Case studyKai / Commercial strategy & automation
Connecting brand, commercial strategy and automation.
A website and branding engagement that developed into a broader role in a London catering business.
- Catering companies in acquisition discussions
- ~10
- Inbound lead qualification workflow
- AI + CRM
London
Designed and built
~ denotes approximately.
01 / Context & role
An engagement that grew beyond the website.
The work began through PonderMapp as a rebranding and website reconstruction project. It developed into a broader commercial role spanning marketing, business development, automation and acquisition strategy.
I rebuilt the marketing foundation around higher-value private and corporate catering clients, working on positioning, messaging, client targeting and the website. Ongoing work included email, social media, demand generation and event marketing.
02 / Commercial strategy
Helping develop a catering roll-up strategy.
The strategy targeted the acquisition of multiple profitable catering businesses. Its commercial thesis centred on operational efficiencies through centralised procurement, shared administration, shared staffing and integrated systems.
I helped evaluate targets, prepare acquisition presentations and investor materials, and support founder discussions and negotiations. Approximately 10 catering companies in London were involved in acquisition discussions.
- Acquisition strategy and target evaluation
- Investor materials and tailored acquisition proposals
- Founder discussions and negotiation support
Outcome
The work developed an acquisition strategy and supported discussions with target businesses. Operational efficiencies were the intended value of the strategy, rather than a reported financial result.
03 / AI & operations
From an enquiry email to a structured sales opportunity.
Inbound event enquiries required manual review and processing. I designed and built a workflow to extract the useful information and move it into the CRM.
The system’s purpose was to reduce manual administration and improve the speed of enquiry handling.
- 01Read inbound enquiry
- 02Extract event information
- 03Qualify the enquiry
- 04Check calendar availability
- 05Create HubSpot contact & deal
- 06Populate quotation information
04 / Business value
Connecting demand with the systems behind it.
The work brought brand positioning, demand generation and sales operations into the same remit. The website and messaging focused on the clients Kai wanted to attract; the automation structured how their enquiries were handled.
Alongside that day-to-day work, the acquisition materials supported a longer-term commercial strategy for the business.
Supporting the story