The Microbrand Operating System
Turn operational chaos into focused clarity
The Microbrand Reality
Most days as a founder look something like this:
You're constantly switching contexts—from production to marketing to customer service—often before finishing your first coffee.
Important information lives scattered across apps, notebooks, and too often, just in your head.
You know things could run better, but creating systems feels like another project you don't have time for.
When something unexpected happens (and it always does), everything else gets pushed aside.
Taking time off fills you with anxiety because too much depends on you being available.
You're doing the work of five different specialists, without the systems to support any of them.
Sound familiar? I know because I've lived this reality too.
A Different Approach to Operations
The Microbrand Operating System isn't about turning your creative business into a corporate machine.
It's about designing how your business functions behind the scenes so you can focus on what makes your brand special.
Unlike generic business systems, the MOS is specifically designed for microbrand realities:
Traditional Systems
Built for large teams with specialised roles
Require significant time investment to implement
Focus on standardisation over flexibility
Separate creativity from operations
Create more work than they save
Right-sized processes that provide structure without bureaucracy
Incremental approach that delivers value from day one
Adaptive frameworks that evolve as your brand grows
Integrated design that preserves your brand's unique character
Focused on net time savings from the first implementation phase
The Microbrand Operating System
The MOS applies principles from systems thinking to the specific challenges of founder-led brands, creating solutions that address root causes rather than just treating symptoms.
How I work
Systems Mapping
I begin by understanding how your business actually works day-to-day—the good, the challenging, and the occasionally chaotic.
This creates a clear picture of your current operation and reveals where small changes could make significant differences.
Architecture Design
Based on what I discover, I'll design a tailored operating system that fits your specific brand and working style:
Simple processes for recurring tasks
Connected workflows so information flows naturally
The right tools that integrate seamlessly
Methods to capture and share essential knowledge
Just enough structure to keep things running smoothly
Practical Implementation
The system comes to life in manageable phases, with ongoing refinements to ensure it truly works for you.
This isn't about imposing rigid structures—it's about creating a foundation that supports your vision while being adaptable to your evolving needs.
The entire process typically spans 6-8 weeks, with immediate improvements visible from the first phase.
What You’ll Experience
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Immediate Relief
Your business will run more predictably with fewer "how did we forget that?" moments.
Decision-making becomes clearer as you gain visibility into what's actually happening in your business.
You'll spend less time putting out fires and more time on work that moves your brand forward.
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Sustainable Progress
Your processes will evolve naturally as your business grows, without constantly breaking or requiring complete redesigns.
Team members (even if that's just occasional help) will know what needs to happen without constant direction.
You'll build confidence in taking on new opportunities because your operational foundation can support them.
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Better Balance
Taking time away from your business becomes less stressful as systems handle routine operations reliably.
Mental bandwidth increases as fewer details need to be kept in your head.
Your unique vision and creativity remain central as operations support rather than constrain your brand essence.
Why Me?
As founder of Dilli House, I've lived the microbrand journey firsthand. I know what it means to build something meaningful with limited resources.
My path here wasn't direct. I spent two decades leading operations across organisations of every size—from startups to global enterprises. COO roles at Hypha and Meniga. Leadership positions at DXC, Wipro, Infosys, Oracle.
This creates a practical perspective: understanding systems thinking while knowing when simplicity serves better
I've seen what works in theory versus what works in practice when you're the one making, marketing, and managing everything.
The Microbrand Operating System isn't borrowed from corporate playbooks. It's built specifically for founder-led brands that need structure without sacrificing soul.
Are you looking for a Fractional COO
Let's explore if I'm the right fit for your micro-brand's next chapter.
FAQs
What exactly do you mean by "operations"?
Operations cover everything that happens behind the scenes in your business - how orders are fulfilled, how decisions get made, how information flows, how priorities are set, and how your brand's standards are maintained consistently. It's the invisible infrastructure that either supports or hinders your ability to create and deliver what makes your brand special.
Is there a minimum size requirement for businesses you can work with?
No. The MOS is specifically designed for micro-brands, which often means founder-only or very small teams. What matters more than size is commitment to building sustainable operations rather than continuing to work in reactive mode.
What specific functions does the Microbrand Operating System cover?
The MOS addresses core operational areas including workflow design, knowledge management, decision frameworks, team coordination, financial visibility, and planning systems. We focus on the specific functions causing the most friction in your particular business rather than imposing a one-size-fits-all approach.
Are there specific industries you want to work in?
While I've worked with businesses across various sectors, the MOS is particularly effective for product-based brands with creative foundations - those making physical goods that require both artistic vision and operational rigour.
How is your approach different from the standard ones?
Three key differences: First, I've built and run a microbrand myself, so I understand the unique constraints. Second, I apply systems thinking principles rather than isolated fixes. Third, I design for founder-led businesses specifically - recognising that standardisation must serve creativity, not replace it.
How will systems thinking specifically benefit my small business?
Systems thinking helps identify the root causes of recurring problems rather than just treating symptoms. For microbrands, this means finding the leverage points where small changes create outsized results - essential when resources are limited and every hour matters.