Directory-first incubator · Est. 2024

Where Ideas Take Shape

A portfolio of digital experiments, services, and possibilities

From fitness platforms to contractor toolkits, every project starts as a directory. Audiences are built before products are built. Revenue triggers independence.

Directory before product UmbrellaBelle · building Sensorush · building hubalicious New Pub · concept Spacey Places · concept Idea → Directory → Audience → Product → Company hubalicious Smart Yards · concept Beef Therapy · concept Fidgetyfarm · live Vector Rider · concept hubalicious Directory before product UmbrellaBelle · building Sensorush · building hubalicious New Pub · concept Spacey Places · concept Idea → Directory → Audience → Product → Company hubalicious Smart Yards · concept Beef Therapy · concept Fidgetyfarm · live Vector Rider · concept hubalicious
Hubalicious · Directory Lab

Hub ideas. Scored and staged.

Every project starts as a curated directory website. Audiences are built before products are built. Revenue triggers independence. These are the active ideas in the pipeline.

Contracting · Compliance Building
UmbrellaBelle

UK umbrella company directory + IR35 scorer + Golden Pay optimiser. Rate cards, HMRC rates, and FCSA-verified listings. Free to use.

View brief →
Wellness · Running Building
Sensorush

The urban women's running directory — clubs, routes, gear. Phase 1 directory. Sonicmood audio platform to follow.

sensorush.com ↗
Kids · Family Live
Fidgetyfarm

Screen-free activity packs for curious kids. The Fomo Gnomes are live on Gumroad. Activity Pack 1 available now.

fidgetyfarm.com ↗
Social · Leisure Concept
New Pub

Third Place directory for the post-pub era. Creative, active, games — the pub feeling without the pub. Class E venues, £30–40/head.

View prototype →
Property · Venues Concept
Spacey Places

Multi-category space finder. Residential, commercial, leisure, storage. Complements New Pub — one finds the activity, one finds the venue.

View prototype →
Leisure · Experiences Concept
Beef Therapy

Non-lethal indoor shooting experience directory. Paint guns, archery, axe throwing, airsoft. Stress relief gap — therapy has 6-week waits.

View prototype →
Logistics · B2B Concept
Smart Yards

London industrial yard and logistics space directory. B2B data play for hauliers and last-mile operators. SE London first. Pun on "hard yards."

View brief →
E-mobility · Courier Concept
Vector Rider

E-bike courier hub. Route optimisation, stopping logic, multi-drop. London-first. MCP server for AI route optimisation built in from day one.

View brief →
Civic · Public sector Concept
Goverlicious

Power Atlas. A navigable directory of UK government bodies, authorities, and regulators. Who they are, what they control, how to reach them.

View brief →
The Operating Model

How every idea runs.

No product is built before the directory proves the audience exists. This is the constraint that keeps the lab lean.

01IdeaA gap, a pain point, an underserved audience. Written in Day One first.
02DirectoryCurated listings. Static site. No product. GitHub Pages in days.
03AudienceEmail list via Brevo. SEO. Social. Proof the people exist.
04ProductFirst product for the assembled audience. Gumroad or SaaS.
05RevenueConsistent monthly income. The graduation trigger.
06CompanyStandalone entity. Own agents. Own accounts. Graduated.

A directory costs nothing to ship. A product costs months. The directory earns the right to build the product. No audience, no product. No product, no company. The model is the constraint.

Personal Brands

The wider portfolio.

Five registered domains. Each one a live idea — the ventures beyond the directory lab.

Books · Community
Shelf Help

Reading companion journals for book clubs. Editable PDF journals for popular titles. Gumroad + KDP. Your reading. Your verdict.

Coming soon
Art · Identity
FROMFROM

199-country flag wall art. All PNGs complete. Live on Gumroad. Part of the SIWYS (Say It With Your Style) umbrella brand.

View on Gumroad ↗
Finance · Intelligence
SpentIQ

Recruitment finance and spending intelligence. Value IQ prototype live. Before the conversation, not instead of it.

spentiq.com ↗
Archive · Culture
Prestoria

A time capsule platform for ordinary people. Ordinary voices, on record, for whoever comes next.

In development
Developer Tools
Chimney

Automated AI cost router. When LLM pricing shifts, your stack rebalances automatically. Python + FastAPI + PostgreSQL.

In development
Digital Frontier
Digidrifters

Personal internet magazine. Exploring the digital frontier, connected experiences, and culture in motion. Always discovering.

digidrifters.com ↗
9
Ideas in lab
2
Building now
1
Live with product
5
Domains registered
'24
Est.