Jolene Fernandes

Growth operator with range and taste

Work with me

What would most help your business grow?

Better positioning, one project

Be the obvious choice for the customers you want

Your website, your ads and your sales pitch each describe your product a little differently, and none really speaks to your customers. I find out who buys from you, why, and what they compare you with. Then I turn it into one clear, usable framework.

You sell to

Stage 1

I learn your business. First you fill in a short form about your product, your market and your competitors, and send me anonymized customer conversations and sales call scripts. I understand what you sell, who buys, and how the sale happens. I write questions for your customer interviews and record a training for your team to run them. I start reading what your customers, and your competitors' customers, say in public: reviews on G2 and Capterra, forums, and LinkedIn.

Stage 1

I learn your business. First you fill in a short form about your product, your market and your competitors, and send me anonymized customer conversations and support tickets. I understand what you sell, who buys, and how the sale happens. I write questions for your customer interviews and record a training for your team to run them. I start reading what your customers, and your competitors' customers, say in public: app store reviews, Reddit, forums, and social media.

Stage 2

Focus on your customers and competitors. Next, your team runs the interviews, as many as it takes. Meanwhile, I study your competitors: what they promise, where they're strong, and where they fall short.

Stage 3

We find why customers choose you. Now I put it all together and bring you three ranked ways to position your product: each with who it's for, what it beats, and proof. With each one I tell you what it costs to hold: which customers you give up, how far it sits from what you say today, and what it would change in your marketing and the way you sell. You choose one of them.

Stage 4

Make it yours. Finally, I build on the direction you chose: one story for the company, the right message for each kind of customer, and your new homepage, laid out and written with production ready copy.

What you keep

A 6 slide deck with your story and your message for each kind of customer. Your homepage, laid out and written, with finished copy. Customer and competitor research.

You can also add

Your sales pitch, a one-pager, and a battlecard for each main competitor, showing how to win against them; a second version of your homepage to test against the first, plus your pricing and product pages; case studies written from your customer interviews.

$12,500 onwards

Contact me

On a retainer I put your positioning on your website, in your ads and in your campaigns, and build your brand.

Better positioning, on a retainer

Pick a different problem

Positioning becomes my job

The project gives you your positioning, your story, your messages and a new homepage on paper. But none of it wins customers until it's live: on your website, in your ads and in your campaigns. If I stay on, I put it there, one change every week.

Where the project stops

You have a deck with your positioning, story and messages, and your homepage laid out and written. Building it, putting the words into your ads and turning them into a brand falls to your team, on top of everything else.

If I stay on

I grow one number: how many of your website visitors sign up, book a demo or start a trial. We agree a target for it from your data, and I ship a change for it every week.

Every week

We pick the change. Once a week we meet, look at last week's result, and pick the next change from the list.
It gets made. Your designer makes it from my direction, and your engineers put it live. If it's words, I write them myself.
It goes live, measured. I check the tracking works the day it ships.
I read what happened. Some tests need a few weeks of visitors before they show a winner. The result tells us what to change next. You get a short report before each meeting.

What a change can be

A page on your website, rewritten and tested; new messages and visuals for your ads, tested for whoever runs them; a brand campaign or a launch, made with your designer.

Your brand, built alongside

A brand takes longer than a week, so it's built alongside, in parts: your voice first, then your look, then the guidelines your team follows. Each part shows up in the weekly changes as soon as it's ready. A brand pays off slowly, so I don't judge it by sign-ups alone.

Every quarter

I send you a short written review: where the number stands against its target, what changed, and what comes next. It also shows how your brand is doing: how many people search for you by name, how many come straight to your site, how many subscribe, and what people say about you in reviews.

You can also add

Content every month in your brand's voice, for each channel you choose: blog posts, social posts, and posts for your founder; your whole website rebuilt on your positioning; your sales pitch, a one-pager, and a battlecard for each main competitor, showing how to win against them; case studies written from your customer interviews.

Contact for pricing

Contact me

One project I find out why customers choose you, and write your story and messages in their words.

Customer acquisition or retention, one project

Pick a different problem

Find out what's holding your growth back, and fix it

You've raised, and growth isn't following because something between sign-up and renewal is broken. Some of your customers already do exactly what you want all of them to do. I study them, and get more of your customers to do the same.

You sell to

Stage 1

Find the real problem. First, I learn how your business works: how you make money, how you sell, and how your customers find you, pay you and talk to you. I also read what your customers, and your competitors' customers, say in public: reviews on G2 and Capterra, forums, LinkedIn. Then I bring you four or more problems worth solving, each with its evidence. You pick one, or we let the data decide.

Stage 1

Find the real problem. First, I learn how your business works: how you make money, how you sell, and how your customers find you, pay you and talk to you. I also read what your customers, and your competitors' customers, say in public: app store reviews, Reddit, forums, social media. Then I bring you four or more problems worth solving, each with its evidence. You pick one, or we let the data decide.

Stage 2

Study the customers who got it right. Next, I look at the customers who already do what you want. Where did they come from? What did they do when they first signed up? Who did they bring with them? What sets them apart? Then I compare them with the customer cohorts who don't take the steps you want.

Stage 3

Choose the fix. Now I list every fix for that problem, ranked by how much it matters and how far it could move the number. You choose one that can go live right away, and I build the mock-up.

Stage 4

Ship it. Finally, the fix goes live, measured from day one. If it touches production code, your engineers build it from my mock-up. If it doesn't, I build it myself.

What you keep

One fix live and measured, and one document with everything else: how your business works, the problems we found, what your best customers do differently, every fix ranked, and what to do next.

You can also add

Your pricing, packaging and communication reviewed against publicly available competitor data; content that tells your customers about the change: marketing material, blog posts, LinkedIn posts, and posts for your founder.

You can also add

Your pricing, packaging and communication reviewed against publicly available competitor data; content that tells your customers about the change: social posts, your app store listing, and the emails and in-app messages that announce it.

$9,500 onwards

Contact me

On a retainer I keep finding and shipping fixes, one number at a time.

Customer acquisition or retention, on a retainer

Pick a different problem

Product growth becomes my job

The project finds what's holding your growth back and ships the first fix. But it finds more than one fix, and your team is busy building your product. So the other fixes wait. If I stay on, I keep shipping them, one every week.

You sell to

Where the project stops

You have one fix live and a ranked list of the rest. Building them falls to your team, on top of everything else they're doing.

If I stay on

I pick one number to grow, like how many trials become paying customers, or how many customers renew. We agree a target for it from your data, and I ship a fix for it every week.

If I stay on

I pick one number to grow, like how many sign-ups start paying, how many customers come back, or how many new customers come from friends. We agree a target for it from your data, and I ship a fix for it every week.

Every week

We pick the fix. Once a week we meet, look at last week's result, and pick the next fix from the list.
It gets built. If it touches production code, your engineers build it from my mock-up. If it doesn't, I build it myself.
It goes live, measured. I check the tracking works the day it ships.
I read what happened. The result tells us what to fix next. You get a short report before each meeting.

What a fix can be

The emails your customers get after they sign up, in-app messages, a cancel flow that gives customers a reason to stay, recovering failed payments, your sign-up and pricing pages, or a product change I mock up for your engineers. Bigger changes get built alongside, while the weekly fixes keep going.

What a fix can be

The emails, push notifications and in-app messages your customers get after they sign up; a cancel flow that gives customers a reason to stay; recovering failed payments; invite-a-friend and sharing; your app store listing and the first screens a new customer sees; your sign-up and pricing pages; or a product change I mock up for your engineers. Bigger changes get built alongside, while the weekly fixes keep going.

One number at a time

When the number reaches its target, or stops moving, we move to the next one. Every quarter I send you a short written review: where the number stands against its target, what shipped, and what comes next.

You can also add

A pricing or packaging change, researched, tested and shipped; a launch for a new feature, plan or market; the job description for your first growth hire; content every month about what shipped, for each channel you choose.

You can also add

A pricing, plans or paywall change, researched, tested and shipped; a launch for a new feature, plan or market; the job description for your first growth hire; content every month about what shipped, for each channel you choose; your ad messages and visuals tested every month, for whoever runs your ads; a creator programme: the brief, how to choose creators and the terms; your community planned and launched.

Contact for pricing

Contact me

One project I find what's holding your growth back, and ship the first fix.

Outbound sales pipeline, one project

Pick a different problem

A system that finds your next customers

You've raised, and your product is ready to sell. But finding buyers still means someone searching by hand, one company at a time. I build you a system that finds the right companies the moment they're ready to buy, and puts each one in front of your team.

Stage 1

Choose who to go after. First, I learn how your business works: what you sell, who buys it, and why. I study the deals you won and the ones you lost, and I read what your market says in public: reviews, forums, your competitors. Then we choose one group to go after: one kind of buyer, or one kind of partner who can bring you buyers. I also set up the inboxes you'll send from and start warming them up, so your emails land in the inbox, not in spam.

Stage 2

Find the moment they're ready. Next, I turn that group into a description a database can search. Then I find the signs that show a company is ready to buy, and where each sign is published.

Stage 3

Build the system. Now I build it on your own accounts. Every day, it finds the companies in your group, leaves out the ones you can't serve, scores the rest, and finds the right person to write to. It never contacts your customers, anyone who already came to you, or anyone you've already written to. Every company lands in your CRM, and I write the first email and the follow-ups.

Stage 4

Hand it over. Finally, I test it on a real list, with nothing sent. When someone replies, their deal moves forward in your CRM on its own, and your forecast updates as deals close. Whoever answers replies and takes the calls gets a recorded training. Once the inboxes are warm, the system starts sending on its own, and your team handles the replies.

What you keep

A working system that finds your buyers every day, on your own accounts, and one document that explains every part of it: who you're going after and why, the signs that tell you they're ready, how each company is scored, and the emails. It's yours to run, with or without me.

You can also add

A second group, built the same way; LinkedIn messages alongside the emails; live training on answering replies and taking calls, instead of the recording.

$9,500 onwards

Contact me

On a retainer I keep making the system better, one change every week.

Outbound sales pipeline, on a retainer

Pick a different problem

Outbound becomes my job

The project builds a system that finds your buyers every day. But a system like this is never finished: markets move, messages wear out, and new kinds of buyers show up. If I stay on, I keep making it better, one change every week.

Where the project stops

You have a working system on your own accounts. Finding new buyers, testing new emails and tuning the scoring falls to your team, on top of selling.

If I stay on

I grow one number: how many real sales conversations you have each month with the right buyers or partners. We agree in writing what counts as a real conversation, and a target for it from your data. The system sends on its own; your team answers the replies and takes the calls.

Every week

We pick the change. Once a week we meet, look at last week's result, and pick the next change from the list.
I build it. It goes into the system on your own accounts, so it stays yours.
It goes live, measured. I check it works the day it ships.
I read what happened. The results tell us what to change next. You get a short report before each meeting.

What a change can be

A new sign that a company is ready to buy; scoring that learns from the deals you actually closed; new emails and follow-ups, tested against each other; a new kind of buyer or partner; scripts for whoever answers replies and takes calls, and coaching for them. Bigger changes run alongside, while something small ships every week.

Every quarter

I send you a short written review: where the number stands against its target, what changed, and what comes next.

You can also add

A new country or market, with its own buyers, signs and emails; LinkedIn messages alongside the emails; sales material built from your positioning: a one-pager, a deck and case studies; the job description for your first salesperson.

Contact for pricing

Contact me

One project I build the system that finds your buyers, the day they're ready to buy.

What would most help your business grow?

How do you want to work?

Be the obvious choice for the customers you want

Positioning becomes my job

Find out what's holding your growth back, and fix it

Product growth becomes my job

A system that finds your next customers

Outbound becomes my job