obsessed with endings.

Introducing

End Game was founded by Bonnie Chung and Zoe Stanton. Having both led businesses through major endings, they experienced firsthand how unprepared and unsupported entrepreneurs are when a venture reaches its conclusion.

Bonnie Chung

My obsession with endings began when I lost my business of 12 years. It was the single most devastating and transformative moment in my life, and I wrote a book about it—'How to Lose Your Business Without Losing Your Mind' (pub. 2027).

My book connected me to hundreds of founders with their ending stories—it made me realise how woefully unprepared and unsupported entrepreneurs are for business endings. I wanted to do something about it, and that's when I met Zoe. We both believe in supporting the full arc of the founder's journey, not just the beginning. That's how End Game was born.

ZOE Stanton

My obsession with endings began when I led the intentional closure of Year Here, a well-loved social innovation enterprise. I had sold my first business previously and these experiences taught me that there are many different types of endings.

I became fascinated by how the startup ecosystem could design for better endings from day one. My research led me to see how the power to influence an ending starts at the very beginning.