Selected work/Case study 03
Five years in, a highly respected, founder-led London events business wanted to even out its seasons and choose its next era of clients on long-term fit rather than circumstance. I designed a programme to test what the founders know against the evidence, and to help them keep doing only what they love, for as long as they want to.
01 · What was needed
It’s not just about getting more business — it’s about seeking the right business.
Guiding principle of the 5-year plan
02 · How I approached it
A discovery brief sets fourteen questions the strategy must answer, from positioning, client mix and geography to seasonality and what must never change. The questionnaire works back from the end goals while helping the founders define them. Each is asked to answer separately, so differing views surface where an outside eye and a nine-part evidence checklist can test them.
A target-account framework scores fit on six weighted criteria across six target categories. A first-pass market map, prepared ahead of the programme with AI research and a public source per row, applies it to 166 entries, with seasonality notes and drive-time bands where they apply, ranked to a top 100. The evidence stage is designed to test it.
A relationship-register template gives the founders’ relationships and new targets one structure to fill. The planned build is outbound (outreach packs for three audiences, a CRM grown from the register) and inbound: a website and brand redesign, and visibility in search and AI answers through SEO, GEO and AEO.
The programme brings the founders together for a full strategy session: the findings are weighed, trade-offs settled and focus chosen, leading to a five-year strategic plan and a ten-year exit strategy. From there the work turns outward through the four routes shown in the map below.
03 · What was created
In events, there are many kinds of client, across a wide geography and at many sizes, in a highly seasonal trade. The questionnaire is built to bring the founders’ assumptions and ambitions into the open, then show where the data agrees and where it conflicts.
Allies, planners and past clients asked for introductions to the accounts that fit best.
Approaches to the supplier lists of venues that suit the work, so the venue recommends the business.
Named decision-makers at the highest-scoring new accounts, each approached with the proof their audience needs.
Shows up when a host, planner or venue searches, or asks an AI assistant, for what the business does best.
Equips every route in
One system of record for accounts, relationships and follow-up, so the pipeline can be seen and reported.
A ready structure, for the founders to fill, covering current, past, dormant and referring relationships and new targets.
For venues, planners, and cultural and sponsor buyers, each led by past work the founders clear for use.
A website and brand redesign, with visibility in search and AI answers, so trust is built before the first conversation.
Grows into the CRM
Scores fit on creative fit, budget, operations, repeatability, referral value and access. Each category names why the business can win, its main risk and the route in.
New targets, referral routes and existing relationships across venues, planners, agencies, cultural bodies, sponsors and brands, each with a fit thesis and route in.
The map ranked by weighted score to a prioritised hundred; the highest scorers go first to contact research.
Findings weighed together and focus chosen, leading to a five-year strategic plan and a ten-year exit strategy.
Evidence tests the spine
Works back from the end goals: positioning, client mix, geography, seasonality, a ten-year vision and long-term goals.
Asks for what already exists: customers, events, economics, relationships, capacity and proof.
A public source logged for every mapped entry, and 24 competitors listed to benchmark.
The spine decides every target, route & priority above
Clients are described anonymously while engagements are live. Named references on request, where clients agree.
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Businesses benefit from a bespoke sales plan tailored to their particular strengths and niches, rather than a one-size-fits-all formula.