Sofos Concept-to-Category System™
Most founders are building hard at the wrong thing for where they are. Not because they lack ambition — but because no one named what this stage actually requires.
the problem isn't effort.
it's sequencing
Become the default choice.
Founders we work with
Innovation comes in different shapes, forms, and sizes. From batteries to electric jet engines, AI-driven energy management to cooking oil recycling, underwater robots to sustainable packaging.
Companies we work with span across all these domains, enabling technologies and business types.
5
Fintech
6
Industrial /
Manufacturing
10
Energy /
Mobility
diverse domains
3
Climate /
Sustainability
4
Agriculture /
Food
13
Digital / Cybersecurity
/ Data + AI
12
Deep Tech / IOT / Robotics
emerging technologies
6
Trade /
Services
3
Multi-sided Platform
21
Product
business model types
2
Social Enterprise
Why it matters
You can be busy winning and still be building something that won't hold.
Revenue is coming in. The team is growing. But every quarter, growth feels harder. Deals take longer. Margins don't quite make sense. The team needs to be told.
That's not a growth problem. It's a stage problem.
The solution isn't more activity. It's knowing what this stage needs, and what it takes to get there. Get that right, and growth gets easier. Miss it, and growth creates drag that gets harder to reverse.
What's your Growth Drag?
the Sofos Concept-to-Category System™
One system. One path.
The Roadmap shows you exactly where you are in the growth sequence —
from early traction to category leadership.
The four stages show you what must be true at each point to move forward.
Not intentions. Not activity. Evidence.
Get the sequence right and growth gets easier.
Get it wrong and growth creates drag.
Compounding progress. Higher growth velocity.
Flow, not drag.
recognise any
of these?
Most sales still require heavy founder involvement. Revenue is growing but margins are shrinking. Priorities reset every week — decisions keep reopening. Wins rely on relationships, not a repeatable system. Teams are micro-managed.
These aren't random problems. Each one is a signal. The Sofos Concept-to-Category System™ names them precisely — so you know exactly which stage you're at and what to fix next.
We work with
Programs, Projects, and Services for a Category Leader.
Investors
Make stage progress predictable, so growth capital buys acceleration, not fixes.
Startups
Cross the chasm with a focused go-to-market that brings predictable revenue without building Scale Debt.
Scaleups / Business Units
Build execution that holds through scaling, so progress builds toward category advantage and becoming the default choice.
Clients
01
After 14 years of rapid growth, we noticed the business needed a new way of working as we moved from 70 to 250 employees very rapidly. Capturing the collective knowledge, setting goals, making people responsible and accountable to their goals is a powerful thing. Further, with Josephine's systems and processes, we were able to cascade the organizational strategy to the broader business. We are continuing on our growth trajectory and excited about the future as we work to win in our category, thanks to Josephine from Sofos.
Roby Sharon-Zipser, Founder & CEO, hipages Group
Australian tradie marketplace, ASX-listed · Execution. ADVANTAGE
"I think it exceeded my expectations. I didn't expect it to be so practical… It wasn't an hour-long session with an advisor once a week, a call you turn up to. It was an active process. It was actually a project in the business that we all collaborated on… I actually felt that you understood our business implicitly through that process. The alternative of not doing the program is getting there slower, giving time for competitors to enter your space and costing you more money."
Elliot Donazzan, Founder & CEO, Payble
02
FINTECH · TRACTION. EXECUTION
03
"The Traction Sequence we've now developed with you is foundational to the whole company. We only focus on what's in the sequence. I've said no to three or four opportunities in the last few months, which could have made us money but would have distracted us from our core business. I'm excited in a way that I hadn't been in a few years, because of that clarity. 12 months ago I was in so many sales meetings, constantly trying to sell the product. Now we're getting that pull rather than the push. I can feel that happening."
Alex Houlston, CEO & Co-founder, Boom! Power
A property energy platform · Traction
"The review session is where I feel the magic actually happens. The questions that the person asks when you're working with them really determines the value of that engagement. Those questions come with experience and an understanding of the business. The program is fully tailor-made to my startup, my context and my pain points, as opposed to just general best practices. Now I actually have an action plan. We probably would have been behind by six months to a year; now we have accelerated that."
Jagadish Gattu, Co-founder & CEO, UptimeAI
INDUSTRIAL AI SOFTWARE · TRACTION
04
ACCELERATORS
“I engaged Josephine to shape and help Shell E4 startups accelerate their commercial readiness.”
Sanjay Bakshi,
Program Director,
Shell E4
“Josephine is a powerhouse when it comes to category design, go-to-market strategy, and scaling up.”
Annie Le Cavalier,
General Manager Melbourne, Stone & Chalk
“Josephine's sessions consistently receive top ratings, praised for depth, relevance and impact since our first program in 2018.”
RICHARD CELM,
XEC. PROGRAM DIRECTOR, STARTUPBOOTCAMP APAC
NOT SURE WHICH STAGE YOU'RE AT?
That's the most common place to start. A Stage Review is a free, 60-minute conversation. We look at where your company actually is — Traction, Economics, Execution or Category Advantage — name what's creating drag, and agree what needs to happen next.
You leave with:
-
the stage you're in, based on evidence, not ambition
-
the one or two things slowing you down most
-
a clear next step, and an honest view on whether we're the right fit to help
Straight answers. No hype. Someone in your corner.