Ex-firefighter · Founder of My Digital Group
Your business shouldn't stop the day you do.
Most service-business owners are the single point of failure in their own company - every lead, booking and follow-up runs through them. I build the one connected system that runs without you. Strategy first. No lock-in.
National Emergency Medal · Justice of the Peace · the systems I sell, I run in my own P&L first.
The most expensive problem in a service business isn't marketing.
It's that the whole thing runs through one person - you. Take you out for a week and it doesn't slow down, it stops. That's not a character flaw. It's a systems gap. And it's fixable.
Leads go cold
An enquiry lands while you're on the tools. By the time you call back, they've booked someone who answered first.
Bookings slip
No-shows and quotes that never got chased - revenue walking out the door because no one followed up.
You can't step away
Take a day off and it falls over. The business can't run without you in the middle of everything.
What I actually believe
The fix isn't more hustle. And it isn't more AI hype.
It's systems that make the owner replaceable. AI on its own doesn't work - it needs context, integration and your voice. Set the outcome first, ship at 85%, let the system carry the rest. That's the difference between a business that owns you and one you own.
The method: C.A.R.E.™
Strategy first - before a single tool is switched on.
Capture
Every lead caught and answered instantly, from every channel - even after hours.
Automate
The busywork, reminders and follow-ups run themselves, so nothing slips.
Retain
Reviews and reactivation that turn one-off jobs into repeat revenue.
Elevate
Live numbers on one dashboard - see the whole business at a glance.
I install it in my own businesses first.
If it doesn't hold up in my own P&L, it doesn't ship to yours. I build for small service businesses with the rigour I learned as CTO of an enterprise software platform for regulated Australian organisations - the discipline came from somewhere with higher stakes than a spreadsheet.
6 years on the fireground
Fire & Rescue NSW. Build for the day no one's watching.
National Emergency Medal
Sustained service through the 2019-2020 Black Summer bushfires.
Founder, My Digital Group
One connected system for Australian service businesses.
Director, APEX Property Solutions & Co
My own property-services business - the systems I sell, run there first.
Start here · free
Could your business run for 7 days without you?
A 5-minute scorecard. 12 questions, an instant score, and the one system to fix first. No fluff.
Take the scorecardReady to talk
Book a free systems call.
30 minutes. We walk through where you stand and map the one fix that takes you out of the bottleneck. No pitch deck.
Book a callFrom the fireground to the founder's chair
I spent six years fighting fires with Fire & Rescue NSW - and ran my businesses the whole time. I've been building systems since I was seven; I never really stopped. Both come down to the same thing - build something that works when everything's on fire, and when you're not in the room. Now I build those systems for Australian service businesses who are brilliant at their craft and buried in admin.
If your business can't run for a week without you, that's where we start.
Build systems that work when everything's on fire.