Results. Measurable. Repeatable.
No vague promises. Concrete interventions with before/after numbers. Every case below was lived from the inside, not observed from the outside.
Sortlist — The pricing pivot that saved the company
Contexte
B2B marketplace connecting companies with marketing agencies. €3M ARR but disastrous unit economics — each client cost more than they generated.
Challenge
Shift from a commission model that didn't scale to a recurring SaaS model, without losing the existing client base or demoralizing the sales team.
Action
Complete pricing overhaul in 8 weeks. Progressive migration of existing clients. New subscription model with 3 tiers. Sales team retrained on new pitch.
Résultat
ARR went from €3M to €10M in 24 months. LTV multiplied by 4. Churn reduced from 45% to 12%.
Sortlist Germany — Cross-border M&A
Contexte
Opportunity to acquire a German competitor to accelerate entry into the DACH market.
Challenge
Structure the deal, conduct due diligence, negotiate with German founders, integrate two radically different company cultures.
Action
Financial and technical due diligence in 6 weeks. Term sheet negotiation. 12-month post-acquisition integration plan.
Résultat
Acquisition closed in 4 months. DACH market share +35% in 12 months. Team integrated with no major turnover.
Sortlist — 9 countries in 3 years
Contexte
Belgium-only presence. European ambition but limited budget and 15-person team.
Challenge
International scaling without raising a Series B. Finding the right expansion model for each market.
Action
Market evaluation framework with 5 criteria. Hybrid model: offices for top 3 markets, remote for others. Reproducible country launch playbook.
Résultat
9 countries opened in 3 years. International revenue from 0% to 65% of total. Team from 15 to 100+.
See yourself in one of these?
Broken pricing, stalled growth, deal to prepare — every month of hesitation has a cost.
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Pricing, unit economics, M&A, growth — the lessons I wish I'd had when I was in your seat. Every Wednesday, in 5 minutes.