Built by an operator, not a strategist.

THE BACKGROUND

Years carrying a sales quota. Years building revenue systems — CRMs, pipelines, content engines, pricing migrations. Years of bootstrapped operating where every CAC dollar came out of a real bank account. We’ve shipped the pricing change that churned 4% of customers in a week — and the one that added 31% revenue in a month. The playbook is the residue of both.

THE THESIS

Distribution — not product — is what’s broken in small SaaS. Building software got radically easier; distributing it didn’t. The result: good products stuck at $5K–$100K MRR. They don’t need another agency invoice — they need someone accountable to the same number the founder is. That’s why the equity model exists: our advice costs us money when it’s wrong.

TRACK RECORD FIRST

We document everything — how we scale you shows the system. As partnerships mature, the numbers go up here too. Wins and misses.