How we work

We start with clarity, not commitment.

Every engagement begins with a Commercial Clarity session: a focused diagnostic that produces a written assessment of your commercial position and a set of prioritised recommendations. This is the entry point. There is no lock-in before you know what you are getting, and no obligation to continue beyond it.

You work with us directly.

There is no team behind this handing your work to someone junior. Every conversation, every deliverable, every piece of thinking. That is not a feature of the model. It is the model.

We scope tightly.

Engagements are defined in scope, time, and output before they begin. You know exactly what you are buying, what you will receive, and when. There are no open-ended retainers that drift and no invoices for work you did not ask for.

We tell you the truth.

If the strategy has a gap, we say so. If the pitch will not hold up in a room with a serious investor, we say so. If the market entry plan is under-resourced for the ambition behind it, we say so. That is what senior judgment means. It is also why the engagements are selective: this kind of work requires a founder who wants honesty, not validation.

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The Expertise

Investor Readiness and Commercial Strategy

Fractional CMO

Market Entry

Your commercial story, built to hold up in a room with serious investors.

Senior marketing leadership, available without the commitment of a full-time hire.

Entering a new market with a strategy that has actually been tested at scale.

Narrative and Positioning

Investor narrative development
Commercial story architecture
Founding story and vision framing
Competitive positioning for investor audiences
Key message hierarchy

Brand and Positioning

Brand positioning and architecture
Brand proposition development
Tone of voice and messaging framework
Visual identity direction and brief
Brand guidelines for internal and agency use

Market Assessment

Market sizing and opportunity validation
Consumer and customer landscape mapping
Competitive mapping in target market
Regulatory and compliance landscape overview
Channel structure and route-to-market analysis

Pitch Materials

Killer pitch deck (structure, narrative, visual direction)
Executive summary and teaser document
One-pager for warm introductions
Investor email and outreach copy
Follow-up materials and leave-behinds

Strategy and Planning

Annual marketing strategy
Channel strategy and prioritisation
Campaign planning and governance
Budget allocation and efficiency review
KPI framework and performance architecture

Entry Strategy

Market entry mode selection (direct, partnership, distribution)
Phased entry roadmap
Resource and investment requirements
Risk assessment and mitigation planning
Go or no-go recommendation framework

Commercial Foundations

Go-to-market logic and sequencing
Revenue model sense-checking
Unit economics clarity (CAC, LTV, payback period)
Pricing strategy and justification
Channel strategy and prioritisation

Team and Agency Leadership

Marketing team structure and hiring brief
Agency selection, briefing, and oversight
Performance management of external partners
Internal capability assessment
Onboarding and knowledge transfer

Brand and Proposition Localisation

Brand adaptation for target market
Messaging and tone localisation
Proposition testing and refinement
Naming and trademark considerations
Visual identity adaptation brief

Due Diligence Readiness

Data room structure and population
Financial model review and stress-testing
Assumption documentation
Risk identification and mitigation framing
Q&A preparation for investor meetings

Growth and Commercial

Customer acquisition strategy
Retention and repeat purchase mechanics
Retail and wholesale commercial strategy
Partnership and co-marketing strategy
PR and earned media direction

Commercial Setup

Pricing strategy for target market
Channel partner identification and shortlisting
Distributor and retailer landscape mapping
Partnership negotiation support
Commercial terms and structure guidance

Investor Targeting

Investor landscape mapping
Tier 1, 2, and 3 target list development
Fit assessment by fund thesis and stage
Warm introduction strategy
Outreach sequencing and timing

Founder Support

Marketing board reporting and narrative
Investor-facing marketing updates
Category and consumer insight synthesis
Competitive intelligence and monitoring
Launch planning and sequencing

Launch and Execution

Launch plan and sequencing
PR and communications strategy for new market
Trade and consumer activation planning
Early performance metrics and review framework
Agency and partner briefing in target market

All engagements begin with a conversation. Scope and terms are discussed directly.