WE’RE PROPER GOOD.
We help ESTABLISHED CONSUMER-FACING bUSINESSES FIND AND unlock their next STAGE of growth.
No big strategy decks. No generic playbooks. No fluffy BS.
Just experienced, independent thinking that unlocks growth opportunities others may miss - and turn them into new revenue, stronger brands and more valuable audience relationships for the long-term.
We call it Proper Good Growth.
BUILT SOMETHING good? LET’S WORK OUT WHAT’S NEXT.
WHERE SHOULD YOUR NEXT STAGE OF GROWTH COME FROM?
You've got customers. Revenue. A brand people know. Strengths to build 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. The challenge is deciding what consumers will value, where to focus and which opportunities deserve your investment.
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 established consumer-facing businesses, typically generating between £5m-£50m in annual revenue, and brands or business units within larger groups.
You have customers, capabilities and stacks of ambition, but are looking for your next source of growth, assessing a new proposition or market, or questioning why previous approaches haven’t delivered.
We work best with leaders who value an independent view and have the resources and appetite to put a clear plan into action.
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.
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.