Guy leads Prove
Commercial strategy and research. Ran digital for News Corp in Western Australia and led strategy and insights at The West Australian. Is the market real, and which path to market wins?
You've got the idea. Now build the business around it.
Whether you're about to spend on a build or you've already spent it, Prove and Perform puts your offer in front of real buyers, works out what your cash can carry, and gets you moving towards customers and traction.
Launch program €4,950, paid in three stages8 to 14 weeksTest advertising and platforms paid separately, in your name
Find your starting point →Talk to Tasch and Guy
We've worked alongside founders in finance, advertising, sport and medical technology, and we've built our own venture too.
Who we've worked with and for
Wherever you're starting, you don't have to work it out alone.
Same method, same two of us, two different front doors.
Before the build
You have an idea.
You're excited about what it could become, and you've maybe started pricing developers. Before you commit tens of thousands to a build, you want to know who will buy it, how you'll reach them and what your savings can carry.
You get: evidence from real buyers, your numbers, and a straight recommendation to build, change, test further or stop.
After the spend
You've already started.
The product is built or well underway, and the money has gone in. Now the questions keep multiplying: who your first customers are, how to reach them, what it will cost, and how to show investors traction when you need money to create it.
You get: an honest look at what's built, what's spent and what's missing, then a plan for traction that we work through with you.
Prove and Perform
things between an idea and a working business
Already built? Then you've probably found half of these the hard way. Every one is a single action with an owner, and we help you work out which ones matter first. You lead the ones only a founder can do, and we lead the rest with you and the right specialists.
Investors want traction. Traction takes money.
We call it the chicken or the egg, and we know it because we're living it too.
We've put serious time and money into a venture of our own, then sat in front of investors who only wanted to see traction. Funding beyond friends and family is the hardest we've seen it at the startup conferences we go to. Everyone talks about supporting early-stage founders, and few actually go early.
We've also worked alongside founders who came to us after the build, with a product underway and the commercial questions still open: who buys, how to reach them, what they own, and how much cash is left to get there. Prove and Perform grew out of both sides of that.
The build gets the budget
New businesses pay top dollar for detailed web apps or beautiful websites. Then winning customers gets a fraction of that spend, and it's the first line cut when money tightens.
Cash isn't planned against the tests
Founders rarely know the month they run out of money, so the pivot comes too late, when there's no runway left to make it.
Research is rarely bought at all
Proper research is too expensive and complicated for small businesses, so the research method becomes a chatbot, and nobody joins what the market says to what makes people act.
Research to confirm, not to test
Founders are in love with the idea, so the prompts lead, the positive trends get the weight and the negative signals get explained away.
The path to market is assumed
Founders pick selling to consumers, to businesses or through partners on instinct, then pour money into that path.
The foundations come last
Who owns the code, what the employment contract says, which claims the ads can make. These turn up after the money's gone, when they're dearest to fix.
Your personal accelerator, accelerated.
No intakes to wait for, no attendance, no application panel and no equity.
Before you sign a build quote, or before you spend another cent on the one you've got, spend €950 finding out where you stand. The launch program is €4,950 in three stages, and every stage after the first is decided at a gate.
The alternativeWhat it costs the founderWhere we're different
AcceleratorsEquity, intakes, often full-time attendanceNo equity, start any week, fully remote
Startup studiosA large share of the companyA fixed fee, and the business stays yours
Build agenciesTens of thousands to build, proven or notWe prove demand first, for a fraction of a build
Courses and AI toolsLittle money, but you do it alone and stallWe do it with you, in your own accounts
Apply, develop, prototype, get traction, grow, or cut.
Each stage ends with a gate where you proceed, pivot or stop, and stopping costs nothing more.
The gates are placed from your cashflow, not the calendar, so if your last safe pivot point moves earlier, the gates move with it. Already built? Apply takes stock of what you have, and Prototype tests your existing product in market rather than a new one.
Apply
€950Where does the business stand, and when does the cash run out?
Founder sessions, cashflow and runway, your last safe pivot point and quit point, the spend tracker, ranked assumptions and the test plan. If you've already built, this is where we take stock of what's built, what's spent and what's missing.
About 2 weeks
Develop
€1,500Which market, and which path to market?
Market research and sizing, path to market, message tests, offer and price, the channels this business needs, and an outreach plan where direct outreach makes sense.
2 to 4 weeks
Prototype
€2,500Will the right people act?
A focused launch website, tracking, a short email sequence and one live test of up to four weeks, set up and run with you on one or two channels, then the findings and a recommendation.
4 to 8 weeks
Traction
From €1,500 a monthDoes it repeat at a cost the business can afford?
Optional, scoped after a go. Running the ads, the outreach, the content and fuller email sequences with you.
Usually 2 to 3 months
Grow
Retainer from €1,500 a monthCan the team run it without us?
Handover into your own accounts and your own AI workspace is included in the launch program. The retainer is optional.
Ongoing
Launch program: €4,950, paid stage by stageApply, Develop and Prototype. Everything after Apply is decided at its gate, and a pivot restarts at Develop for €2,950, because the cashflow work carries over. If you've already built something complex, Apply ends with a written scope and fee for the rest, agreed before anything else is spent.
Runway sets the gates.
Apply starts with your cash: a weekly view for the next quarter, and a monthly view to the end of the runway. From it we find the month the cash runs out, then work backwards.
This isn't failing fast. The aim is to pivot or cut while the runway still pays for the next attempt.
Cash floor
The buffer the business never goes below.
Pivot reserve
What one more Develop and Prototype round would cost.
Last safe pivot point
The month when cash above the floor equals the pivot reserve. Every gate is scheduled before it.
Funding trigger
If a raise, grant or deal hasn't landed by an agreed month, spending drops to the next plan down automatically.
The quit point
Every founder with a day job is really asking one question: when can I quit? In Apply you set the numbers that would make leaving safe, for example revenue covering an agreed share of your salary for a set number of months, plus enough runway to pivot once. The gate is checked every cycle, and until it's met the answer is to keep the job and keep testing, and we say so plainly.
Already full time on the business? The same numbers tell you how long you have to show traction before the money, or your nerve, runs out.
We help you build and test your own numbers. We don't give financial, legal or investment advice.
What's in the launch program.
Every account is opened in your name, and we get user access, never ownership. Like a web developer handing over a site, you keep everything at the end.
Budget and profit and loss
A budget by stage with the pivot reserve ring-fenced, a monthly profit and loss that starts as a forecast and fills with real numbers, and unit economics read from the tests rather than guessed. It's also the first document an investor, lender or grant body will ask for.
Systems and platforms spend tracker
One register of every system, platform and subscription the business pays for, with its renewal date and owner. If you've already built, this is often where the first savings turn up, and every cancellation shows how far it moves the cash-out month.
A launch website before the full build
One to three pages carrying the offer and a deposit, pre-order or enquiry form, live within the first two weeks of Prototype and measured against the pass and fail numbers. If the path is cut little is lost, and if it wins it becomes the brief for the full build.
One live test, run with you
Ads set up in your own accounts from our templates on one or two channels, with every conversion recorded before the first euro is spent, then run with you for up to four weeks. The pass and fail numbers are agreed before it starts, because a waitlist sign-up isn't a sale.
The quiz, where it suits the test
If a quiz is the right way to learn about your buyers, we build it on our quiz engine, hosted in your own account. You own your customer records and have access to everything collected. If it isn't the right test, we use something else.
A plan for reaching the right people
Where direct outreach makes sense, we work out who you need to reach, why they'd care and the approach to start those conversations. The plan can guide your own outreach or brief a specialist. Building and running outreach is scoped separately.
A short email sequence
Welcome, results and confirmation emails, written in your voice and sent from your own account, with the records set up so mail reaches the inbox.
Counsel-ready legal pack
Checklists that show what applies to you, starting with your own employment contract and who owns what's been built, templates from qualified in-country legal platforms, and a clear point at which to bring in a lawyer. We prepare the brief. Qualified counsel gives the advice.
The handover
A product guide for you, a technical handover for whoever builds next, and your own AI workspace set up with the method, your business context and your voice.
Scoped separately, only after a go
Building and sending cold outreach, running ads beyond the first test, fuller email sequences, a content calendar, building more AI agents or connecting systems, and ongoing upkeep. These sit in Traction and Grow, quoted before they start.
Build the team before you can afford the team.
When you're building a business, you're the researcher, marketer, salesperson, project manager and bookkeeper, often all on the same day.
We help you work out where AI tools and agents can take on useful, repeatable work alongside you: organising research, watching competitors, preparing content briefs, keeping the spend tracker current or drafting follow-ups for you to send. Each one gets a clear job, a human who checks its work and a rule for when it asks you first. You keep more time for the decisions and relationships that need you.
In the launch program
- Find where AI could support the business, and rank what's worth doing first
- Set up your own AI workspace with your business context, voice and instructions
- A practical handover so you can run and adjust it yourself
Scoped separately
- Building and connecting more agents, or more complex workflows
- Automating actions across several platforms
- Ongoing monitoring, maintenance and improvement
You own your accounts and the work created in them.
You work with the two of us, start to finish.
No account manager, and no junior handed your file after the sales call. We've built our own ventures alongside client work, from Test Drive Spain to Terano, so we know what it feels like when the money going out is your own.
Tasch leads Perform
Psychology, copy and cashflow. Her ad and editorial copy has run in Vogue and Marie Claire. Why would people act, and can the business afford to find out?
Built once, used many ways.
Almost every part of the program already exists, because we build everything to be used more than once.
The research engine behind Seasons by Passport, the quiz behind Test Drive Spain, the StatBreak game builder, the Hey Sister! Vending Machine, Sunburst and Mindshelf all came out of our own ventures and client work, and each one is a template in the program. Every new install goes back into the library, so the next one is faster and cheaper.
The proof is in the case studies: LoanPrep going from an idea to an operating business, approved to advertise and in market, in around three months, and Hey Sister!'s 110 purchases at a cost per purchase 66% below the account average.
What founders and clients say.
Clients, colleagues and partners, in their own words.
“Guy and Tasch helped me take LoanPrep from an idea to a compliant business, approved to advertise and in market, in around three months.
They're not afraid to ask the difficult questions, and they don't hand over a strategy and walk away. They roll up their sleeves and help turn ideas into something real.”
“He immediately recognised the core potential of the platform while also identifying the areas that needed strengthening to properly de-risk the business and position it for growth. Guy has provided strategic guidance across virtually every facet of the company; from refining the pitch deck and financial modelling to ensuring our legal and structural foundations were properly established.”
“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 …”
“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.”
“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.”
“Tasch wrote the copy for the Nonna & I website and absolutely nailed it. I sent it to the client and he loved it. No changes, not a single tweak. She captured the heart of the brand perfectly on the first go.”
“She genuinely cares about the outcome and it shows in every single word.”
“She helped me believe in what I'm capable of. Everything she touches is magic.”
“A powerhouse copy-queen, conversion-obsessed creator and human-first marketing genie. You should 1000% work with her. She's an EDM Boss... her results speak for themselves.”
“Someone who not only understands the brief but elevates every element of the work. Tasch is that person.”
“Her clarity of thought, concise briefing style, and precise communication were critical to the success of every project we undertook.”
“Guy has a deep understanding of how large, complex organisations operate, not just in theory, but in the real-world context of competitive, fast-moving markets. I've seen him design and deliver audience, revenue and operational strategies that boosted profitability and positioned companies for sustained growth. Through brand transformations, mergers and crisis management, Guy has demonstrated exceptional leadership - calm under pressure, able to align boards, executives, and teams around a shared vision, and always laser-focused on results. His skill in translating data and market intelligence into clear, actionable strategies consistently drives impact.”
“I worked with Guy for a long time across several digital, sales and marketing roles at News Corp where he demonstrated a deep understanding across all aspects of digital, as well as forming strong relationships with clients, agencies and internal stakeholders. I know he has since built significantly more skills, both in breadth and depth, across the digital spectrum … I can genuinely offer no higher recommendation for someone in this field - he knows how to get stuff done and how to get results.”
“I have been working with Guy on numerous projects over the last few years … Guy has displayed an extensive knowledge of business, media, marketing and strategy. We have worked on diverse sports technology projects such as concussion, digital media, sports business, gambling and sports statistics. Guy brings an energy and enthusiasm for effectively completing the task. He challenges everyone with critical thinking at all stages …”
Already raising? Term Sheet Ready.
Investors want traction, and a story and numbers that hold up. If you've got a product and a deck and you're about to start pitching, your lane starts with a free First Read.
Send us your deck and we score it on eight areas, with three things to fix first and a 20-minute call. If you need more than one fix, Term Sheet Ready spends eight weeks getting the story, the numbers and the data room ready before you send it. Founders from the launch program arrive with their model and their test evidence already built.
FreeFirst Read
A written scorecard on your deck and a 20-minute call.
€1,950Term Sheet Ready, group
Four to six founders, a weekly online session and written feedback.
€4,900Term Sheet Ready, one to one
Private sessions, the same eight weeks, and a Scenario Lab built on your own model.
From €8,500Done for you
The one to one program, plus we write the deck, the one-pager and the investor emails.
We get you ready for a term sheet. Your lawyer reads, explains and negotiates the term sheet itself, and we can't promise you'll get one.
Two lines on every proposal.
Program fees are fixed, by stage. Platforms and test advertising are paid by you directly, in your own name.
We don't mark up platforms or hold your money, because our income is the program. As a guide, allow €1,500 to €5,000 for test advertising, plus about €50 a month for platforms during Prototype. We size the test budget with you in Apply, against your runway, so a test never spends money your cash plan can't carry. Funded and established businesses entering a new market are scoped separately, from €8,000.
Your platforms and tests
- Website and quiz hosting
- About 9 US dollars a month
- €0 to €50 a month
- Customer record
- €0 to €50 a month
- Quiz engine licence
- Included during the program
- Test advertising
- €1,500 to €5,000 in total
- Outreach tools, in Traction
- €300 to €600 a month
Our program
- Apply
- €950
- Develop
- €1,500
- Prototype
- €2,500
- Launch program
- €4,950
- Pivot round, Develop and Prototype
- €2,950
- Traction
- From €1,500 a month
- Grow retainer
- From €1,500 a month
Fees exclude value added tax where it applies. After the program, you can keep the quiz engine on licence, quoted at handover, or export everything it collected.
Short answers.
I've already built it. Is this for me?
Yes, and it's where we do our best work. Apply takes stock of what's built, what's been spent, what you own and what's missing, then we test your existing product in market. If the business is complex, Apply ends with a written scope and fee for what comes next, agreed before anything else is spent.
Do I have to quit my job?
No. The program runs around a day job, in evenings and weekends. Your quit point is set in Apply, and until the numbers say it's safe, the answer is to keep the job and keep testing.
How much of my time does it take?
Likely four to six hours a week. Some of the work only a founder can do, like interviewing the people who have the problem, and we lead the rest with you. If you go quiet for two weeks, we pause the clock rather than rush the gate.
What will I know at the end?
You'll have evidence from real buyers, a clearer picture of the costs, and a straight recommendation: build, change, test further or stop. Sometimes the market gives a clear answer and sometimes it gives a partial one, and we'll tell you which.
What costs extra?
Your own platforms and your test advertising, both paid directly in your name, and any specialist advice such as a lawyer or accountant. Traction and the Grow retainer are optional and only come after the evidence says go.
Do you run cold outreach for me?
Not in the launch program. Where outreach makes sense, the program includes the plan: who to reach, why they'd care and how to start the conversation. Building lists, setting up sending and running campaigns is scoped separately in Traction.
What if the answer is no?
Then you've saved the build, or saved the next round of spend. Stopping at a gate costs nothing more, and you keep the evidence, the financial model and your AI workspace. A pivot restarts at Develop for €2,950.
Who owns the accounts and the work?
You do. Every account is opened in your name from day one, and at handover you keep the dashboards, the playbooks, the cashflow model, the spend tracker and the record of what was tested and why.
Do you take equity?
No. The program is a fixed fee, paid by stage.
Is this financial or legal advice?
No. We help you build and test your own numbers and prepare the brief for your accountant or lawyer. Qualified counsel gives the advice.
Where do you work?
Online, with founders anywhere in Europe, from our base in Cyprus. Every outreach plan checks the rules of the country it goes to.
Find your starting point.
Three quick questions about where your idea or business is up to. You'll see a suggested starting point straight away, and you only share your details if you want to talk it through.