Me in 60 seconds:

Tinybeans is the family photo-sharing app New York Magazine called the "most loving space on the internet".

We started as two people in Sydney and for nearly three years wore every hat from customer support to product design to sales.

We earned revenue from consumers and from brands, B2C and B2B running side-by-side.

By the time of our IPO in 2017, we'd grown past 1.5 million users worldwide and moved our HQ to New York.

But the numbers I'm proudest of are product numbers: an NPS of 80+ and a 5-star App Store rating, with Apple naming us App of the Day twice.

We made millions of families happy along the way, and I feel lucky to have been a part of such an incredible team.

I left Tinybeans in 2020 to become the advisor I wish I'd had as a founder: someone to believe in you, hold you accountable and help you unpack the hardest parts of building a successful business that leaves a lasting impact on the world.

Positioning and storytelling usually gets filed under marketing.

But narrative work only sticks when it connects the dots across the whole company.

My approach is built on aligning every part of the business around a narrative that helps you stand out in your market and sets the strategy for how to deepen your brand and product moat as you grow.

The rule we ran at Tinybeans now influences the way I work with founders: build nothing unless it solves a problem people want solved and you can communicate it clearly to deeply technical people AND your friends at the pub.

You’ll get me at board level and on the tools: positioning strategy with your leadership in the morning and your homepage rewritten that afternoon.  

I mentor early stage startups through Startmate.

Since 2025 I’ve been a partner mentor for O3, NOD, HeySTU, SuperStat and evatto™ and run dozens of Positioning Office Hours helping founders across each of the cohorts nail their narrative to customers and investors.

I’m pretty chuffed to have been voted a Top 5 mentor every year so far.

And also to have got the inspiration to apply my pitchcraft and build PitchSlap.me which helps founders nail their investor narrative before they start writing their pitch deck.

Pitchcraft is the discipline of turning a sharp position and narrative into a pitch investors back.

There’s so much advice out there for founders right now it’s overwhelming. Pitch💥Slap gives you the candid feedback you need, hopefully makes you laugh and rewrites your narrative for you.  

It’s been so much fun to get on the tools and build and if you give it a go, I hope you’re still talking to me afterwards...