The project was well organised in terms of managing the structure, check-points, deliverables, and expectations of the consultancy project. Hybrid interactions offered the opportunity for valuable in-person meetings and online flexibility, with attention to confidentiality. The project was supported by an academic supervisor to the students, from start to finish, with attention to balancing SMART objectives for the students, and the business. For us, as the start-up that participated, this project offered important additional resources to review the market and present valuable opportunities and strategies, founded in academic rigor, critical thinking and analysis.