Student built businesses of the future – Developing business strategy with consultancy Hopewell

Serah Muindi and Carson Keago sitting on a sofa in the Loughborough Business School building.

Two ambitious postgraduate students from Loughborough Business School, Carson Keago and Serah Muindi, have built a thriving consulting business aimed at supporting SMEs and charities with strategy development.

Drawing on their combined expertise from their respective studies on the Loughborough Full-Time MBA and MSc Business Psychology programmes, the pair have created Hopewell, a consulting firm that develops bespoke strategies for business growth and monetization.

Carson, who ran a marketing consulting business in Kenya, and Serah, an entrepreneur with multiple businesses in Kenya, first met as international student ambassadors at Loughborough University. Their shared passion for entrepreneurship and business led to discussions about starting a joint venture.

The duo officially launched their consultancy in June 2024 after months of planning, market research, and networking to create a foundation for the business.

Carson said: “When Serah and I first met, we both had a lot of passion for entrepreneurship. Loughborough University has been an amazing place to study and our programmes have given us invaluable practical knowledge, alongside mentorship and the resources to start making our shared dream a reality.

Serah added: “We were both fortunate enough to be part of the University’s Enterprise Network Incubator – LUInc., which provides start-up businesses with office space to operate and a vibrant community of founders, alumni and mentors to collaborate with.

“While starting out on this journey was challenging, we’ve learned a lot through the practical experience of pitching to clients and refining our processes.”

Hopewell now employs a team of four, including specialists in marketing and digital content creation. They provide tailored strategies and implementation support to their clients, which have ranged from therapy providers to culinary services like Tailored Taste.

Halima Ferreira, founder of Tailored Taste, said: “Hopewell Firm was incredible to work with—professional, friendly, and highly efficient. They provided constant support throughout the process, helping me create a clear strategy for a VIP client and making the entire experience seamless.”

Both Carson and Serah credit their experiences at Loughborough Business School as essential to their success in growing their start-up.

Carson Keago

Discussing his time studying at Loughborough, Carson said: “I’ve had a fantastic experience on the Loughborough MBA programme. There is a real focus on the importance of factors like leading with purpose, business innovation and corporate reputation management.

“The programme has provided great opportunities to expand learning beyond the classroom, and I was part of a cohort of MBA students who went to the European Summer School for Advanced Management (ESSAM) at the University of Glasgow. ESSAM brought together MBA students from across the world for two weeks focused on consultancy work. We had the chance to take part in consulting competitions, winning one and placing second in another. I came back to Loughborough with plenty of new ideas and a renewed drive to build a business.”

Serah Muindi

Serah said: “The Business Psychology MSc uses a case study-driven approach which I found helpful for contextualising and understanding real-world challenges, such as promoting diversity and gender balance in the workplace.

“Something I’ve carried over from my studies to apply at Hopewell is the importance of engaging all stakeholders in strategy development and change management. It’s essential to give people a voice in the process and create a truly collaborative effort.”

Carson added: “As we look to the future, we want to deepen our connection with Loughborough Business School and continue to inspire and mentor budding entrepreneurs even after we graduate. By sharing our journey, we hope to encourage students to explore the rewarding path of building a business.”

Find out more about Hopewell Firm UK