Honu is a UK decision intelligence SME with a core project team of Imad Riachi (CEO), Jun Jie Lisa Ma-Lender (Head of Strategy and Operations), Reid Cockrell (Head of Product) and Sami Eid (Special Projects). Over 600K startups are established every year in the UK, but 20% go under in their first year, and only 40% survive beyond three years. The most common reasons businesses fail are cash flow, not understanding the market, the lack of a realistic business plan and insufficient understanding of how to run a business. All such issues could be avoided if the businesses had the right sort of expert advice and guidance. However, for most SMEs, this is unaffordable. Furthermore, SMEs struggle to access finance as the application processes can be unwieldy and difficult to navigate. Honu is developing a real-time decision intelligence tool for SME e-commerce businesses that simulates the capabilities of a human strategy consultant. The tool connects all the available business data, performs 360 diagnostics and leverages AI/ML technology to understand and reason about the business. It analyses the statistics and provides insights, actionable strategies and a step-by-step improvement plan to guide the business owner. It also includes links to the financial ecosystem if the tool concludes that financing would benefit the business. Based on its feasibility study, Honu aims to reduce startup business failure rates by 11.5%, therefore protecting jobs and the UK economy.