From symptoms to focused commercial action.
Commercial improvement should not start with guesswork. It starts by understanding what is really happening, where value is being lost and whether the visible issue is the real problem or only the symptom.
Work can begin with a full Commercial Health Check or with a focused review of one specific area, depending on what the client needs to understand, improve or decide.This may include reviewing a product range, improving margin, building a sourcing strategy, developing a merchandise proposition, creating a portal-led sales model, assessing supplier risk, shaping a new revenue stream or providing board-level commercial challenge.
Commercial Health Check The Screening Process
A practical review of commercial performance across the key areas that influence growth, margin, cash and execution.
The Commercial Health Check is designed for businesses that want an experienced outside view of the full commercial position. It reviews the client brief, range and product position, sourcing, channel and route to market, customer value and execution.
It identifies what is working, what is weak, where value may be hidden and what actions should be prioritised.
This can be delivered as a full business review or adapted into a focused review of one specific area.
Outcome: a practical commercial review, clear observations, priority actions and a focused view of where improvement or growth may come from.
Get in touch to find out more about The Commercial Health Check
Focused Support After The Diagnosis.
Product & Merchandise Strategy
Product is where many commercial opportunities either start or fail.
Where an individual product, item or hero product needs to be assessed, I use practical commercial questioning developed through years of buying, sourcing and selling products at scale.
I can help build clearer range structures, merchandise propositions, uniform programmes, event ranges and sport or rights-holder product offers. This includes looking at the customer, the commercial logic, the price point, the margin and whether the business can realistically deliver the offer.
Outcome: a clearer product proposition, stronger margin logic and a more focused plan for what to sell, why it should work and how it should be brought to market.
Supplier Selection & Evaluation
Sourcing is no longer just about finding the lowest cost.
I review sourcing routes, supplier relationships, product specifications, cost structures, quality expectations, compliance, risk and supply chain credibility.
I can help assess whether existing suppliers are fit for purpose, identify gaps in the sourcing model, support supplier selection, challenge pricing and margin assumptions and help shape a more reliable route to supply.
This can also include reviewing supplier readiness for future compliance expectations, including greater transparency, product traceability, documentation standards and emerging requirements such as Digital Product Passport preparation where relevant.
Outcome: a stronger sourcing approach, clearer supplier expectations, reduced commercial risk and better alignment between product, cost, quality, compliance, delivery and stakeholder expectations.
Channel & Route To Market
A good product still needs the right route to market.
I review how products are sold, delivered and supported across digital commerce, portals, event retail, business-to-business and business-to-consumer channels.
I can help assess whether the current route to market is right for the product, customer and operating model. This may include online store structure, portal-led ordering, event trading, fulfilment flow, customer journey, partner models and distribution approach.
Outcome: a clearer route to market, better channel fit, stronger customer journey and a more deliverable trading model.
Customer Value
Many businesses already have value sitting inside their customer base but do not use it.
I review customer behaviour, repeat purchase, lapsed customers, cohort performance, lifetime value, product affinity and campaign opportunities.
I can help identify where value is being created, where it is being lost and where existing customers could be better engaged. The focus is on turning customer data into practical commercial actions, not creating reports that do not get used.
Outcome: clearer customer segments, better retention opportunities, stronger campaign planning and a more practical view of customer lifetime value.
Board Advisory and Non-Executive Director support
Board-level commercial judgement to help test strategy, challenge assumptions and connect growth plans with practical delivery.
I work with boards, founders and leadership teams to challenge commercial strategy, test assumptions, review growth plans and assess whether ideas are realistic, funded, deliverable and commercially sound.
I can support discussions around new revenue streams, acquisition thinking, operating model review, sourcing risk, product strategy, digital commerce, pricing, margin and execution risk.
Outcome: independent commercial challenge, clearer priorities, better decisions and a stronger connection between strategy and delivery.
Support for Founders and Growth Businesses
For founders, start-ups and entrepreneurial businesses, the challenge is often not a lack of ideas. It is knowing which ideas to prioritise.
I help founders and entrepreneurial businesses test ideas before too much money, time or stock is committed.
This can include reviewing the product idea, customer proposition, pricing, sourcing route, supplier risk, route to market, margin logic and operational model. I can also act as a sounding board where the founder needs practical commercial challenge from someone who has built, operated and sold a business.
Outcome: clearer priorities, fewer avoidable mistakes and a more practical plan for turning an idea into a commercial model.
My approach is direct, practical and commercially grounded.
The aim is to move from symptoms to clarity, from clarity to action and from action to commercial improvement that can actually be delivered.