The work, in detail.

What we were asked to solve, what we did, and what the numbers said. Not every business here has reached maturity; what we show is the work.

Scaling · Fractional marketing leadership · Three years, ongoing

Hey Sister!

Education that sells.

A scaling listed medicine brand for periods, perimenopause and menopause. Tasch has worked with it for three years, the last two as its remote fractional marketing lead.

The challenge

Hey Sister! sells a drug-free period-pain product direct to consumers. An agency's paid social campaign of static carousels was spending heavily and selling very little.

The test

Tasch ran a small test alongside the agency's ads, in the same account, for three days, with the same product. Three changes:

  • A face-to-camera education video with ambassador Jade Walker, answering the questions women ask about period pain, instead of a product shot.
  • Copy written for one audience, women around 25, so the ad itself said who it was for.
  • Clicks sent straight to the product page, not the homepage.
A small test first: three days, same account, same product
AdClicksClick to cartClick to purchasePurchasesCost per purchase
Tasch's education video1269.5%4.8%6Baseline
Agency carousel, broad audience7880.25%0.13%151 times higher
Agency carousel, period-pain audience1290%0%0No sales

Source: Meta Ads Manager report for the test period. Six purchases against one is a small sample, so the test only told us what to scale. The scaled results below are the real measure.

Once scaled

110 purchases
at a cost per purchase 66% below the account average. Second-best of 71 ads with 20 or more sales.
5.6%
click to purchase, more than double the account average of 2.65%.
2.1 times
the account's return on ad spend.
80% / 19%
higher click to cart and cart to purchase than the account average, from landing on the product page.
The Hey Sister! pharmacy education portal The Hey Sister! science page

The wider work

Creator video

Jade's original video ran for three years across 45 ad sets, converting at 1.8 times the account average. Jade-led ads drove about one in three sales.

Perimenopause funnel

A “Could it be PERI?” quiz feeds four phase-based email sequences. Quiz completions rose 171% in Menopause Awareness Month, and open rates reached 61% against a 35% list average.

Email flows, last 12 months

Welcome series 4.1% purchase rate, abandoned cart 3.1%, browse abandonment by text 5.3%.

Competition and Black Friday

Competition weeks lifted orders 19% and revenue 22% on the September average. Black Friday week lifted orders 73% and revenue 115% on early November, with sale-window revenue at 2.32 times the ad spend.

Product range

From one product to a range for teens, perimenopause and menopause, positioned for both women and pharmacy staff.

Pharmacy and science

A pharmacy education and training portal and the science pages, with claims kept within Therapeutic Goods Administration rules.

“This is the type of edutainment that is spot on for our demographic / target market. I suspect the open rate will be high. I particularly loved the research and the way the references were cited with their links. This approach to well researched & referenced blog writing is spot on, thank you Tasch.”

Rick FerdinandsCo-founder & Director, Hey Sister!

“She helped me believe in what I'm capable of. Everything she touches is magic.”

Jade WalkerHey Sister! ambassador, founder of Jade Walker Health

More case studies.

Clients who come back

Image Financial Group & LoanPrep

Financial services · Brand and website, then a new product launch · Two engagements

First the brokerage. Then the app.

We started by repositioning Image Financial Group, an established Perth finance brokerage, and rebuilding its website. Then its director, Maria Iannantuoni, came back with an idea for a lending app. We stripped it back to the how, why and who, and built the strategy, financial model, brand and copy around it.

2 engagements
the brokerage first, then LoanPrep
About 3 months
from an idea to in market
Approved
to advertise, as a compliant business
The Image Financial Group websiteThe LoanPrep website
Read the full case study

The challenge

An established brokerage needed a clearer position and a website that worked. The new lending app needed more than a product: a commercial model, a brand, consumer and broker documents, and legal, compliance and advertising approvals, all moving at once without stalling the launch.

What we did

  • Repositioned Image Financial Group and rebuilt its website
  • For LoanPrep: strategy, commercial planning and financial modelling
  • Brand and communication guidelines, and copywriting
  • Worked alongside the app developers and external agencies so the technical, commercial and customer sides fitted together
  • Reworked consumer and broker documents when LoanPrep became a credit representative, and kept the approvals moving

“Guy and Tasch have worked closely with me to develop LoanPrep and bring it to market, and their involvement has gone well beyond what you'd typically expect from a business consultancy. They helped me strip everything back to the fundamentals, challenging the how, why and who behind the business before building a clear strategy for moving forward. From financial modelling and commercial planning through to brand and communication guidelines and copywriting, they've been involved in practically every part of bringing LoanPrep to life.

What makes them different is that they look at the entire business, not just the product. Building an app is one thing, but understanding the customer journey, spotting where people might drop off and making sure the business behind the technology is commercially viable is something else entirely. They worked closely with our app development team and external agencies, connecting the technical, commercial and customer-facing sides so everything worked together. When LoanPrep became a credit representative, they reworked our consumer and broker documents around it and kept the legal, compliance and advertising approvals moving, so nothing stalled the launch. In around three months we went from an idea to a compliant business, approved to advertise and in market.

What I value most is that they genuinely take the time to understand what you're trying to achieve. They're not afraid to challenge your thinking, ask the difficult questions or suggest a completely different approach when something isn't right. And they don't hand over a strategy and leave you to work it out. They roll up their sleeves, work alongside you and help turn ideas into something real.”

Maria IannantuoniDirector & Finance Broker, Image Financial Group, and Founder, LoanPrep

Where it landed

A repositioned brokerage, and a new product in market, compliant and approved to advertise, in around three months. Visit LoanPrep

Building for investment

StatBreak

Sport technology · Fractional strategic, commercial and technical leadership · Ongoing

Commercial thinking. Technical execution.

StatBreak is the discovery layer for sport: ask in plain English, get a verified answer with the table behind it. Guy works across business strategy, AI product planning and technical assurance, and helped take it from a commissioned build to a company-owned product with a media beta partner, a partner-led route to market and an investment case.

Media beta partner
working sports-media staff using it inside a newsroom
Partner-led
licence model, on audiences partners already own
Investment case
built for a commercialisation round
A verified StatBreak answer with the table behind it
Read the full case study

The challenge

Sport data has a discovery problem and an accuracy problem. Asked a simple question about one player, a general chatbot answered in seconds and was wrong on both counts. StatBreak needed to prove a better answer was possible, then turn it into a business that did not have to buy its own audience.

What we did

  • Separated the reading from the maths: the language model interprets the question, deterministic code computes every number from documented formulas, so no statistic on screen is generated
  • Built the go-to-market: tailored deployments into partners' own surfaces, paid through an integration fee, a recurring licence and exclusivity where justified
  • Secured a media beta partner, whose staff used it in long runs of questions that showed what fans want next
  • Consolidated the product into one company-owned core, with the intellectual property assigned to StatBreak and the system portable to any standard cloud
  • Investment preparation: the commercial model, financial modelling, pitch materials and the case for a commercialisation round
  • Product planning, development governance, and smoke and canonical testing regimes

“Guy has been an invaluable strategic advisor to StatBreak. What has impressed me most is the breadth of his knowledge and his ability to add genuine value across so many different areas of the business. He has supported us with financial modelling, pitch decks, business growth and strategy, investment preparation, technology reviews and broader commercial decision-making. His versatility means he can quickly understand an issue, ask the right questions and provide practical, considered advice regardless of which part of the business we're working on. Guy is incredibly sharp, commercially minded and genuinely invested in helping StatBreak succeed …”

Julian BalthazaarDirector, StatBreak

Where it landed

Build to order, never build and hope: no new sport until a partner commits and a data route is secured. The same engine now produces the verified answer, the table, the artwork and games such as Box Score Challenge, ready for a partner to publish.

A sector facing change

ABC International Development

Media development · Training, research and consultation · The Pacific, Timor-Leste, Southeast Asia

Helping small media markets plan for change.

It started with media viability training for the Pacific Islands. That led to training and a broadband feasibility study in Timor-Leste, then speaking spots at the Digital Directions conference in Southeast Asia. Several years, one relationship, each engagement built on the last.

Pacific Islands
media viability training
Timor-Leste
training, and a broadband readiness feasibility study
Southeast Asia
speaker, Digital Directions conference
Stakeholder consultation in Timor-Leste
Read the full case study

The challenge

Small media markets facing a technology shift rarely have a plan for change. Timor-Leste's media needed to understand what high-speed broadband would mean for revenue, audiences and its institutions, before it arrived.

What we did

  • Media viability training for media organisations across the Pacific Islands
  • Training in Timor-Leste, then research and consultation across the Press Council, media companies, telecommunications providers, advertisers, government, non-government organisations and development partners
  • A feasibility study for a digital content aggregator, and an assessment of the Press Council's capacity to lead the transition
  • Speaker at the Digital Directions conference in Southeast Asia

“In working closely with Guy Turner of Turner & Co over several years, I have been impressed by the energy and practical focus he brings to his work, with an emphasis on modern, locally driven solutions that partner organisations can sustain. I have engaged with Mr Turner's work across the Pacific and Timor-Leste and directly oversaw his recruitment to lead research and stakeholder consultations on how Timor-Leste's media sector could prepare for high-speed broadband, including the feasibility of a digital content aggregator model and the capacity of the Press Council to lead that transition. The engagement required consultation across the Press Council, media companies, telecommunications providers, advertisers, government, non-government organisations and development partners, and drew on his experience in digital media strategy, audience research, commercialisation and stakeholder management.”

Aaron Kearney OAMDirector, Engagement and Programs, ABC International Development. Personal endorsement.

Where it landed

Modern, locally driven options that partner organisations can sustain, and a clearer picture of who could lead the change.

Preparing for acquisition

Renaissance Cosmetic Clinics

Cosmetic medicine, Western Australia and Victoria · Commercial growth and acquisition readiness · 2022

Getting a founder-led group ready for a buyer.

Founded in Western Australia in 2002, Renaissance had grown to eight branded clinics across Western Australia and Victoria, plus a supervising and prescribing service for nurse injectors. As its commercial growth adviser, Guy helped prepare the group for discussions with a clinic management group looking to acquire it, and was keynote speaker at its conference in Bali.

8 clinics
across Western Australia and Victoria
2 revenue streams
branded clinics, and a service for independent nurse injectors
5 months
of commercial growth advice in 2022
Renaissance Cosmetic Clinics
Read the full case study

The challenge

A founder-led group with several entities, its own clinic management software and two revenue streams needed to show a buyer, clearly and in one place, how each clinic performed and where the business could grow.

What we did

  • Brought the business overview, company structure, team and advisers into a single acquisition-ready document
  • Reviewed the website, search, paid media and booking flow, and found where new customers were being lost before they booked
  • Modelled customer acquisition cost, repeat visits and customer value by clinic
  • Set out the growth plan a buyer could fund: marketing automation, loyalty, a new website, the skincare range and recruitment

Keynote speaker

Guy was invited to give the keynote at the Renaissance conference in Bali.

Where it landed

A buyer-ready picture of the group: its performance clinic by clinic, the systems it runs on, and a costed view of where investment would pay back first.

What's your next chapter?