business plans
that get you funded
.png)
From Vision to Investment
Helping startups and scaleups turn potential into progress with a clear roadmap
win investors & grow faster
with a clear, strategic roadmap
Angel Investors reject over 97% of proposals
VCs reject over 94% of proposals*
The #1 reason:
Lack of trust in the founding team's business skills*
Do not risk becoming part of that statistic.
We help you build what most teams lack:
a solid, actionable growth plan that shows investors you are ready.
For high-potential startups from pre-seed to Series A, we help you secure funding and accelerate growth.
The 1-page Strategic Business Plan. Fast, practical, investor-focused.
the startup struggle
Investors need clarity and proof of scalability.
securing funding
No clear roadmap for growth over the next few years.
business structure
Standing out in a crowded market.
differentiation
Most startups fail to raise
because they struggle to tell a convincing growth story.
Pitches fall short, business models stay vague,
and investors cannot see a clear path to returns.
what you get with us
We Build What Investors Want to See
At Athena Associates, we work with you to create the two things
that every good investor looks for:
A focused growth plan that shows where the money will go:
your one-page strategic roadmap (OGSM)
A compelling brand that builds trust and traction
Together, they form your base to:
-
attract customers & investors
-
fund, scale and exit
who we work with
high-potential startups ready to grow
We work with startups and scaleups that are ready to move from potential to proof. Typically pre-seed, seed, and Series A.
We help you build what investors and customers are looking for.
Where needed, we collaborate with a financial expert
to ensure your financials are strategy-based, solid and investor-ready.
– Define your market, ideal customer, and value proposition
– Craft a compelling pitch investors understand and remember
– Develop a business model that shows how you will make money
– Create a clear growth roadmap with milestones and capital needs
– Build a brand and positioning that earns trust and attracts customers
– Identify your competitive edge and work towards creating a moat
– Refine pricing and unit economics to prove profitability potential
– Prepare for scaling with a solid strategy and internal alignment
MODULAR APPROACH – FAST, FOCUSSED, ACTIONABLE
We meet you where you are and help you get ready for the next stage.
You choose the modules you need. From business model
to go-to-market strategy and pitch coaching.
We guide you through structured sessions
and deliver an investor-ready plan you can run with.
✔ Fixed project fees — no surprises
✔ Option to pay partly in equity — ideal for early-stage
✔ Full business plan delivered in just 4-6 weeks
Affordable. Flexible. Aligned with your Stage.
Rudolf Rodenburg – Mariska Praktiek
Dutch nationals
Pragmatic, direct, friendly, with a
can-do mentality.
We have lived and worked across Europe and around the world.
With hubs in Barcelona and Zurich, we operate globally, providing our services virtually and in person, in English, German or Dutch.
Rudolf holds a Master's Degree in Business Economics, with a major in marketing & market research.
He has worked at some of the world’s leading strategy and brand consultancies, for clients such as Nestlé, Novo Nordisk Pharma, British Airways and Mövenpick.
Mariska holds a Master's Degree in Business Economics, with a major in marketing & market research.
She has a strong background in the international corporate environment with experience across multiple industries, including IT, insurance, finance and oil & gas.
Diverse backgrounds
Rudolf brings extensive consulting and client-facing experience,
while Mariska contributes corporate insights.
Together, we offer a balanced approach
that combines strategic thinking with practical execution.
what investors say
Startups don’t fail because founders lacked vision or enthusiasm—they fail because they lacked a solid plan to execute the vision.
A business plan doesn’t guarantee success, but not having one almost certainly guarantees failure.
"Your company has to achieve a monopoly. Something utterly new, something that can't be copied."
One of the 4 criteria to see if a business has the potential to become a monopoly, is its brand.
"Strong brands form strong bonds and create a buzz that can't be replicated."
– Peter Thiel
PayPal and Palantir Technologies
"If the founder has a clean, comprehensive business plan, presented in a cohesive, persuasive way, the odds are good that the business itself has a better than average chance of succeeding."
– Angel Investing by David S. Rose
"When a startup team pitches to an angel investor, you often have little to work with but your business plan and your own personalities."
– Brian S. Cohen, Chairman of New York Angels
"A business plan is the minimum investors expect for due dilligence."
– Angel Investing by David S. Rose
"If the founder has a clean, comprehensive business plan, presented in a cohesive, persuasive way, the odds are good that the business itself has a better than average chance of succeeding."
– from Angel Investing by David S. Rose
PLANNING IS ABOUT MAKING CHOICES AND TRADE-OFFS, CHOOSING TO BE DIFFERENT
–MICHAEL PORTER
THE ESSENCE OF A BUSINESS PLAN
IS CHOOSING WHAT NOT TO DO
*) Practices of European Venture Capitalists (2023), p.8 by Audencia Business School, Vlerick Business School, London Business School, Politecnico di Milano School of Management, Stockholm School of Economics, Universidad Complutense de Madrid, Université du Luxembourg, and Ghent University