Emily Lotte Seal brings over 23 years of professional showjumping experience, including international competition at world ranking level. Growing up in her parents' professional yard in the Cotswolds, she's been caring for and training horses since childhood - this isn't a career she chose, it's a passion-led vocation she was born into. With achievements including 5th at the Queen Elizabeth Cup and 2nd in the 1.40m Onley Winter Classic Grand Prix, Emily knows what it takes to produce and compete horses at the highest standard.

In December 2024, she took on her own yard to set up Emily Lotte Seal Showjumping and in January 2026, Emily incorporated ELS Showjumping Ltd to formalise her livery and training services. 

Package: Bespoke Foundation Support 

Core services included:

• Brand Identity & Guidelines: Complete brand style guide including colours, typography, logo usage, brand voice, mission, values, and key messaging
• Website Architecture & Content: Full one-page website sitemap, all page copy and content, SEO-friendly structure, strategic CTA placement, service descriptions and pricing positioning
• Legal Documentation: Professional livery agreement review, terms & conditions framework, privacy policy guidance, two-invoice system structure
• Strategic Positioning: Market positioning strategy ("we're not the cheapest option, we're the right option"), pricing transparency approach, service tier structure (Full Livery & Competition Livery focus)
• Technical Implementation Guidance: Platform recommendations (Carrd), content checklist with 75+ tasks, Google Form setup for contact and staff applications, build-sprint project management

Ongoing support:

• website contanct expantions
• bookkeeping support
• Social media support
• Technical troubleshooting 
• Post-launch refinement consultation

Emily's primary goals for this project were:

1. Professional Digital Presence Launch with a polished, credible online presence that reflected the quality of her services and attracted serious equestrian clients, not price-shoppers.
2. Clear Business Positioning Establish herself as a professional, experienced choice in a competitive market - communicating expertise and quality without apologising for premium pricing.
3. Legal & Operational Confidence Have robust legal agreements and transparent pricing structures in place to protect the business and set professional boundaries from day one.
4. Sustainable Systems Create manageable, maintainable digital systems that Emily could handle independently without ongoing technical dependency.

1. Creating Professional Presence on a Tight Timeline Emily incorporated her business on 30th January 2026 and needed to launch quickly to capitalise on the spring livery season. We addressed this by creating complete, ready-to-implement content packages that her partner could build from directly, eliminating the typical back-and-forth content development phase. This allowed Emily to focus on gathering photos and client testimonials while we handled all strategic and written content.
2. Balancing Transparency with Strategic Pricing Emily wanted to be transparent about costs but avoid being compared on price alone in a competitive market. Our approach involved removing all pricing from the main website body and offering a downloadable PDF pricelist only, coupled with strategic messaging ("we're not the cheapest option, we're the right option"). This forces genuine engagement from prospects while filtering out price-shoppers.
3. Building Legal Protection for a Service-Based Business As a livery business, Emily needed robust legal protection without expensive solicitor fees for every document. We solved this by reviewing and optimising her existing SEIB-compliant livery agreement, creating a clear two-invoice system (advance livery + arrears expenses), and establishing professional terms that protect both Emily and her clients. The result is legal confidence without ongoing legal costs.
4. Establishing Authority in a Crowded Market With many livery yards in the Cotswolds, Emily needed to stand out based on expertise, not price. We achieved this through strategic positioning focused on her 23 years of experience, international competition success, and specialisation in producing horses for sale and competition. The brand voice emphasises partnership, professional standards, and honest communication rather than competing on price.

The transformation in Emily's confidence around the business side of running a professional yard has been significant. At the start, Emily knew horses inside out - her expertise wasn't in question - but the business foundations felt like something she'd been managing reactively rather than proactively.

Before working together:

• Managing the business side felt like playing catch-up rather than being in control
• Legal protection and compliance were concerns that kept getting pushed aside
• Financial management was functional but not strategic or sustainable
• Professional positioning wasn't clearly defined, making it harder to attract the right clients

After project completion:

• Emily has taken the reins back on every aspect of her business operations
• She understands her legal responsibilities and has robust protection in place from day one
• FreeAgent bookkeeping means financial management is no longer a juggling act but a clear, manageable system
• She has professional positioning that attracts quality clients who value expertise, not just price
• Most importantly, Emily can focus her energy where it matters - horse care and jumping - knowing the business foundations are solid

This newfound confidence means Emily is launching ELS Showjumping Ltd from a position of strength and sustainability. She's not just running a business - she's running it properly, professionally, and with the peace of mind that comes from knowing everything is in place. And when she does need support, she knows exactly where to get it.