Build with Lab of Awesome
Turn industry problems into new companies.
You understand your industry better than we ever will. We know how to turn opportunities into products, technology and ventures. Together, that can become something neither side would build alone.
Where ventures hide
The best opportunities are often hiding inside existing industries.
Established organisations encounter them constantly. Most organisations recognise these opportunities. Far fewer have the capacity to build a completely new business around them.
That's where Lab of Awesome comes in.
- Customers keep asking for solutions that don't exist
- Manual processes everyone has quietly accepted
- New AI capabilities changing the economics of the work
- Valuable data sitting unused
- Customer behaviour shifting faster than the offering
- Regulation creating entirely new needs
- New technology making old business models obsolete
Collaboration models
Three ways to build with us.
Build it together.
We combine capabilities and, when the opportunity earns it, establish a jointly owned venture. Shared risk, shared upside, shared ownership of the outcome.
Best for
Large opportunities with strategic relevance and independent commercial potential.
Venture building as a service.
Lab of Awesome validates, designs and develops the opportunity as a paid engagement — with the same founder mentality we apply to our own ventures.
Best for
Organisations that want ownership of the resulting product or proposition.
Find out if there's something worth building.
Start with the opportunity rather than the solution. Together we investigate whether a problem deserves a product, platform or company. An exploration can lead into either Partner or Build.
Best for
Organisations that see an opportunity but do not yet know what the solution should be.
Preferred model
Partnership over procurement.
Our favourite collaborations don't start with a supplier brief. They start with a shared opportunity. When there is a strong strategic fit, we prefer to build together: combining an organisation's domain expertise, market position and distribution with Lab of Awesome's entrepreneurial, technological and product-building capabilities. That can result in a jointly owned venture.
Partner
Industry expertise + Market access
Lab of Awesome
Entrepreneurship + Technology + Product
Outcome
New venture
We would rather own the outcome together than optimise billable hours.
Joint venture
Build a company together.
When the opportunity is large enough, Lab of Awesome can create a dedicated venture together with the partner: its own name, its own team, its own roadmap. Every partnership is different, so the structure is designed around the opportunity rather than a template.
The partner may contribute
- Market knowledge
- Customer access
- Distribution
- Industry expertise
- Existing data or infrastructure
- Investment capital
Lab of Awesome may contribute
- Venture strategy
- Product development
- Engineering
- AI
- Design
- Go-to-market
- Validation
- Venture leadership
Together we
- Validate the opportunity
- Build the first product
- Find product-market fit
- Establish the venture
- Build the team
- Scale the company
Engagement models
Sometimes partnership isn't the right structure.
Not every opportunity needs a new jointly owned company. Sometimes an organisation simply wants to explore, validate or build a new digital proposition. In those situations, Lab of Awesome can work as a paid venture-building partner — with the same methodology, the same standards and the same founder behaviour.
Opportunity Discovery
Understand the problem, market and opportunity.
Venture Validation
Test whether a concept deserves to exist before making a major investment.
Prototype & MVP
Turn the opportunity into a working product.
AI & Technology Product Development
Build the underlying technology and product.
New Venture Launch
Develop the proposition, product, commercial model and go-to-market.
Venture Team
The multidisciplinary team required to take an idea from zero to market.
Mindset
Not another innovation programme.
The traditional route
- Research
- Strategy deck
- Steering committee
- Business case
- More meetings
- Eventually build something
Lab of Awesome
- Problem
- Prototype
- Real users
- Evidence
- Product
- Venture
The goal isn't an innovation roadmap. The goal is something people actually use.
We use building as a way of thinking.
The balance
You already have half of what a startup needs.
You already have
- Customers
- Industry knowledge
- Distribution
- Reputation
- Data
- Infrastructure
- Capital
- Relationships
What is usually missing
- A small dedicated entrepreneurial team
- Freedom to experiment
- Product-building speed
- Modern technology capabilities
- Venture focus
Lab of Awesome provides that missing half.
Converging into
A venture
One team, one product, one company — with both sides genuinely invested in whether it works.
Beyond launch
We can build it. And help make it grow.
The value of a new venture is not in launching it. The value is in getting customers to adopt it, creating sustainable revenue and building an organisation capable of growing independently. That is why Lab of Awesome combines venture creation, technology and commercial growth in one team.
For joint ventures this matters most. We are not only the partner that helps create the company — we can remain actively involved in growing it.
Create
We validate and build the venture.
Grow
We remain involved after launch and develop the commercial engine.
Scale
We help build the team, systems, partnerships and capital required for independent growth.
The right long-term operating model is decided together, per venture. We do not start from fixed structures or standard percentages.
What we bring
A broader partner than a product studio.
Venture creation
- Opportunity identification
- Validation
- Business model
- Proposition
Product
- Design
- Engineering
- AI
- Technology
Growth
- Brand
- Marketing
- Sales
- Distribution
- Partnerships
Company building
- Team
- Operations
- Strategy
- Capital
- Scaling
Example opportunities
Every industry contains companies that haven't been built yet.
Illustrative prompts, not existing Lab of Awesome ventures. They show the kind of question we like to start from.
Healthcare
What if administrative work could disappear from elderly care?
Industrial businesses
What if decades of operational knowledge could become an intelligent digital system?
Maritime
What becomes possible when vessels operate autonomously?
Legal
What if complex legal processes became understandable consumer products?
Events
What happens when every physical experience gets a digital memory layer?
Partnership process
From conversation to company.
- 01
Opportunity
You show us the problem or opportunity you keep thinking about.
- 02
Exploration
We investigate the market, users, technology and economics.
- 03
Validation
We test the riskiest assumptions before making major investments.
- 04
Build
A multidisciplinary team creates the first real product.
- 05
Venture
If the opportunity proves strong enough, we determine the best structure: a joint venture, a new standalone company, a product owned by the partner, or a longer-term venture partnership.
- 06
Scale
We build the team, technology and commercial engine around what works.
Start a conversation
What are you seeing that others aren't?
You don't need a pitch deck. Tell us about the problem, opportunity or change happening inside your industry. There is no requirement to already know which collaboration model fits — that's part of the conversation.