These are samples I built to show the work, page by page, so you can see what you would get before you send me a brief. The businesses they were written for are invented, so nothing here is a client or a client’s result. The one exception is my own background, at the end. Open any page to see it larger.
Sample. The company is invented.
A payments startup for US building subcontractors. A 12-slide story from the problem through the market, the product, the traction and the ask, with the market sized from the bottom up, a source on every market figure, and the whole deck designed.
Sample. The company is invented.
Software for short-term rental hosts that does several things at once. I reviewed the deck slide by slide, rewrote the story so the problem, the product and the workflow come first, and redesigned every slide. These two are from the rebuilt deck.
Samples. The companies are invented.
Custom footwear, watchmaking, student wellbeing, payments for building subcontractors, software for rental hosts and support for teenagers. Each one written from the problem through the market, the product and the ask, and designed to look like that company rather than a template.
Sample. The company is invented.
Software for the transport departments of US school districts. A 24-page plan written as a clean Word document, with the market sized from public district counts, every public figure sourced, and a five-year financial summary.
Sample. The company is invented.
A mobile dog grooming startup in Los Angeles. These pages are from the market and marketing part of its plan, the strengths and risks, the marketing tactics, the selling proposition and the KPIs, designed in the brand's own colours and photography.
Sample. The company is invented.
A six-year-old bakery asking for an SBA 7(a) loan to open a second site. The plan traces each line of the use of funds, shows the debt-service coverage a lender checks first, and tests the loan against a slower start and a set of harder cases.
Sample. The company is invented.
A specialty roaster with cafés, wholesale accounts and a subscription club. Three revenue channels, a roaster that reaches its capacity and café fit-outs paid partly by an equipment loan, in one Excel model that balances, with a checks tab that tests it in every period.
Sample. The company is invented.
Branded membership plans for dental practices. The problem, the product, the traction, the business model, the team and the ask on one page an investor can read in a minute, designed in the company's own colours. Contact details have been removed.
Samples. The companies are invented.
Freight payments, healthcare marketing, sneakers, support for teenagers and an eco-luxury hotel. Each one written and designed in the company's own colours, so the problem, the proof and the ask read at a glance. Contact details have been removed.
Sample. The market and its sources are real; the brand asking is hypothetical.
Should a new US brand launch a premium chocolate bar line? A 12-page report with the answer on one page, the market sized with the working shown, who buys and why, established brands' prices from their own sites, routes to market and the risks, and every figure labelled fact, estimate or assumption.
My own background, not a sample.
I started at Wells Fargo in fundraising and investor relations, led operations at CAKE Technologies before we sold to American Express, and went on to be Director, Global Platform Solutions at American Express. After that I drove GTM strategy and commercial operations at Quandoo and Fresha, and most recently co-founded Reztorer, which exited in early 2025. I founded Impact Change in 2016.
My own background, not a sample.
I led operations at CAKE Technologies before we sold to American Express, and went on to be Director, Global Platform Solutions at American Express.
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