Evans Founder Advisory
A commercial sounding board for founders.
Experienced commercial advice for founders who want challenge, perspective and practical direction — without paying Evans to run the sales function for them.
- Monthly fee
- £249 + VAT
- One-to-one
- 60 min / month
- Who with
- Tom Evans
Advice, not execution
You make the decisions.Evans helps you make better ones.
For founders who want someone experienced to challenge their thinking, pressure-test commercial decisions and help them stay focused on what will actually move the business forward. You stay responsible for execution; Evans brings the commercial judgement.
Who it is for
- Founders and business owners
- Startup founders
- Owner-managed businesses
- SME Managing Directors
- Early-stage growth businesses
- Founders without a senior commercial person internally
- Founders still personally responsible for sales and commercial decisions
- Founders who do not yet need Evans to execute a full commercial engagement
Sound familiar?
What founders bring to the conversation.
“I have too many ideas and need help deciding what actually matters.”
“I need someone commercially experienced to challenge my thinking.”
“I’m not sure whether my pricing is right.”
“I need to decide which market or customer segment to focus on.”
“I’m considering hiring a salesperson.”
“I don’t know whether to build something, sell something or abandon it.”
“I need a second opinion on a proposal or commercial decision.”
“My sales activity feels busy but isn’t translating into enough revenue.”
“I’m deciding whether to enter another market.”
“I’m the only person making the commercial decisions and need someone to talk them through with.”
What is included
£249 + VAT a month buys experienced commercial judgement.
- One 60-minute one-to-one commercial advisory session each month with Tom Evans
- Direct founder-to-advisor discussion — no junior account manager
- Review of your current commercial priorities
- Challenge on assumptions and decisions
- Pricing discussion
- Sales strategy discussion
- Proposition and offer review
- Market and customer-segment prioritisation
- Pipeline and sales-process discussion
- Hiring and sales-team thinking
- Commercial problem solving
- Accountability against the priorities you agree
- Review of one defined proposal, pricing decision, plan or commercial document per month
- Reasonable between-session questions for decisions that cannot sensibly wait until the next session
What is not included
The boundary is deliberate.
- Evans selling on behalf of your company
- Prospecting campaigns or lead generation
- Opportunity Engine delivery
- Candidate sourcing or recruitment execution
- Distributor search or market research projects
- Website builds or Digital Infrastructure projects
- Content production or bid writing
- Ongoing sales management or sales-team management
- Extensive document writing or detailed implementation projects
- Unlimited calls or unlimited access
- Fractional Commercial Leadership
When you reach the point where Evans needs to execute rather than advise, the right route is Growth Partner, the Opportunity Engine or Fractional Commercial Leadership.
Examples
Decisions Evans can help you think through.
Pricing
Should we raise prices, and how do we handle existing customers when we do?
Focus
Which of three possible customer segments deserves the next six months?
Hiring
Are we ready for a first salesperson — and what should that person actually own?
Proposals
Does this proposal make the value clear enough to justify the price?
Markets
Is entering another country the right next step, or a distraction?
Product
Keep building, start selling harder, or stop and redirect?
How it works
The monthly relationship.
Simple, personal and bounded — so the time goes on the decisions that matter.
01
Monthly session
A 60-minute one-to-one with Tom Evans, focused on the decisions in front of you.
02
Agreed priorities
Each session ends with the two or three commercial priorities you are taking forward.
03
One document review
Send one proposal, pricing decision, plan or commercial document each month for considered feedback.
04
Reasonable questions between sessions
Short questions on decisions that cannot sensibly wait until the next session are included.
05
Accountability
The next session starts with what happened — not with a blank page.
Why an outside view helps
Why an external commercial sounding board is useful.
Independence
An outside advisor has no internal politics, no stake in yesterday’s decision and no reason to tell you what you want to hear.
Pattern recognition
Many commercial problems — pricing hesitancy, pipeline drift, a first sales hire that doesn’t work — follow recognisable patterns.
Focus
A monthly conversation forces a founder to name priorities and to stop the ideas that are quietly consuming time.
Decision quality
Talking a decision through with someone commercially experienced before committing money or time is usually cheaper than correcting it afterwards.
More on this in why founders need a commercial sounding board.
Know what you are buying
Coaching, advisory, consulting and execution.
Coaching
Helps you find your own answers through questioning. Usually focused on the individual: confidence, habits, leadership behaviour.
Advisory
Brings experienced judgement to your specific commercial decisions. You keep ownership and execution. This is Founder Advisory.
Consulting
Diagnoses a defined problem and produces recommendations or a plan — for example, the Commercial Growth Sprint.
Execution
Someone actually does the commercial work — prospecting, selling, managing the pipeline — for example, Growth Partner.
Different routes for different needs
How much help do you actually need?
These are not steps you must climb in order. Each solves a different problem — choose the one that matches where the business is now.
Commercial Growth Sprint
£1,495 + VAT fixed
Best where
You need a structured diagnosis and a commercial action plan.
Explore →Founder Advisory
£249 + VAT/month
Best where
You want ongoing advice and challenge, but intend to execute yourself.
Explore →Growth Partner
£1,995 + VAT/month + performance fee
Best where
You want Evans actively helping to execute commercial growth.
Explore →Fractional Commercial Leadership
£2,950 + VAT/month (months 1–4), then £3,950, + 2.5%
Best where
You need Evans to take senior ownership of the commercial function.
Explore →Founder Advisory vs Growth Partner
Growth Partner means Evans actively executes broader commercial work alongside you, for £1,995 + VAT per month plus a performance fee. Founder Advisory is advice only: you stay responsible for delivery.
Learn more →Founder Advisory vs Fractional Commercial Leadership
Fractional Commercial Leadership gives the business senior ownership of the commercial function. Founder Advisory gives you experienced judgement once a month; ownership stays with you.
Learn more →Founder Advisory vs Commercial Growth Sprint
The Sprint is a £1,495 + VAT fixed-fee diagnosis and 90-day plan. Founder Advisory is continuing monthly advice while you execute. Some founders use both; many need only one.
Learn more →Founder resources
Commercial guides for founders.
- How to Find a Business Mentor in the UK: A Practical Guide for FoundersRead →
- How Much Does a Business Mentor Cost in the UK in 2026?Read →
- How Much Does a Business Coach Cost in the UK in 2026?Read →
- Business Mentor vs Business Coach: What's the Difference?Read →
- Business Advisor vs Business Coach: Which Do You Actually Need?Read →
- Business Consultant vs Business Coach: What's the Difference?Read →
- What Does a Business Mentor Actually Do?Read →
- Do I Need a Business Mentor? 10 Signs You Could Benefit From Outside AdviceRead →
- Startup Business Advisor: When Should a Founder Get Outside Commercial Advice?Read →
- Founder Coach vs Founder Advisor: What's the Difference?Read →
- What Is a Commercial Advisor and When Does a Small Business Need One?Read →
- Sales Mentor for Small Business Owners: What Should They Actually Help With?Read →
- Why Founders Need a Commercial Sounding BoardRead →
- Business Mentoring for Small Business Owners: Is It Worth Paying For?Read →
- Affordable Business Mentoring in the UK: What Should £250 a Month Actually Buy You?Read →
Founder Advisory questions
A monthly commercial advisory relationship for founders and business owners. You get a 60-minute one-to-one session with Tom Evans each month, review of one commercial document, and reasonable between-session questions. You make the decisions and carry out the work; Evans provides experienced commercial challenge and direction.
£249 + VAT per month.
No. It is commercial advisory rather than personal or motivational coaching. Sessions focus on pricing, sales, propositions, markets, hiring and commercial decisions — not on mindset or life goals.
No. Founder Advisory does not include prospecting, lead generation, selling on your behalf or managing your sales team. If you need Evans to execute, Growth Partner, the Opportunity Engine or Fractional Commercial Leadership are the relevant routes.
Yes, within reason. Short questions on decisions that cannot sensibly wait until the next scheduled session are included. Founder Advisory is not an unlimited-access service, which is part of how it stays at £249 + VAT per month.
One defined proposal, pricing decision, commercial plan or similar document. Evans reviews it and gives practical feedback; it does not include rewriting it or producing new documents from scratch.
Founders, owner-managers and SME Managing Directors who are still personally responsible for commercial decisions and want an experienced sounding board, but do not yet need a full commercial engagement.
The Sprint is a fixed-fee £1,495 + VAT diagnostic that establishes what is constraining growth and produces a 90-day commercial plan. Founder Advisory is an ongoing monthly relationship for founders who want continuing advice and challenge while executing themselves. Some businesses use the Sprint first and Founder Advisory afterwards; many use only one.
Growth Partner (£1,995 + VAT per month plus a performance fee) means Evans actively executes broader commercial work with you. Founder Advisory is advice only — you remain responsible for execution.
Fractional Commercial Leadership puts an experienced commercial leader into your business with senior ownership of the commercial function. Founder Advisory gives you access to experienced judgement once a month; ownership stays with you.
It can be, where there is a real commercial decision to make — who to sell to, how to price, whether to keep building. For a structured start, the startup packages (Signal, Ignition and Traction 90) may suit better.
Evans will say so plainly and point you to the right route. Founder Advisory is not designed to push anyone into a larger engagement.
Founder Advisory has a three-month minimum term, then continues on a monthly rolling basis. Full terms are confirmed in writing before the first session.
Become an advisory client
Discuss Founder Advisory
A few details are enough. Tom Evans will reply personally to confirm whether Founder Advisory is the right fit, or whether something else would serve you better.
£249 + VAT/month
Monthly one-to-one with Tom Evans