Strategic Adviser for Founders
I help entrepreneurs with growing businesses confidently make better strategic decisions.
Building a business is exhilarating. Leading one is something else entirely.
As your business grows, the decisions become bigger, the stakes become higher, and the people around you often expect you to have all the answers.
I've been there.
Does this sound familiar?
Many founders contact me because they're experiencing one or more of these situations:
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We've grown quickly but I feel like I'm losing control.
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Every important decision still lands on my desk.
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I know the business could go further but I'm not sure what the next move should be.
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I'm working harder than ever yet enjoying it less.
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I'm beginning to think about selling the business, but I don't know where to start.
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I need someone who will challenge my thinking, not simply agree with me.
If you're nodding along to any of these, you're not alone.
Why founders choose Alan
Running a business can be surprisingly lonely.
Friends see success.
Employees look to you for certainty.
Your leadership team may only see part of the picture.
Sometimes, what you really need is someone who has already travelled the road you're on.
Someone who understands cashflow, acquisitions, hiring, growth, funding, exits and leadership because they've experienced them first-hand.
That's where I can help, as a strategic adviser for founders.
Support that adapts to where you are
Every founder is different, and every stage of business brings different challenges.
Sometimes you need a coach who asks the difficult questions. Sometimes you need a mentor who's already solved a similar problem. Sometimes you simply need strategic advice from someone who can help you weigh up the options.
Our work together isn't restricted to one label. It changes as your business evolves.
The difference experience makes
There are many excellent coaches for founders.
Most have helped people improve performance.
Fewer have built businesses themselves.
I've spent over 25 years starting, growing and exiting businesses.
I've dealt with investors, acquisitions, difficult markets, recruitment, cashflow, leadership teams and succession planning.
When you describe the challenge you're facing, there's a good chance I've faced something similar myself.
That doesn't mean I'll tell you what to do.
It means our conversations begin from real commercial experience rather than theory.
20 minutes. No pitch. Leave with one clear next step.
£300m+
revenue
generated
40 +
years business experience
500 +
businesses supported
£1.4m
profit achieved in 12 months
7 & 8 figure
exits successfully delivered
The outcomes founders are looking for
Every engagement is different, but founders typically tell me they leave with:
Greater clarity about the decisions ahead
More confidence in difficult situations
Better strategic focus + stronger leadership
A business that relies less on them
A clearer path for growth or eventual exit
Listen in. Here's my quick introduction to who I am and how I work.
20 minutes. No pitch. Leave with one clear next step.
REAL results from REAL businesses at pivotal moments
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Endorsed by Founders Who Value Clarity
"I found Alan's coaching models offer a structured approach though it's his humanity, calmness and decades of business experience that I most value. Alan has travelled the road we’re on many times, which leads to real-world advice. Having his expertise in my corner has transformed our business trajectory for future growth and fuelled me to make it happen."
Shaun Russell, Founder, Skandinavisk
How we work together
Most relationships begin with a simple conversation.
From there, we'll decide whether working together is the right fit.
Support can include:
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Monthly strategic sessions
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Fortnightly meetings
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Weekly support during periods of significant change
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Longer-term advisory relationships
Sessions can take place online, by phone or in person where appropriate.
20 minutes. No pitch. Leave with one clear next step.
FAQs
What does a Strategic Adviser actually do?
A Strategic Adviser helps you step back from the day-to-day and see the bigger picture. They challenge your assumptions, ask the hard questions you might avoid asking yourself, and help you make clearer decisions about direction, priorities and growth. Rather than telling you what to do, they act as a sounding board and accountability partner, drawing on outside experience to help you spot blind spots, weigh trade-offs, and turn strategy into action.
How is this different from business coaching?
Business coaching typically focuses on developing you as a leader - your skills, mindset, and performance - through regular, structured sessions. A strategic adviser focuses more on the business itself: shaping direction, working through specific decisions, and providing outside perspective on strategy, growth, and risk. In practice, the two often overlap but coaching tends to ask "how do you grow as a leader?" while strategic advice tends to ask "what's the right move for the business?"
What size businesses do you usually work with?
Every situation is unique and I’m open to discussion, but I tend to work with owner-managed C-suite, B2B service businesses with a turnover of £5m - £25m and premium positioning.
Do you only work with UK businesses?
No, I have several clients across the globe, from Sweden to New Zealand. As the majority of my work is online, geography is no limiter. And we always make the time difference work!
How do I know if a need a coach, mentor or adviser?
You don’t need to know which you need. In practice, many people benefit from a blend of all three. A good starting point is simply having a conversation with a founder coach about where you feel most stuck. As a general guide, a business coach will help you develop your own skills, mindset, or leadership as coaching focuses on you and how you grow. A mentor will give you guidance as someone who's "been there, done that" because mentoring draws on their personal experience to help you navigate similar challenges. An adviser is helpful if you're facing specific business decisions and need outside expertise on strategy, direction or risk.
What are the differences between Coaching, Consulting and Mentoring?
Here's a diagram that illustrates the key differences:
How much are your fees?
My fees are bespoke and reflect the scale, complexity and ambition of the work we do together. Investment levels start at a monthly fee of £1200 or fixed project fee from £10,000
What if I'm at an early stage and can't afford a full engagement?
Let’s start with a conversation. If I see potential in your business, we may be able to work out an investment solution that works for both of us.