The Situation

Mark Maddison was already an established operator and had worked with Reizia previously. This case study is about a pivot. Mark wanted to enter a new consulting space focused on accessibility. The demand was there, but the positioning, offer, and foundations needed to be rebuilt to match the new direction.

A pivot is rarely a marketing problem. It is a clarity and packaging problem. Without a sharp point of view and a clear offer, even the best founder ends up sounding generic.

The Problem

The main gap was translation. The expertise existed, but the market needed to immediately understand what Mark does, who it is for, and why it matters. Accessibility is also an area where trust is everything. Vague claims, unclear language, or a weak digital presence creates friction.

There was also a commercial challenge. The new direction needed a structure that could support revenue, delivery, and long-term growth, not just a new website and a few posts.

What We Did (Fractional CMO Work)

We began with positioning and messaging. We clarified the niche, sharpened the value proposition, and built a message that speaks to the right buyers without hiding behind jargon. From there, we created the brand foundations and website. The goal was clarity first: make it obvious what Mark offers, what outcomes clients can expect, and what the next step is.

In parallel, we have been working on business model and commercialisation. This includes shaping the offer structure, exploring service tiers, and building a clearer path from enquiry to delivery. The work is ongoing, which is often the reality of a pivot done properly.

The Outcome

Mark now has a credible platform for his new consulting direction, with a clear message and a website that supports the shift. The commercial model work continues, but the key change is already in place: the market can understand the offer, trust the expertise, and see a clear path to working together.