WHERE FOUNDERS COME
when the weight of
success gets heavy.
You don't need another consultant dropping in with a playbook. Or a peer mastermind where your hardest moments become someone else's case study. Or a coach who asks great questions but leaves you with no time to act on the answers.
You need a private room and a partner who's actually been here.
Becca is in the room.
Welcome to a private founder advisory practice
built for service-business owners who can't say what they're really carrying anywhere else. The Roar is the room founders come to when they need to hear themselves think and a steady partner.
Meet your Founder Advisor, Becca Apfelstadt
I built, scaled, and sold a business over 15 years. I know what that life actually costs. I tell the truth. I read the signals you're trying to hide (sometimes even from yourself). I’m a mirror with teeth, when that's what helps you get honest and gutsy enough to do something about it.
You Don’t Have to Do It All Alone.
You don't need more noise; you need clarity, fresh perspective, new ideas, courage, and a powerful advocate.
I bring a generous village of trusted resources, tools, and people to the table to help you break through the clutter and find your path forward.
A Mirror With Teeth
If that scares you a little, you're probably in the right room.
When you work with me, you work with someone who sees you and believes in you. And I'm not going to let you hide from what needs to happen here. The questions nobody else in your life is asking because everyone else has something to lose by asking them, those are the ones I bring to the room.
I'm not a coach who's only studied founders.
I've been one.
I started young, leading agency teams in my twenties, where I built a career as a strategist, advisor, and CEO.
Now I sit with other founders behind closed doors, sorting through the clutter, the doubt, the pressure, and the decisions that actually matter for the business today and the relationship they want to have with it.
My approach is direct: I don't diagnose, I mobilize. Most advisors sell understanding and self-reflection, but I sell clarity around the next brave move (and a more courageous version of you to make it). Through The Roar, I serve as a private executive advisor to founders navigating partnership tension, leadership shifts, dizzying growth, exits and reinventions, pivots, and the decisions they can't say out loud anywhere else.
YOU’RE A GREAT FIT FOR THE ROAR IF:
You've built something real, and the decisions are getting heavier.
You're circling a decision you can't quite think through alone.
You run a service-based business and you carry the weight of leading a company that depends on you.
The business is actually working and you're surprised at how that feels.
You're ready to stop thinking about it and start moving on it.
You'd rather hear it straight, from someone who's been there.
(Or maybe you're just tired of carrying it alone.)
You want a private room to say the things you can't say to your team, your clients, or your board…sometimes even your partner.
Private counsel for pivotal founder moments:
Offerings
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One conversation. Real clarity.
A focused 90-minute advisory session for founders navigating a pivotal decision, leadership tension, or strategic fork in the road.
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Four hours to reset the direction
A deep working session designed to unpack complex challenges, sharpen strategy, and help you move forward with clear next steps.
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A steady strategic partner in your corner.
Ongoing advisory for founders navigating growth pressure, identity shifts, and the realities of leading a scaling company.
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When one chapter ends, and the next isn’t clear yet.
A six-month advisory chapter for founders processing an exit, major growth pivot, or personal reinvention. Perfect for when you’re ready to redesign your relationship with your business.
Step 1: Choose Your Path
Select the level of support that matches your moment: strategic counsel, half-day intensive, founder partnership, or a reinvention reset.
Step 2: Book or Apply
Strategic sessions can be booked directly online. Longer partnerships begin with a short application and a brief fit conversation.
Step 3: Share Context
You’ll complete a short intake so I understand what’s unfolding in your business, your leadership, and the decision in front of you.
Step 4: We Begin
We meet, go deep, and focus on what’s real, so you can move forward with clarity, conviction, and a trusted advisor in your corner.
I work on success problems.
Running a service business gets harder once it starts working. Growth brings new pressure. The decisions get heavier. Your identity shifts faster than you can name it. You start to feel different from your peers and friends. And the version of yourself who built the company is rarely the version who can lead what it's becoming. The life you built alongside the company looks different now, too: partner, kids, parents, friends, the whole stack.
The coaching industry tells founders to scale faster and automate more. I tell them the opposite: slow down, get honest, and deliberately redesign your relationship with the business before it consumes you.
That's the work.
I’ve spent 25 years in
marketing and agency life.
Fifteen of those as Co-Founder and CEO of treetree, a creative marketing agency that earned a reputation as "The Agency of Special Projects." It was named one of America’s Fastest Growing Companies by Inc. Magazine four years in a row, a streak that still makes me smile.
You carry the vision
•
I'll help you carry the weight
•
You carry the vision • I'll help you carry the weight •
What it looks like:
Unfiltered Insight
& Bold Strategy
Consider me a sounding board and a safe space to hash out ideas and challenges. Together, we’ll create action plans that match your vision.
Operational Efficiency
With an eye for cutting out the chaos, I streamline processes, align teams and eliminate obstacles so your focus stays on the big picture.
Your Roar, Amplified
I bring decades of brand-building and leadership experience, honed by a relentless drive to help founders like you reclaim your time and voice.
how i help:
Courage Coaching
& Strategic Advisory
Think of me as your sounding board, offering fresh perspectives and a constant flow of actionable insights to help you hone in on the right areas of focus, to prioritize them and then pounce.
Process &
Team Alignment
From action plans to team synchronization, I simplify the complex, so every part of your operation can run like a well-oiled machine.
Real-World Solutions from Real-World Experience:
I was you—the founder and owner—for over 15 years. I bring experience in brand building, real-talk, marketing and leadership, all tailored to empower you in every challenge.
Meet the Blog: Tiny
Tiny is our space to share small ideas that fuel big change. From quick insights and thought-starters to empowering strategies, you’ll find Becca’s musings, inspiration, and the tiny roars that can transform your thinking.
Have an idea for us?
Do you have an idea you’d like to hear more about? Send an email!
