WE’RE PROPER GOOD.
We help ambitious CONSUMER brands AND BUSINESSES unlock their next STAGE of growth.
No big strategy decks.
No generic consultancy playbooks.
No fluffy BS.
Just experienced, independent thinking focused on one question: Where does your next stage of growth come from?
YOU’VE BUILT SOMETHING good. WHAT’S NEXT?
YOUR business IS WORKING. But the next stage OF GROWTH isn’t obvious.
You've got customers. Revenue. A brand people know. Lots going on…
But growth gets harder as businesses mature. The obvious wins have been won, the day-to-day takes over, and it becomes harder to see where the next meaningful opportunity is coming from.
Growth is getting harder.
You’ve got too many priorities.
Marketing has become tactical.
Your audience is under-monetised.
You’re considering a new product, market or revenue stream.
The founder or leadership team is carrying too much of the growth agenda.
THE PROBLEM ISN’T A LACK OF IDEAS.
IT’S KNOWING WHICH ONES WILL ACTUALLY DRIVE GROWTH.
WHO DO WE WORK WITH?
WE HELP GOOD PEOPLE BUILD BETTER BUSINESSES.
Proper Good works with founders and leadership teams in established, growing, consumer businesses, with typically between £2m and £25m revenue.
Basically, you’ve already proved there’s something people want. Now you’re asking a bigger question: Where do we go from here?
We’re particularly at home across media, entertainment, consumer, digital, subscription and audience-led businesses — but we care more about the growth challenge than the industry label.
You might be:
A founder-led business hitting its next stage — You’ve built something successful, but what got you here might not get you there.
An established business looking for new growth — You’ve got scale, customers and capability, but need fresh thinking about where the next opportunity sits.
A leadership team facing a big decision — A new product. Market. Audience. Proposition. Investment. Partnership. You want to pressure-test the opportunity before making the call.
WHY PROPER GOOD?
WE HAVEN’T JUST ADVISED ON GROWTH. WE’VE DELIVERED IT.
20+
Years building businesses
£50m+
Revenue generated annually
60m+
Weekly UK audience reached
Proper Good is built on real operating experience.
We’ve grown brands. Built audiences. Launched new products and revenue streams. Managed big budgets. Led teams. Challenged agencies. Made difficult calls.
And been accountable for what happens next.
That changes the way we advise.
WE’VE DONE IT
Not observed it from the sidelines. Actually done it — with responsibility for the commercial result.
WE’RE INDEPENDENT
No media to sell. No creative retainer. No technology platform.
Our advice is our product.
WE THINK COMMERCIALLY
Brand, audience and marketing only matter if they ultimately create more value for the customer and the business.
WHO YOU MEET IS WHO YOU GET
The people you meet are the people doing the work. No junior team. No hand-off after the pitch. You work directly with experienced operators throughout.
STRATEGY ONLY MATTERS IF IT CHANGES WHAT YOU DO.
Our job isn't to leave you with more ideas. It's to give you the clarity, confidence and commercial direction to make better decisions about where to focus — and what to do next.
WHO WE’VE HELPED GROW
LET’S HAVE A PROPER GOOD CONVERSATION…
Got a growth challenge?
An opportunity you’re not sure how to unlock?
Or just a feeling that your business should be doing more?
Drop us a line and we’ll take it from there.