Groundwork · An 8‑week cohort · By Kennedy Anderson

What got you to $10k won't hold $100k.

Everything I know about building a physical-product brand worth something. Ten modules, run as a cohort, in the order it actually matters. For founders selling physical products, doing anywhere from $0 to $15k a month and building towards $100k months.

Waitlist open
Cohort capped at 20
Physical product only
Dates + pricing to the list first

Join the waitlist See what's inside ↓

Groundwork — 10 modules

ModuleStatus

01Sink Your Teeth Inopen
02Make Something Worth Talking Aboutopen
03?
04?
05 + 06?
07 + 08?
09?
10?

The rest goes to the waitlist first.

Notes cohort oneCapped at 20, and I'm picking who's in. The list hears first: dates, price, the lot.join the list → Cha-ching

8 weeks

Ten modules

Cohort capped at 20

Live Q&A each week

Physical product only

Real product, real numbers

10 years Building award-winning physical product brands
Nationwide Retail stockists across NZ
5 brands Built from scratch
$1M+ Online sales, every year

Is this you?

Built for people who make something and sell it.

Groundwork is for you if…

You make something and sell it, ideally D2C on Shopify.
You've got an idea and haven't launched yet, or you're already selling and want to grow properly.
You're doing anywhere from $0 to $15k a month and building towards $100k months.
You want a real start and end date, a group at the same stage as you, and a live Q&A each week.

It's not for you if…

You run a service business. The frameworks, economics and tools are built for physical products.
You want generic business advice.
You want another library of videos to buy and never watch.

Notes Everyone I've seen build in public, at a certain point, just cracks it. Don't be scared of sharing your ideas. Ideas are worth nothing without execution.

From Kennedy

I've been building physical product brands for ten years. I've also lost $30,000 on a toothpaste that still doesn't exist.

The Whitening Co began as a side hustle with four shareholders. Oli and I remortgaged our house, twice, and spent half a million dollars buying everyone else out. It's now a nationwide, award-winning brand, and the $100k+ months are repeating themselves.

It's also nearly broken us a few times.

February 2025, Oli and I were in Bali. The strip challenge had taken off and we'd hit our biggest non-Black Friday month ever: $70,000. Then my sister Brie called. We'd sold out of our hero product, the Platinum Strips, and we were almost out of cash to restock. A 19% short-term loan was the only thing keeping stock on the shelves.

Profitable and cash positive are not the same thing. I know that now... the hard way. TWC has since done multiple $150k+ months, and honestly? The lesson about cash hasn't changed.

The things that have saved this business, and the things that have nearly ended it, are exactly what Groundwork is built from.

— Ken

How it works

Three things that make this different from every other course:

1.

I'm still doing this.

Everything in Groundwork comes from a brand I'm building right now, not a case study and not something that worked five years ago. The Whitening Co is live and growing, and every decision in these modules is one I've made or am making.

2.

It runs as a cohort.

A structured 8 weeks with a real start and end date, and a group going through it at the same stage as you. The deadlines and the group are what get it done, not another library of content you never open.

3.

Physical product only.

Every example comes from a real physical product brand, not generic business advice. The frameworks, economics and tools are built for people who make something and sell it. If that's not you, Groundwork isn't either.

What's inside

8 weeks. Ten modules.

Groundwork covers every stage of building a physical product brand: product, brand, website, email, content, campaigns, cash flow, operations, and how to build something you can eventually exit from. In the order it actually matters.

Get the full syllabus first

The syllabus

10 modules

01 Sink Your Teeth InFind a real reason to build, and reverse-engineer from the exit before you spend a dollar.
The foundation everyone skips. Before product, before brand, before Shopify. This is about finding a real reason to build. My filter: would you still be doing this if you personally took nothing out of the business (no salary, no return) but kept it going? Reverse-engineering from the exit goal before spending a dollar. A $5M exit looks completely different to a $10k/month lifestyle business. Both need a different plan from day one.
02 Make Something Worth Talking AboutIdea to final sample: research, suppliers, MOQs, and the $30k mistake to avoid.
From idea to final sample. The research methodology: buy the top 10 products in your category, write down the three best things about each, build the supplier brief from that list. The Alibaba process. Building from multiple component suppliers. MOQ and payment terms negotiation. The $30,000 toothpaste that still doesn't exist is the story behind this module.
03?
04?
05 + 06?
07 + 08?
09?
10?

Full syllabus goes to the waitlist first.

Top
secret
(for now)

Enrol

Three ways in.

Every tier runs the same 8-week cohort. Dates and pricing go to the waitlist first.

Option 01

01

Groundwork

The full course, run as a cohort.

Price to the waitlist first

The full 8-week course: every module, video, summary and worksheet
Lifetime access to all course materials
A peer WhatsApp group for your cohort (runs the 8 weeks, then closes)
Alumni pricing on every future cohort

Join the waitlist

Option 02

Groundwork + Alumni Community

Everything in Groundwork, plus the room where it compounds.

Price to the waitlist first

Everything in Groundwork
A weekly live Q&A with me through the cohort
A permanent place in the Socials to Storefront alumni community
I stay in it for good, and every new cohort adds more founders
Keep asking questions and sharing wins long after the 8 weeks

Join the waitlist

Option 03

03

Groundwork + Community + Command Centre

Everything above, plus the dashboard I run TWC on.

Price to the waitlist first

Everything in Groundwork + Community
The Command Centre: my live business dashboard
Real-time Shopify, Xero and inventory in one view
Revenue, margins, stock and cash position: how we structure and monitor our growing million-dollar brand
Manual onboarding included

Join the waitlist

Questions

Frequently asked

Notes Still deciding? The waitlist is free, and it hears first: dates, price and the full syllabus.join the list →

Who is Groundwork for?

Physical product brand operators: people who make something and sell it, ideally D2C on Shopify. That includes people with an idea who haven't launched yet, and people who are already selling and want to grow properly. Groundwork is not for service businesses. The frameworks, economics and tools are built entirely around physical product.

I already have a brand. Will this still be useful?

Yes. Most of the people who get the most out of Groundwork are already selling. The modules on campaigns, cash flow, operations, and exit planning are specifically aimed at brands that are live and growing. The product and brand modules are still worth revisiting. Most founders find there are gaps they didn't know were there.

When does the next cohort start?

Dates get locked in when applications open. Join the waitlist and you'll hear first. No spam in the meantime, promise.

How much time does it take per week?

The videos run 10–20 minutes per module. The worksheet adds another 30–60 minutes depending on how deep you go. Call it two to three hours per week, but the real work is applying it to your actual business.

Is this live or pre-recorded?

Module content is pre-recorded so you can work through it on your schedule. The weekly Q&A is live. Recordings are available if you can't make the live session.

What if I fall behind?

You have lifetime access to all course materials. That said, the cohort format works best when you're running roughly in sync with the group. You'll get more out of the Q&A sessions if you're on the current module.

What's the Command Centre?

The live business dashboard I built for TWC, pulling data from Shopify, Xero and inventory into a single real-time view. Revenue, margins, stock and cash position, set up the way we structure and monitor our own growing million-dollar brand. Available as an add-on for Bundle tier students, and post-course for Standard and Community students.

Is there a refund policy?

If you complete Groundwork, do the work, and don't feel like you got value, reach out within 30 days of the cohort ending. We'll work it out.

Doors open soon…