Financial modelling, market positioning, pricing strategy, growth planning, M&A and exit. Delivered three ways: a Monthly Strategy Retainer, a Fractional CMO embedded in your leadership, or a Fractional CXO sitting at your board. Phil Martin MBA — strategy informed by 13+ years inside the UK home care software industry and the three SaaS products that came out of it, not by consultancy decks.
Founder-led practice based in Worcester, working with leadership teams across the West Midlands and UK-wide. Specialism: turning sector-grade pattern recognition into strategic counsel that actually moves the business.
All three formats are MBA-led and sector-grounded. They differ in time commitment, where Phil sits in your business, and which seat of the practice delivers. Not sure whether you need ongoing advisory or a one-off project? Read the decision guide.
When full, waitlist only. Fractional CXO calendar is the practice's hardest constraint.
Strategy isn't generic. Every engagement focuses on the lever that actually moves your business. These are the ones that come up most often.
Porter's Five Forces, Jobs-to-be-Done, Blue Ocean — translated from MBA-level theory into your sector's actual battleground.
Build the model that shows where the business actually makes money. Stress-test it. Use it to decide what to fund and what to kill.
The under-discussed lever. Most SMEs leave 15–30% margin on the table because pricing has never had strategic attention.
Cost-per-hire, retention curves, employer-brand strategy. For people-heavy sectors (home care especially), this IS the growth model.
How to make your business buyable. What buyers ask. What due diligence destroys. When to start preparing (hint: years before you think).
Strategy that doesn't ship is theatre. The 1:90 Align method turns strategic decisions into 90-day delivery waves.
Most strategy advisors are one or the other. The combination is rarer — and more useful.
Porter, Christensen, JTBD, Blue Ocean, cost-volume-profit, Monte Carlo modelling — the analytical toolkit applied properly, not name-dropped.
Phil spent 13+ years inside the UK home care software industry — selling care management software, supporting agencies through implementation, rolling out mobile and app technology, fielding the support calls when it broke. Hundreds of agencies seen from the inside, not just one.
homecareOS, HospitalityApp, 1:90 Align — built and shipped because the off-the-shelf versions didn't work for the agencies he was supporting. Strategy that survives contact with code, customers and contracts.
Premium pricing buys you the Principal directly on CXO. On lower formats, the Director leads with Principal involvement on quarterly briefs. No account-management theatre.
Start with the Business Discovery questionnaire to set context, or email the Principal directly. We'll come back with a format recommendation and a proposed start date.
6 months on Monthly Strategy Retainer, 12 months on Fractional CMO and CXO. After that, 90 days rolling notice. Strategy needs time to compound — anything shorter is theatre.
You do. Financial models, market analysis, positioning docs, board papers — all transferred to you as we go. No IP held back. No surprise rights claims.
We don't take competing-sector clients simultaneously without explicit consent on both sides. Sectors we currently work across: home care, hospitality, trades, professional services. Direct competitor conflicts are flagged at proposal stage and refused if you'd prefer.
Yes. We don't do regulated finance, defence, gambling or sectors where Phil's sector experience doesn't translate. We say no honestly when the fit isn't there.
On Fractional CXO, yes — as advisor attendee, not voting director. Liability profile stays clean. On Fractional CMO, we attend the leadership meetings where marketing strategy is discussed. On Monthly Retainer, we deliver the strategic brief but don't attend internal meetings.
Upgrade anytime — applies from the next month. Downgrade after minimum term with 90 days' notice. We'd rather you were in the right tier than mis-sold the wrong one.