About
Most owners I meet are not lazy and not short of ideas. They're carrying every decision themselves, in the evenings, after a full day of the actual work. I take a set of those decisions off them and hand back something finished.
I work from West Kerry, with owner-run businesses across Ireland and remotely. I've lived and worked in Ireland and in Spain. The way I work is structured, practical and evidence-led rather than intuitive: look properly, write down what's actually true, then decide — and say plainly where a figure isn't known.
The Once Over is a new practice. I'd rather say that than imply a history I don't have, which is why the work itself is on the table: every sample on this site opens in full, and you can judge the thinking before you spend anything.
What I don't do
I diagnose and I plan. You press publish — that's what keeps the account sounding like a person who actually works there.
How I work
Not four rounds of questions. You'll get one direction, or three, on paper — and it's far easier to say “not that one” than to describe what you want from nothing.
You can read what everything costs before you contact me. I don't have an hourly rate, because the day I bill time is the day getting faster makes me poorer.
Palettes and fonts are the easy half and everyone has them. Every brand I do carries one invention specific to that business — a set of stamps, a wheel, a named day. That's the part that still works in a year.
If your bottleneck is your pricing, your staffing or your ads, I'll say so on the first call. That answer is free, and occasionally it's the whole of my advice.
Who I work with
Clinics, trainers and coaches, salons and barbers, independent shops and makers, cafés and food producers. Owner-run businesses with somewhere between two and twenty staff, where the person paying me is also the person who'd otherwise be doing this at nine in the evening.
I work across Ireland and anywhere the time zones overlap enough for one call. Everything else happens in writing, which is deliberate — written decisions survive being forgotten.
What I actually believe
A small business doesn't need more content. It needs a reason for somebody to walk in on a Thursday.
Questions people ask
If yours isn't here, just ask me — I'll add it.
A fifteen-minute call so I can hear what you sell and what isn't working. If it's a fit, you'll have a fixed price in writing the same week, and the deposit starts the work — half under €500, a third at €500 and over.
The smaller reviews take a few days. The larger strategic projects take several weeks, and the Business Reset runs to six. Every service publishes its own turnaround beside its price, so you never have to guess — see the services page.
Access to your existing accounts, an honest answer about what actually sells, and a reply within a couple of days when I ask something. That last one is the only thing that ever holds a project up.
Under €500, half to start and half on delivery. At €500 and over it splits into three equal payments — a third to start, a third at an agreed midpoint you can actually see, and a third on delivery. Retainers are invoiced monthly in advance, and you can stop at the end of any month with no notice period and no minimum term.
Yes, and it's usually the sensible way in. The €95 review or the €395 website audit let us test the fit, and the review comes off the price in full if you book something bigger within a month.
You do. Every file is yours to keep, reuse and edit, with no licence and no restriction, whether we keep working together or not.
I plan and write everything; you or your staff press publish. It keeps the account sounding like a person who actually works there, which is most of why it works.
No. One call at the start, then everything happens in writing — written decisions survive being forgotten. I work across Ireland and anywhere the time zones overlap.
Fifteen minutes, no pitch, no deck. If I'm the right person you'll have a price in writing the same week.
Email me