I've built businesses, sold one to Just Eat, and now I help others do the same.
Not from a book. Not from a course. From actually doing it, failing at bits of it, and figuring out what actually works.
The Short Version
In 2006, I launched a takeaway ordering website called FillMyBelly. Everyone told me it wouldn't work. The internet was still dial-up for most people. Ordering food online? Madness.
Seven years later, it was the UK's third-largest takeaway platform. Then Just Eat bought it.
"That exit taught me more about business than any MBA ever could. What works, what doesn't, and why most advice from people who've never built anything is completely useless."
Since then, I've been in the weeds with dozens of businesses. Startups finding product-market fit, established companies stuck at revenue ceilings, founders brilliant at craft but drowning in operations.
I've seen what breaks businesses. And I've seen what makes them fly.
What I'm Building Now
I'm not a full-time coach sitting in an ivory tower. I run businesses. Every day.
NotLuck
CRM & Automation Agency
My agency builds systems for businesses who want to grow without drowning in admin. We specialise in human-first automation that feels personal, not robotic. From solo founders to multi-million-pound companies — we fix messy CRMs and broken follow-ups.
Bertiecord
Coaching & Mentoring
One-to-one work with founders who are stuck because growth creates new problems. No generic frameworks — direct, practical mentoring using systems I've built and tested in real businesses.
People Ask Why I Coach
"If you know how to build successful businesses, why help other people instead of just doing it yourself?"
Honest answer? I fucking love it.
There's something different about watching someone else have that breakthrough moment—when the thing that's been blocking them for months suddenly clicks. That hit is unmatched.
I've been on the other side; I know what it's like to feel stuck with no one who actually gets it. I try to be that person for others.
Things I Believe
Systems Beat Hustle
Working harder isn't the answer. The right systems let teams scale predictably, reduce chaos, and free founders to focus on strategy over constant firefighting.
Automation Feels Human
If your automations sound robotic, you're losing trust. Technology should enhance relationships, not replace them — human-first sequences convert better and scale trust.
Most Advice Is Useless
If someone hasn't built what you're trying to build, their advice is theory. Seek operators with exits and scaling experience; practical experience beats opinion every time.
The Bottleneck Is You
Founders often become the constraint. Recognising it is hard but necessary — delegation, systems, and candid feedback remove growth blockers fast.
Done Beats Perfect
Shipping imperfect work teaches you far more than planning perfection. Iterate quickly, measure what matters, and improve with real data, not hypotheticals.
Business Should Be Fun
If building your business makes you miserable, change it. Work should be rewarding; design a business that sustains your life, energy, and curiosity.
What Working With Me Is Actually Like
A practical, no-fluff approach — what to expect from sessions, communication, and outcomes.
→ Direct, no‑fluff feedback
→ Focus on systems over tactics
→ Practical sessions with clear homework
→ Confidential, honest conversations
→ I challenge assumptions and hold you accountable
→ We set aggressive, measurable milestones
→ Expect tangible deliverables between meetings
→ Short async check-ins for momentum.
Let's See If We're a Fit
Whether you want help with strategy, systems that actually work, or just want to pick the brain of someone who's been through it, I'm up for a conversation.