How .Cocoon works?

.Cocoon is a self-discovery and company growth program through personal mentoring.

We start from your startup’s business challenge and find the link between the challenge and you (your perception - approach, attitudes, and behaviors). The mentors of the program guide the participants to change their perception and grow their awareness, and founders can see new solutions that were unavailable to them before. This is when self-discovery becomes essential for business growth, and tackling the business challenges turns into the fuel for self-discovery.


Founders who value self-discovery for their life quality and business growth can participate in: 

  • Founders' psychology mentoring events

  • Training events - masterclasses

  • 1-year mentoring program.


Our approach

Program components

Our uniqueness

Financial terms

I joined .Cocoon program because I saw that my company and I need a change to get better results. Since then, I have brought many learnings from .Cocoon back to my company - we make sure that everybody in our team has the right job and that team members trust each other. I have met brilliant people through this program and gained a lot of food for thought for many months to come. Thanks .Cocoon!

Indrek Jaal, CEO of GlobalReader

Our approach


Founders are rich with challenges. A goal that you have tried to achieve with your limited resources (time, money, network) and have failed turns into a true challenge. It can range from an external (e.g., not being able to raise the next round) to an internal (e.g., a feeling that you find it hard to make decisions). 



You can't reach your goals when you take the wrong steps. And you can't take the steps that you don't see. To see new steps, you need to change your perception. The components of perception are, including beliefs, biases, blind spots, shortcomings, weaknesses and also strengths. 


If you change any of those components, your perception changes, and you see new potential steps to take.



You cannot change those perception components by getting new information from articles, videos, or advisors. Instead, you need to 

  1. Acquire personal knowledge of your perception and its components; 

  2. Devise a plan on how to change the necessary components; 

  3. Work on changing the required components. 

We can compare it to body health. If you have long-term back pain, reading an article about it will not solve it. Also, asking for advice will not solve it. Instead, you need to 

  1. Do the spine MRI; 

  2. Let the doctor see it and design you a custom training plan; 

  3. Then do the daily spine exercises selected or even designed specifically for you.



.Cocoon provides you with support in all three areas: 

  1. The mentoring events and masterclasses help you to identify how your perception is holding you back;

  2. Your mentor helps you to devise a plan on changing your perception;

  3. Regular meetings with your mentor in a 1-year mentoring program help you to be accountable for executing your plan. 




Program components 

Mentoring sessions

Mentoring sessions are with your main mentor and, depending on the intensity of your plan, shadow mentor every 2 or 3 weeks.

Our mentors are experienced in business and mentoring. Read more about our Mentors.

Shadow mentoring

Shadow mentor is someone who silently observes you and your mentor, takes notes (because when you are interacting, you cannot do it yourself) and later helps both of you to reflect. Shadow mentor can help you pick up on things you didn't, which offers you yet another way to look at things. This way, we avoid blind spots and multiply the effect.

Inner work and accountability 

Mentors assign relevant homework after each session and help you keep yourself accountable for your inner work.


Mentoring events 

Mentoring Events take place 4 times a year. All the founders and 15-20 mentors gather for 2 days. The events are designed to support you in learning how your perception is holding you back from achieving your goals. See the Events page.  



Masterclasses take place 2 times a year and are conducted by one mentor for a limited number of founders (max 30) for 4 days. See the last Masterclass.


Our uniqueness

Cocoon is unique because we combine business and personal development in multiple formats: personal mentoring, shadow mentoring, mentoring in groups, masterclasses, and peer-to-peer mentoring. 


Compared to startup accelerators and incubators

  • Several of our participants are alumni of business accelerators and incubators - after they have acquired the initial business knowledge in accelerator programs, Cocoon is serving as the next step for working on yourself to become a great leader and make your team work well;

  • Accelerators focus on the business. .Cocoon sees your personal development as the main driver for business growth;

  • Accelerators usually take place in 3-4 months batches. .Cocoon is a year-long program with an intense mentoring and events program.


Compared to individual coaches and mentors

  • Cocoon program combines individual mentoring with work in groups together with other founders and mentors during our quarterly events and masterclasses;

  • The individual mentoring is additionally powered by regular know-how exchange between the mentors and Cocoon, and by shadow mentoring (to avoid blind spots and multiply the effect);

  • One person vs. A-Team;

  • We carefully interview and select our mentors;

  • Several of our participants have individual startup mentors as well, who focus on particular business questions, e.g., strategy, sales, or product.


Compared to advisory board members

  • We focus on the founder's personality and how it impacts business, while advisors focus on the business aspects;

  • Cocoon program is structured and organized; 

  • We combine individual mentoring with work in groups. 


Compared to psychotherapy 

  • Our mentors are experienced in business and mentoring, and we focus on both - your self-discovery and your business development; 

  • Some of our members parallelly work with a psychotherapist as well and have expressed that this parallel work helps them progress in both areas. 


Compared to individual learning or individual discussions with other founders 

  • Various online resources give you general information while mentoring gives you new knowledge about yourself and individual solutions for you, based on your particular challenges;

  • Similarly, as you can't see your eyes, you can't see certain things about your personality and perception by yourself; 

  • Founders' psychology mentoring is a specific discipline, not an unstructured conversation. It's similar to comparing fixing your teeth with your friends vs. a dentist. 


Financial terms



For the full program participants, the events are included in the program price. For other participants, the fee for the events is € 600 + VAT. If the event takes place online, the fee is € 300 + VAT.


1-year program

A financial agreement for the 1-year program will be discussed with you. We find the fixed fee model as the most preferable. With some founders, we have agreed on revenue-share, fundraising share or equity share model.  


To join the program, you need to attend one event and see if this program resonates with you.

Read more: Who and how can apply.


.Cocoon is a part of

Tartu, Estonia 2020

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