Strategy, without the slideware
Not a deck. A recurring conversation with someone who has seen the inside of the accounts, about where the next euro goes, which channel has stopped earning its place, and what you should stop doing.
Scope
- Channel mix & budget
- core
- Margin-based targets
- core
- Measurement plan
- core
- Sparring sessions
- monthly or quarterly
- Agency / hire selection
- on request
A half-day to start, then a fixed slot each month or quarter. Works on its own or alongside the channels I run for you.
How I work — in order
-
Start from the P&L
Margin, repeat rate and payback window. Channel targets follow from those, not from a benchmark.
-
Map what you have
What each channel really contributes once brand traffic and double counting are stripped out.
-
Decide what to stop
The harder half. A plan without a stop list is just a wish list with a budget attached.
-
Revisit on a schedule
A fixed slot to check what happened, instead of a strategy that ages in a drawer.
What you get
- Channel targets derived from your margins, not from industry averages
- A stop list as concrete as the start list
- A measurement plan that can actually settle the arguments
- A second opinion that has no upsell attached to it
What I need from you
- Real numbers: margin, repeat purchase, returns
- Access to the channels, even the ones I don’t run
- Someone in the room who can decide
- Willingness to hear that a channel should stop
Fair questions
About strategy work specifically.
Do I get a document out of this?
A short one: targets, the stop list, the test plan and how we’ll know. Not forty slides — those get read once and then never again.
Can you do this if someone else runs my channels?
Yes, and it’s often more useful that way. I have no incentive to recommend more of the work I happen to sell. I’ll say when your current agency is doing fine.
Will you help me hire or pick an agency?
I’ll write the brief, sit in on the calls and tell you which answers were real. That’s usually a half-day well spent.
Not sure where the next euro should go?
Mail me your situation — where you are, what you sell, what’s stuck. I’ll reply within one working day.