The proof: businesses and products launched and grown
A featured selection of engagements across property, planning, professional services and consumer platforms. Each one had a real constraint — no proposition, no pricing model, no demand, or expertise nobody could find. Below is the strategy used, what shipped, and a live link so you can judge it yourself.
A selection of the work, filtered by the strategy behind it
These are featured engagements, not a full client list — the ones where the client is happy to be named and where the decision that mattered is easy to see. Filter by the strategy you think your business needs.
Logical Planning
New site launchPlanning Potential Score with a paid self-serve funnel
A planning-data product with genuinely useful output — a Planning Potential Score for any UK site — and no commercial story. Landowners, developers and agents all wanted different things from it, and the pricing model had not been decided.
Launched with a clear ladder from free search to subscription, and a content structure that targets planning, Green Belt, change-of-use and permitted development questions rather than competing on the word 'planning consultant'.
Part 1 Claims
60 secsto self-qualify instead of enquire
Part 1 compensation under the Land Compensation Act 1973 is a real entitlement almost nobody knows exists. There was no demand to capture — it had to be created from people searching about noise, new roads and falling property values.
A launch site that converts unaware, high-intent search traffic into qualified claim enquiries, with the technical detail — Ryde's Scale, physical factors, the claim window — carried by supporting pages instead of the homepage.
McGarrigle and Co
Niche authoritytenant-side surveyor positioned as the specialist
Forty years of tenant-side retail lease expertise, largely invisible online. Work arrived by reputation and referral, which is excellent until a quiet quarter, and the site said the same things every commercial surveyor's site says.
A site that states the specialism, the credentials and the saving in the first screen, with a guide library that answers the questions occupiers search for before they are ready to instruct anyone.
The 1954 Act
Ranked by AIlease renewal reference built for answer engines
Lease renewal questions are increasingly answered inside ChatGPT and Google AI Overviews rather than on a law firm's site. The opportunity was to be the source those answers quote, not another blog competing for clicks.
A reference asset covering the provisions that decide a renewal, built for citation by answer engines and used as the credibility anchor for the surveying practice behind it.
HausMart
113live homes proving demand at launch
A two-sided property marketplace launching against Rightmove and Zoopla. Free listings alone are not a reason to switch, and a marketplace with no supply cannot demonstrate demand.
Launched in beta with live local stock, a clear reason to choose it over a portal, and swipe-level demand data that gives sellers something the portals cannot show them.
FootyGrounds
1.1MTikTok post views in four weeks
A consumer football platform with an enormous data set and no acquisition model. Every ground guide, pub and fixture was a page nobody would ever search for by name, and the brand had no audience of its own.
Two results from one launch: a site with thousands of indexable, genuinely useful pages tied to real search demand, and a TikTok channel at @footygrounds.com that went viral — 100k views in its first 7 days and 1.1M post views in the first four weeks (16 Aug – 12 Sep), with 42k likes, 3.1k shares, 2.9k comments and 13.7k profile views. The brand now owns an audience rather than renting attention from search alone.
Cheshire Lettings
Local market leaderowner-led letting agency with landlord-first positioning
An independent Cheshire letting agency competing with corporate agents on high-street presence and spend, with growth depending entirely on word of mouth from existing landlords.
A clear owner-led proposition, separate landlord and tenant journeys, and local visibility for the Cheshire towns the agency actually covers rather than generic lettings terms.
SuperDiss
£9.99/mostudent subscription launched behind a free-forever core
An AI dissertation supervisor launching into the most suspicious category in education. Every competitor in the space is assumed to be an essay mill, so the product had to be sold on integrity before it could be sold on usefulness — and 'AI for students' explains the technology, not the reason to pay.
Launched with an integrity position no essay-writing tool can copy, a free tier that proves the value before asking for money, and a content library built around the questions dissertation students actually type.
Wishly
FreeAI website builder that goes live in minutes
An AI website builder launching into a category where every competitor makes the same promise — describe a site, watch it appear. 'Build a website with AI' is now table stakes, so the product needed a reason to exist that a template generator could not claim, and small businesses needed to understand what they were getting before signing up to anything.
A launch proposition that gives away the moment of value — a live website in minutes, free to start — and sells the thing no builder ships by default: a website that talks to visitors and captures leads from the conversation.
9 featured engagements.
What the people who hired me say
Quotes attributed by role, as agreed with each client. Named references available on request.
“We had the data and the technology. What we did not have was a way of explaining it that made someone reach for their card. Sam turned it into an offer, decided the pricing with us and built the route people take to get there.”
Founder
Logical Planning · PropTech / SaaS
“Nobody wakes up looking for Part 1 compensation, so the whole thing hinged on explaining it in plain English and proving there was no risk. The eligibility check does the qualifying for us — the enquiries that reach me are worth having.”
Director
Part 1 Claims · Professional services
“I have been doing this since 1989 and my website did not say so. Sam narrowed what we claim, put the numbers where people see them, and wrote the guides in the language tenants use rather than the language surveyors use.”
Chartered Surveyor and Owner
McGarrigle and Co · Chartered surveying
“The brief was unusual: build something the AI tools would rather quote than paraphrase. It now gets referenced in answers about section 25 notices and renewal deadlines, which brings us the enquiries a normal blog never would.”
Managing Director
The 1954 Act · Legal reference / AI search
“We were about to launch nationally with nothing on the map. Concentrating the beta on one town was Sam's call and it was the right one — we could finally show sellers genuine buyer demand rather than a promise.”
Product Owner
HausMart · Marketplace / PropTech
“Sam got us launched and then got us an audience. The site gave every ground a reason to be found, and the TikTok channel went viral — 100k views in the first week and over a million in the first month.”
Founder
FootyGrounds · Consumer / media
“I am a letting agent, not a marketer, and I was trying to compete with the big agents on their terms. Sam made the fact that landlords deal with me directly the reason to choose us, and the enquiries changed as a result.”
Owner
Cheshire Lettings · Property services
“Everyone assumes an AI dissertation tool is cheating, so that objection had to be answered on the first screen. Sam turned the thing we refuse to do into the reason to trust us, and gave students a free version good enough to prove it.”
Founder
SuperDiss · EdTech / education
Same eight moves, mixed differently for every client
Nothing here is bespoke for the sake of it. Each engagement is a different combination of the same services — which is why the approach transfers to businesses that look nothing like these.
Decide what the business claims and who it claims it for, before a penny goes into a channel.
Used on: Logical Planning, Part 1 Claims, McGarrigle and Co, The 1954 Act, HausMart, FootyGrounds, Cheshire Lettings, SuperDiss, Wishly
Pricing and offer design
3 of 9Build the ladder from free to paid so the first sale is easy and the second is bigger.
Used on: Logical Planning, SuperDiss, Wishly
Launch go-to-market
3 of 9Sequence the launch: one audience, one market, one reason to act, then widen.
Used on: HausMart, FootyGrounds, Wishly
Structure the site around how people actually search, not how the business is organised.
Used on: Logical Planning, Part 1 Claims, McGarrigle and Co, The 1954 Act, FootyGrounds, SuperDiss
AI search visibility
2 of 9Write and structure pages so ChatGPT, AI Overviews and Perplexity quote them by name.
Used on: McGarrigle and Co, The 1954 Act
Replace the contact form with checks and calculators that qualify before anyone speaks.
Used on: Part 1 Claims, HausMart
Website design and build
5 of 9Rebuild the site around the decision the visitor is trying to make.
Used on: Logical Planning, Part 1 Claims, Cheshire Lettings, SuperDiss, Wishly
Win the towns you actually serve, with a separate path for each audience you serve them to.
Used on: HausMart, Cheshire Lettings
How I help businesses in each industry
The sequence is the same everywhere, but the pattern that blocks growth is not. Each hub sets out the recurring problem in that sector, what I do about it, and which engagements prove it.
Every featured engagement, start to finish
The situation, the decision that mattered, what shipped, and what the person who hired me said about it.
Logical Planning
PropTech / SaaS
Launch positioning, pricing and acquisition
logical-planning.com- Model
- Free search → £29 site check → £49/mo
- Scope
- Positioning, pricing, launch site, SEO
- Coverage
- UK-wide planning data
- The situation
- A planning-data product with genuinely useful output — a Planning Potential Score for any UK site — and no commercial story. Landowners, developers and agents all wanted different things from it, and the pricing model had not been decided.
- What I did
- Named one primary audience and one job to be done, rewrote the proposition around 'what could my land be worth', then built the acquisition path: a free first search, a £29 single Site Check and a monthly subscription for repeat users, with search content mapped to how people actually ask about planning potential.
- What shipped
- Launched with a clear ladder from free search to subscription, and a content structure that targets planning, Green Belt, change-of-use and permitted development questions rather than competing on the word 'planning consultant'.
“We had the data and the technology. What we did not have was a way of explaining it that made someone reach for their card. Sam turned it into an offer, decided the pricing with us and built the route people take to get there.”
Part 1 Claims
Professional services
Go-to-market and enquiry funnel
part1claims.com- Entry point
- Free eligibility check, under a minute
- Scope
- Proposition, funnel, content architecture
- Basis
- No win, no fee; RICS-prepared claims
- The situation
- Part 1 compensation under the Land Compensation Act 1973 is a real entitlement almost nobody knows exists. There was no demand to capture — it had to be created from people searching about noise, new roads and falling property values.
- What I did
- Built the proposition around the two objections that stop people enquiring: cost and disruption. 'No win, no fee' and 'you keep your home' lead the page. Then a one-minute eligibility check and a valuation estimator replace the contact form, so a visitor self-qualifies before anyone speaks to them.
- What shipped
- A launch site that converts unaware, high-intent search traffic into qualified claim enquiries, with the technical detail — Ryde's Scale, physical factors, the claim window — carried by supporting pages instead of the homepage.
“Nobody wakes up looking for Part 1 compensation, so the whole thing hinged on explaining it in plain English and proving there was no risk. The eligibility check does the qualifying for us — the enquiries that reach me are worth having.”
McGarrigle and Co
Chartered surveying
Positioning and guide-led SEO
mcgarrigle.com- Published record
- £6m+ rent saved in 5 years
- Experience
- Qualified 1989, MRICS
- Scope
- Positioning, guide content, SEO
- The situation
- Forty years of tenant-side retail lease expertise, largely invisible online. Work arrived by reputation and referral, which is excellent until a quiet quarter, and the site said the same things every commercial surveyor's site says.
- What I did
- Committed to a narrow position — tenant representation only — and made it the first thing you read. Built a guide for each service the way an occupier searches for it (rent review, lease renewal, dilapidations, expert witness, 1954 Act, Part 1) and put the evidence of experience above the fold instead of in an About page.
- What shipped
- A site that states the specialism, the credentials and the saving in the first screen, with a guide library that answers the questions occupiers search for before they are ready to instruct anyone.
“I have been doing this since 1989 and my website did not say so. Sam narrowed what we claim, put the numbers where people see them, and wrote the guides in the language tenants use rather than the language surveyors use.”
The 1954 Act
Legal reference / AI search
Authority asset and AI search visibility
1954act.com- Coverage
- 17 provisions of Part II, section by section
- Built for
- AI Overviews, ChatGPT, Perplexity citation
- Scope
- Content architecture, schema, assistant
- The situation
- Lease renewal questions are increasingly answered inside ChatGPT and Google AI Overviews rather than on a law firm's site. The opportunity was to be the source those answers quote, not another blog competing for clicks.
- What I did
- Structured the whole of Part II of the Landlord and Tenant Act 1954 as a searchable reference — one page per provision, each with a plain-English explanation tied back to the section it comes from — plus an assistant that answers lease-specific questions. Every page is written to be quotable in a single passage.
- What shipped
- A reference asset covering the provisions that decide a renewal, built for citation by answer engines and used as the credibility anchor for the surveying practice behind it.
“The brief was unusual: build something the AI tools would rather quote than paraphrase. It now gets referenced in answers about section 25 notices and renewal deadlines, which brings us the enquiries a normal blog never would.”
HausMart
Marketplace / PropTech
Go-to-market and beta demand
hausmart.co.uk- Beta market
- 113 live Crewe homes at launch
- Positioning
- Buyer-led matching, free to list
- Scope
- GTM, launch narrative, demand capture
- The situation
- A two-sided property marketplace launching against Rightmove and Zoopla. Free listings alone are not a reason to switch, and a marketplace with no supply cannot demonstrate demand.
- What I did
- Anchored the launch to one town — Crewe — so the beta had real stock and real swipe data instead of empty search results. Positioned the product on speed of sale and buyer-led matching, tied to the government's Home Buying and Selling Reform Roadmap, and used a waitlist plus saved-search alerts to build demand before national rollout.
- What shipped
- Launched in beta with live local stock, a clear reason to choose it over a portal, and swipe-level demand data that gives sellers something the portals cannot show them.
“We were about to launch nationally with nothing on the map. Concentrating the beta on one town was Sam's call and it was the right one — we could finally show sellers genuine buyer demand rather than a promise.”
FootyGrounds
Consumer / media
Product marketing, programmatic SEO and TikTok channel growth
footygrounds.com- Launch
- Site live with 16,000+ grounds and clubs
- TikTok
- 100k views in week one, 1.1M post views in four weeks
- Engagement
- 42k likes, 3.1k shares, 2.9k comments, 13.7k profile views
- Scope
- Product marketing, SEO architecture, short-form social
- The situation
- A consumer football platform with an enormous data set and no acquisition model. Every ground guide, pub and fixture was a page nobody would ever search for by name, and the brand had no audience of its own.
- What I did
- Gave the product one ownable metric — the FootyGrounds Away Day Score — so every ground page has a reason to exist and a reason to be linked to. Then built the search structure around what fans actually type: 'football near me', 'away day', the ground name plus pubs and parking. Alongside the site launch, built the @footygrounds.com TikTok channel as the top of the funnel: away-day clips and ground rankings that send an engaged football audience back to the guides.
- What shipped
- Two results from one launch: a site with thousands of indexable, genuinely useful pages tied to real search demand, and a TikTok channel at @footygrounds.com that went viral — 100k views in its first 7 days and 1.1M post views in the first four weeks (16 Aug – 12 Sep), with 42k likes, 3.1k shares, 2.9k comments and 13.7k profile views. The brand now owns an audience rather than renting attention from search alone.
“Sam got us launched and then got us an audience. The site gave every ground a reason to be found, and the TikTok channel went viral — 100k views in the first week and over a million in the first month.”
Cheshire Lettings
Property services
Local marketing and landlord acquisition
cheshirelettings.uk- Outcome
- Enquiry mix shifted from tenant-only to landlord-led
- Differentiator
- 20 years' owner-led management
- Scope
- Positioning, site content, local SEO
- The situation
- An independent Cheshire letting agency competing with corporate agents on high-street presence and spend, with growth depending entirely on word of mouth from existing landlords.
- What I did
- Led with the thing the corporates cannot copy — a named, experienced owner managing your property personally — and split the site by audience so landlords and tenants each get their own path. Local search and Google Business Profile do the discovery; the landlord page does the persuading.
- What shipped
- A clear owner-led proposition, separate landlord and tenant journeys, and local visibility for the Cheshire towns the agency actually covers rather than generic lettings terms.
“I am a letting agent, not a marketer, and I was trying to compete with the big agents on their terms. Sam made the fact that landlords deal with me directly the reason to choose us, and the enquiries changed as a result.”
SuperDiss
EdTech / education
Positioning, pricing and launch marketing
superdiss.com- Model
- Free core tools → £9.99/mo, 7-day trial
- Content
- 16 learning guides, 14-stage workbook
- Scope
- Positioning, pricing, launch site, SEO
- The situation
- An AI dissertation supervisor launching into the most suspicious category in education. Every competitor in the space is assumed to be an essay mill, so the product had to be sold on integrity before it could be sold on usefulness — and 'AI for students' explains the technology, not the reason to pay.
- What I did
- Made the refusal the proposition: SuperDiss will not write the dissertation, it teaches the student to. Built the story around the writing arc students recognise — write it down, write it out, write it up — then priced a free-forever core with a £9.99/month student tier, and structured the learning centre and free workbook so the search demand around research questions, gaps, methodology and vivas has somewhere to land.
- What shipped
- Launched with an integrity position no essay-writing tool can copy, a free tier that proves the value before asking for money, and a content library built around the questions dissertation students actually type.
“Everyone assumes an AI dissertation tool is cheating, so that objection had to be answered on the first screen. Sam turned the thing we refuse to do into the reason to trust us, and gave students a free version good enough to prove it.”
Wishly
SaaS / AI website builder
Positioning, offer design and launch marketing
wishly.website- Entry point
- Start free — describe it, see it built in minutes
- Differentiator
- The Wishly Brain: an AI assistant per business
- Scope
- Positioning, offer design, launch site, SEO
- The situation
- An AI website builder launching into a category where every competitor makes the same promise — describe a site, watch it appear. 'Build a website with AI' is now table stakes, so the product needed a reason to exist that a template generator could not claim, and small businesses needed to understand what they were getting before signing up to anything.
- What I did
- Led with the free build itself: describe the business, watch the site appear in minutes, change anything by asking. Then made the differentiator the second act — the Wishly Brain, an assistant trained on the business that answers visitor questions in its own words and turns those conversations into enquiries. Structured the story as build, brain, publish, grow, with data isolation and 'honest features' stated plainly to answer the trust objection AI products meet first.
- What shipped
- A launch proposition that gives away the moment of value — a live website in minutes, free to start — and sells the thing no builder ships by default: a website that talks to visitors and captures leads from the conversation.
“Every AI builder says it can make you a website, so leading on that was never going to work on its own. Sam made the free build the hook and the Brain the reason to stay — a site that answers questions and brings us leads is a different product to a page generator.”
What these engagements have in common
Different sectors, same sequence: decide the proposition, decide who it is for, then build only the marketing that proposition needs.
Proposition before promotion
In most of these, the traffic problem was actually a clarity problem. Deciding what the business claims, and who it claims it for, came before a penny went into a channel.
One owned metric or asset
An Away Day Score, a Planning Potential Score, an eligibility check, a statutory reference library. Something proprietary that gives every page a reason to exist and something to be cited for.
Qualify before the conversation
Checks, calculators and audience-split journeys do the filtering, so the enquiries that reach the owner are the ones worth their time.
Need the website itself, not a growth plan?
A complete site of up to 40 pages designed, written, built and launched for a fixed £999, then kept current for £100 a month. Answer six questions and you get an indicative quote, a page plan and a build window — no deposit taken on site.
About this work
Is this everything you have worked on?
Are these real clients, and can I check the work?
Why are there no percentage uplift figures?
Do you only work with property and professional services?
Would my business appear on this page?
Want the same treatment for your business?
Book a call. I will tell you which of these problems yours actually is — proposition, pricing, demand or visibility — before you spend anything.
Where to go next
A few things worth reading — and the pages most people move to from here.
Related insights
- Marketing StrategyWhy Your Marketing Isn't Working (And It Probably Isn't the Tactics)The positioning and priority problems that make good execution look like bad marketing.
- AI SearchHow to Get Your Business Cited by ChatGPT and Google AI OverviewsThe entity, structure and evidence signals answer engines use to choose who they quote.
- SME GrowthWhen an SME Should Hire a Fractional CMO Instead of a Marketing DirectorThe revenue, team and complexity signals that decide between part-time and full-time leadership.
Related services
- All servicesEvery marketing leadership, strategy and growth service on one page.
- Fractional CMOSenior marketing leadership on a retained, part-time basis.
- Website design & buildA full rebuild for a site that no longer sells what you do.
- Book a callA 30-minute call to size up the opportunity.