The TOM Diagram Explanation:

I partner with founder-led businesses doing £1M–£50M+ in revenue who want to scale with intention. You need to be past product-market fit, profitable (or close), and hungry for a serious exit or transformation. I don’t do vanity projects.

There are three core ways to work with me starting with a Fit Test (£500 for 30 mins, refundable against future services). This is a high-signal call to assess founder–advisor alignment and project viability which in select cases may be waived at my discretion.

1. One-Hour Strategy Deep Dive — £2,500 flat

A high-impact working session to solve a specific challenge, reframe strategy, or identify leverage points.

Best suited for targeted interventions or founders in transition.

2. Fractional CEO — £30K/month (flat)

Ongoing embedded leadership across strategy, brand, growth, operations, and capital — typically ~1 day per week.

Best for founders needing high-level partnership, calm execution, and full access to my ecosystem of talent, capital, and infrastructure.

3. 90-Day Sprint — £95–150K+ (scope-dependent)

A time-boxed, outcome-driven engagement designed to unlock major shifts — whether that’s a launch, restructure, raise, or pivot.

Pricing varies based on complexity, timeline, and resource input.

Most clients work on a hybrid model (fee + equity) with clearly defined deliverables and aligned incentives.

It’s my elemental approach to diagnosing and scaling businesses:

• Earth (Foundations): Brand, strategy, team, core operations.

• Wind (Revenue): Acquisition, sales funnels, expansion.

• Fire (Efficiency): Burn rate, margin structure, automation.

• Water (Sustainability): Resource allocation, resilience, future-proofing.



Every engagement I take on uses this structure - whether you’re a D2C brand, service business, or something niche. It keeps things simple, smart, and effective.

Rarely. Only in supernormal situations with massive upside potential, where I truly believe in the founder and business. Otherwise, I prefer a hybrid of fee + equity, so we’re both invested and moving fast.

For businesses seeking long-term strategic partnership:

Advisory Support May Include:

• Quarterly board or strategic sessions
• Always-on founder support (email, Slack, WhatsApp)
• Hands-on input: brand, growth, ops, and commercial model
• Access to plug-in ecosystem: vetted executors, tech, agencies, investors
• Calm counsel during high-stakes moments (fundraising, exits, crises)

Typical Structure:

• £10K/month retainer
• 1–2%+ equity, vesting over 12–24 months
• Formal NED roles may include Companies House registration and governance participation

High intent only. I don’t do vanity board seats.

I keep my client base lean. No more than 2–3 businesses at a time, so you get the attention and speed you’re paying for. I’m not here to sell time - I’m here to create leverage.

Yes. I do select keynote talks and panels around entrepreneurship, sustainable business, and founder psychology. You can book via this link or reach out for custom sessions.