WHEN Your business has outgrown the support around it
Built to Flow Lab
You’ve built something real. Clients trust you. Revenue comes in. You’re good at what you do and you know it.
But somewhere along the way, you started carrying every strategic decision alone. The offers that used to fit don’t anymore. The growth you want requires a different kind of thinking. And the coaches, courses, and masterminds you’ve tried? They weren’t built for someone operating at your level.
You don’t need someone to tell you what to do. You need a strategic partner who sees the whole picture.
You’ve built something real. Clients trust you. Revenue comes in. You’re good at what you do and you know it.
But somewhere along the way, you started carrying every strategic decision alone. The offers that used to fit don’t anymore. The growth you want requires a different kind of thinking. And the coaches, courses, and masterminds you’ve tried? They weren’t built for someone operating at your level.
You don’t need someone to tell you what to do. You need a strategic partner who sees the whole picture.
Strategic advisory for experienced business owners who are ready to evolve.
Inside the Lab, you work directly with me across six core areas of your business, supported by a curated collective of experienced owners who think at your level. Everything we work on together is customized to your season, your capacity, and what your business actually needs right now.
This is not a course. There is no curriculum. There are no modules to complete. This is a strategic partnership — one that adapts as you evolve, captures everything we build together, and gives you something most business owners never have: a thinking partner who sees the whole picture.
Every dimension of your business. One strategic partnership.
Over the course of your membership, we work across all six areas in the order that makes sense for where you are: not a prescribed sequence, but a responsive, strategic approach to your whole business.
Where you are, where you’re headed, and what actually matters right now. Season assessment, strategic priorities, and the decisions that shape everything else.
Strategic Planning
Marketing & Sales
How you attract, nurture, and convert the right clients. Positioning, messaging, content strategy, sales process, and visibility — all evolving as your business does.
Financial Health
Business Model & Offers
Systems & Operations
Leadership & Team
What you sell, how you deliver it, and whether it aligns with your life and your season. Offer refinement, pricing, client pathway, and case study development.
The strategic lens on your money. Revenue model, pricing strategy, profit margins, and making sure your numbers support your direction.
The infrastructure that supports sustainable delivery. Workflows, tech, team structure, and client experience from onboarding through offboarding.
How you lead, who supports you, and how you’re growing as a business owner. Leadership identity, boundaries, team structure, and decision-making.
What it actually looks like to be inside the Lab.
1:1 Strategic Advisory Session & Strategic Brief
A private 1:1 session to map your business, assess your season, and establish your strategic foundation. This produces the opening chapters of your living document.
Monthly Advisory Roundtables
Strategic conversations with a curated group of experienced owners. Not hot seats. Not group coaching. Real advisory where ideas are challenged, perspectives are shared, and you receive direct strategic guidance.
Ongoing Advisory Threads
Async access to strategic direction between calls. Bring your real decisions, questions, and strategic thinking — and get advisory input when you need it, not just once a month.
Reviews & Strategic Feedback
Submit your sales pages, offers, systems, content, or anything else you’re building — and receive strategic feedback that’s documented in your living document under the relevant business area.
Intention & Evolution Calls (Month 2 & 6)
At month two, we pause for your Intention Call — a private conversation to make sure we’re aligned on direction and adjust if needed. At month six, your Evolution Call gives us space to address what’s actually shifted, reassess your season, and recalibrate your strategy for the road ahead.
Strategic Notebook
A comprehensive document organized by the six core business areas that builds throughout your membership. Every strategic decision, every refinement, every insight — captured in one place. Most business owners have never had anything like this.
Annual Strategic Review (Month 12)
A year-in-review that shows where you started, what shifted, what was built, and where you’re headed next.
This isn't only coaching. It's the strategic partnership most business owners never find.
Not just your marketing. Not just your offers. Not just your mindset. Six core dimensions of your business receive thoughtful, season-aware advisory over the course of your membership. Most programs touch one slice. The Lab sees the whole picture.
Your whole business gets strategic attention.
Everything we build together is captured.
You develop your intellectual property.
Nothing disappears after a call. Your living strategic document grows with every conversation, every review, every decision. By the end of your first year, you own a comprehensive strategic blueprint — a tangible asset most business owners never build.
Through case study development and the IP & Framework Studio, you codify your expertise into something proprietary. Your frameworks. Your methodology. Your body of work. Most experienced business owners have been operating on instinct for years. The Lab helps you turn instinct into intellectual property.
When you’re ready, we go bigger.
The Spotlight Pass activates when you have the clarity, positioning, and foundation for a bigger visibility or authority play — whether that’s a TEDx stage, a book, a podcast, or something else entirely. Not before you’re ready. Not on an arbitrary timeline. When the strategy supports it.
You’re in a room with people who think like you.
This is a curated collective. Application-based. Every member is an experienced business owner navigating real strategic decisions. No beginners. No one who needs the basics explained. Peers who push your thinking, offer perspective you can’t see on your own, and understand the weight of what you carry.
This builds your capacity, not your dependency.
The best advisory relationships make you more capable, not more reliant. Everything we do — the frameworks you build, the case studies you develop, the strategic thinking you sharpen — stays with you. You leave the Lab a stronger, more articulate, more grounded business owner and leader.
Is this the right fit?
The BUILT TO FLOW LAB IS FOR YOU IF:
You’ve been in business long enough to know what you’re building, but you want a strategic partner to help you build it well
• You’re navigating a transition, a pivot, or an evolution — your business isn’t starting from zero, but it’s ready for its next chapter
• You’ve outgrown coaching, courses, and masterminds — you want advisory, not instruction
• You want someone who looks at your whole business, not just one piece of it
• You value alignment between your business and your life — and you’re done pretending they’re separate
• You want to be in a room with other experienced owners who think at your level
Meet YOUR ADVISOR
I’m Heather Crabtree Business Strategist, Strategic Advisor and creator of Built to Flow
Years ago, I had a business that looked successful on paper but wasn’t aligned with my life. My offers didn’t match my capacity. My strategy didn’t account for what I was actually going through. And I realized that no one was teaching business owners how to build in a way that honored both the business and the human running it.
That’s what Built to Flow is. A philosophy and a framework for building a business that supports your life — through every season, every shift, every evolution.
I bring a strategic mind, a business education, two decades of real-world experience, and the kind of direct, thoughtful advisory that comes from having built and rebuilt my own businesses more than once. I don’t just teach this. I live it.
Learn more about my work at heathercrabtree.com.
The Built to Flow Lab is $6,000 for a full year of strategic advisory.
$500
12 MONTHLY PAYMENTS
Your Membership includes:
✓ Private 1:1 Strategy Session and Strategic Brief
✓ Your living strategic document — built across six core business areas throughout your membership
✓ Monthly Advisory Roundtables with a curated collective of experienced owners
✓ Ongoing async advisory access between calls
✓ Reviews and strategic feedback on your assets
✓ Two private Clarity Calls (Intention Call at month 2, Evolution Call at month 6)
✓ Case study development
✓ IP & Framework Studio access
✓ Spotlight Pass (activated when strategically ready)
✓ Annual Strategic Review at month 12
✓ Access to the Built to Flow Compass and all Lab resources
$6000
PAY IN FULL
The Investment
If you’ve completed a Strategic Advisory Session within the past 60 days, your $1,000 session fee is credited toward your Lab membership.
Frequently Asked Questions
No. There are no modules, no lessons, no content to complete. The Lab is a strategic advisory environment. Everything is customized to where you are, what your business needs, and what season you’re in. You’re not following a path someone else designed. You’re building your own — with strategic guidance.
The Lab is a year-long strategic partnership. That’s intentional. Real strategic work takes time — the kind of clarity, refinement, and evolution that makes a lasting difference doesn’t happen in 6 weeks. At the end of your first year, you’ll have the option to renew.
You have ongoing access through your advisory thread — a private async channel where you bring strategic questions, decisions, or thinking and receive advisory direction from me. You also have the ability to submit assets for review and feedback at any time. This isn’t a program where you wait until the next call to get help.
It’s one of the best times to be in the Lab. Transition, pivots, and uncertainty are exactly when you need a strategic partner — someone who can help you see clearly, make grounded decisions, and move forward without either rushing or stalling. Many Lab members join during a significant shift in their business.
The Lab isn’t for someone who needs foundational business education or step-by-step instruction. It’s for experienced business owners who have the expertise and the experience but need strategic partnership to build what’s next.
No, but you can. Some people apply directly to the Lab. Others prefer to start with a Strategic Advisory Session to experience my approach first. If you complete a session within 60 days of joining the Lab, your $1,000 fee is credited toward your membership.
If you’re reading this and thinking "finally, someone who gets it" — that’s a good sign. If you’re tired of carrying the strategic weight of your business alone, if you want your whole business to get the attention it deserves, and if you’re ready for a partnership rather than a program — apply. We’ll have a conversation and determine together if it’s the right fit.
