We build operational businesses. Start the Launch Plan — £295 — with an idea, a skill, an interest, or none.
Launch profile assessment
Your launch profile
Idea, skill, interest — or none. Three short steps, then we build the business with you.
- 1Starting point
- 2Income ambition
- 3Timeframe
Your starting point
Income ambition
Complete step 1 to continue.
Launch timeframe
Complete step 2 to continue.
No polished pitch needed · No payment until you choose to book
We help you decide who the expertise is for, what they buy, and how delivery fits the hours you have. Then we build the commercial presence: brand, website, journey and payments.
That is additional income from what you already know—not a content mill and not a guarantee of a figure. Typically 4–6 weeks after direction is approved.
Expertise is judgement under uncertainty. Skills are things you can perform; expertise is knowing which performance to choose. That distinction matters because experts leak money by teaching for free in threads, then wondering why nobody buys. The market already had the answer. You gave it away in a shape that could not be invoiced. Selling your expertise means putting a unit of sale around the judgement: a decision workshop, a review of a live mess, a scored diagnostic with a written call. Not ‘thought leadership’. Not a newsletter as the product. A unit someone can point at on a purchase order.
The objection is generosity. Experts like being useful. Usefulness without a unit is a reputation hobby. What not to do is wait until a book is finished. What not to do is price the unit as if it were a coffee, then resent the hour. Judgement that prevents a bad hire, a bad launch, or a bad clinical process is worth more than a chat. The Launch Plan names the unit and the buyer who already feels the uncertainty. The build puts the unit on a page with a path to pay or enquire. Typically four to six weeks after approval. No promise that the diary fills.
Expertise without an offer is still unpaid
Posts, talks and being ‘the person people ask’ do not invoice themselves. We turn the knowledge into something a buyer can purchase, then we build the business around it.
No packaged idea yet? Start anyway
The launch profile captures what you know. We develop the offer if it is not named. Then we build.
Expertise that invoices versus expertise that posts
Posts can be a signpost. They are not an invoice. If your week is full of comments and empty of paid units, you have a publishing habit, not a business. Selling your expertise starts by starving the free version of the same judgement—or by making the free version obviously incomplete. A post can name the failure mode. The paid unit walks into their mess and chooses. People who want the choice will not be satisfied with the post. People who only wanted the post were never going to pay. Stop writing for the second group as if they were the first.
Worked situation: a data lead answers architecture questions on LinkedIn every night. Hiring managers thank them. Nobody has a way to buy a two-session review of a warehouse that is about to topple. The invoiceable version is that review, with a start rule (schema, sample queries, known pain). The posts can continue at a lower volume. They should point at the unit. We will not build you a media brand so you can postpone the unit. The unit is the product. The post is optional advertising.
The unit of sale when you sell your expertise
A unit has an edge. It starts, it ends, it produces a decision or an artefact, and it is priced in pounds. ‘Ongoing advice’ is not a unit. It is a friendship with better vocabulary. Expertise sells badly as a friendship because neither side knows when they are done. Sell a scored review. Sell a go/no-go. Sell a red-team of a plan they already wrote. Those units respect the buyer’s uncertainty and your calendar. They also survive a day job, which retainers of ‘being available’ do not.
Do not bundle six units into a ‘transformation’ to look senior. Transformations hide the edge and invite scope creep. One sharp unit, repeatable, is how expertise becomes extra income. You can sell a second unit later. You cannot un-spill a foggy transformation. We will argue for the edge in the brief. If you cannot describe the artefact of the unit, you are still in posting mode. Stay there until you can, or accept you are not ready to sell. That honesty is cheaper than a pretty page around a fog.
Buyers of expertise who will not hire you as staff
The right buyer has a problem too small or too sharp for a hire, and too expensive to ignore. They do not want another employee. They want a judgement they cannot get from a junior. If they keep steering the conversation toward your availability next quarter as a contractor in their building, they are recruiting. Recruiting is not selling your expertise as a business. It is a job interview with extra steps. Be willing to lose them. A business that depends on one almost-employer is not extra income. It is a delayed start date.
Look for organisations that already buy specialists by the slice: plants with a quality hold, agencies with a delivery crunch, clinics with an inspection date. They understand units. Consumers who want ‘a quick brain-pick’ usually do not. Price the brain-pick out of existence or turn it into the smallest real unit. We will not help you run a free clinic. We will help you put a unit where those organisations can say yes without opening a vacancy.
What not to give away before you sell your expertise
Do not give away the decision. Give away the existence of the problem. Do not send a five-page email that is the diagnostic. Do not hop on ‘a quick call to see if I can help’ that becomes the unit. Use a paid unit or a structured enquiry that collects the mess in writing first. Free calls train experts to be cheap and train buyers to delay. If you are already famous, you can break this rule. Most people searching this page are not famous. They are leaking.
Also do not give away the method in a course before a single unit has sold. Courses are a different vehicle and a later problem. First prove a stranger will pay for the judgement in a tight window. Then, maybe, teach. The site we build is for the unit: named expertise, named buyer, path to purchase. Typically four to six weeks after you approve direction. Your expertise remains yours. The unpaid version of it can stop being the whole business. Income from the paid version remains unpromised.
Who this is for
- Specialists and senior professionals with hard-won knowledge
- People who are asked for advice but have never sold it as a business
What you leave with
Turn judgement into a unit of sale a buyer can purchase—so expertise invoices, instead of living as unpaid posts and favours.
One-to-one with the founder. Start with an idea — or with none. Typically 4–6 weeks after direction is approved. Income goals are ambitions, not guarantees. We help you build a credible business ready to reach customers—not promise specific earnings.
Common questions
How do I sell my expertise without giving the answer away in posts?
Publish the failure mode, not the decision. Sell a unit that walks into their mess—a review, a go/no-go, a scored diagnostic. We help you define that unit of sale in the Launch Plan. Posts are optional signposts, not the invoice.
What is a unit of sale when I sell my expertise?
A piece of judgement with an edge: it starts, ends, and produces an artefact or a decision, priced in pounds. ‘Ongoing advice’ is not a unit when you sell your expertise. We will push for that edge so the work can actually be invoiced.
Should I write a book or course before I sell my expertise?
No. Prove a stranger will pay for a tight unit of expertise first. Books and courses are later vehicles, not the launch. We will not build a library as a way to postpone the invoice, and we do not guarantee sales of either.
We build the operational business with you. Start with an idea — or with none. Business Opportunity & Launch Plan from £295. Change your mind within 7 days, before we meet — full refund, no lock-in.