Fractional Commercial Strategist
Every business runs on a framework. Most just don't know which one is running theirs.
Framework Strategy diagnoses exactly where a founder-led business is losing revenue — in sales, marketing, operations or follow-up — and then builds and runs the systems that fix it. No jargon, no 40-page deck. A plan you can act on this week.
Where this business stands today, across eight commercial pillars — before a single change is made.
"I've put together the biggest opportunities I can see. None of this needs you to change your business — it needs the right systems and processes implemented properly."
Founder-led consumer brands, lifestyle businesses and service companies that have outgrown gut-feel decision making.
Businesses looking for a generic marketing agency, or founders who want someone else to run the business for them.
One commercial strategist, embedded in your business — not a rotating team of juniors.
Every industry below is growing. Systems decide who gets a share of it.
These are current UK market sizes across the sectors we work in most. The businesses inside them aren't short of demand — they're short of the systems to convert it. That's the gap Framework 360™ is built to close.
Inside the diagnostic
A 90-minute audit across six commercial pillars.
Before any recommendation is made, the business gets properly understood — where the profit actually comes from, where leads go to die, and what's quietly costing money every week. This is diagnosis before prescription.
The Business
What the business does, who it serves, what actually makes it money, and what success looks like twelve months out.
Sales
Where leads come from, conversion rate, who owns follow-up, and what happens the moment someone doesn't buy.
Marketing
How people actually find the business, whether reviews and referrals are collected, and what the marketing spend is really buying.
Operations
The software in use, how jobs are managed and invoiced, and which repeated task is quietly eating the week.
AI & Automation
Whether enquiries reach the right person automatically, emails and reminders are automated, and reviews get requested without being asked.
Leadership
What keeps the founder up at night, what they'd delegate tomorrow if they could, and what breaks first if revenue doubled.
The Framework 360™ process
From diagnosis to a working plan, in three moves.
The last ten minutes of the audit are spent on strengths, opportunities, and a single priority for the next 90 days — never a list so long nothing gets done.
The Audit
A 90-minute session across all six pillars, scored against an 80-point Framework Score™, surfacing the two or three things costing the most money.
The Growth Report
A short, plain-English report — current strengths, growth gaps, and recommended priorities across the next 30, 60 and 90 days. No 20-page document nobody reads.
The Transition
A straight choice: take the recommendations and run with them, or bring Framework Strategy in to implement the plan over the next 90 days.
Instant Estimate
See what slow follow-up could be costing you.
Move the sliders. This uses the same +22% conversion lift shown earlier — the average improvement once CRM and follow-up systems are in place.
Packages
Three ways to work together.
Start with the audit, move into implementation when you're ready, and stay for ongoing commercial strategy if it earns its place.
Framework Audit
A 2-hour strategy session across all six pillars, plus a written action plan. The easiest way to see exactly where the business stands.
- 90-minute live diagnostic session
- Framework Score™, scored /80
- Three strengths, three opportunities
- One clear priority for the next 90 days
- Written action plan to keep or hand off
Growth Accelerator
For businesses ready to fix what the audit uncovered. CRM, sales process and follow-up, built and installed — with a month of support while it beds in.
- CRM set up and configured
- Sales process and lead-tracking built
- Automated follow-up system
- Customer journey mapped and improved
- AI opportunities identified and switched on
- Templates and scripts, ready to use
- 30 days of hands-on support
Growth Partner
Ongoing commercial strategy. A weekly call, real accountability, and a hand on sales, marketing, systems and AI as the business grows.
- Weekly strategy call
- Sales coaching and accountability
- Marketing review, every month
- AI and automation, kept current
- KPI tracking and reporting
- Ongoing systems improvements
About Framework Strategy
Selling since I was twelve. Still allergic to wasted potential.
Arjan started on market stalls, moving fashion stock before he could legally drive — learning to read a customer in the three seconds before they walk past, or don't. That instinct never left. It scaled: national retail leadership carrying multi-million pound sales targets, then sixteen-plus years of sales and business growth compressed into a system any founder-led business can run.
Most consultants sell frameworks they've never had to hit a target against. This one has. Every audit, every report, every implementation is delivered personally — not handed to a graduate account manager three weeks into the job.
"I've been selling since before I could drive. Most businesses aren't short on effort — they're short on structure. Give a business the right framework and the effort it already has starts to compound."
Why Framework Strategy
What you actually get, compared to what's normal.
Ready when you are
Find out what your Framework Score™ would be.
Ninety minutes. Six pillars. One clear priority to act on — whether or not we ever work together again.