How to build a company in 90 days

When Michelle Allbon and Julia Bower first met, they knew each other as first time mothers, but weren’t familiar with each other’s professional careers. Then, six months into working on a project together, something clicked. 

“We realised, ‘Wow, we’re the exact profile of a technical and business cofounder,’” says Allbon. 

Recognising a gap in the market for fractional work, Allbon, Bower and an original third cofounder dreamed up a directory for CEOs and founders to easily find fractional leadership talent in New Zealand. The fractional model involves experienced leaders contributing part-time to companies, bringing expertise without the full-time commitment.

With plans to complete the Fractional Directory in 90 days, the cofounders started working on it during their evenings and weekends. 

“We had kids and holidays booked. We didn’t want this to take up a disproportionate part of our lives,” says Bower, adding that they also had full-time jobs. 

“In some sense, we hoped it wouldn't work so we could prove to ourselves it wasn't worth the sacrifice and could let it go,” Allbon says. 

The first version of the directory was released to the New Zealand market in September 2023. Once complete, the cofounders left the project for a few months to see what people would think. It took off. By May, Allbon and Bower saw significant traction and released version three.

“We structured it in sprints. We focused on it for two or three months at a time, released something, paused, evaluated it, then would decide where to go next,” says Allbon. 

Deciding to walk the talk, the cofounders have used fractional workers to build the product, including hiring designers, a head of customer success, a CTO and most recently, a country lead in Singapore. 

“We’re deliberately modelling the structure that we’re telling people is possible with fractional as an example,” says Allbon. 

So far, the business has been bootstrapped via the cofounders’ day jobs.

“Our perspective is, if this gets traction, it makes money. If it doesn’t make money, why are we spending this much time on it?” Allbon says. 

The Fractional Directory will expand into Singapore in September. At the same time, both Allbon and Bower are due to have their second children, just eight weeks apart.

“If you want something done fast, ask a busy mum,” says Bower, adding that she could never have done this much before having kids. 

“Not anyone can do this. It’s hard. You have to be intentional and self-aware about setting up your life.”

‍

‍With much going on, Allbon and Bower sit down with Caffeine to discuss how they stay grounded. 

‍

Disciplined rest

Because it’s not in their character, Allbon and Bower say they have had to learn to ritualise rest instead of just running until they burn out. 

It’s something we choose, says Allbon. “We both go, ‘I have to take that stupid mental health walk’, ‘I have to go and sit in a yoga class’, ‘I’m lying down and doing nothing for an hour’.”

Bower agrees: “I even schedule watching an episode of something on Netflix because if I don’t schedule it, I’ll still do it, but I’ll feel guilty.

“If it’s in my schedule, I can tick it off and go, ‘I did the thing that was for me to relax. Now I’m going to have lunch; now I’m going to get back to work.” 

‍

Filling their cups

Alongside prioritising rest, Allbon and Bower also fill their cup with other interests. Family is a priority for them both. 

“We have time with our kids every single day that we time box to be present. We’re very specific about that,” Allbon says. 

Allbon and her husband also enjoy “going down rabbit holes” after the kids go to bed. Having both worked in technology, AI developments and ethics are of particular interest. 

It’s a similar story for Bower, who finds herself tuning into documentaries in the evenings to learn something fun, but it’s all about balance, she says. 

“I also love to rot on the couch with Netflix. People like to villainise TV time a lot. When I’m by myself, I like to watch really brainless, really dumb TV.”

‍

Getting outside

As a technical cofounder, Bower spends much of her time on a screen. Like many, she finds herself switching from the medium to the big screen to the little screen at night. 

Because of this, she makes sure to “purposely put everything down” each day and go outside with her daughter to the playground, the park or the ocean. 

“We live where we live specifically to be doing that,” she says. “No screens, no distractions, nothing planned.” 

Similarly, Allbon says, “It doesn’t matter if it’s raining, it doesn’t matter if the weather’s terrible; we will go outside.” 

“We almost have a rule that we have to be in nature every single day. If we don’t, and if we’re inside, it feels like we’re smothered.” 

‍