Cascade is a strategic advisory and holistic coaching service for startup and SME founders.
About CASCADE
Cascade is run by Joe Slater in Te Whanganui-a-Tara Wellington and services clients across Aotearoa New Zealand.
I have founded and run several businesses as well as coached dozens of founders building iconic companies.
I love helping passionate founders build impactful companies and find clarity and calm to enjoy the process.
who is it for?
Coaching with me might be helpful if you’re feeling stuck, like you’re the dog in the room on fire meme or your head is about to explode. Here are some ways I can help at different stages of your business.
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You have an idea that you think has legs and you need to know whether it is legit? I can help test your assumptions and work through a commercialisation plan so you can see if it’s worth quitting your day job for.
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You have a product close to being ready to go and need to work out what to do next. I can help you validate your thinking on your channel strategy, sales and marketing plans, forecasts and ensure you dodge some common challenges.
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Things are starting to work but you still have some big questions. How do we go bigger, faster? Is this direction sensible? Why aren’t I making any money yet? How do I stop being so stressed? Should we raise money? How?
I can help with clear strategy, perspective, mindset and asking tough questions to help you get on track. -
You’ve starting to hum but something is off. You might be putting on a brave face to your team, co-founders and friends but you’re too stressed, the money isn’t quite working or you’re not sure how to do the next bit. I can help with a strategic advice, stress management and mindset coaching and be a trusted voice to bounce thoughts and ideas off without judgement.
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You’re running a good business and people like it, you have some staff and they’re happy but you’re constantly worried, you’re not looking after yourself and you feel like lying down for a month.
I can help work out the things that make you feel better, and help you prioritise them so you can be effective and enjoy your life more.
how does it all work?
Questions, you have them, here are some answers for common ones.
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I am an experienced founder and startup coach who brings a unique human-centered approach to help you build the business you want, not one that looks like all the others.
I only work with a few founders at once and only if I think I can offer significant value so you get a hands-on coach who is in your corner.
I bring a combination of business acumen, founder empathy and leadership experience.
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Start by completing the short application form on the contact page. If it looks like I can help, we’ll set up a free 30-minute intro call or coffee to get a sense of fit.
If we both want to continue, we work together in blocks of six sessions. These are typically weekly or fortnightly, depending on what you need, and are usually held online.
Each session is 45-60 minutes, with additional time outside of sessions for preparation, document review, and follow-up. I’m also available between sessions for ad hoc questions via email or phone.
At the end of each block, we can decide whether to continue, pause, or wrap things up.
For more specific or one-off support, single sessions are also available.
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It depends a little on the engagement and type of work involved.
At our first session we can discuss what you’re looking for, what you can afford and the value I can bring to your business.
For under-represented founders (Women, Māori & Pacific Peoples, LGBTQI+) I offer a discount on services. Please note this offer in your application form.
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I coach around my 9-5 job and only take on a few clients at once. Most sessions are either 8am, 5pm, 730pm or on Saturdays.
We can arrange a recurring time that suits after our first meeting.
Testimonials
“Joe is a legend. An elite listener and question-asker who helped me shape and clearly articulate our go to market. Calm, non-domineering, strategically sharp, and genuinely well connected. A rare combo.”
— Cam Richardson PAYSQUAD“Joe had been recommended to me by several people as I was navigating the early stages of my founder journey and developing a product. After our first meeting, I understood exactly why.
Joe is an exceptional listener and a skilled questioner, hearing what I was battling with, he was able to map the landscape, identify the right starting points, and flag what actually matters at each stage. That first conversation probably saved me months of wasted time.
If you're building something and need someone who can help you see the picture more clearly, Joe is the person I'd point you to!”
— Vanesha Din BIRDEEY
“Joe is the ultimate startup catalyst. His firsthand experience, deep ecosystem knowledge, and genuine understanding unlocked doors and accelerated our growth from day one.”
— Dr. Nan Yang XPLORA VENTURES“Just wanted to say a massive thank you for help guiding me through a tailored process for Mufftech. Since we last spoke, we've been able to 4x our business - a truly transformative achievement for us. The strategies you helped us implement have been instrumental in getting us to this point. As we continue scaling and face new challenges like expanding our team and managing cash flow during growth, I feel confident the foundation you helped us build will see us through. I'm incredibly grateful and would highly recommend your expertise to anyone looking to scale their business.”
— Simon Stone MUFFTECH
