I am an entrepreneurship educator and hands-on entrepreneur who has spent more than a decade helping first-time business owners determine whether an idea can actually work in the real world. Since 2015 I have coached 200+ aspiring entrepreneurs across a remarkably diverse range of industries, using my own Business Blueprint methodology to test the customer proposition, market, marketing strategy, pricing, costs, cash flow and practical viability of a proposed business — before real money and time are committed.

My approach is deliberately reality-based: approximately one quarter of participants in my training ultimately decide not to proceed with their original business idea. I regard this as a successful outcome, not a failure rate — good business advice should prevent people from investing in businesses that are unlikely to work. My role is to challenge assumptions, expose weaknesses, and help people make better-informed commercial decisions.

Here's an overview of my methodology:

▪ Assess the market — who is the buyer, how big is the opportunity, what alternatives do they have, how attractive is the proposition?

▪ Become the buyer — set aside what the entrepreneur thinks they're selling; ask what the customer actually perceives as valuable, and whether they'd pay for it.

▪ Stress-test the economics — realistic acquisition volumes, acquisition cost, conversion rate, delivery cost, overheads, tax, payment fees, refunds and wastage.

▪ Follow the money to the bottom line — not “$100,000 of potential revenue,” but what the owner actually takes home after every cost required to generate and deliver it.

▪ Make the decision — is this a viable business? If not, what needs to change — and sometimes the right answer is: don't do it.

I really love helping people make money. It's a new project every time, and I never get bored! If you'd like to run your idea by me, or go deeper and really work out a plan, please contact me!