The entry rung · 12 modules
From the tools to running a real business.
Basecamp is the complete foundation course and community. Start Module 1 free in Alfie, and get the full program inside Keys to the Kingdom.
Module 1 maps your business. Free, no card needed.
Nobody hands you a roadmap.
Starting out in the trades is tough. You're ambitious, you work hard — and you hit the same walls every builder hits: long hours with little progress, no clear direction, and the slow realisation that skill on the tools isn't enough to build a business.
Basecamp was built by builders who've made that climb. Twelve modules, in order, from vision to a business that lasts — so you follow a proven path instead of guessing for years.
Don't be another great builder turned failed business owner.
The twelve modules
Self-paced, in sequence — each module builds on the one before it.
- 01
Vision, Values & Foundations
Clear goals, the right structure, and the fundamentals that separate successful builders from the rest.
- 02
Identifying Your Customer
Who you want to work with, who you don't — and a qualification process that keeps the wrong jobs out.
- 03
Building a Business Plan
A builder-specific plan: market analysis, executive summary and financial projections with real goals.
- 04
The Art of Efficient Filing
A three-click digital filing system so you and your team find any document in seconds.
- 05
Legal & Financial Foundations
The right structure, registrations, insurance and your wall of trusted advisors — before you scale.
- 06
Software Stacking
A streamlined stack with a single source of truth, instead of juggling random apps.
- 07
Financial Literacy
The five builder KPIs, markup vs margin, and pricing with confidence — straight-up clarity, no fluff.
- 08
Project Management Platforms
Systemise every job from estimate to handover — no more spreadsheets and guesswork.
- 09
The Perfect Estimate
An estimating system that protects your time, prices for profit and hits your net target.
- 10
Build a High-Performing Team
Values-based hiring, culture and accountability rhythms — so the business moves without you on the tools.
- 11
Marketing & Brand
Brand pillars, storytelling and a content rhythm your team can actually follow.
- 12
Build a Business That Lasts
From day-to-day operator to strategic owner — long-term vision, systems as assets, 90-day roadmaps.
Builders who started here.
“Basecamp gave me the clarity and structure to grow my carpentry business with purpose.”
“After finishing Basecamp, I feel like I can conquer anything in my business.”
“Basecamp gives you the practical tools and insights to bridge that gap.”
How you get Basecamp
Start free. Go all in with the Kingdom.
Module 1 is free inside Alfie. The complete course and community come with Keys to the Kingdom.
Module 1 is free inside Alfie · the complete Basecamp is included in Keys to the Kingdom.