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Commercial Advisory

Helping businesses unlock value through sustainable commercial growth by aligning strategy, operations, and market positioning.

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Create Sustainable Value

As a Commercial Advisor and Operating Partner, Straight St. supports investment firms and portfolio companies in refining their commercial approach, embedding scalable strategies, and driving measurable performance improvements. Built on real experience, structure, and customer-focused solutions, Straight St. works closely with leadership to align strategy with practical operations—ensuring businesses create lasting value.

The outcomes we achieve

Value Creation
Unlocking opportunities for commercial success and ensuring businesses maximize their potential.

Commercial Optimisation
Refining and adapting strategies to ensure businesses are structured for long-term, scalable growth.

Leadership Engagement
Helping leadership teams embed commercial strategy in ways that drive alignment and results.

There are 3 primary ways we help businesses unlock value.

Commercial Validation

Validated your commercial proposition with independent one-on-one direct customer interviews.

Find out how this helps create value, optimise commercial strategy and strengthen leadership engagement.

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A Growth Mindset

There are several different ways to grow. Each requires different capabilities.

Find out about the growth journey, and how 5% growth could end up increasing profit by 75%.

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Commercialising New Products

Commercialising new idea is particularly challenging when also juggling the daily operations of a business. 

Find out how to commercialise new ideas requires by aligning customer value, a robust business model, and the operational capabilities to deliver.

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The benefits of working with us

Businesses that work on growth also achieve these benefits whilst working with Straight St

Sustainable Growth

Ensuring businesses evolve with practical, structured strategies that drive measurable results over time.

Customer Validation

Using direct customer insights to shape decisions so businesses build strategy around real market needs.

Leadership Guidance

Supporting leadership teams in adopting and integrating commercial strategies that align with long-term goals.

Operational Efficiency

Streamlining processes to ensure commercial strategies are actionable and drive meaningful improvements.

Implementation

Turning ideas into execution, ensuring businesses have the practical steps needed to create value.

Alignment

Ensuring strategy, operations, and leadership are fully synchronized for sustained success.

Our Approach

The method to identify and extract value is a systematic approach aligning customer-centric value with the capabilities to deliver, and an operational plan to realise the growth.

Map

Frame customer segments and growth potential

Validate

Generate customer insights about value

Focus

Prioritise opportunities and capabilities to deliver

Execute

Operationalise the plan to strengthen and grow

Measure

Track impact for sustained growth

Map

Frame customer segments and growth potential

Focus

Prioritise opportunities and capabilities to deliver

Measure

Track impact for sustained growth

Validate

Generate customer insights about value

Execute

Operationalise the plan to strengthen and grow

Proven Expertise in Commercial Growth & Strategy

Straight St. is built on decades of hands-on leadership, commercial strategy, and business transformation experience. With a track record in driving scalable growth, refining commercial models, and delivering measurable performance improvements, Straight St. offers real-world expertise.

Operational Leadership
& Results

  • Extensive Executive and operational experience devising and operationalising
  • Delivering double-digit compound annual growth
  • Digital transformation of small and medium sized enterprises
  • Implementing revenue and efficiency strategies sustaining industry-leading margins

Advisory Across
Sectors

  • Cross-sector advisory, including IT, data, renewable energy, SaaS, media, construction, recruitment, HR and gaming.
  • Start-up and scale-up

Leadership & Commercial Innovation

  • Executive, board, mentor and advisory experience across diverse sectors 
  • Guiding new product development across dozens of sectors

Testimonials

I really valued having an experienced, agile and adaptable executive working with me on our global expansion. I’d recommend him to any leader.
Marco Broccardoformer CEO and founder of COLONY
SAAS Consumer Engagement Business
Our team has loved being guided by sound strategy frameworks and felt empowered to be part of plotting our path to growth.
Xavier OlivierDark Matter Marketing
Digital Marketing Agency
I value the executive-level experience and guidance when deciding what’s next for the business. We really benefited from his breadth of knowledge about strategy and innovation, and how to apply it practically. Ryan is an asset to any business providing a sounding board across business functions, essential to a scaling business.
Chris WhitthoftFormerly CEO of The Loyalty Box
B2B Loyalty Platform
I enjoyed watching my team engage on a higher level and become part of a bigger conversation about how we create value.
Sunel VeldtmanCEO Foundation Family Wealth
Boutique Financial Planning Business
We have benefited enormously from Ryan’s experience and know-how. Getting the business to breakeven was the goal, and with his input we got to profit.
Jacques KuhnCEO of COLONY
SAAS Consumer Engagement and Data business
I valued his agile approach to creating value, and his executive capabilities when dealing with our stakeholders.
Orrin KlopperCEO Netsurit
IT Services Business
I value the big picture and the long game he brings. I appreciate having an experienced external executive contributing to the way we think about value creation.
Ferdi GazendamCOO Tritech Global
Global Technology Group
I really enjoy working with someone who is able to harness diverse views and arrive at an outcome that the team feels they own.
Shantelle Parkerformer CEO Stellr South Africa
Digital Voucher Business
We really value a partner who can work at a senior level on how best to craft value for our clients.
William SaundersCEO Experio
CX Business
We have benefited enormously from Ryan’s experience and know-how. Getting the business to breakeven was the goal, and with his input we got to profit.
Jacques KuhnCEO of COLONY
Our team has loved being guided by sound strategy frameworks and felt empowered to be part of plotting our path to growth.
Xavier OlivierDark Matter Marketing
I value the executive-level experience and guidance when deciding what’s next for the business. We really benefited from his breadth of knowledge about strategy and innovation, and how to apply it practically. Ryan is an asset to any business providing a sounding board across business functions, essential to a scaling business.
Chris WhitthoftFormerly CEO of The Loyalty Box
The participants left engaged and empowered. They loved the content and how Ryan got them to think differently about creating value in new ways..
Abdullah VerachiaCEO The Strategists
Our goal was preparing the business to scale. Ryan’s thorough assessment of our business and practical action plan exceeded our expectations. His mix of operational experience and strategy frameworks guided our thinking and aligned our team. We particularly valued his approach to refining our business model, which included an operational plan to realise this value. Ryan also showed great aptitude in getting our staff to buy in to the process in a very positive way.
John WallsMD Ultimate Media
We gained so much clarity about the future of the business, as well as the operational steps that will get us there. This helped us unlock the value in the business, and we left the process aligned and excited to put the plan into action.
Roddy MacInnesMD Modular West
Ryan’s expertise in leading our New Product Development Programme and Ideas for Growth Masterclasses was transformative. His guidance in value creation across a diverse range of sectors, engagement with senior business executives, and innovative solutions designed to unlock business potential showcased his exceptional skills as a business consultant
Dave MackayInnovation Manager HIE
We now have clarity on who we are targeting for growth, and what drives their decisions. We’re excited about going to market with a client-centred proposition that’s designed to close deals.
Scott DavidsonDirector Gromotion
Ryan's insights and questions … helped me navigate the very challenging issues every entrepreneur faces in their early years. Ryan is an outstanding mentor. Ryan imparted so many nuggets of wisdom that have significantly influenced how I am commercializing my idea.
Ahmar ShahAssociate Professor, Chancellor’s Fello, Senior Research Fellow, Director of Innovation, Usher Institute
… it has proved to be a very interesting, insightful and valuable exercise. Ryan broke down the data into understandable information which has enabled me to gain a better understanding of my customer base, and take relevant action steps going forward.
Melanie BlaneFounder, White Rabbit Skincare
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