Founder coaching

bring your startup to the next level

Give your business the right push

You're already working on your own business, but you're still not pulling together all the loose ends? Do you have a volcano of ideas bubbling inside you and do you want to realize even more business ideas successfully? Then I say: Welcome to your Founder Coaching!

The Coaching process:

What you can expect


The New Work Heroes Founder Coaching is aimed at founders who have already left the safe haven of permanent employment or who have never headed for it. In three parts, we refine your business idea, integrate customer feedback, and make your pitch deck shine.

All Tools at one glance

- Story Canvas: align your career superpowers with your business ideas for your venture.
- P.L.A.N. List: Use this smart research tool to develop your business idea into a venture that solves real customer problems and pain points.
- 15-Word Phrase: Get to the heart of your business idea with this pitch phrase!
- FAB sentences: Formulate the core of your new product and bring together facts, andvantages and benefits communication.
- Lean Canvas: Bring all the pieces you've worked out together into the new blueprint of your startup on just one page.
- 10-Slide Hero Pitch: The only pitch presentation you'll ever need that's also the foundation of your landing page.
Acquisition-Cost-Calculation: create your financial plan quickly, easily and precisely.


My name is Jörn Hendrik Ast and I am the founder of New Work Heroes GmbH and a solopreneur for 15 years. I have also coached hundreds of startups in several accelerator programs and have been active with my Founder Coaching for four years.


  • Strong sparring with an expert who is coach and entrepreneur at the same time
  • Creating order and "cleaning out" the multitude of ideas and open tasks for positioning and business modeling
  • perfect formulation of the current core message for pitch deck and landing page


With the purchase of the founder coaching you secure three times 90 minutes units for a personal coaching with the entrepreneur and experienced career coach Jörn Hendrik Ast. In addition, there is access to nine effective tools and access to more extensive content and cases from founders and Startups.

Book now 3 sessions of 60 min. each. for 630,00 €

Shall we start? Book your first session now.

Working with Jörn Hendrik is incredibly rewarding for me. His energy, power and clarity has enabled me to become more stable in my business. My initial insecurities about my business were gone in an instant. I am incredibly grateful for his work and support, which, for all its professionalism, does not lack heart.

– Caroline Eder, Physiotherapist and Kundalini Yoga Teacher, O Yoga

"I did a Founder Coaching with Jörn Hendrik and am very satisfied with the result of the development of the business model, as well as the methods, the personal support and his personal coaching. I got to know Jörn Hendrik as an extremely experienced coach, who was able to help in every situation in life, was very good at motivating and gives everything. I can highly recommend working with him, he is the right choice for coaching if you need a very experienced, empathic and very dedicated coach for your startup, highly recommended! Thanks for everything!"

– Robert Nagel, Founder and expert for the digitalization of the hotel industry, –

"Through the Founder Coaching with Jörn Hendrik Ast, I was able to get to the heart of my consulting business in a very short time, so that I feel absolutely confident in customer presentations. As an experienced entrepreneur and sales professional, he developed tools that enabled me to formulate my products crystal clear and thus to appear convincing. I had a good business idea and absolute passion for my topic - but it was only through Jörn Hendrik's coaching that I got / developed the strategy that had been missing until then, to also cast it into a really profitable business model. I was able to benefit enormously from his own many years of start-up experience as well as from his appreciative way of coaching. I look forward to further collaboration and can recommend Founder Coaching without reservation!"

– Teresa Hertwig, Founder, author and pioneer for Remote Leadership in German-speaking countries., –