Motto
MOTTO® TWENTY YEARS OF IDEAS

(Hello Alice)

Idea worth Rallying Around®

(19/20)

“Own Your Adventure”

VISION

Hello Alice was founded to remove barriers and open doors for small business owners, especially those in the New Majority—women, people of color, veterans, LGBTQ+, and others often left out of traditional systems. The vision is to make entrepreneurship accessible, fair, and empowering by giving founders the resources, networks, and funding they need to succeed on their own terms.

STRATEGY

We repositioned Hello Alice as more than a platform—it became a trusted guide through the unpredictable journey of business ownership. By combining technology, funding access, and a supportive community, the brand positioned itself as both a navigator and an advocate, helping millions of small business owners turn ambition into progress.

BIG IDEA

Inspired by the brand theme of Alice in Wonderland, we developed the Idea Worth Rallying Around®: Own Your Adventure. It reframes entrepreneurship not as a path defined by gatekeepers, but as a personal journey of courage and possibility. For founders, it’s an invitation to chart their own course with clarity and confidence. For partners, it’s a rally cry to invest in the future of small business.

Idea People®

  • Sunny Bonnell
  • Ashleigh Hansberger
  • Matt Davies
  • Allyson Baughman
  • Hsiao Han-Chen
  • Carolyn Rodz
  • Elizabeth Gore
  • Kelsey Ruger