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3AM Thoughts logo, the founder advisory business of Jordan Adams

The Founder Line

Figuring it out for the first time? We've done it before.

Stop guessing. Make the next big decision with two exited founders in your corner.

The Founder Line gives first-time B2B founders doing £0 to £500,000 a year direct access to two operators with three exits and over 20 years in B2B sales between them. One monthly call, messaging between calls when a decision can't wait, and a toolkit of templates and numbers you can actually use. £600 a month, three-month minimum, then month to month.

£600 per monthNo tie-in
Speak to Jordan about The Founder Line
Jordan on the phone, a direct line to two exited founders

The first thirty days

What happens first.

Inside 30 days you'll have your numbers, pipeline and priorities on one page, and one clear decision made properly instead of parked.

My promise

If your first call doesn't leave you with a clear next decision and how to make it, tell me and that month is on me.

Your operators

Who delivers The Founder Line?

01 / 02

Jordan

Personally sold three businesses

Built and sold three businesses from scratch. No investors. No funding rounds.

Finding customersCash flow & pricingPrioritisationSystems, not dependency

02 / 02

Simon

20+ years in B2B sales

Three-time founder. Three exits. Commercial growth, lived from every angle.

Founder-led salesPipeline & revenueSales systemsBuilding sales teams

What you actually get

Everything that comes with The Founder Line.

  1. The decision you keep parking, made

    A monthly 60-minute call with two founders who have already made that decision badly once and learned from it.

  2. Never stuck for a week again

    The line: message us between calls when something can't wait. No booking, no waiting for the next session.

  3. Your first proper commercial system

    The toolkit: pricing, pipeline, cash and hiring templates you drop straight into the business instead of building from scratch.

  4. Founders in the same fight

    The Slack channel and community, so the answer is often there before you've finished typing the question.

  5. Two operators, one fee

    Jordan and Simon on every call. Three exits and 20+ years of B2B sales, for less than a day of consultancy.

One properly priced proposal or one client you stop losing money on usually covers the year.

Speak to Jordan about The Founder Line

Fit

Who is The Founder Line for?

First-time B2B founders doing £0 to £500,000 a year. You're working out what to charge, where the next customer is coming from and who to hire, before you've had the reps to know. That's who this is built for.

  • Where should I actually be spending my time?
  • How do I get my first customer?
  • Am I charging enough?
  • Can I afford to hire someone?
  • Is there enough cash?
  • Who the hell should I listen to?

Scope

What is, and is not, included.

  • Included
    • Direct access to two operators with three exits and 20+ years in B2B sales between them
    • One monthly 60-minute call, direct and to the point
    • The line: message us between calls when a decision can't wait
    • The toolkit: practical templates you can implement straight into your business
    • The Slack channel and founder community: connections, answers and support throughout the month
    • Help with the five founder jobs: making money, knowing your numbers, knowing what to do, better decisions, and getting out of the middle
  • Not included
    • Weekly involvement
    • Work on the business between sessions
    • Brand representation in market
    • Structured network introductions

Rhythm

How the working rhythm runs.

Month one, see it clearly: your numbers, pipeline and priorities on one page. Month two, fix the big thing: one commercial problem solved properly. Month three, keep the rhythm: a repeatable way to make the next call.

Three-month minimum, then month to month. Experienced support at the exact point where it matters most, before the COO, the CFO, the sales director or the expensive consultancy.

No long contracts. No tie-in. Cancel whenever you want. What I'll say honestly is give it three months. That's the time I need to properly understand you, the business and what is really getting in the way.
Jordan and a founder planning the month ahead together

Risk

What you're really paying for.

  • A reputation built on exits

    I've personally sold three businesses from ground zero, the last to a publicly listed company. I'm not a coach who read about it. I've done the thing you're trying to do.

  • Ideas that have already worked

    You get the playbooks, pricing models and sales systems I used to grow $40m of sales in two years. Not theory. The actual tools I used.

  • Energy that matches yours

    Direct access, no junior team, no account manager. When something matters, I'm in it. When it doesn't, I won't pretend it does.

  • Contacts that get deployed

    Investors, buyers, operators, senior talent. I don't hand you a list of names. I make introductions where there is a real reason, and I stand behind them.

I keep the number of founders deliberately low so I can think about each business properly. When there's no space, you go on the waitlist rather than get less than you're paying for.

Proof

What a founder says about the work.

All the founders
“Forty five minutes with Jordan changed how I saw the entire business.”

Nigel Blake · PPB2B

  • Entire business pivot
  • Significant revenue in a new niche
  • 45 minutes changed his perspective
Read the transcript

Nigel Blake, founder of PPB2B: I came to Jordan with a business that was working, sort of. We had clients, we had revenue, and we were flat. In one conversation, forty five minutes, he asked the questions nobody else had asked me and I could see it. We were selling to the wrong market. We pivoted the whole business into a new niche. That was not a comfortable conversation and it was the right one. The revenue in that new niche is significant now, and it came from a session that cost me nothing but honesty. Jordan is blunt about numbers and money, and he is generous with everything he knows. Both at the same time.

Questions

What founders ask about The Founder Line.

Questions

Who will I actually be speaking to?

Two operators. Jordan, a serial founder who has personally sold three businesses from scratch with no investors, and Simon, a three-time founder with over 20 years in B2B sales. You get direct access to both of us on every monthly call and through the line between calls.

What is 'the line'?

Between monthly calls you can message us when a decision can't wait. Think of it as a hotline for founders. One first-time founder described it exactly that way, and we think that's about right.

Is one call a month really enough?

For most first-time founders, yes. Month one we get your numbers, pipeline and priorities on one page. Month two we fix one big commercial problem properly. Month three we build a repeatable rhythm. If you need somebody involved every week, Co-Founder-as-a-Service is the honest answer.

Is there a tie-in?

Three-month minimum, then month to month. It costs less than a day of consultancy elsewhere, once a month.

How do I know if I'm ready?

Take the Founder Readiness assessment at founder-truth-teller.lovable.app. Ten minutes, no right answers, nothing gets sold, shared or spammed. It builds your readiness score and your personalised 90-day priorities before we ever get on a call.

Speak to Jordan about The Founder LineCompare all four ways of working