For UK consumer brand founders

know exactly what to do next.

Build your consumer brand with a roadmap, AI copilot and proven growth frameworks. Shelflife is the operating system for UK consumer brand founders.

Start free See how it works

Explorer free forever · Builder £39.99/mo (7-day trial) · Accelerator £99.99/mo

Investment Journey · 17 cards

the proven process to a closed round.

Current Round · SEIS

F&FSEISEIS

Complete

Card 1

big vision.

In progress

Card 2

growth plan.

Open

Card 3

forecast.

Founder calls

14,500+

in the model

Chapters

6 → 44

to £1m

Investment cards

to a closed round

most founders are building blind.

Founders don't fail because they lack ambition. They fail because nobody shows them what comes next.

You need answers to questions like:

What should I focus on this month?
Am I ready for retail?
Am I ready to raise?
What do successful brands do next?
What should my numbers look like?

Most founders are piecing together advice from podcasts, LinkedIn posts and expensive consultants. Shelflife brings everything into one place.

What Shelflife does

one place. every step.

growth journey.

A step-by-step roadmap from idea to first retail listing. Know exactly what comes next.

investment journey.

Prepare for investment with proven frameworks, templates and AI support. 17 cards, every deliverable mapped.

shelfai copilot.

Built using thousands of founder conversations, problems, solutions and fundraising experiences. Ask questions. Get answers. Move faster.

resource library.

Templates. Guides. Frameworks. Examples. Everything organised by chapter.

pipeline.

Track retailers and investors. Never miss a follow-up. Stay organised.

community.

Learn from founders on similar journeys. Share wins. Ask questions. Learn faster.

Why Shelflife is different

most tools do one thing.

Document toolsmanage documents.

CRMsmanage contacts.

Generic AIanswers questions in a vacuum.

Consultantsgive advice you pay for again next month.

Shelflife combines all of them into a founder operating system designed specifically for consumer brands. Built for UK FMCG. Built for the journey from idea to first grocery listing and a closed round.

Built from real experience

not theory. patterns.

Shelflife is built from thousands of hours of UK consumer brand founder conversations, retail growth journeys and live fundraising rounds. The patterns that actually work.

Every chapter, every card and every template is anchored to something a real founder has already done. Practical guidance designed for consumer brands.

Founders Wall of FameComing Soon

founders building in the open.

Soon, founders who've shipped wins with Shelflife will share how they got there. Real numbers, real timelines, real patterns you can borrow.

Case study

first tier 1 listing.

Founder ships from indie to premium grocer in 9 months.

Case study

seis round closed.

Founder lands £180k SEIS using the 17-card Investment Journey.

Case study

first grocery listing.

Founder wins their first national grocer listing inside 18 months.

Case studies land here once founders opt in. Sign up to be the first one we feature.

Growth Journey

know what comes next.

Six chapters, 48 milestone cards. Product Validation through First Grocery Listing. Every card is a deliverable, not a topic.

Growth Journey · 6 chapters

the path to first grocery listing.

Product Validation

£0 – £25k

Build Repeatability

£25k – £100k

Independent Retail

£100k – £250k

Regional Scale

£250k – £750k

Investment Journey

raise the round.

17 cards from Vision through Close Round. Friends & Family, SEIS, EIS. Pick your route, follow the path, build the deliverables.

Investment Journey · 17 cards

the proven process to a closed round.

Current Round · SEIS

F&FSEISEIS

Complete

Card 1

big vision.

In progress

Card 2

growth plan.

Open

Card 3

forecast.

ShelfAi

ask anything.

An AI copilot built on UK FMCG founder coaching. Ask questions, draft outreach, get feedback on your deck. Educational guidance only.

Ask shelfai

ask shelfai.

How do I approach a national grocer cold?

National grocers respond best to founders who already have indie traction + a clear margin story. Three plays that work...

ShelfAi · 14:32

Walk me through play 1.

Type a question…

Win Feed

turn wins into momentum.

Log progress, celebrate milestones, share to LinkedIn / Instagram / X. See other founders moving through the same journey.

Win Feed · live

wins this week.

Win unlocked

Founder · DTC foodLISTING

First Tier 1 listing confirmed

Win unlocked

Founder · BeautyROUND

SEIS round closed

Pipeline

never let a buyer go cold.

Track retailers and investors. Smart reminders nudge you when it's time to follow up. Accelerator generates the outreach in one tap.

Retailer pipeline

4 retailers.

RetailersInvestors

Smart reminder

Time to follow up with your Trophy retailer.

Trophy retailer ATrophy

Follow Up 1 Due

Premium grocerTrophy

In Conversation

Specialty storeTier 1

Meeting Scheduled

Compare

Coming Soon

benchmark your brand.

Compare your progress against founders at the same stage, age, category and size. Coming soon, unlocks once enough community data has been collected.

Status, Coming Soon

benchmark your brand.

Unlocks automatically once enough community data has been collected.

Pricing

three tiers. no sales call.

Explorer free forever. Builder paid with a 7-day free trial. Accelerator paid from day one for new signups, free 7-day trial when upgrading from Builder.

Explorer

£0

The methodology. Tell me what to do.

The full 6-chapter Growth Journey
The 17-card Investment Journey
Progress tracking
Core resources
Community

Start free

things founders ask.

the next step is clearer than you think.

Stop wondering what comes next. Start building with a roadmap.

Start free Open the app