I work with software founders and leadership teams to help them work out what’s really holding their business back, challenge assumptions and decide what to do next.
My approach combines years of commercial leadership with practical coaching and a structured way of thinking. The frameworks help us ask useful questions. Experience helps us understand the answers.
I work closely with the people running the business. We look at what customers do, where the commercial evidence is strong and where assumptions are filling the gaps.
Sometimes that means changing the target market or proposition. Sometimes it means improving sales. And sometimes it means helping a leadership team work through a difficult decision together.
The work starts with your situation. We agree what needs attention and turn that into practical action.
More about Paul →In each case, I worked closely with the people running the business, challenged assumptions about their markets and helped them make clearer decisions about what to do next.
Worked closely with the leadership team to challenge assumptions about what sets Solgari apart. We looked at why customers buy and what the sales evidence showed, then used that understanding to sharpen the positioning and help shape the company’s direction.
See Solgari’s current positioning ↗Worked alongside the CEO and his team to test how customers and partners understood the product’s value. Combining market research with practical trials helped us challenge the proposed route to market and make better-informed choices about where to focus commercial effort.
Worked with the founder to clarify who the business should serve, what makes it different and how to explain its potential to investors. We challenged the assumptions behind the plan and brought the story closer to the evidence, while keeping the founder’s expertise at its centre.
Work out who needs the product, why they would pay and what early customers have actually proved. Decide what to test before committing more time and money.
Help with an early-stage business →Get clearer about customers, positioning, sales and partners. Help the people leading the business agree what matters and put those decisions into practice.
Help with growing your business →The free Early-Stage Software Growth Playbook gives you a way to examine the evidence behind your business and decide what deserves attention next.
It is an example of how I think and work. Use it on your own, or bring the questions it raises to a conversation.
PDF · No registration required
Test the market.
Understand the evidence.
Choose your next move.
You don’t need a finished brief. Tell me about the business and the decision or challenge on your mind, and we can see whether my experience would help.