The FOG® DiagnosticFor founder-led businesses making over €20K a month
Know exactly what to fix in your business first
After our 90-minute one-to-one session, and within 3 business days, you have a full diagnostic and implementation plan on how to make your business thrive.
The FOG® Diagnostic costs €1,495. Your money back if it doesn't help.
How the diagnosis works
Four steps, from an optional free call to a plan you can start on Monday.
- 01
Fit call
Free, if you want one · 15 minutes
If you'd like to talk first, we check the Diagnostic is the right next step before you pay anything. If it isn't, I'll say so.
- 02
Pre-call brief
Due back 48 hours before
Once you've booked, I send you a bit of homework that helps me understand your business better, so our session can immediately focus on the outcomes we want to achieve.
- 03
The live session
90 minutes · recorded
We work through all three phases of your business. We identify where you're stuck, what it's costing you, and the moves that get you to growth.
- 04
Your diagnosis and plan
3 business days after
Within 3 business days I give you the full FOG® Diagnostic and the implementation plan, and we go through it together on a call. Yours to keep and execute on yourself or with me.
- Your phase, named and explained.
- The plan on a page.
- What to fix in each phase, in order, and what success looks like.
- A step-by-step roadmap, with the tools to use and how they connect.
- The investment, and the results to expect.
The three phases, and what I check in each
Every business sits in one of them. Nine times out of ten, owners are working on the right thing in the wrong phase.
- [F] Foundation
Everything that matters is written down
The test
Imagine a new team member joining tomorrow. If they can't start without you holding their hand, the foundation isn't there yet.
What I check
- How the work gets done, and whether any of it is written down.
- Who owns what, and which decisions still wait for you.
- What lives only in your head, from your method to your judgement calls.
What the plan sets out
Your way of working written down, a clear owner for each part of the work, and the templates and checklists that let someone else deliver to your standard.
- [O] Optimization
The right systems, so the work gets done without more hires
The test
If the answer to more work is always another hire, the systems aren't there yet.
What I check
- Where the hours go, and which work repeats.
- What's done by hand that a system, a framework or an AI workflow could do.
- The tools you already pay for, and whether they work together.
What the plan sets out
The systems and frameworks to put in place, where AI and automation help and where they don't, and the tools to use and how they connect.
- [G] Growth
Systems that sell without more of your time
The test
If new business stops whenever you're too busy to sell, the growth systems aren't there yet.
What I check
- Where new customers come from, and how much of it depends on you.
- What happens to a lead after the first conversation, and who follows up.
- How past clients and people you've worked with come back.
What the plan sets out
A pipeline that keeps itself current, a sales process your team can follow, and lead generation that doesn't need you to start every conversation.
€1,495, one payment
- GuaranteeWe go through your plan together on a call, and you have 5 business days to digest it. If it doesn't work for you, we review it together and fix it. If we can't, you get your money back, and we don't carry on working together.
- €1,000 creditWork with me on any option after it and €1,000 comes off, so the Diagnostic costs you €495.
- 2027Book your FOG® Diagnostic before the end of the year and start winning in 2027.
Questions owners ask before they book
I'm not sure it's the right fit for me
That's what the free fit call is for, before you pay anything. If something else would serve you better, I'll say so.
Do I need to be technical?
No. The plan names the tools and how they connect, in plain words. You decide who builds them.
Can I bring my co-founder or operator?
Yes. Up to two people join the live session. Beyond that it loses its edge.
We're not a coaching business
You don't need to be. It's for founder-led businesses making over €20K a month, in any sector. I've worked with businesses in music, coaching, boat charters, hospitality, real estate, therapy, financial advice, the creative industries and more.
Is the FOG® Diagnostic worth €1,495?
If your business is stuck, yes. The Diagnostic doesn't just tell you what's wrong, it tells you how to fix it. Work with me on any option after the Diagnostic and €1,000 comes off, so it costs you €495. And if it doesn't work for you, we review it together, and if we can't fix it, you get your money back.
How much of my time does it take?
A bit of homework, due back 48 hours before the call. Your focused attention for 90 minutes on our call. Then within 3 business days I present you with the implementation plan, on a call together.
I've hired consultants before and nothing changed
The plan isn't a report to file. It names the most important thing to fix first, the tools to use and what success looks like. If it doesn't work for you, we review it together, and if we can't fix it, you get your money back. And if you want help doing it, I can build it with you or for you.
Why not just ask ChatGPT?
AI can answer the question you ask. The hard part is knowing which question to ask first, and that comes from 15 years of running my own businesses. Then I show you where AI genuinely helps, and where it doesn't.
Should I build AI or systems first?
No. AI and systems make whatever is already true bigger. Name the phase first, then build.
What happens after the plan?
You carry it out yourself, build it with me in Co-build, have my team build it for you, or have me carry out all of it. Work with me on any option after the Diagnostic and €1,000 comes off, so the Diagnostic costs you €495. See every option side by side.
What if you're busy?
I take a few clients at a time, on purpose. If I can't start when you need, I'll tell you the date I can.
Do you offer refunds?
Yes, on the FOG® Diagnostic. We go through your plan together on a call, and you have 5 business days to digest it. If it doesn't work for you, we review it together and fix it. If we can't, you get your money back.
Find out what's holding your business back
Book the FOG® Diagnostic. The free fit call is there if you want one, and if the Diagnostic isn't right for you, I'll say so.
Not ready to book?