Start-Up Services

Experienced advice and support to avoid pitfalls and help your company to fly.

Whether you're at the starting stage or scaling up, I offer strategic and technical expertise to navigate the challenges. With over 20 years of leadership experience in software companies, I can help you build a robust, scalable business.

As a co-founder of Good-Loop and a consultant to several successful start-ups (e.g. ZoneFox, QikServe, Buddhify, Kotikan), I've raised millions in funding and driven growth through smart technology choices, innovative product strategies, and efficient operations. My approach balances technology with practical business insights.

I take a pragmatic hands-on approach. Support is flexible, focusing on your specific needs — whether that's planning your technology strategy, testing and optimising product-market fit, or securing a funding round. I have a can-do attitude, and will help out where you need it. Advice is only valuable when you put it into practice.

Reach out on LinkedIn for a no-strings chat. Let's work together to turn your vision into a viable, successful venture.

Case Study: AI Support for ZoneFox

Situation: Cybersecurity start-up ZoneFox knew there was hidden value in the data they processed, and wanted to boost their tool with AI analysis.

Action:As an AI expert and a hands-on coder, I led the development of their AI engine. I then helped setup the in-house team who took over, and worked with them as a strategic advisor.

Results: With the AI engine as a flagship feature for getting value from data, ZoneFox grew, making major sales such as to the whole Scottish Government. I worked with them for years until they were successfully acquired by the international cybersecurity giant Fortinet.

Case Study: Ethical Advertising with Good-Loop

Situation: The advertising industry struggles with consumer distrust and ad fatigue, leading to declining engagement rates and increased use of ad-blockers.

Action: I co-founded Good-Loop to transform the way consumers interact with advertising by incorporating micro-donations to charity. This approach not only increased user engagement but also created a successful company that has raised over $10 million for global charities.

Results: Good-Loop has grown into an international company with 40 employees, generating $9 million in annual revenue. Our technology has driven better engagement rates, built brand trust, and set new standards for ethical advertising. This innovative approach has attracted clients like McDonalds, H&M, and Unilever.

Golden cogs in clockwork

Menu of Services

Working together is always an individual setup. This menu provides some ideas to help focus our time. The details are flexible.

Initial Meeting

An hour meeting to discuss your project and what issues it faces. This is without any obligation or expectation. I enjoy helping founders, and I will happily give you an hour or two of my time. We can explore the technical and business issues, how these inter-relate, and your strategy. The goal is to help you with business issues that are on your mind. It is also a chance to see if we should work together.

Price: Free

How to arrange? Easy! You can book a meeting with me here.

The Product & Tech Function

The Product & Tech Function is where software companies create value - and it's also usually the most expensive cost for a start-up. Using this canvas, we will explore how you turn ideas into software that customers use, and plan high-priority improvements.

Business-as-a-machine Workshop

A structured workshop for the leadership team to help you define the technology / business model interplay.

We will map out your business model using an engineering perspective: as a money-making machine, look at the points that need work, and hence the strategy.

Critical Review Workshop

A workshop that asks the hard questions about a business plan or product. Because they're important questions, and tackling them openly can avoid waste and lead to success.

Paid Engagement

For support that goes beyond a few hours of work, I ask fair payment for my time. I use a simple day-rate of £500 for small companies, which is well below the market rate for someone with my experience. A further discount is available for purpose-driven companies.

Note: If you are connected to the University of Edinburgh, AI Bayes Centre, I may be able to work with you for free via my role as Entrepreneur in Residence.

Fund-Raising and Grant Application Support

I've raised over £4 million in investment and over £1 million in grant funding, including writing and assisting with ten successful SMART grant applications. If you have a software / AI project that needs funding, I may be able to help.

Price: £500 per day. Typical engagement: 2-4 days

Advisor or Non-Executive Director

Flexible ongoing support, from someone who has been there.

2 days per month of advice and support, including:

  • A monthly meeting (remote or in-person)
  • Document review, helping with roadmaps, pitch proposals, and grant applications
  • Support for your business, via email and phone
  • Pitch practice

Indicative Price: £1,000 per month
I also ask for an equity stake of 0.5% vesting over 1 year. The equity stake aligns our goals and reflects my commitment to your long-term success.

Technical Audit

There is a strong risk that AI projects are setup in ways that later frustrates proper testing, the development of commercial apps, and long-term value.

The Technical Audit is a structured engagement, covering the status of your tech-stack and tech-processes. We identify and prioritize areas for improvement, providing you with a clear action plan that can also be leveraged to boost investor confidence.

  • Scope: Reviews and documents the state of: Project setup and tools, codebase, data management, and documentation.
  • Methodology: Developer interviews, codebase and data-set reviews, and tool assessment.
  • Deliverables:
    • A report describing strengths, gaps, and actionable recommendations.
    • An investor-focused summary to bolster your fundraising.
    • A strategy meeting to align stakeholders and prioritize next steps.

Price: £1,500

Fractional CTO

For companies at an early stage, e.g. working towards a Minimal Viable Product (MVP). I can provide part-time CTO services, including:

  • Technical roadmap.
  • Project management.
  • Setting up tools and processes.
  • Hands-on coding!

Price: £500 per day
I also ask for an equity stake of 1% vesting over 1 year. The equity stake aligns our goals and reflects my commitment to your long-term success.

Get in touch via LinkedIn or . I'm always happy to help out.