Consulting
Maddox Dixon: £5k packages to a £90k package and £1m in 18 months
A consulting business selling £5k packages to price-led buyers, repositioned around the buyer who values the outcome. Top package sold at £90k, just over £1m in 18 months, and part of the business later sold.
Maddox Dixon
2026
The firm, before
A genuine expert selling £5k packages. The buyers that price attracted were the ones least likely to value the work. There was no defined commercial model and no single direction: real capability, with nothing commercial built around it.
The problem
Five issues. Priced too low, which set the ceiling on the business and on the calibre of buyer it attracted. The wrong buyer, chosen by the price rather than by the outcome, and the least likely to value the work or pay more for it. No commercial model, so growth had nothing solid to build on. No single direction, with energy spread across too many things. And an offer worth many multiples of what it was charging.
The decision
Price the offer on the value of the outcome rather than for whoever would pay £5k. Choose the buyer who values that outcome and can pay for it. Build one commercial model around the premium offer. Pick one direction worth building. Treat the business as an asset rather than a job.
What changed
The offer, the price, the buyer and the model were rebuilt around a single premium offer, and the business stopped selling to the buyer it had been attracting. The repositioned business became something that could be valued, which is what made the later sale possible.
What happened
£5k packages to a £90k package
The top package sold at £90k, eighteen times the starting price point. Revenue across the following 18 months came to just over £1m, confirmed by Sam in writing. Part of the business was later sold.
The positioning changed the buyer, the price and the model. The delivery and the selling were Sam's own. The revenue figure was confirmed by the client by message.
In their words
Published
If your firm is good at the work and still not chosen for the clients it could serve, the first call establishes whether positioning is the problem. If it is not, I will say so.