The brief
Through Custom Digital I prepared marketing documentation for a food-ordering app.
How I approached it
- An app marketing planning document covering the overview and positioning (Jul 2020).
- Cover and profile images.
How I work on projects like this
This project sits in my Growth Strategy work, in Travel and Hospitality.
Growth Strategy Expert level
What I do. Built whole-business growth strategies, usually starting from the website: Bdtask's own product site, Lead Academy's website and funnel transformation, Xnexz from zero, plus site architecture for Bali Elite Villas, Best Link Digital, Cyanergy and Synapse. Wrote dated plans with phases, targets, budgets and guardrails for my current businesses and clients.
How I work. Discovery, audit, site plan and wireframes, positioning and offers, channel roles and KPIs, calendars, then monthly review. For plans: baselines, phases, monthly targets by channel, budget, milestones and owners, monthly review and quarterly re-forecast.
Track record. Xnexz UK plan (31 strategies, 13-week timeline); Stayverz roadmaps; JAK's Laundry 5-year model; MKE Google Ads launch executed (Mar 2025). Lead Academy web sales £93K → £225K (+142%) after the website and funnel strategy; Bdtask single page → own product website; Xnexz built from zero (125 URLs).
The first 30 days with a new business
- Week 1
Meet founders and team, agree goals, get data access.
- Week 2
Channel and funnel audit: current spend and cost per result.
- Week 3
A 90-day plan with KPIs, budget and owners.
- Week 4
Reporting rhythm live and the first quick wins shipped.