A 10-week, incubator-style startup coaching programme designed to fast track your startup idea and generate more revenue.

Next Launchpad Kicks Off 23 August 2023

The challenge

You have no idea how to turn your idea into a business

How do other successful companies start and become successful?

Taking an idea out of your head and breathing life into it is hard.  You don’t know where to start or more importantly what to focus on.  You lose hope and the feeling of failure keeps you from pursuing the idea at all. What is holding you back?


You have no idea if your idea is a business

How do you even know if your idea could work? Do people actually need what you are proposing? You don't have major cash to burn to test your idea. You don't have time to drop everything and pursue this idea.


You think your idea might work, but how do you start?

You don't have the time. What if you fail? What are the pitfalls to look out for? Why do some founders make it look so easy? Why do so many startups fail? What if I fail?


Will I make any money and if I do, how much?

Ok, you decided to go for it, but will you make any money? What should I charge for my product or service? Will people be willing to pay for this? How big can this business get?


You need a change, now.

You need a change. You have been working in a corporate job for way too long. You have been promising yourself to start your own gig for too long. You need to take the leap. The time is now.

I'm Pelser, your mentor

I have been working on startups for more than 20 years.

Every obstacle a new entrepreneur might face, I’ve seen it.  From having an idea but no clue how to get started, to starting a business with no product and figuring out how to make it work.  I have been through the struggle of startup more times than I care to count.  Through the years, I have learned what works and what doesn’t work, what looks shiny but actually stinks and what looks like a bad idea at first but have massive potential.

I have mentored, coached and trained countless budding entrepreneurs through the years and understand what it takes to start and grow a business.

I'm Pelser, your mentor

I have been working on startups for more than 20 years.

Every obstacle a new entrepreneur might face, I’ve seen it.  From having an idea but no clue how to get started, to starting a business with no product and figuring out how to make it work.  I have been through the struggle of startup more times than I care to count.  Through the years, I have learned what works and what doesn’t work, what looks shiny but actually stinks and what looks like a bad idea at first but have massive potential.

I have mentored, coached and trained countless budding entrepreneurs through the years and understand what it takes to start and grow a business.

Try this

Get out of your head and start moving, quickly.

Starting a business is all about, well … starting your business.  Starting is as simple as starting.  It sounds like a cliché, but there is a reason for this.  

Making smart decisions once you start, is where the craft of startup comes in.

Imagine taking that idea for a business that you have been walking around with in your head and finally start building it.  Imagine waking up in to morning with purpose, knowing that you are spending your precious time on earth working on something of value.  You have money in your pocket that you earned doing what you love.  Imagine building a business that changes the world.  All of this is possible with the right vision and a solid plan to get there.


Start already.

There is genius in getting started. You create momentum by starting.  You align your intent when you start. Every minute you think about your idea and don’t take action, is a wasted minute.  Every minute you use to work on your idea is a victory. 

Want to build the next Amazon? Start selling stuff from your home.  Want to be the next Uber? Start delivering stuff on your bike. 

There is genius in starting.


Move quickly.

You have the advantage of agility.  Work on your idea, test it in to market and rework your idea. Keep changing it up, keep tweaking your idea but most importantly, move quickly.  The time to move quickly is now.

Don’t settle on your idea too quickly, stay hungry, stay open.  Pull the right strings at the right time and you will set yourself up for success.


Solve a real problem.

Not all ideas solve real problems.  You need to solve a real problem in real time for your business to grow.  Keep looking for that real world problem to solve.  When you develop something that solves a real problem for real people, you have a business.  With the right processes, focus and guidance, you can build your dream business.

Startup : Accelerator

Tap into our experience.

You can build a business on your own, but our experience is available to you. We have made the mistakes, found the best ways to start a business and understand what works and what doesn’t.  You will have to work hard no matter which route you choose, but we developed this programme to give you the best chance of success.

The Chapter2 Startup : Accelerator has the sole purpose of guiding you from business idea, to sustainable, revenue generating business.  We have done it over and over for many founders and can guide you too.

We want you to succeed.


What you will learn

(Click on each module to view further details)

In module 1 we dive into what entrepreneurship actually is and you discover which type of entrepreneur you are (yes, there are different kinds of entrepreneurs, each with their own strengths and weaknesses!).  We also look at how world-famous successful entrepreneurs approach entrepreneurship and why they are successful.

In Module 2, you will take a deep dive into yourself.  You will find out (with surprising accuracy) what your personality type is and how to harness your strengths and develop your perceived weaknesses in order to succeed with your startup.  Starting a business is as much about mastering yourself as mastering your ideas and this module will help you to master yourself.

First principles thinking is a fancy way of saying “think like a scientist.” Scientists don’t assume anything. They start with questions like, What are we absolutely sure is true? What has been proven?

In Module 3, we will look at First Principle Thinking, why it is such an important philosophy for entrepreneurs and how world-class entrepreneurs use First Principle Thinking to build highly successful companies.

The Lean Startup Methodology will give you a preliminary blueprint for your startup idea, helping you get your idea out of your head and onto paper as quickly as possible.  

In this module, you will unpack your idea for a startup and investigate whether your idea has the potential to be a revenue generating business.  

Many of us starting out on our entrepreneurial journeys face this roadblock at one point or another. “How do I make my business/website/services/product stand out?” A unique value proposition guides people to you and your services. It keeps you top-of-mind in your target audience’s thoughts. It makes an adoring following possible.

What do companies like Uber see as their Unique Value Proposition?  They get you from point A to point B as quickly and efficiently as possible.

In Module 5, you will actively dream about what your startup actually does and formulate your unique value proposition.

Deciding on what your initial brand is going to be, is an exciting and creative process. Your brand will evolve over time, but in this module, you will create your initial brand and decide what your company will look and feel like.

Remember – most companies change their branding as they grow, but as a startup founder, you have to start somewhere and build your brand as your company evolves.

Pricing your product or service is not simply thumb-sucking a price out of thin air – there is an actual science behind it.

Do you understand the difference between cost-based pricing and value-based pricing? How do you test different price points and decide which one is best?

In this module, you will develop a strategy for pricing your product or service, learn how to optimise pricing and test your different price points.

Managing your finances when launching your idea, is not only important to build a robust business, but could also be used to gauge whether your startup is evolving and growing.

In this module, you will discover the different approaches to managing your finances.  You will also formulate your first Break-Even Analysis and discover your magic number.

You will use your financial metrics as a barometer of how well your startup is doing and what the growth trajectory of your startup is.

It is important to have a basic understanding of what your client journey will look like – from finding a new client, all the way to making the sale and then what happens after the sale.

In this module, you will develop hypotheses on what your ideal customer will look like and what their journey with your startup will look like.

People will need to know about your business in order for you to build a stable client base. Marketing will help you get going. Startup marketing is different from traditional marketing in that you will be much more focused on getting the word out and signing up clients than what a traditional company will be.

In this module, you will build your initial marketing plan, set up your various platforms and learn about the power of referrals.  

Sales fuel your company and keep it alive. Studies show that 53 percent of customer loyalty is driven by the sales experience. This goes to show it’s equally important to have a great sales team for your startup.

In this module, you will build your initial approach to sales, learn about what a good sales strategy looks like and try your hand at selling your product or service.

Managing your most important asset – humans – is one of the most important and at times difficult parts of running a startup.

In this module, you will start planning your initial company structure and dream about what your company will look like when you scale up.

Effective communication is a prerequisite trait for every enterprise to taste success at an accelerated pace. Entrepreneurs and businesses often struggle to apprehend their true potential without good communication attributes. Most people negate acquiring good communication skills over the importance of accomplishing technological skills which may impede the business profitability. On the contrary, effective communication overwhelmingly payback a business in lucrative ways impacting both internal and external associations.

You have hit your milestones, you have built the foundation of your startup and you are ready to generate revenue – congratulations!

This module is different, here’s how:

1. Face-to-Face mentoring

You now qualify for 4 face-to-face mentoring sessions with a Chapter2 Mentor! 

2. Practical application of the knowledge gained

You will apply the knowledge you have gained now. You will have a living, breathing startup business after you complete this part of the programme. 

3. Become a Chapter2 Startup Mentor

When you complete this part of the programme, you will be invited to the Chapter2 Startup Mentor programme. 

4. Become part of the Chapter2 Startup Legends Club

You gain access to the network of fellow founders who have made it all the way to through the programme. Networking opportunities, discussions on best practice for your startup and other perks go along with this.

5. Eligible for funding

When you complete this part of the programme, your startup is automatically added to the list of startups that are eligible for angle investment funding from our sister company, Chapter2 Capital.

What we will work on in this module

Module 14 will be challenge based, where we will give you weekly challenges to complete. These challenges will be specific to your business and you and your mentor will set challenges during each weekly mentoring session.

The challenges will change and evolve every week and we have three objectives with the challenges:

  1. Get out the door: You need to engage with possible users and the challenges will help (strongly encourage) you to do this
  2. Get your first paying customer: Finding your first paying customer is a crucial part of the startup journey
  3. Iteration: Adjust your product offering, make it better and refine your offering
  4. Get your second paying customer: Your first paying customer is a big win, but finding a second paying customer will help you gain momentum with your venture
  5. Your pitch: Learn how to pitch your business idea to investors

What your Chapter2 Startup Accelerator journey will look like:

Your journey

What your Chapter2 Startup Accelerator journey will look like

65 intense, hands-on startup training lessons

Our Entrepreneurs receive intense, hands-on startup training in an online learning environment, where we challenge our entrepreneurs weekly to grow and evolve. Most of our entrepreneurs go from having only an idea, to generating revenue by the end of the programme. We also provide a certificate of completion at the end of the programme.


This is where the magic happens. 
Our entrepreneurs have access to inspiring, seasoned entrepreneurs, where we provide guidance and feedback whilst you plot your route to startup success and set goals for the week ahead.  We constantly challenge our entrepreneurs to stretch their perception of what is possible.  

Access to Investor network

At the end of the programme, dependent on your business meeting our progress criteria, you will be introduced to a network of Angel Investors.  Chapter2 will make the introduction and it will be up to the Entrepreneur to maximise the opportunity.


As part of the Chapter2 Startup network, you are eligible to participate in our annual funding round.  Once a year, Chapter2Capital (our Chapter2 investment company) invests in eligible Chapter2 Startup companies.  If you meet all the necessary criteria and complete the programme successfully, your business will become eligible to participate in this investment opportunity.


Over 300 founder applications to date

You are in good company

From fintech, to renewable energy, from edtech to delivery service ideas.  Our founders have world changing ideas and they are choosing Chapter2 Startup as their growth partner.

The layout and direction is good, the free links to all the tools and platforms that assist in setting out your business and startup are amazing.
Prince Ngwenya
Doing the lean canvas and realizing my project fits perfectly into it really helped me to start my business and gave me the confidence to start in a positive way.
Khutso Mathole


Frequently Asked Questions

The Accelerator is an online course with 14 modules and 65 lessons that our founders work through.  You enroll and start working through the content at your own pace.  The course content is designed to guide you from concept to launching your business.  It is interactive, functional and will challenge you to really start building your business.

We are confident that the programme will help you achieve your startup goals, so we offer a 7 day money back guarantee.  If for any reason you are not happy with the programme within 7 days from starting, you can request a full refund, no questions asked.  

The Chapter2 Startup : Accelerator is not right for everyone.  But if you have a great business idea and need someone to help you start your business and grow it continuously, the accelerator is for you.

We are serious about letting founders organise their time the way they see fit.  So we designed the course in such a way that founders can work through the programme at their own pace.  On average, founders take roughly 2-3 months to complete the programme.

Throughout the course, you will have access to a seasoned entrepreneur, who will guide you on your way, ask the right questions at the right time and invest time into making your idea work.  The continuous mentoring happens mostly via online chat but founders do schedule Zoom sessions if and when necessary with their mentors too.  Once you have completed the programme but want to continue being mentored by a Chapter2 Startup Mentor, we do offer mentor only options to our founders too.

The accelerator will not build your business for you.  We are proud to say that the founders we allow on the programme, are all committed to their ideas and really put in the time and effort to build their ideas into revenue generating businesses.  Our role is to show you the possibilities and teach you to focus on the right things at the right time.

At Chapter2 Startup, we have one goal:

To help you, the Entrepreneur, go from having a business idea, to generating revenue with your business idea by the end of the programme.

Talk to your mentor