Turning Strategy, Gamification,
and AI into Business Growth
Entrepreneur, Product Strategist, Gamification Expert,
Growth Consultant, and AI Specialist.
Turning Strategy,
Gamification, and AI
into Business Growth
Entrepreneur, Product Strategist, Gamification Expert,
Growth Consultant, and AI Specialist.
About Me
I build businesses that scale. I fix businesses that stall. I help entrepreneurs move faster, smarter, and with a clear exit in mind.
Over the past 20 years, I’ve gone from senior software engineer to entrepreneur, founder, and strategic growth consultant. I’ve built startups from scratch, raised millions in funding, launched SaaS platforms, scaled products into new markets, and successfully exited companies.
My career started deep in the tech trenches—designing and delivering mission-critical systems in gambling, fintech, and media. That foundation gave me a unique edge: I understand how products are built and how businesses are scaled. Most people only know one side.
In 2015, I founded Matulo Software, specialising in high-reliability systems for the sports betting sector. In 2018, I launched Shiggle Betwork, a peer-to-peer social betting platform with a mission to create a fairer, more ethical betting model. By 2021, we evolved into PickGuru, raised £3.5M from investors, and launched a new wave of social sports gaming experiences, eventually leading to a successful sale to Dizplai in 2024.
Along the way, I built two more businesses:
Shiggle Digital – A growth agency helping SMEs build funnels, automate marketing, and scale their lead generation.
Shiggle AI – An automation agency leveraging AI agents, automations, and workflows to help businesses grow without extra headcount.
Everything I do is built around a simple philosophy:
Strategy first. Execution fast. Results real.
I don’t believe in fluff. I don’t believe in gimmicks. And I don’t believe in overcomplicating things.
Whether you need a business roadmap, a growth engine, an AI strategy, or a complete pivot, I help you build the machine that moves you forward.
If you're serious about building something scalable, profitable, and exit-ready, you're in the right place.
My Services
Fractional CTO & Product Leadership
Fast-track your MVP, scale your product, and avoid costly tech mistakes. I act as your on-demand CTO, helping you build, launch, and grow smarter, without the overhead. From tech stack planning to developer hiring and agile delivery oversight, I bring clarity and speed to your product development process.
AI & Automation Systems
Save hours and scale smarter with AI-powered systems and no-code automations that remove repetitive tasks from your plate. I set up AI agents, integrate workflows, and help you automate content, support, and operations without adding headcount.
Founder Coaching & Startup Mentoring
One-on-one support to help you validate your idea, find focus, and build a business that fits your life, not the other way around. You’ll get access to my FYOP framework, regular coaching calls, and a custom roadmap to help you gain traction and stay accountable.
Funnel Strategy & Automation
Build lean, scalable funnels that convert. I design systems using HighLevel, Facebook Ads, and AI tools to generate leads and drive predictable revenue. From lead magnets to automated nurture sequences, I help you grow without needing a full marketing team.
Gamification Strategy & Design
Boost engagement, retention, and motivation by adding behavioural psychology and game mechanics to your product or campaign. I design engagement loops, reward systems, and loyalty strategies that keep users coming back, without resorting to gimmicks.
SaaS Product Strategy & Retention
Build sticky products that solve real problems and keep users coming back. I help SaaS teams prioritise features, design retention loops, and map onboarding experiences that improve product-market fit and drive long-term growth.
Methodologies
The SCALE Method
The SCALE Method is a step-by-step system for helping businesses attract and convert leads without relying on referrals. It stands for:
Strategise: Define your ideal client and position your offer.
Create: Build a high-converting funnel and lead magnet.
Attract: Use paid ads (like Facebook and Instagram) to drive consistent traffic.
Leverage: Nurture leads through follow-up emails and retargeting.
Expand: Optimise and scale what’s working to grow revenue without increasing workload.
It’s designed to give businesses a repeatable way to generate leads, convert them into clients, and scale sustainably.
The ACCESS System
The ACCESS System is a step-by-step method that helps entrepreneurs and small business owners implement AI in their business to save time, increase profits, and scale, without needing tech skills or figuring it out alone.
It stands for:
Activate: Set up simple AI tools like voice agents and chatbots to get quick wins and build confidence.
Clarify: Map out your current operations, identify existing SOPs, and fill in any gaps.
Chart: Create a clear and focused automation roadmap based on your business goals.
Execute: Implement smart AI-driven automations that handle repetitive tasks and free up your time.
Step Back: Remove yourself from day-to-day operations and let the systems run the business.
Scale: Grow sustainably with better systems, more time, and a stronger foundation.
It’s designed to help business owners confidently transition to an AI-powered model that runs smoother, earns more, and frees them to focus on what matters most.
Ready to get started?