FOR FOUNDERS ON THE 7-8 FIGURE JOURNEY
Build the "Second-in-Command" Your Business Needs to Scale.
Stop being the bottleneck. We turn your ambitious team members into strategic operators who understand your margins, systems, and growth as well as you do. Gain the leverage to work ON the business, while they handle the IN.
- Founder Freedom: Designed to offload operational weight from your shoulders.
- Global Standard: Practical business literacy for the modern SME.
Building future ready leaders
Transform ambitious young talent into business-savvy professionals who don't just fill roles—they create value. Our globally focussed program combines hands-on business experience with entrepreneurial thinking, ensuring apprentices develop the strategic mindset to innovate within your organisation. Who knows, you may even develop a new business partner for your next ventures.
Master 12 Essential Business Skills in One Program
All-inclusive curriculum covering finance, marketing, leadership, Digital first + AI, operations and entrepreneurship.
Hybrid Learning with Employer-Backed Validation
Flexible online/offline training + employer sign-offs that prove tangible ROI for businesses.
From First Job to First Business: Build Your Future
Unique path from corporate skills (e.g., stakeholder management) to entrepreneurship (funding, lean startups)
Our Promise:
Knowledge Transfer Guarantee: If your business apprentice leaves prior to completing the first year, another member can attend the same program to date for free, ensuring the business retains the learning investment.
The 12 Modules Overview ⬇️
We focus on the important elements that you and your business apprentice, will use to set your enterprise apart and execute your SME's Vision.
The Business Foundations (Modules 1–3)
See the whole business, not just a job
Outcome:
Your apprentice understands how your business actually works – how you make money, who your customers are, and why your offers create value.
Key Skills:
Business modelling, customer value, basic financial awareness and commercial thinking.
Financial & Market Literacy (Modules 4–6)
From guessing to using real numbers
Outcome:
They stop guessing and start using data. They can read your key numbers (sales, costs, cash and basic P&L) and support simple, practical marketing and lead‑generation tasks.
Key Skills:
Financial fluency, marketing execution, compliance awareness and clear communication.
Operational Excellence (Modules 7–9)
Less on your plate, more done well
Outcome:
They begin to take real weight off you by improving processes, using digital tools and supporting basic team coordination and customer delivery.
Key Skills:
Digital productivity, systems thinking, problem solving, people coordination and resilience.
Strategic Integration (Modules 10–12)
Your Strategic Execution Partner
Outcome:
They grow into a true “second‑in‑command” at their level – able to understand funding options, see how the whole system fits together and help you execute your 12‑month strategy.
Key Skills:
Funding and investment literacy, strategic alignment, systems thinking in action and change management.
From global boardrooms to building your next leader.
Hi, I’m Ash. For over 20 years, I’ve worked inside global companies and high-growth businesses to replace chaos with repeatable systems.
I’ve seen firsthand how a business stalls when the founder is the only one who truly "gets" it. That’s why I built the Pragmatic People Business Apprenticeship—to bridge the gap between a founder’s vision and a team’s execution.
Beyond my work with SME owners, I teach these same principles—Systems Thinking, Strategic Alignment, and Leadership—to the next generation of leaders in the University of Adelaide's MBA program.
My goal isn’t just to teach your apprentice a job; it’s to give them the commercial instinct and operational intelligence I’ve used in global boardrooms for two decades.
Ash Holliday, Founder of Pragmatic People
“Apprentices are freeing my time by creating future founders within the business.”
Working with apprentices has delivered real ROI — not just in productivity, but in mindset.
They think commercially, challenge decisions, and bring new ideas that sharpen performance company-wide. That shift has freed up my time as a founder and allowed me to focus on strategic growth rather than daily management.
The ripple effect has been powerful: stronger teams, smarter operations, and measurable bottom-line results.”
Ricardo Catahno
Owner & Manager Catanho Group
“They’ve challenged how we operate — and elevated how we lead.”
The apprenticeship programme has changed the way we view and run our business
Our apprentices bring a fresh, commercially minded perspective — asking questions that challenge how we operate and driving smarter decisions across the team. That curiosity has moved us from simply managing the day-to-day to thinking strategically about growth, finance, and process.
The ripple effect has been powerful. It’s strengthened our culture, improved how we manage data and operations, and reignited a sense of innovation throughout the business.”
Anastasia Mamaeva-Catanho
Owner & Manager Catanho Group
Business Apprenticeship
Pilot 2
€4,980
Per year, excluding taxes
Designed as a 2‑year journey, billed annually
Build an internal operator who thinks like an owner and frees you from day‑to‑day firefighting
Future cost €9,960 per year, excluding taxes
What you get:
- Onboarding session for apprentice and sponsor
- 12 core modules delivered over 2 years
- Action-orientated based on best practice execution
- Success managers to help you and your apprentices align to your enterprise & target pain points
- Apprentice Portals to track progress and outcomes
- Sponsors can attend most of the sessions and participate directly in discussions
Note: All Pilot 2 seats require a selection process. If we determine the apprenticeship isn't the right fit for your team during vetting, the BA portion of your payment is 100% refundable.
BA vetting starts within 48hrs.
Year 2 of BA billed at €4,980 upon completion of Year 1.
Most chosen by founders with urgent bottlenecks
Business Apprenticeship + Pragmatic SME Focus Accelerator
€7,430
Per year, excluding taxes
(saves €250)
Ideal if you have 1–2 pressing issues you want to fix while your apprentice levels up
Future cost of the bundle €12,410 per year, excluding taxes
What you get:
- One (1) year Business Apprenticeship Pilot 2
+
- 6 month Pragmatic SME Focus Accelerator, to fix the 1–2 complexity issues holding your business back.
- Onboarding + Preparation to define your initial focus and set up for the first group session
- Monthly small‑group sessions focused on action, accountability and removing your chosen bottlenecks
- Chat support with access to coaches between sessions
- Key resources to help you prioritise problems and design high‑impact solutions
- 6 months’ access to the accelerator community
Note:
Accelerator work starts immediately. BA vetting happens in parallel.
All Pilot 2 seats require a selection process. If we determine the apprenticeship isn't the right fit for your team during vetting, the BA portion of your payment is 100% refundable.
First‑Session Confidence Guarantee: Join either Accelerator and attend your first working session. If, within 7 days, you feel it isn’t right for you, email us and we’ll refund 100% of your fee. All we ask is that you show up ready to engage so we can give you a fair experience to judge.
For ambitious scale‑ups
Business Apprenticeship + Pragmatic SME Scale Blueprint
€11,930
Per year, excluding taxes
(saves €850)
Build your mini founder and redesign how your business runs, embed internal leaders, and scale profitably over 12 months.
Best for founders, CEOs and COOs who are ready to redesign how the business runs, not just patch it.
Future cost of the bundle €16,910 per year, excluding taxes
What you get:
- One (1) year Business Apprenticeship Pilot 2
+
- 12 month of the Pragmatic SME Scale Blueprint, of strategy and operations support to build a simpler, scalable business
- Onboarding + deep‑dive 1:1 diagnostic into your business
- Quarterly strategy days to set and review 90‑day execution plans, including implementation reviews on your value chain, systems, org chart, key processes and financial model
- Two live master‑group sessions per month (one strategy, one operations) with 30‑day accountability built into every cycle
- Dedicated client portal with resources, templates and AI‑enhanced support
- Priority access to the success team for ongoing questions
- 12 month access to a higher‑commitment founder community
Note:
Accelerator work starts immediately. BA vetting happens in parallel.
All Pilot 2 seats require a selection process. If we determine the apprenticeship isn't the right fit for your team during vetting, the BA portion of your payment is 100% refundable.
First‑Session Confidence Guarantee: Join either Accelerator and attend your first working session. If, within 7 days, you feel it isn’t right for you, email us and we’ll refund 100% of your fee. All we ask is that you show up ready to engage so we can give you a fair experience to judge.
FAQ
1. The Time Commitment
Question: How much of my time (and my apprentice's time) will this actually take?
Answer: We designed this for time-poor founders. Your apprentice spends roughly 3–5 hours per week on structured learning and "Business Impact Tasks." As the Founder/Sponsor, your commitment is minimal: a 15-minute monthly alignment check to ensure their projects are solving your actual problems. We don't add to your plate; we use the program to clear it.
2. The "Flight Risk"
Question: What if I train them and then they leave for a bigger company?
Answer: This is the #1 fear for SMEs. However, the risk of not training them is having a team that can't grow with you. Our curriculum creates "Founder-Alignment"—apprentices feel like partners in your success, not just employees. By the time they reach Phase 4, they are deeply embedded in your systems and strategy, making them far more likely to stay and lead than "job hop" for a minor pay rise elsewhere.
Also remember our promise: Knowledge Transfer Guarantee: If your business apprentice leaves prior to completing the first year, another member can attend the same program to date for free, ensuring the business retains the learning investment.
3. The Return on Investment (ROI)
Question: How soon will I see a tangible result in my business?
Answer: You should see the first "win" in Phase 1 (Modules 1-3). The very first tasks require the apprentice to map your value chain and identify financial efficiency leaks. Unlike academic courses, we don't wait for "graduation" to provide value. If they aren't bringing you a new insight or a solved problem by Month 3, we aren't doing our job.
4. The Selection Process
Question: How do I know if I have the right person for this?
Answer: This is why Pilot 2 is by application only. Once you secure your spot, we provide a "Right-Fit Assessment" to vet your candidate’s EQ, personality, and commercial aptitude. If the person you have in mind isn't a fit for a "Second-in-Command" trajectory, we’ll tell you. Our goal is to ensure you’re investing in a future leader, not just a temporary helper.
5. Founder Involvement
Question: Do I need to attend the sessions, or can I just "send" my apprentice?
Answer: You choose your level of involvement. While your primary role is strategic oversight (a 15-minute monthly alignment check), many of our Pilot founders choose to join the live sessions. It’s a high-value experience where we move past theory and talk about real-life business challenges in real-time. It’s an excellent way to get total alignment with your apprentice while connecting with other 7-8 figure founders who are scaling just like you.
Ready to Build Your Second-in-Command
Secure your spot in Pilot 2. Let's see if your business is the right fit for the next level of leadership."