Portfolio
Here you'll see examples of some of my client deliverables.
Examples of Work
Business Plan Economic Model
This Economic Model was developed as a companion to a Business Plan I wrote for a client. This version was designed to be investor-facing to be placed in the investor "deal room" for due diligence.
Sales and Marketing Process Design
I created this methodology to map against AISDALS/Love, a modern evolution of the classic AIDA/AIDAS marketing model. AISDALS/L better reflects a continuous flywheel for the revenue operations lifecycle.
AISDALS/L recognizes that customers search, evaluate, experience, and share their experiences with their peer community that signals long-term loyalty.
I’ve adapted the AISDALS/L lifecycle to enterprise revenue operations, where the focus is on Customer Lifetime Value (CLTV) rather than Average Contract Value (ACV).
At an execution level, this process integrates marketing and sales using PQL and MQL data to identify real opportunities and support an active sales motion.
Sales is then guided by an integrated framework based on MEDDPICC, Challenger, Sandler, and SPIN Selling to control sales process quality, and predictable outcomes.
The process is tightly integrated with delivery and customer success, including external partners, to create value for customers and a "land-and-expand" customer lifecycle.
By mapping the entire lifecycle end-to-end, the organization gains clear visibility and control over revenue operations, enabling continuous improvement and improved scalability.
Awareness: Signal Conversion and Problem Framing
The Awareness stage represents the initial point of market engagement where potential customers transition from a Marketing or Sales signal to validated awareness of the seller's solutions.
At this stage, the organization is not yet evaluating vendors or solutions; instead, it is developing an understanding of their problem and whether a solution exists, that it has material impact, and that it may warrant further exploration.
This phase is characterized by early Marketing and Sales signal conversion, stakeholder identification, and validated interest.
Interest: Problem Validation and Stakeholder Engagement
The Interest stage represents the transition from awareness to deeper problem and solution investigation, where prospect stakeholders begin to engage more deliberately with the problem space.
At this point, the customer acknowledges that the issue is material, but has not yet committed to a formal evaluation or decision process.
The focus shifts from validated interest to a validation that the problem is real, well-understood, and worth solving, while deepening engagement with stakeholders experiencing and solving the problem.
Search: Solution Framing and Initiating Evaluation
The Search stage represents the point at which the customer transitions from problem validation to actively exploring potential solution pathways.
Having established that the problem is real and material, stakeholders investigate how it can be solved, what approaches exist, and the criteria that should be used to evaluate their options.
This stage is characterized by structured information gathering, competitive analysis, and the initial creation of their decision process.
Desire: Business Case and Decision Process Alignment
The Desire stage represents the transition from initial solution review to decision process commitment, where stakeholders begin to consider the seller's solution as their preferred solution and build the internal justification required to proceed.
At this point, the prospect is no longer simply comparing options. They are working to validate that the seller's solution delivers sufficient economic and strategic value, and is technically suitable to justify their investment.
Action: Execution, Champion Commitment, and Commercial Closure
The Action stage represents the point at which a fully qualified and aligned opportunity is converted into a formal commercial agreement and execution begins.
At this stage, the champion and other key stakeholders have completed their evaluations, secured internal alignment, and is prepared to proceed with procurement and implementation.
The focus shifts from solution validation, desired outcomes, and internal alignment to execution discipline, risk mitigation, and ensuring that all commercial, legal, and operational requirements are satisfied to finalize the transaction.
Like: Solution Adoption, Early Experience and Outcome KPI Collection
The Like stage represents the customer’s first real validation of the purchase decision, based on actual experience with the solution.
At this point, the focus shifts from sales execution to delivery, adoption, and early value realization.
The customer is actively using the product or service and forming a judgment based on whether it meets, exceeds, or falls short of expectations.
Solution delivery teams deploy; customer success teams ensure objectives are met; and marketing teams monitor external signals for project success and risk.
Share: Customer Advocacy, Signal Amplification, and Market Influence
The Share stage represents the point at which customer experience begins to influence the market.
Having validated early value through real-world use, stakeholders actively or passively communicate their experience to others, creating new signals that feed back into the top of the lifecycle.
This stage transforms initial customer experiences and project KPIs into broader market awareness, credibility, and demand generation.
Once the customer's positive experiences are validated, Sales can re-enter the sales cycle, transitioning from "Land" to "Expand" of the solution's use, and/or exploration of new opportunities and from ACV to CLTV.
Love: Loyalty, Expansion, and Revenue Compounding
The Love stage represents the long-term outcome of a successful customer lifecycle, where the relationship evolves from satisfaction to loyalty, trust, and ongoing partnership.
At this point, the customer is not only achieving sustainable value from the solution, but both the customer and seller become invested in each other's success.
This stage is where Customer Lifetime Value is fully realized through retention, expansion, and development of a strategic partnership.
Cost Benefit Analysis
This is an example of a cost benefit model I created to support a client's market value proposition.
This model proves:
- The client's competitive advantage of 40 percent greater operational cost reduction than the market-leading competitors in roadway lighting control
- An 18 percent reduction in total municipal electricity usage and carbon footprint
- The relative savings of smart lighting controls to LED lighting retrofit projects
- The pre- and post-deployment costs of energy and carbon footprint
- The effects of dimming on LED fixture lifeycles
The model fully costs:
- Utility rate plans from over 20 U.S. and Canadian utilities
- Dimming according to North American standards for roadway classifications
- Costs of third-party lighting maintenance contracting services
- Cost of financing / internal rate of return
Cost-Benefit Modeling
Website Design & Development
Website Design and Development
I designed, developed, maintained, and created all of the content for this client's website for Smart City IoT solutions.
The site runs on WordPress and I used the Divi CMS for building the site.
The challenges with this project were:
- The client's market was at an early stage in the maturity cycle, and required education on the core value propositions
- The client's competitive advantages are rooted in complex technologies that include IoT, cybersecurity, and artificial intelligence that had to be translated into business value messaging for executive buyer personas, and technical key stakeholders
- There was no pre-existing content that was re-usable
- The client is a public company and a high-value target for cybersecurity threats
There are about 900 lines of custom CSS and Javascript in the site. It is designed to be responsive across any device or display size. It is integrated with the company's CRM for lead generation forms, and has a fully-configured Google Analytics dashboard for monitoring visitor demographics and activities and measure content performance and lead generation outcomes.
Site traffic, search click-through, and content engagement are up over 1,500% year over year as of February 2026.
Marketing Collateral Design & Development
I designed and created the product catalog and all of the content within it in Adobe InDesign using Adobe Illustrator, Pixelmator Pro, SketchUp 3D, and LucidChart.
Some of the challenges involved included:
- Developing a deep understanding of the technologies used in the company's products down to the component level
- Working with the development team to extract technical specifications where available
- Extracting technical specifications for OEM products from supplier documentation
- Creating wiring diagrams from development team and OEM product documentation
- Developing branding design and layout
- Developing value propositions and marketing narratives
- Developing competitive comparison chart from competitors' marketing materials and documentation
Features include:
- Hyperlinking table of contents to sections
- Creating reusable categorized media library to enable team-based maintenance and readability
- Structured formatting for scalability with new products
Product and Solutions Guide Design
Public Tender Design and Analysis
Public Tender Bid Design and Analysis
I created this bid scoring analysis after writing and submitting an RFP on behalf of a client.
I used a competitive analysis model I had created earlier to predict a willing bid.
We were surprised that we had not been invited to the short-list bidders meetings, or had been awarded the contract.
I submitted a freedom-of-information request to collect the city's bid scoring data and competitor responses. My further analysis showed that we had submitted the top-scoring bid.
After negotiations with the city and their legal team, we accepted a significant monetary settlement and an admission that the city had failed to properly award the bid.
Competitive Landscape Analysis
This is a weighted competitive analysis I did for the business plan I wrote for an overseas client to prepare them for North American market entry.
In this case, I researched and segmented over 100 global market participants and narrowed the field down to those who had shown indications of North American market activity, or indicated plans to enter the market.
The objective was to demonstrate the viability of the client competing against existing market entrants.
Over 100 feature attributes, together with geographical scope, and market/sector scope were collected, weighted against expected customer impact, and summarized in this chart.
Competitive Landscape Analysis
GIS Modeling
GIS Modeling
This is a a GIS (Geographic Information System) model developed originally to prove the assumptions in a business plan for a new U.S. company competing in the public safety threat detection market.
The client's business involves deploying RF and acoustic sensors on municipal streetlight infrastructure in order to detect registered and unregistered drone activity in urban areas, and detect ground-level threats such as gunshots, glass breakage, aggressive voices, and other events for dispatching first responders.
The outcome of this model was:
- It proved that the underlying assumptions in the company's financial plan under-estimated the COGS to deploy a SaaS per-square-mile pricing model by 4.5 times
- It showed that there was a significant variance due to roadway and streetlight density across a city
- It was subsequently used as part of a winning proposal to the City of Los Angeles - the client's first U.S. customer
Technical Diagram Design
This is a wiring diagram I created in LucidChart during the development of a client's installation and user guide, and as an insert into their technical specifications cutsheet.
The client's product was a collection of OEM COTS products built around a 4G cellular router running on open source Linux with the client's custom software on-top as a streetlighting energy analytics and control system.
This diagram was required for submitting a municipal public tender with a tight timeline, and Dev team resources weren't available to .
I took the bill of materials from the Development team, collected the installation and user manuals for all of the OEM products, and created the integrated wiring diagram for the solution.
Working with smaller early-stage companies, there are times when we need to "figure it out" when resources are scarce.
Technical Wiring Diagramming
3D Modeling
3D Modeling
I developed this 3D model using Trimble SketchUp 3D to create a series of illustrations that describe:
- A streetlight-mounted acoustic sensor for drone and public safety threat detection
- A utility-cabinet sensor for detecting copper wire theft events
- Smart lighting controls installed on LED streetlights
These images were used to help customers visualize new products that had not yet been deployed in the field.