See what changed for these businesses.
If you’re weighing a new offer, a pricing change or a different route to market, these 20 cases show how I approached similar decisions with other businesses. Explore the problem, the choices made and what changed, then see what could be relevant to you.
- Case 01B2B SaaS13% to 19%Trial-to-paid conversion
The bolt-on that became a platform.
People were using the free product, but few could see why they should pay. I helped the business make that next step clearer and more worthwhile.
- Case 02Specialty coffee / DTC18% to 31%Repeat purchase rate
One bag, no reason to come back.
Customers enjoyed the coffee, but the offer gave them little reason to make it part of their routine. I helped create a more natural path from a first order to a continuing relationship.
- Case 03Mid-market B2B SaaS71 to 44 daysSales cycle
The founder thought it was a closing problem.
The sales team needed more time with buyers it could genuinely help. Clearer qualification shortened the sales process and kept all three reps in place.
- Case 04Fintech compliance consultancyAround 2×Revenue per client
Three years of flat revenue. A different way to sell expertise.
Clients needed a clearer way to buy the firm’s expertise. I helped turn open-ended hourly work into a diagnostic, a defined project and continuing advisory support.
- Case 05Private investment membershipBeyond the foundersA membership model that could be delegated
The network that lived in two people’s phones.
The founders’ relationships were valuable, but their time limited how far the club could grow. I helped make their judgment and membership offer usable beyond their own conversations.
- Case 06Barbershop / grooming6% to 18%Visits including a retail purchase
Every chair is a customer conversation.
Customers already trusted the barbers with their hair. I helped the shop make product advice part of the service and improve the economics of its own retail line.
- Case 07Tattoo studio / personal brandA full book and waitlistFrom local demand to a destination reputation
The book that took an artist beyond his city.
The artist’s work deserved to reach people beyond his home city. I helped turn it into a book and a coordinated campaign that supported a wider reputation and fuller calendar.
- Case 08Yoga / boutique wellnessAround €5K/monthRevenue independent of the physical room
A studio can only hold so many mats.
The teacher could help more people than would fit in her studio. I helped develop a course and products that let customers benefit from her expertise beyond a class in the room.
- Case 09Real estate development9% to 15%Investor-meeting conversion
They judged the developer before the building.
Investors and buyers needed more confidence in the developer before committing. I helped make its experience, capabilities and project logic easier to assess.
- Case 10Physical commodity trading6% to 12%Qualified-counterparty close rate
Trust before the first transaction.
Serious prospects were dropping out before a transaction could begin. I helped make the verification process clearer, so a qualified counterparty had a more usable way to proceed.
- Case 11GCC market-entry consulting1.2% to 2.8%Visitor-to-inquiry conversion
The consultancy that couldn’t sell itself.
Prospective clients needed to understand how the firm could help them enter an unfamiliar market. I helped the website turn its expertise into a clearer reason to get in touch.
- Case 12Boutique hospitality54% to 65%Blended occupancy
The empty building from Monday to Thursday.
The hotels already had rooms, meeting spaces and food to offer. I helped bring those assets together for people whose reasons to stay extended beyond a leisure weekend.
- Case 13Physiotherapy / sports rehabilitationAround €91K/yearRecurring membership revenue
What could a clinic offer after recovery?
Some former patients wanted support beyond recovery. I helped the clinic design an optional prevention and performance offer, alongside clearer packages and better use of existing capacity.
- Case 14Vertical B2B SaaS85% to 118%Net revenue retention
From €800K to over €2M ARR.
Customers were growing, but the platform’s pricing gave the business little room to grow with them. I helped redesign pricing and expansion around how customers actually used the product.
- Case 15Industrial manufacturingAround 40%Increase in gross profit
The high-performance product hidden in the catalogue.
The manufacturer already had a product that solved a costly problem for the right buyer. I helped make that value central to its positioning and sales conversation.
- Case 16Electrical and smart-home installation€1.25M to €2.4MApproximate annual revenue
Fix the path before increasing the budget.
The company wanted more inquiries, but the people it already reached needed a better path to becoming customers. I helped improve that path before increasing advertising spend.
- Case 17Custom cabinetry / e-commerce€375K to €684KApproximate annual profit
Selling hardest to the wrong customer.
The business could earn more from customers seeking custom work, but its marketing emphasized standard orders. I helped make the more valuable buying need clearer in its reporting, website and sales approach.
- Case 18Multi-location dental groupSix existing locationsAn operating model for improving each site
Grow the existing locations before opening the next.
The founder’s original practice showed what was possible, but other locations needed a more repeatable way to work. I helped design the operating structure for improving the sites already in the group.
Implementation with projected financial outcomes - Case 19Personal-finance educationSales infrastructure rebuiltPositioning and follow-up, with an early financial model
When the promise is difficult to believe.
Prospective customers needed a more candid explanation of the offer. I helped rebuild the sales approach and follow-up so people could assess whether it suited them.
Implementation with projected financial outcomes - Case 20Sportsbook and casino / NigeriaAround 6,700Verified first-time depositors in the first 90 days
A market entry built to hand over.
The operator had a platform ready for its first market and needed a commercial team around it. I led the launch work and prepared the operation for a permanent CMO to take over.
Client names and identifying details are withheld. Figures are rounded from engagement records and client reporting. Each page distinguishes delivered work, recorded outcomes and projections, and explains my role in directing the specialists involved.
What would you like to change?
You may already know what needs to change, or you may be trying to work out why progress has slowed. Tell me a little about your business and what you want to achieve, and let’s see where I can help.
contact@