VENTURE CAPITAL

Turn founder hustle into a system.

We help your companies move from founder-led selling to predictable growth.
Decision science that improves trial→paid, activation, and win-rate so runway stretch and the next round gets easier.

Want to see how it works?

The portfolio problem you know too well

Your companies look right on paper. Good product, smart team, polished deck.
Exactly the kind of profile you want in your portfolio.

But inside the business, the signals tell a different story.

Pricing sits too low because raising it feels risky.
Sales lean on personal chemistry, not a repeatable motion.
Activation leaks, churn eats the margin, and the numbers never quite add up.
Board meetings fill with updates while decisions keep getting delayed.

You’ve seen the pattern before.
The product isn’t the issue, it’s how decisions get made.

That’s what we change.

Pre-investment:
Reduce thesis risk

When you’re deciding whether to lead, join, or follow on, conviction isn’t enough.
You need signal: how this company earns or loses the “yes,” and what the first 90 days should prove.

Psychology Due Diligence

A focused, forensic read of the buyer journey and the levers that move numbers.

You leave with:

• A Friction Map showing where decisions stall.

  Conversion & retention levers ranked by effort vs impact.

• Pricing potential (anchors, fences, willingness-to-pay).

• A 90-Day Value Plan the founders can run from Day 1.

  A board-ready Round Readiness

• Checklist (what the next lead will want to see in 90 days).

• PMF Signal Read: ICP, must-have vs nice-to-have, value metric.

• Demo→Deal Map: where founder-led selling breaks when an AE runs it.

£18,000 · 2–3 weeks

Post-investment:
Move the numbers this quarter

Once the cheque clears, it’s about momentum. The kind of movement a team can ship fast.

Revenue Psychology Rebuild

Turning founder-led selling into a repeatable go-to-market.

We rebuild the offer (promise, proof, price, objections).
We tune pricing & packaging so it feels fair, lifts ARPA, and holds in conversation.
We design objection-first sales flows and proposal templates the team can use straight away.

We deliver:

• Experiment Ledger: clear hypotheses, results, and decisions (so learning compounds, not resets).

• PLG↔Sales Handshake: triggers and defaults for mixed motions (PQLs, handoff rules).

• First-hire scorecards (AE/CSM/RevOps) so early hires don’t flounder.

• Investor FAQ kit: crisp, consistent answers to common pushbacks.

£45,000 · 12 weeks

Ongoing:
Make it repeatable

Consistency beats willpower. The real advantage is when decision science becomes part of the operating system.

Scale Psychology Architecture

For teams moving beyond “founder in every deal.”

• Decision systems that hold up without heroics.

• Onboarding & renewal flows that protect NRR.

• A pricing-events playbook (rises, bundles, add-ons) that won’t tank win-rate.

• PLG loops & PQLs designed alongside sales so the motions reinforce each other.

£65,000 · 16 weeks

Portfolio Programme (Quarterly)

• Quarterly audits & scorecards against VC-native metrics (trial→paid, activation, velocity, quick ratio, NRR, burn multiple).

• Founder workshops & office hours to solve the same stage problems, faster.

• Shared playbooks for pricing, onboarding, renewal, and expansion.

• A portfolio pack showing decision friction ↓ and yes-rate ↑.

• Quarterly Follow-On Readiness Review: proof points, references, raise narrative.

from £8,000 / company / quarter · min 5

Next step

Bring one portfolio company. We’ll show you where their next “yes” is hiding.

What we work across

Every portfolio has the same sticking points. We focus on the ones that move value fast and keep showing up in board conversations.

Decision Benchmarking

Show where yes gets stuck.

Offer & Positioning

Offer clarity in five seconds.

Pricing & Packaging

Tiers and anchors that feel fair and lift ARPA.

Sales Process & Enablement

Where do deals stall? How do you structure proposals and objection-handling so “maybe later” becomes “yes now”?

Onboarding, Retention & Expansion

What removes early churn, drives habit formation, and makes the renewal the default?

Board & Value Creation

What should the board see each quarter to know decision friction is dropping and yes-rate is rising?

Question we hear

PLG or sales-led?
Both as most teams are a mix. We design defaults and handoffs that work across motions.

Do you replace a CRO or agency?
No. We change how decisions are guided. Your team and partners run channels.

How fast will we see results?
Rebuild ships inside a quarter. Scale sets the operating system. Portfolio work compounds quarter-on-quarter.

What about the next round?
Every engagement includes follow-on readiness: story spine, proof points, references, and an FAQ kit, so progress shows up in the raise narrative, not just in a dashboard.

Will you talk to customers?
Yes, targeted qualitative and win/loss interviews to hear the decision story directly.