperial College, 2017 judge at the Centre for Fashion Enterprise, 2017 Judge, Asians in Tech, an advisor and mentor-in-residence at Blooms, London’s first co-working space for women and for the Refinery, a co-working community in London. She is a keen supporter of diversity & inclusion and on the board of a few female run companies.