Our purpose

  • We believe decisions can change the world but also that better decisions can make that change significantly more positive.
  • We understand that major decisions involved in scale-up, new growth, acquisition or exit, are often made by individuals with incomplete information and little prior experience so prone to subjective bias.
  • We see our purpose as being to help 'change your world for the better' by building individual and business capability in making better decisions.

Our approach


Active listening, positive challenge and clear articulation of the end goals, process and findings. We are solution agnostic to a new challenge, so you can have confidence in the proposed plan.


Uncovering and sharpening key market and business insights & hypotheses, through rigorous fact-based research and analysis, to identify opportunities and connect strategy with execution.


Whilst we lead the process, we fully appreciate what’s there already – people, capability and assets – so work closely with the client teams to minimise ‘wheel reinvention’.

Scaling Up?

New Growth?

Acquisition or Exit?

Are you facing significant time or investment decisions on...

  • What the business goals and the strategy to achieve these are?
  • Where to focus market, customer and innovation development?
  • What is the optimal value proposition and go-to-market strategy?
  • How to manage risk from market, regulatory or technology changes?
  • How to scale the team, systems & processes to deliver the strategy?
  • How to source funds and what is the expected return on investment?
  • How to go about preparing for an acquisition or exit?
  • Gaining alignment of key stakeholders on the future strategy & plan?


AddVantage offers a range of tried & trusted solutions that will increase confidence through enhanced decision-making, particularly important for the leaps into the unknown. These can be managed as stand-alone projects or part of a long-term engagement.

  • Space to Think – Solution-agnostic foundation step that aligns stakeholders in the scope and plan, curates existing knowledge and identifies gaps & hypotheses to inform further research if needed.
  • Research – Bespoke research design to uncover fresh insights and test hypotheses using primary & secondary research, be that from staff, customers, prospects, competitors or market experts.
  • Growth Strategy – Clarity on the current business position and wider environment, then assessment of future growth options, leading to a tailored strategic plan with supporting financial model.
  • Innovation & Value Proposition – Rigorous, insight-driven approach to creating compelling & relevant value propositions that finds the sweet spot between customer needs and the holistic business or innovation offering.
  • Financial Support – Range of financial services including funding, M&A and exit.
  • Implementation Support – Diverse range of strategic support for implementation including development of the marketing strategy, research programme, innovation pipeline, systems & processes, leadership & team. Typically managed as a long-term engagement as a part-time marketing director, finance director, market research manager or non-exec advisor & mentor.

AddVantage are a team with a unique blend of skills across strategy, finance, research & marketing, each with over 20 years of hard-hitting commercial, multi-sector experience.

Nathan King

Nathan King, is a dynamic business scale-up coach and strategic marketing consultant, with a unique blend of expertise gained from eighteen years marketing and operations experience with the likes of GSK, Dairy Crest, PepsiCo, Danone and Britvic, together with over seven years working with both international and SME clients across multiple sectors including food, healthcare, manufacturing, membership, software-as-a-service, technology and telecoms.

David Milnes

David is an experienced and diligent business research expert. His skills include delivering research programs designed to connect clients to new business opportunities. With over 25 years of experience, David’s clients include Barclays, RBS and The Economist. Additionally, his research has supported many SME organisations across the technology, marketing services and professional consultancy sectors.

Ivor Middleton

Ivor is a qualified Chartered Management Accountant with over twenty years’ experience in industry, most of which has been spent supporting managing directors and their boards. He has worked for blue chip PLCs like RTZ, George Wimpey and Informa, and has been a portfolio FD for over ten years supporting a wide variety of businesses. He has helped to diagnose and solve poor performance; provided the confidence that enabled raising tens of millions of pounds and won large contracts; and made decisions easier by improving the information needed to make them.

Phil Gray

Phil believes people make better business decisions with expert evidence-based marketing insights. Phil is a Certified MRS/ Company Partner, ESOMAR & ICG member and Marketing Society Business Leader, and draws upon his years of senior-level experience, gained at both independent and international group agencies such as Kantar-Added Value and GfK, to understand Consumer Motivations, Customer & Employee Engagement, New Product & Service Ideas and provide Survey & Data Analysis Solutions for Corporate, SME and Consultancy clients.



    T07970 188057

    E[email protected]