Unkillable

We turn venture-backed startups into crazy fast-growing Scaleups like: Move, Wayhome, Forward Partners, Ramp Network, The Dots, Blok, Uncapped and many more.

Founded to be Unkillable and help others become Unkillable with the Core & Explore Growth Operating System and OKR framework

CEO 

Co-Founder

Google

Advising GfS Startups on OKRs, Product-led-Growth, Prodict-Market-Fit, and Fundraising strategy

AI Product Advisor

Shilling

Founder LP

Seedcamp

Seedcamp Expert Collective - AI, Growth, PMF

ZayaAI

Strategic Advisor

Uncapped

Setting up and hiring the Growth team. 
Setting the organization's Growth goals. 
Separating the known from the unknown 
Implementing Core & Explore™️ (OKRs and Growth process).

Growth Advisor to C-Suite

Forward Partners

Forward Partners is a UK-based VC and studio that we took from private to public (AIM LSE)

I was focused on implementing Core & Explore™️ (OKRs and Growth process) and using it to spin out new ventures, grow NAV, and navigate the path through the IPO.

Advisor to C-Suite (NAV and IPO focus)

The Dots

Implementing Core & Explore™️ (OKRs and growth process)

ICE List

Committee Member

MoveGB

Deloitte Fast50 SW winner - 3rd fastest-growing startup of 2017 - with 6,053% growth 

https://www.deloitte.co.uk/fast50/winners/2017/winner-profiles/movegb/

I turn Startups > Scaleups. PMF and PLG. I write about it at growth-goals.com ✉️ - check it out

👋 I'm Andrew. I love fast-growing Startups. Ex-founder, small-time investor, and I write about Growth/PMF/OKRs.  

I've built high-growth companies in London and Silicon Valley. Over the years, I've sat on all sides of the table as a founder, investor, operator, and advisor. Currently, I have an AI and web3 bias, but I have been everywhere. 

During this journey, I created the Growth/OKR process Core & Explore™, which is now used by thousands of Startups and some large companies. 

Previously, I graduated 500 Startups; was an EIR at Seedcamp; led product and growth at my own Startup; mentored and advised VC funds; and helped behind the scenes at the founder community ICE.

Andrew Crump

I changed the way I take time off.
⁣
Back in my early Startup days in Silicon Valley, I squeezed work into every possible hour. Nights, weekends, whatever was left.⁣
⁣
I told myself that more time working meant faster progress.⁣

 I didn’t realise until much later that choosing the right things to focus on had a far greater impact than simply doing more.⁣
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One of the best pieces of advice I ever got was from Lee Strafford, who told me to start taking half a day every week out of the office just to think.⁣

I went further.⁣

I started blocking a full day.⁣

Looking back, most of the important decisions in my career came from those days, not from the late-night grind.⁣
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I’ve experimented with different ways of working - long days, short bursts, different schedules - but in the end, I realised it’s a marathon, not a sprint. ⁣
⁣
There are moments when we need to push hard.⁣

But staying in the game comes from focused work, done consistently, with enough recovery to stay sharp.⁣
⁣
Now I treat time away from work as part of the operating system.⁣
Thinking days. Long walks. Time with people outside our bubble. Anything that forces distance from the day-to-day.⁣
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Now, I deliberately plan my time outside of work. I fill my schedule with things that force me to step back.⁣
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Startups aren’t about the number of tasks we complete, they’re about choosing the few things that truly matter. But it’s almost impossible to do that when we’re buried in the weeds.⁣
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🧡📈

Ex. Founder/CEO, now Writer/Investor/Advisor. 🧡 PMF, Growth & OKRs

Here's what nobody tells you⁣⁣:
⁣⁣
We run Startups in a world of unknowns.⁣⁣⁣
Most of what we do does not deliver the outcome we want.⁣⁣⁣
⁣⁣⁣
And still, we often prioritise badly.⁣⁣⁣
⁣⁣⁣
We end up working on things that are not tied to the most important goal right now.⁣⁣⁣
Or things that would only matter at a later phase.⁣⁣⁣
Or things that only make sense if something else turns out to be true.⁣⁣⁣
⁣⁣⁣
In that kind of environment, prioritisation is even more important than in a world with certainty.⁣⁣⁣ It always matters, but in a Startup full of unknowns, it matters more.⁣⁣⁣
⁣⁣⁣
The impact comes from picking:⁣⁣⁣
⁣⁣⁣
- The right goal⁣⁣⁣
⁣⁣⁣- The right time frame⁣⁣⁣
⁣⁣⁣- The things that are actually impactful now⁣⁣⁣
⁣⁣⁣
The problem is not a lack of ideas.⁣⁣⁣

So we tell ourselves the problem must be capacity.⁣⁣⁣ We think the way to win is to get more done.⁣⁣⁣
⁣⁣⁣
But if there are 10 things we could do, and one of them delivers basically nothing while one of them delivers 10x growth, then the difference comes from prioritisation, not volume.⁣⁣⁣
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When we work on things that are not impactful, or not the most impactful, that is just wasted resource.⁣⁣⁣
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We need a ruthless way of prioritising what we do and why, aligned with our constraints and outcomes, and simple checks to see if the work will actually be impactful.⁣⁣⁣
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The systems we use to prioritise are often more impactful than having more cash or more resource.⁣⁣⁣

One of the biggest mistakes many Startups make is not prioritising the work of prioritisation.

Our growth problem is not ideas!

It's how we rank them.

There’s a very good argument to say the true key to growth is the high-quality ranking of ideas.⁣⁣
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For any goal there are 1000s of projects we could work on.⁣ The problem is deciding which ones to actually do.⁣⁣
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⁣⁣As founders we love to trust our gut. This is absurd.

Gut instinct is not logical, it’s inherently biased.⁣⁣
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⁣⁣It might even be right most of the time - which is worse. When it’s wrong, we’ll never see it coming.⁣⁣
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⁣⁣There is always a logical answer to which project comes first.⁣⁣
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⁣⁣Even if it feels uncertain, a project with 10% probability of success should always come before one with 5%.⁣⁣
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Once we accept that, the job becomes simple: rank the projects, then work down the list.

⁣⁣The great thing about ranking projects - we’re not saying no to anyone’s idea.⁣⁣
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⁣⁣We’re saying: not yet.⁣ 

If an idea is outside the top three, it’s unlikely to happen - but it might.⁣⁣
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⁣⁣One simple way we can rank: ICE.

Impact - How much it moves the goal if it works
Confidence - How likely it is to work
Ease - How hard it is to ship

⁣⁣Example:

Redesign signup flow vs change the CTA button colour.

Impact: redesign wins.
Confidence: redesign wins (we know the current flow is confusing).
Ease: colour change wins.

So which do we run?

Impossible to answer without the goal!

If the goal is a tiny 0.1 percent uplift, a full redesign is madness.
⁣⁣
ICE is heuristic, not a scoring system.⁣ If there’s no strong confidence anywhere, that’s fine.⁣⁣
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We are to run small projects to build confidence.

Nick Forsberg Co.

I guide teams on the journey of alignment to innovation.

Successful businesses are run by teams that share common goals and have a unified understanding. Through my workshops and coaching, I aim to facilitate this alignment and encourage diverse perspectives to work together towards a cohesive vision. 

My workshops are carefully designed to bridge gaps, harmonise perspectives, and foster a shared vision that resonates across your organisation. By focusing on aligning your team's goals and aspirations, we can work together to create a synchronised understanding that leads to seamless collaboration and innovative breakthroughs.

Talk Club

Responsibilities:
Advising on new and existing digital solutions to support the charity's offline presence;
Internal Product Owner for digital;
Reporting to the board of directors;

Achievements:
Launched the Talk Club beta mobile app in 2022 to TC’s community; Currently collecting feedback and working on funding to launch on the App Stores;
Launched subscription service in 2022; £1k MRR;

CTO/CPO (PT)

Candide Ltd

Responsibilities:
Led the Marketplace product team, product design, project delivery and team budgets;
Designed Canidide’s Marketplace transaction model, revenue modelling and competition feature differentiators;
Business analysis and product strategy development; aligning the board and team with the go-to-market strategy;
Set Key Performance Indicators and team performance goals, adapting approach where necessary to improve market and product performance;

Achievements:
Q1 2019: led the public launch of the “Plant ID” ML feature
Q1-Q2 2019: Launched ‘Gardens’ initial ticketing system
Q3 2019: Key stakeholder in Candide’s US go-to-market tests
Q3 2019/Q1 2021: Secured Marketplace team’s investment
Q4 2019: launched a C2C marketplace MVP in 3 months to our Bristol app
community
COVID March 2020: pivoted business plan, relaunched as a B2C marketplace in July 2020
Q4 2020: Marketplace had reached a £30k GMV per month

Senior Product Manager

Produkter Limited

Services offered:
* Product and Growth Strategy
* User experience design and journey mapping
* Customer Research
* Team ideation to solution workshops
* Supporting product ownership transitions
* Coaching

Owner

Responsibilities:
Leading product and growth teams to launch new functionality in the MoveGB fitness marketplace;
Working directly with the CEO on defining the strategy and execution of the strategy;
Identifying opportunities to agitate MoveGB’s marketplace dynamics - by optimising the platform’s supply and demand utilisation;
Working with fitness trainers and gyms to integrate their booking operations into the MoveGB platform.

Achievements:
Launched an alpha test for Move’s activity recommendation engine in 4 weeks. This initial test resulted in a 9% increase in trial to full membership conversions.

Designed a new agile process to improve the Mobile team’s ability to iterate and launch new features. Areas of focus included task writing, User Story Mapping, writing Acceptance Criteria, team demos, onboarding a QA into the team and documenting a process for the wider team to submit bugs and feature ideas. 
Coached the product team to gather validated learning through activities like hypothesis creation, data-driven decision-making, user-centred research, rapid prototyping and user testing.

Simpleweb

Responsibilities:
Designing startup’s greenfield customer journey and user experiences - specialising in marketplace platform startups;
Product lead and Project management of client projects worth £60k to £200k;
Successfully managing complex stakeholder relationships - through collaborative product discovery workshops and sprint planning

Achievements:
Led a continuous delivery cycle for ‘OLIO’, a food waste marketplace app, to ensure maximum growth and scale. Released initially in London, now global;
Led the product discovery and delivery for ‘Ordoo’, a hot drinks and food pre-ordering marketplace platform for busy commuters. Publishing an Android and iOS app for customers and merchants.  Initial launch in Bath. Now also available in Bristol and London. 
‘Contactzilla’ - Secure team-based contact sharing. Bought on board to own the product and, with strict resource pressures and tight deadlines, led the rapid understanding and validation of business problems to deliver a 13% increase in customer acquisition in the first 3 months.

Product Manager

Coull

Responsibilities:
Responsible for Coull’s global product strategy, vision and roadmaps
Managing product life cycles from ideation to delivery
Created and led a team of Product Managers, Project Managers and UX Designers
Evangelising new product advancements and goals to the team and customers.

Achievements:
Led the delivery of three standalone SDKs - iOS, Android and mobile web.
Launched Coull’s flagship video ad format to the global programmatic marketplace. This product became a $20,000-a-day proposition in 180 different markets across mobile and desktop.
Led the delivery of a greenfield SAAS platform, enabling Coull’s publishers to monetise their own video content. Included analytics, an install code generator and video management tools.

VP, Product

Designed and delivered a new SAAS platform for publishers. The platform was designed to allow the publisher to monetise their own video content using our code plugins (JS/PHP/Wordpress plugin). Within a 10 months we successfully on-boarded Future publishing, DailyMotion, Muzu.tv and Wordpress.com.

Product manager

Led Coull's busy and highly skilled development team for 2 years 
Achievements: Grew development team by 150%, migrated core code base from Flash to HTML5.
Responsibilities: Team Management, Project Management, R&D (rapid prototyping).
Skills: HTML5, JS, CSS, PHP, MYSQL, technical documentation

Head of Development

Currently researching HTML5 video possibilities.

Senior Front End Developer

seventy6 LTD

Clients included - BBC, Aardman Digital, e3 Media, Coull and Ember Interactive.

Director - Freelance lead frontend developer and designer

Aardman Animations

lead developer for http://www.bbc.co.uk/bbcone/wallaceandgromit/

Freelance Lead Developer

E3 Media

Turning design and UX briefs into production ready code, completing and debugging pre-written code, testing my own code and working to strict agency deadlines.

freelance front end dev

Over the past decade, I've guided startups from concept to market, focusing on achieving product-market fit in diverse sectors such as B2B, B2C, and B2B2C. My expertise lies in early validation and execution of web and mobile solutions that resonate with your target audience.

What I Offer:
Idea Validation: Through a systematic approach, I quickly navigate through initial concepts to identify and focus on the most promising directions.

Growth Strategies: Utilising insights from Reforge programs, I craft early-phase growth strategies that are pragmatic and scalable.

Team Leadership: I excel in architecting and leading cross-functional teams, ensuring they are well-equipped and aligned to deliver defined outcomes.

Additional Services:
Team Discovery Workshop Facilitation and Training: Tailored workshops to identify and harness team strengths, ensuring alignment with project goals.

Product Visualization, User Testing, and Prototyping: Creating tangible product concepts, facilitating user feedback, and refining prototypes for market readiness.

Product Strategy and GTM Playbooks: Developing comprehensive strategies and go-to-market plans for product launch and scale.

Individual Mentoring: Offering personalized guidance and development for aspiring professionals and team members.

Fractional Product and CTO Leadership: Providing part-time leadership in product management and technology, bringing executive-level expertise to your team.

Bespoke Challenge? Let’s chat!

As a freelance consultant, my commitment is to translate startup visions into tangible successes. My approach is collaborative, adaptive, and grounded in real-world experience. Book a call to explore how we can turn your startup's potential into reality.

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