Team and operations · Start Right

Start Right business and delivery system

A studio built as a system, not a to do list.

The Start Right homepage on a laptop with the portfolio page in a browser window behind it
Organization
Start Right LLC
Role
Founder and CEO
Scope led
Offer design, delivery process, website, portfolio system, partner management
Timeframe
2023 to present

Start Right is the consulting practice I founded in 2023. I built it the way I would build a function inside a company: a defined offer, a documented delivery process, a public portfolio with credit rules, and a lead magnet that speaks to one audience.

Start Right self initiated work by Will Mosley, founder. The one self work case in this collection.

The Start Right portfolio hub, Selected work, with its first collection of project cards

01

A public site that states the rules.

The storefront explains what the studio does, what it costs and what it will not promise. Every case in its portfolio carries an explicit credit line, including work by partner designers.

The Wellness Wealth Blueprint cover with two pages fanned behind it, one finished deliverable from the system

02

A lead magnet that reads like a publication.

A twenty five page guide for wellness practitioners, with the flyer and ad set that promote it. One visual idea carries a book, a print piece and five ad formats.

The top of the Start Right homepage in a browser window

03

A process a partner can follow.

Brand design partner Muhammad Talha works inside a scoped brief, review rounds and a handoff, so his work and mine stay distinct and both get credited correctly.

The regrouped Start Right store page: hours as typographic tiles above the fixed scope systems

04

One store, three groups.

The store page had become a flat grid of twenty two look alike cards. I regrouped it into three sections: hours as typographic tiles, the fixed scope systems by family with three tiers each, and print. Every backlog button on the site, in the header, the mobile dock and forty five pages, now lands on the buy section through one anchor, without touching the pages themselves.

A Creative Hourly product page with the once or every week plan picker

05

Subscriptions, with the trap named.

A deferred offer that billed the following Monday had no takers, so I replaced it with prepaid blocks and weekly or monthly plans charged at checkout, built on Shopify Subscriptions with a plan picker on the product page. Shopify cart permalinks silently drop the selling plan; the fix was a clear then add chain behind short redirect links, verified on a live checkout with a recurring subtotal. Every theme edit now goes through the Shopify CLI from a versioned folder, because the admin code editor stopped rendering.

Page weight: the homepage cut from 1,828 KB to 898 KB after the real cause was found

06

Half loaded, not broken.

The report was that every screenshot on the studio site looked half loaded. Before touching anything I had all 174 stored screenshots across 18 cases rechecked by two independent reviews, and found zero defects in the files. The real cause was lazy loading on images above the fold, including the second and third image of a composite hero; those went to zero on every page type. A legacy image helper had also pinned each image to one size, so the browser could never ask for a smaller one or a modern format. I proved it by requesting a smaller width and getting the identical file back, byte for byte. Replacing it took the homepage from 1,828 KB to 898 KB on desktop and 1,132 KB on a phone, verified by fetching all 3,096 candidate image URLs across 48 pages.

Up close

Systems, not heroics.

Two lines, one white and one gold italic, carry the whole offer.
Two lines, one white and one gold italic, carry the whole offer.
The portfolio opens with a heading, a count of project stories and one button.
The portfolio opens with a heading, a count of project stories and one button.
Project cards share one frame: image, category, name and a one line summary.
Project cards share one frame: image, category, name and a one line summary.
An hour block as a tile: the number, the price, one line on what it is for.
An hour block as a tile: the number, the price, one line on what it is for.
Once, or every week. The plan picker sits above the button.
Once, or every week. The plan picker sits above the button.

Next project

School of Naturopathy

A school that looks the part online.

View the project

03 project stories

More in team and operational leadership

Related projects, each with its own scope and credit.

View collection →

Next step

Start a conversation. No pitch, just fit.

If this is the kind of leadership your team needs, I would like to hear about the role.

Start a conversation Read the résumé →