Meet the Founder
I’m Dani Henneberger, a strategic marketing advisor and the founder of Mise en Plan. I help founders who are “not new, but not where they used to be” clarify what they’re selling now, who it’s really for, how to talk about it, and what to focus on next.
If your business has grown, shifted, or expanded faster than your message and marketing, you’re in the right place.
What does “Mise en Plan” mean?
In the kitchen, mise en place means everything in its place before you start cooking. You’ve prepped the ingredients, set up your station, and now you can actually enjoy making the meal.
Mise en Plan is the business version of that.
Instead of random marketing tasks and half-finished ideas, we put the key pieces of your business where they need to be: your positioning, your offers, your messaging, and your next moves. When you “turn the heat on,” you’re not scrambling. You’re executing a plan you actually believe in.
What it feels like to work together
Working with me usually feels like:
A mix of whiteboard session and cozy kitchen table chat
Big questions, asked with curiosity, not interrogation
Being pushed just enough out of your comfort zone to grow, without being thrown into the deep end
I also know how personal your business is. Letting someone into your offers, numbers, and half-finished ideas can feel a little like letting a stranger fold your underwear. It’s vulnerable, but I promise there’s no judgment here. We’re just looking at what’s true now so we can make better decisions from there.
How I’m wired (and why it matters)
I strongly believe we’re all built to work differently.
In Human Design, I’m a Projector. In practice, it means I’m here to see patterns, ask sharp questions, and offer guidance from a unique perspective.
If you’re into HD or your astrological chart, great! We can absolutely bring that into the conversation. If that’s not your thing, that’s cool, too. We’ll still talk through who you are, how you work best, and why you do what you do, so your strategy and messaging actually match the incredible person running the business.
Why founders trust me
TL;DR: I’ve spent 13+ years doing this work in the wild, and I’m a founder myself.
Before I started Mise en Plan, I spent over a decade in marketing and strategy, including senior advisory and leadership roles at companies such as Gartner, Zola, and Simon Data, as well as a master’s from the London School of Economics.
I’ve led and supported marketing, communications, and program strategy across B2B and B2C, startup and enterprise. I know what it’s like to be inside a growing organization trying to make smart calls with limited time, competing priorities, and real revenue goals.
And as a founder myself, I also know the emotional side: the identity shifts, the “is this still me?” questions, and the pressure of making decisions that affect both your livelihood and your energy. That’s why I care just as much about whether a strategy fits you as whether it looks good on paper.
Clients describe me as:
a “necessary shakeup” when they need someone to lovingly call out the muddle
“gentle and constructive” when the decisions are big
like a “business therapist, consultant, friend, and search bar all in one” when they finally feel less alone in the process
You’ve put a lot into your business. I’m not here to experiment on it. I’m here to bring seasoned perspective, ask the hard questions, and help you evolve what’s already working instead of burning it down.
How I work with founders…
I’m not here to blow up what’s working. I’m here to help you evolve it.
Most of my clients come to me with a business that already works on paper. The problem is that the inside has shifted. Your interests, capacity, goals, or ideal clients have changed over time, and the marketing or even structure hasn’t caught up yet. Or… you just want to do something else with it.
I help you:
See the whole picture instead of 47 disconnected tactics
Decide what your business actually is for you today
Refine or reposition your offers so they fit where you’re going
Put real language to what you do so it feels like you and lands with your people
Map the next 6 to 12 months, so you know what to do (and what to stop doing)
You get a mix of sharp strategy, honest reflection, and practical structure, without the rigid “this is the way” guru energy. Plus, we have a bit of fun along the way.
On a personal note…
I split my time between Alexandria, VA & Newport, RI, and am always searching for the best locally owned coffee shops to work from. Recommendations requested.
I’m a dog mom to Tater, who you’ll probably see pop up in photos and calls. And yes, I absolutely want to hear everything about your fur babies, too!
I love bringing people together over all things food, drink, and travel. In fact, keep an eye out for an invite to join one of my famous founder’s dinner parties.
I’m the person who genuinely enjoys a good framework and a well-organized list. I ask a lot of questions, I like understanding how people work, and I care about you as a person just as much as I care about your business. I welcome clients of all gender identities and backgrounds.
If we work together, you can expect honesty, thoughtful questions, and a very low tolerance for “shoulds” that don’t fit you. And, if needed, a kick in the pants to boost your confidence.
Where to go next
If you’re reading this because something in your business feels “off,” you don’t have to burn it down or figure it out alone.
The best place to start is the Messaging & Strategy Reset, a repositioning workshop for founders who have evolved faster than their businesses and marketing could keep up with.