For founders and technology companies
Founders describe what the technology does. Customers want to know what it does for them. Investors want to know what it becomes. I do the work between those three, from positioning to launch, and make the material myself.
“A mobile app leveraging the robustness of blockchain and the tokenisation of real world commodities to provide transparency in the food supply chain.”
Know where your food comes from. Farmers get paid first.
That is a normal place to start. Most founders begin with one thing, usually the position on one page or the deck for the round. I quote that one job, fixed, before anything starts. If it is too early to spend money, I will tell you on the call what to fix yourself first.
That is the second point I work at. It usually starts with one of three things: a page that says what the system does for the buyer in their units, the pilot results written so an operations manager and a finance lead can both read them, or sales material your team can use without an engineer in the room. I quote that one job, fixed, before anything starts.
What you walk away with
Six steps from a technology that works to a market that gets it. Most founders start with one. Each is material you use every day, not a strategy document.
What the technology does for the customer, in their words and their units, on one page. Everything else is built from it.
The story of what the company becomes, told so customers, partners and investors each hear the part that matters to them.
The deck for the round you are actually raising, and a customer one pager a buyer can price and forward to the person who signs.
Built, not specified. A clean build in your own repository that your team keeps using after I have gone.
An explainer film or animation that does the explaining when you are not there, and early results written as proof a buyer can read.
Campaigns and sales material that put it in front of the right people, so every sale does not need a founder in the room.
Proof
Pellucid · Wellness start up, investor film
Riper · Agtech start up
Aptus · Plant science. A technical product, a new sales channel, a measured result
ESmart Farms · Off grid farming, made for the United Nations
Most recently: the pitch, the customer message and a rebuilt website for an AI building inspection company and an industrial wireless charging company, both under NDA.
How I work with a technical team
Decks, pilot data, recorded demos, the way you explain it on a call. I need a few focused sessions with the founders, not a standing meeting.
Design is handed over as Figma files. Websites are clean static builds in your own repository, deployed from GitHub, so your engineers can read and change every line.
Much of my technology work sits under NDA, which is why you will not see all of it here. I am happy to sign yours before the first conversation.
Sectors, and the work behind each
Who you are dealing with
Senior brand, creative and communications
More than twenty years building brands and campaigns, from theme parks to plant science. I work with founders at two points: before a raise, when the deck and the sentence have to land, and after a pilot, when the results have to become sales.
Recent technology work includes an AI building inspection company, an industrial wireless charging company, Riper in agtech and Aptus in plant science, where sales rose 400% in the first month after the relaunch.
I work out the position, then I build the material myself: the words, the design, the film, the website. The advice never stops at a slide.
Where I fit
A good story with no numbers behind it does not get funded, and good numbers nobody can follow do not either.
So I start from your data and your model, and work alongside whoever builds it, whether that is you, a co founder or your finance lead. The deck, the one pager and the website say what the numbers say. If the numbers do not support a claim, the claim goes.
Working alongside Dave
For strategy, operations and capital, I bring in two senior specialists from JYCO Partners. You still deal with me.
Two decades in consulting, strategy, operations and capital, across governments, family offices and founders.
Thirty years in tax, transaction structuring and corporate finance across the United States and Brazil.
Start here
Tell me what the technology does, who needs to understand it, and where the conversation breaks down. I will tell you what a customer and an investor hear.