Executive Summary

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South Africa continues to face the entrenched challenges of unemployment, inequality, and limited access to practical vocational training — particularly for vulnerable individuals who often possess talent, experience, or work ethic but lack opportunity. At the same time, demand is rising for sustainable design, skilled craftsmanship, reliable services, and community-focused experiences.

Many small, impact-driven ventures aspire to contribute solutions, yet few have the resources, structure, or strategic direction to scale effectively.

DavidEllen is a Social Impact Business Group built to bridge this gap. It blends commercially viable, design-led enterprises with a mission rooted in dignity, opportunity, and human potential.

At the centre of the ecosystem is Catalyst 360° — the strategic backbone that transforms ideas into action. Catalyst 360° drives vision, design, brand strategy, and operational structure across the entire group. It has been the foundation from the beginning and continues to guide every venture forward.

Surrounding this backbone is a growing ecosystem of interconnected ventures:

• Terra Verde – sustainable landscaping, irrigation, and green solutions
   
• Wood You – bespoke carpentry and joinery, plus hands-on trade skills
   
• Retro Remastered – restoration and creative upcycling of furniture
   
• Dirty Dawg – events and lifestyle brand fostering community and energy
   
• G.oats – nutritious, accessible food aimed at social upliftment
   
• The Little Fish Initiative (TLFI) – our NPO and the heart of our mission
   

This is not a cluster of businesses — it’s a living, cross-functional organism where each venture feeds into the next:

• A Catalyst 360° project may need carpentry (Wood You), landscaping (Terra Verde), food development (G.oats), or furniture restoration (Retro Remastered).
   
• Events from Dirty Dawg amplify visibility for TLFI trainees and the broader ecosystem.
   
• TLFI participants gain access to multiple training pathways, allowing them to choose the trade that fits their strengths and interests.
   
• Growth in one venture directly strengthens and uplifts the others.
   

This model reduces risk, maximises resources, and turns real commercial activity into real social impact. For many who join us — especially those who are homeless, overlooked, or simply down on their luck — this becomes a genuine opportunity to reset, rebuild, and move forward with purpose. I know this road personally; having survived 18 months of hardship myself, I built DavidEllen with a clear promise: to 'pay it forward' wherever possible.

This is not charity. It’s a chance to give people the structure, skills, and dignity needed to stand strong again.

Although still in early-stage operations, DavidEllen has completed significant foundational work:

• Built and refined the integrated business model
   
• Launched initial operations across all ventures
   
• Developed the Catalyst 360° framework and service structure
   
• Established early training pathways within TLFI
   
• Demonstrated the viability of a dual mission:
   
  • Commercial strength
     
  • Measurable social impact
     

We have laid the groundwork for rapid, sustainable growth across South Africa and the UK.

DavidEllen is seeking Foundational support to establish a stable operational base, strengthen our digital footprint, and build essential capacity for early-stage expansion.

This support is the catalyst that will allow us to move from strong foundations to meaningful scale.

Technology & Productivity:
Acquisition of reliable IT equipment (laptops, software, essential design tools, secure storage, and key subscriptions) to ensure professional delivery across all ventures.

Transport & Service Delivery:
Assistance with purchasing or renting a vehicle. This is essential for transporting trainees, accessing project sites, and enabling operations across multiple service areas.

Workspace & Collaboration:
Securing a flexible co-working or hot-desking space in Cape Town to provide a consistent, professional base for planning, training, and coordination.

Marketing & Visibility:
Targeted digital presence improvements across all ventures and TLFI: website enhancements, collateral creation, and social media strategy to expand our reach and attract more partners and beneficiaries.

Led by Simon, a multidisciplinary designer and entrepreneur with three decades of experience across multiple continents. His background spans interior and technical design, operations, hospitality, branding, lighting, sustainability, carpentry, landscaping, furniture restoration, and venture development.

This hands-on, adaptable skill set allows for creative problem-solving and practical execution across every venture.
He is supported by a small but growing team focused on thoughtful design, reliable delivery, and meaningful social impact.

Together, this collective effort has led to the launch of Catalyst 360°, the execution studio that fuels the entire group and transforms ideas into real outcomes.

Investing in DavidEllen means supporting a scalable, values-driven ecosystem built on both commercial strength and social responsibility. It’s a chance to fuel practical skills development, real employment pathways, and dignified second chances — all while backing ventures designed for long-term financial sustainability.

Anyone who joins this movement — whether through investment, partnership, collaboration, or venture-specific support — receives extended visibility across all DavidEllen and Catalyst 360° platforms. We actively promote aligned individuals, projects, and organisations across the ecosystem.

In addition, our structure allows for complete flexibility:

• Interest in acquiring any developed venture is welcome
   
• Venture-specific investment or support is fully possible
   
• Partners can focus on whichever mission speaks to them most
   

This ensures every supporter enters with passion, alignment, and purpose — strengthening the entire ecosystem.

DavidEllen is more than a group of ventures.
It’s a platform for rebuilding lives, empowering talent, and creating opportunity where it’s needed most.