About Founder SOP
Founder SOP is a hands-on operating practice for B2B tech founders ready to scale.
We do not advise from the outside. We step inside your business, install the operating system, and work alongside you until growth is predictable and the business no longer runs through you.
With 20 years of experience across IBM, Oracle, and our own ventures, we have worked with 700+ businesses across 65+ industries. Government, SaaS, health, and enterprise.
We know what structure looks like at scale and we know how to install it inside a founder-led business.
Not consultants. Not coaches. Operating partners.

Over 765 Companies Worldwide Using Our Systems
Join a global network of businesses achieving predictable growth through our proven strategies and systems






WHAT WE OFFER
Our Services

Strategy Advisory
We work as your Fractional Sales & Growth Director, mapping buyer journeys, defining go-to-market strategy, and aligning your sales, marketing, and delivery into a single growth engine. This is where we install the vision.

System Implementation
From outbound sequences to sales decks, CRMs to Work Packages, we install the systems that bring your strategy to life. No fluff. Just high-converting infrastructure that speeds up deals, aligns delivery, and scales without chaos.

Team Enablement
We train your sales, pre-sales, and delivery teams to execute with clarity and confidence. Scripts, playbooks, training modules, and live coaching sessions, all tailored to embed your growth system into your people.

Performance Audits
Our Dr. Scale™ reviews uncover pipeline friction, missed conversion points, and delivery inefficiencies. Every quarter, we run a full diagnostic on your system and show you exactly where to optimise for faster, smarter growth.

Licensing & Certification
Use Founder SOP frameworks inside your business, or license them to your agency, consulting firm, or portfolio companies. We offer white-labeled systems, internal rollout support, and partner certifications to help you scale with structure.

Founder Central™
This is our private, invite-only circle for serious B2B founders building scalable sales engines. Inside, you’ll access proven frameworks, roundtable insights, and strategic growth rituals used by top-performing founders. From deal flow to delivery systems, this is where you level up, surrounded by those playing the same game.
Value Creation
Long-term Partnerships
Innovative Mindset
Bold Experimentation
Scalable Systems

We begin with the Dr. Scale™ Assessment, a deep diagnostic of your current sales pipeline, pre-sales process, and delivery systems. In this 60–90 minute live session, we scan where leads are leaking, deals are stalling, or delivery is blocking growth. No fluff, just a clear diagnosis of what’s working, what’s not, and what’s next.
Based on the insights from your Dr. Scale™ session, we build a tailored growth plan using the Scale Code™ Framework. This roadmap outlines exactly which systems to install, in what order, and how they’ll drive scalable, predictable revenue, complete with milestones, modules, and metrics.
We turn the plan into action, building and embedding the systems your business needs to scale. From outbound and pre-sales workflows to proposals, delivery modules, and team training, we work alongside your team to install repeatable systems that drive deals, cut chaos, and deliver growth without founder-dependence.


We’ve empowered over 700 founders across 65+ niches to implement structured systems that deliver predictable growth, leveraging real-world experience, $18M in paid ads, and over 1 million emails.

We’ve leveraged $18M in paid ads and over 1 million emails to build, optimize, and scale marketing and sales systems. Our approach is rooted in systems that ensure efficiency, consistency, and sustainable growth.

Our 3-step framework covers everything from setting a strong foundation to launching go-to-market strategies and scaling execution. It’s designed to help founders achieve growth through clear, repeatable processes.
Partnered with the Best


Testimonials

See what our clients have to say about our results-driven approach.

CMO of Zebpay
Jag did a project for ZebPay Australia, the Australian division of ZebPay. He's ready to implement from day one and has great advice to offer, based on real-world experience, on sales, branding, and messaging. He understands the Australian consumer and landscape in depth. On the personal side, he's friendly, helpful, and fun to work with. I recommend him as someone you can trust to do a great job even when circumstances are less than ideal. By the way, I'm the Chief Marketing Officer of ZebPay and worked directly with Jag on the project.

Director at Century21
Knowledge becomes wisdom, the ability to share and teach others is a special skill, Jag has learnt of the best the world has to offer and has many of his own experiences to draw on to help you navigate to the next level.

CEO at Melbourne IT
Working with Jag and team has been transformative for our growth. Their structured framework provided a clear path from strategy to execution, helping us align our marketing and sales like never before. In just a few months, we saw a significant increase in lead flow, conversion rates, and overall team efficiency. It’s rare to find a consulting partner that not only delivers results but genuinely understands the challenges of scaling a tech business.

CEO at AusRegistry
Jag has been a game changer for us. From day one, Jag worked closely with our team, diving deep into our growth challenges and implementing a structured framework that aligned perfectly with our goals. The results have been outstanding, our marketing efforts are more targeted, our sales processes more efficient, and the team’s performance has reached new heights. What truly sets Jag apart is their personal approach and genuine commitment to our success. He doesn’t just deliver a strategy, he becomes part of your team, ensuring it works.

Founder of Werribee Bowen
Hello, Colin Holloway here, founder of Werribee Bowen Therapy Pty Ltd.
So you are thinking of joining Jag Jassel at his three day business boot camp for quick business start ups.
Well I say, just do it! Don’t hesitate. Why? Jag stands out as a business mentor. He gives you advice that really works, based on his own anecdotal evidence.
I know it works because I feel it in my gut as well as my brain. So! What did I learn over the three days. This might be the economy version but that doesn’t mean you are short changed.
You do exactly the same thing that they do in the premium version. I have done many three day courses and this is easily the most intense.
You get breaks, but you will need them. So sleep well and preserve your energy. Second lesson. You have to present yourself as an authority in your field, or your clients do not respect and trust you.
I did not find this easy to do. Believe me. Three . Jag teaches you what it is to be a business owner and he does it in an ethical way. You don’t always get this.
Like me you might be staggered to find out what your life as a business owner really entails. Don’t be scared though it is unbelievably exciting.
Jag has opened up a whole new world for me and I am sure he can do the same for you.
Regards Colin Holloway.

Founder of Rubber Flooring Company
Founder of a flooring company in Melbourne
Top 3 takeaways from the 3-day business Bootcamp:
Positioning - No secret alpha's get the most out of life but jag shows how to position your business as the alpha business and have customers coming to you instead of chasing them
Frame control - The new way of looking at sales, Instead of remembering all these little tricks just focus on the underlying frame between you and the prospect/s to control the situation
Systems - Breaks down from as big as how the universe is one big system and everything inside of it is just systems within systems within systems....
..Including business. if you understand how the system works you can play it effectively
If your on the fence id recommend it 100%, So much that i am going to be doing another one
Worst case scenario you get to feed of his energy for 3 days and get a massive book of the slides you can refer back to for life
I'd be happy to answer any questions about my experience if you are wanting to join message me

Founder of Music Valley
If you're ready to move beyond the 'practitioner' fixed mindset to the 'creative entrepreneurial' growth mindset, Jag is your man. His experience draws upon multiple cross disciplinary methods and approaches that help join the dots' in a simple yet effective way to help you move beyond your currently reality.
Highly recommended if you're looking for a way to grow your business or scale your personal brand and influence. Of the many entrepreneurs I've met, Jag is my first recommendation in personal branding advice.

Founder of Glitter Fox Studios
Before meeting Jag I was trying to operate in a completely different niche from my experience and I was trying to sell to everyone. Jag has since helped me get clear about my niche, deliver my first online and live trainings. Help me craft a clear message to market. Now I'm excited to put money into Facebook adds because I'm certain about my target market and the actual problem I solve. Thanks Jag.
We work with B2B tech founders between $200K and $10M. SaaS companies, IT services, automation agencies, and technology businesses with real traction and a visible growth ceiling.
Our ideal partner is a founder who has proven the business works and is ready for someone genuinely invested in helping it scale. Not a quick fix. A real operating partnership.
We are selective because depth requires focus.
We do not work with founders who are looking for quick fixes, want a report delivered and done, or are not ready to commit to the process. We also do not work with businesses that are still validating their idea or founders who want a service provider rather than a genuine operating partner.
If you want someone to hand you a strategy and walk away, we are not the right fit. If you want someone in the room until the job is done, we are.
Every engagement follows the same four phase method.
We start with a deep diagnostic to find exactly where growth is blocked. We then build and install the operating system your business needs to scale. We operate inside the business alongside your team until the structure holds and performance is consistent. Then we scale.
Pipeline structure. Team accountability. Forecasting. Delivery systems. Outbound infrastructure. Sales enablement.
Not a recommendation. Real infrastructure installed inside your business and running before we leave.
Agencies execute campaigns. We install operating systems.
When an agency stops work the results stop too. When we finish an engagement the infrastructure stays inside your business and keeps producing results without us.
The bigger difference is alignment. Agencies invoice regardless of outcome. We are invested in your growth. We do not leave until the number moves.
Simple. Three steps.
Dr. Scale Assessment We start with a deep diagnostic of your pipeline, team structure, offers, and delivery. We find exactly where growth is blocked, what is causing it, and what needs to change first. No assumptions. No generic frameworks.
Operating Roadmap Based on the diagnostic we build a tailored operating roadmap. Which systems to install, in what order, and how they connect to drive predictable revenue. Clear milestones. Clear accountabilities.
System Implementation We move from roadmap to execution. Inside your business. Alongside your team. We install the structure, manage the process, and stay until it works.
Most founders see structural clarity within the first 30 days. Measurable pipeline and team performance improvements typically follow within 60 to 90 days.
Consistent, predictable growth is a 6 to 12 month outcome depending on where the business starts.
The faster you commit to the process the faster it moves. We do the heavy lifting. But speed depends on both sides showing up.
Results vary based on your starting point, industry, and readiness. That said, most founders see measurable revenue improvement within the first 90 days as foundational systems take hold.
The bigger ROI is structural. A business with a clear pipeline, accountable team, and repeatable delivery process is worth significantly more than one without it. That compounds over time in ways that are hard to put a single number on.
We do not promise a specific multiple. We promise to stay until the number moves.
Less than you think.
We do the heavy lifting. In the early stages we need brief input from key people to ensure we understand the business clearly. Beyond that we manage the process, install the systems, and work directly with your team.
Our goal is to build infrastructure that runs without constant founder involvement. That is the whole point.
Postal: PO Box 4370, Springfield, QLD, 4300 Australia
Email: Jag (at) mail.foundersop.com
