Foundations
A branding and marketing intensive for equestrian entrepreneurs, creators, and business owners who know they’re great at what they do… and that marketing and selling it are different skills entirely.
In four weeks, you’ll learn how to actually brand and market your business (or yourself) — not in theory, but in a way you can apply immediately.
We’ll close the gap between the level you’re operating at and what your online presence communicates, so the horse world can truly understand what you do, what makes you different, and why they should choose you.
If you’re tired of feeling like the best-kept secret in your corner of the industry, this is where that changes.
MAY 1 - 31, 2026
LIVE CALLS ON MONDAYS @ 4 PM ET
24/7 COMMUNITY + SUPPORT IN TELEGRAM
SMALL GROUP COHORT
This is for you if…
→ You’re a horse person first and a business owner second, and marketing has always felt like the part you’re still figuring out
→ You have a real business (or one that’s about to be), but there’s a gap between the level you’re operating at and how it shows up online
→ You’ve been meaning to fix this for a while, and you’re ready to actually do it with structure, support, and people who understand the industry
This is not for you if…
→ You’re still deciding whether you want to start a business
→ You want someone to do your marketing for you instead of learning how it works
→ You’re looking for generic business advice that could apply to any industry
Investment
$600 paid in full or 2 payments of $300
available until April 15
↓
$800 paid in full or 2 payments of $400
starting April 16
Hi, I’m Jessie 👋
I grew up riding fuzzy ponies through the woods in New England, and the horse world has been the through-line of pretty much everything since.
I’ve spent the last decade in the digital trenches, building social and content strategy for media, lifestyle, fashion, and equestrian brands (including USHJA, Noëlle Floyd, Kastel Denmark, and Oprah’s Book Club) while simultaneously building equestrian businesses of my own.
I founded a line of English bridle leather belts that people still ask me to bring back years after it sold out. I went pro as a rider at age 30 after turning a one-eyed pony I was given for free into a boutique sales and training business. I founded Roan Pony in 2023 after being laid off from my corporate social media job … and by year two, my revenue was higher than my corporate salary.
I know what it takes to create, market, and sell something in this industry because I’ve done it over and over again. I created Foundations to pass all of that knowledge on to you.
Testimonials
"Jessie understands the culture and nuances of the equestrian community, and can provide advice that truly makes an impact for your brand."
— Ashton Shura
“You can rely on Jessie Lochrie. She shows up, she's creative, and has deep experience. She is a true social media expert who has the knowledge and curiosity to truly bring a brand's best interest out into the world.”
— Meagan Adele Lopez
“Experienced, creative, and incredibly knowledgeable when it comes to strategy and storytelling — Jessie has a great ability to turn big ideas into clear, compelling brand narratives."
— Carly Prosser
What’s included
→ 4 weekly live calls (Mondays at 4pm ET — May 4, 11, 18, 25)
Each call is built around a core part of the Foundations curriculum and walks you through how I develop brands and build marketing strategy, step by step. Calls are hosted on Google Meet and are 60–90 minutes, with time for questions and discussion.
→ Weekly focus + clear action item
Each week builds on the last, and every call is paired with direction for what to go work on next. If you engage with it, you’ll leave the month with a defined niche and offer direction, clear messaging and positioning, content pillars and post ideas, and a simple, executable marketing plan.
→ Private Telegram group + Q&A access
You’ll have access to a private Telegram group for questions, feedback, and general back-and-forth throughout the program. You’ll get a regular accountability nudges tied to the week’s topic so you don’t lose momentum, along with a weekly dedicated Q&A day for 1:1 feedback.
→ Small group cohort
So there's actually room for your questions, your business, and real feedback, not just a chat moving too fast to follow.
→ Call recordings & replays
Everything is recorded so you can rewatch if you miss a call or want to revisit anything.
What we’ll cover
Week 1 — Brand Foundations
We kick things off by getting precise about your niche, your audience, and we define what you actually want to be known for… which is a surprisingly hard question that most people have never sat down to answer! We'll also talk about what it takes to put yourself out there when it still feels a little cringey, because it usually does at first and it can be conquered. 💪
Week 2 — Messaging & Positioning
This is where we figure out how you talk about your business. We'll work on your positioning, your key messages and taglines, and your brand voice, and identify what to repeat, what to drop, and why your current messaging might be turning people off without you realizing it.
Week 3 — Content Strategy
We'll build your content pillars, figure out where you should actually be showing up (and where you're wasting time), and map the full channel picture so you know exactly where to focus your time and budget. We'll also talk about keeping your marketing moving when you're not running at 100%, because that's most of the time.
Week 4 — Marketing & Momentum
The final week is about putting all the pieces together and building a marketing rhythm you can actually sustain, plus the backend best-practices I learned the hard way: what tools to use and which are a waste, how to create and repurpose content efficiently, what’s worth outsourcing vs. keeping simple, and how to handle crisis comms and copycats.
FAQs
Is this all about social media?
1
Organic social will be a big focus, but we’ll cover the full-channel picture — including your website, e-commerce, Google Ads, brand partnerships, influencer campaigns, paid social, PR, media appearances and more.
Do I need to have an established brand to join?
2
You don't need to be launched and live, but you need a clear direction. If you already have a business or a concrete plan and the brand and marketing aren’t where you want them to be… welcomeeee :)
How long are the weekly calls? What if I can’t make a call live?
3
Calls will go 60 to 90 minutes depending on the content of the week. All calls will be recorded and the replay will be posted in Telegram and emailed to you.
Is there support between calls?
4
Yes, I’ll be in Telegram with you multiple times a week, including a weekly Q&A day where you can drop any questions you have on branding, marketing, social, business and more into the thread to get 1:1 feedback.
What’s the refund policy?
5
Please email hello@roanpony.co before midnight PST on April 30 and a refund will be issued.