CleverGoose, one of our incubator portfolio companies, has launched a refreshed website as the business continues to build momentum.
A new website might sound like a small milestone, but for an early-stage SaaS company it signals something important: the product is maturing, the positioning is sharpening, and the team is ready to be more visible in the market.
What CleverGoose is building
CleverGoose is a SaaS platform being developed here in Norwich as part of the Akcela incubator. Through the incubation programme, the team has been working on product-market fit, customer discovery, and the technical foundations that a scalable SaaS product needs.
The new site reflects that progress — clearer messaging, a sharper value proposition, and a more professional public face. For a company moving from internal development towards external visibility, a website launch is the moment where months of behind-the-scenes work become publicly tangible.
Why a website launch matters for a SaaS startup
For founders who haven't built a SaaS company before, it's worth understanding why this milestone is significant.
In the early stages of any software product, the work is largely invisible. Customer interviews, prototype iterations, technical architecture decisions, pricing model testing — none of it shows up on a public-facing website. The product evolves in private, informed by real conversations with potential customers and guided by the structured process that incubation provides.
A website launch is the inflection point where the company starts communicating publicly. It means the team has reached a stage where they're confident in their positioning, clear on who their customer is, and ready to start acquiring users. That clarity doesn't happen by accident — it's the product of the rigorous customer discovery and business model work that the Akcela programme is built around.
It also matters for fundraising. Investors want to see that a company has a professional presence. A well-built website with clear messaging demonstrates that the founders understand their market and can communicate their value proposition — which are exactly the signals that angel investors look for when evaluating early-stage opportunities.
The incubation journey so far
CleverGoose joined Akcela in May 2024, entering the incubation programme with a clear vision for their product and a founding team with genuine domain expertise. Since then, the team has been working through the structured phases of incubation:
Customer discovery — validating that the problem CleverGoose is solving is real, that customers will pay for the solution, and that the market is large enough to build a viable business around.
Product development — building the technical foundations that a SaaS product needs to scale. This includes architecture decisions that are unglamorous but critical — the choices you make in the first year determine whether the product can handle growth in years two and three.
Positioning and messaging — defining who the product is for, what makes it different, and how to communicate that clearly. The new website is the most visible outcome of this work.
Fundraising preparation — financial modelling, pitch development, and SEIS advance assurance groundwork so that when the company is ready to raise, the infrastructure is already in place.
What's next
With the website live, the next phase is about market traction — getting the product in front of real users, collecting feedback, and iterating. For a SaaS company, the journey from website launch to product-market fit is where the hardest and most important work happens. The Akcela team will continue working alongside CleverGoose through this critical stage.
Congratulations to the CleverGoose team. We're proud to have you in the Akcela portfolio and look forward to what comes next.
If you're building a tech company and want to learn more about incubation, apply to the programme or get in touch. You can also read about what a business incubator does or explore the Future Tech Programme as a first step.
