Built by a business owner, for business owners.

In 2005, I started selling Christmas trees from the front lawn with my brother and sister. My grandfather grew them. We sold them. What started as a few offcuts turned into over a thousand trees a season by 2018, with another three hundred going wholesale. Some of our customers came back every year for fifteen years. That business still runs today.

We also built a website for it. At the time, I thought it was decent. Looking back, it was pretty rough. I was a teenager who had no idea what I was looking at. If someone had shown me exactly what was wrong with it, what people saw when they landed on it, and what to fix first, we would have been in a better position much sooner. We didn't know what we didn't know.

In 2015 I joined the board of my family's business, which rents portable cabins to properties across New Zealand. That's where I first got my hands dirty with Google Ads and Meta Ads.

After finishing a mechanical engineering degree, I started an electricity retailer supplying homes across New Zealand. We had a good-looking website. The problem was we couldn't figure out why our ads weren't turning into customers.We had no clear picture of where in the process we were losing people, or how our advertising connected to what they were landing on. If I'd had something that laid all of that out clearly, we would have saved a lot of time and a lot of money. We ended up shutting the company down.

That hurt.

It also taught me more than most things I've done.

For the last two years I've been working as a project manager. The biggest thing I've taken from it is that what something costs to deliver isn't always what it's worth to the person on the other end. The value is in the outcome, not the effort.

In late 2025 I went back to the family business and asked a simple question:

Where do we actually stand?

I wasn't planning to sell anything. I needed an answer.

So I built the Business Health Check. It covers the website, SEO, Google Ads, Meta Ads, social media, products, and revenue model. When the results came back, the picture was clear. Uncomfortable in some places. That's what made it useful.We knew exactly where we were losing people, what we were spending money on that wasn't working, and what to change first. No consultant. No day rates. Just a straight answer.

That's when I understood what this kind of analysis is actually worth. A proper commercial audit at this level costs $2,500 or more. Larger businesses pay for that kind of review without thinking twice. Most small business owners never do. Not because they don't need it, but because $2,500 is a hard number to justify when you don't know what you'll get back.

Every business I've been part of needed this picture at some point. The Christmas tree website that could have been better from the start. The electricity company that might still be running if I'd understood where our ads were breaking down before it was too late. The cabin business, which we're now improving directly because we finally asked the right questions.

I built the Business Health Check for my own businesses.Now I'm making it available to any New Zealand business owner who wants the same picture, for $149. Not because the analysis is cheap. It isn't.

But the price of not knowing is real — and it has always fallen hardest on the businesses that can least afford it.