The Craft
Bridging strategic gaps

Empowering strategic questions to be explored, understood and answered.

As businesses evolve, so do their structure, the type of challenges they solve, the market they can serve and the capabilities they offer.

This type of growth eventually means the business has to consider its market positioning, stating what it is, what it does and what its capabilities are; to ensure internally and externally it's understood and valued.

If not, internally people become fragmented and externally market perception lags behind the reality. And both these directly impact revenue and value.

We've worked with business leaders during these periods; helping them to be more certain about the future direction and to close The Strategic Value Gaps in understanding that can emerge.

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Answering strategic tensions

Fundamentally, the big question can simply be answering what the business is now and what its changing into to support its future growth and value.

Along side this are common questions we've helped leaders to answer that include:

How to maximise value to raise capital and keep investors onboard

Reducing the risk that investors won't understand your evolving business, its future value and the opportunity. And they compare it fairly to other opportunities. Enabling you to secure the right type of investors on better terms.

How to bring the markets perception inline with what the business is becoming

Changing the market's perception in line with what the business is becoming. Resetting lagging market understanding to reflect how the business capabilities have evolved, addressing falling sales and increasing revenue opportunities.

How to de-risk the business scaling into new markets, service areas and customers

De-risking how the business activates strategic change; enabling you to launch new products, expand into new markets, engage new customers types with greater efficiency and success.

How to reduce disruption caused by internal fragmentation when the business goes to market

Realigning a business fragmented through growth; through the acquisition of businesses, the focus on products lines, the activity of business divisions and brands. Enabling go-to-market activity in line with business vision and strategy.

How to integrate new capabilities into the portfolio post-acquisition

Overcoming unseen barriers beyond operational integration to realise the value of combined capabilities, enabling you to actively up-sell and cross-sell combined portfolios to existing and new customers.

How to influence a high value realisation ahead of future exit

Removing areas of uncertainty and risk to potential acquirers impacting the business's attractiveness to buyers, positioning a unified business that represents high potential to maximise value realisation.

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The goals and challenges might be common. Every businesses we work with is unique.

Bridging the gap for each of our clients' is complex; a shift in category, an alignment of divisions, an entry into an adjacent market, a portfolio evolution, a progression in the type of customers, an integration of capabilities and teams.

But there is one common outcome; a clear market positioning, a strong value proposition and an enabled business that can deliver the desired results, when failure is not an option.

We enable the business leaders to answer based on fact the key strategic questions around how the business can be positioned in the future.

And in doing so equip them and their business to communicate to the market in a clear and consistent way so the business is understood and its value is recognised.

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Types of engagements

The Foundation Play

Answering how to talk about what the business is becoming

Creating a usable definition of what the business is now, what it does, what it offers, how that is relevant to the market, the benefit it enables and why it is differentiated.

The Investment Play

Explaining why capital should flow into the business

Developing the investible narrative that works for customers and investors simultaneously.

The Red Thread Play

Bringing purpose and relevancy across the entire business

Defining what binds the entire business together as a proposition of value through a period of transformation.

The Market Play

Staking the claim for the right to win and be differentiated

Defining what binds the entire business together as a proposition of value through a period of transformation.

The Capability Play

Reshaping the natural order into a new highly relevant state

Shaping the portfolio structure and offering to elevate cross-sell, upsell and solution-led deals.

The Exit Play

Stipulating the optimal value and opportunity of the business

Crafting the optimal exit return making the businesses value clear, opportunity valuable and brand estate low-risk.

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Get in touch

Every business we work with is different, each leadership team we collaborate with is unique. What we provide is the robust and proven process that enables decisions to be made, action to be taken, and makes the future seem more certain.

The Craft Eagle Tower Montpellier Drive Cheltenham GL50 1TA United Kingdom