Who I support
The founder doing everything
Growth is creating questions faster than it's creating revenue. VAT, pricing, team, capacity and every one of them lands on your desk, waiting for you to have an answer. I bring the commercial clarity to know what actually moves the business next, so growth stops feeling like exposure and starts feeling like a plan.
The founder the team can't move without
You built a team so the business wouldn't depend on you. It still does. You're running the people as well as the business, and it's a lot. I embed as your strategic partner so your team knows the commercial priorities without asking and decisions happen faster, with or without you in the room.
The founder doing ready for what's next
The business is profitable, established, proven. You're not asking whether it works anymore. You're asking what you're building toward, and who you need to become to get there. I'm the experienced commercial mind in the room for the decisions that shape what comes next.
Success can be surprisingly lonely.
Because every decision, every risk and every outcome lands on your shoulders.
Decision Session
£197 +VAT | 60 minute Session
One decision is keeping you stuck.
You have been circling the same decision for weeks. Pricing. Hiring. Positioning. A difficult client. Changing direction. Every conversation brings another opinion. Every day you do not decide, the business stands still.
Imagine walking away...
Knowing exactly what you are going to do. Feeling lighter. Moving again. No more replaying the same decision every night.
You'll walk away with:
One clear decision.
The commercial reasoning behind it.
The next practical move.
Relief you are no longer carrying it around.
Clarity, confidence and a firm belief on what to do next.
How we work together:
60-minute 1:1 strategy session
Pre-session questionnaire
Written summary and actions of the decision and next move
Best if you are interested in working together but want to experience how I think before committing to something deeper.
VIP Experience
£2500 +VAT | Full Strategic Day
You have outgrown the way you are leading
This is not about one problem. It is about the whole business. You are making every decision, holding every idea, carrying every opportunity and trying to see the next version while standing inside the current one.
Imagine leaving the day...
With one clear direction instead of fifty competing priorities. Knowing where your next growth comes from, what you are saying no to and exactly what Monday looks like. Excited about the business again, not overwhelmed by it.
You'll walk away with:
A clear commercial direction.
Your opportunities ranked by value.
A 90-day roadmap.
Confidence in what to pursue, pause or remove.
How we work together:
Pre-work diagnostic.
One focused strategic day.
Audit of offers, positioning, revenue and time.
Written roadmap.
Follow-up call within two weeks.
Perfect if you are ready to redesign the next version of your business.
BY INVITATION ONLY.
Founder Advisory
A STRATEGIC PARTNERSHIP.
At a certain stage, your business deserves more than advice. It deserves an experienced commercial mind thinking alongside you.
I work with a small number of founders who are building something significant and want a trusted partner in the room for the decisions that shape what comes next.
This partnership is for you if:
You are building a business with serious ambition and at speed.
Left corporate with a plan and intention to hit six figures within 12 months.
You value honest challenge and strategic depth.
You want someone who sees what you can't see because you are too close to it.
What this looks like:
Deep partnership and strategic input across all areas of your business.
Commercial perspective that sees around corners and challenges your thinking.
Regular high - level strategy sessions and ongoing access between them.
A sounding board who knows your business and care about your results.
Support with the decisions, opportunities and challenges that shape your future.
INVESTMENT STARTS at £9000+VAT
Fractional CEO · The Embedded Partnership
Someone needs to run this place properly. Let it be me.
Fractional CEO support for founders who've grown fast, built a team, and now have too many plates spinning to lead it. I come inside the business and get it running.
From £2,000+VAT a month
I turn stuck businesses into scaling ones.
What a fractional CEO actually is
Senior leadership, part-time. Someone who has run big teams and big budgets, inside your business two days a month, for a fraction of the cost of a senior hire.
I sit in your team meetings
I know your numbers
Your team knows my name
CEO, COO or CFO?
You'll see far more fractional COOs and CFOs than fractional CEOs. Here's how the three seats differ, and why the CEO seat usually comes first.
Fractional CFO
Owns the numbers
Cash, forecasting, funding and reporting. Tells you where the money is, and where it's going.
Fractional COO
Makes the plan run
Processes, operating rhythm and delivery. Makes sure the work gets done, week in, week out.
Fractional CEO · what I do
Decides what the plan is
Direction, where growth comes from, what to stop, and the team and systems needed to get there. Then holds everyone to it.
A CFO and a COO both need a direction to work to. When nobody owns it, the founder carries it on top of everything else. That's the seat I fill. Get it right, and any COO or CFO support you bring in later goes much further.
You're too close to see it.
Plenty of founders have ideas. What they rarely have is someone outside the day-to-day, asking the questions nobody inside the business will ask.
That outside view brings clarity, guidance and a proper level of challenge. Big businesses know it. It's why they bring in non-executive directors and outside advisers: the people running a business every day can't see it from the outside.
You get that same seat at the table, without paying a full-time senior salary.
Client story · T2FIT
Luke Turner brings me into his gyms and his team for a different perspective.
I come in from outside, challenge how they're thinking, and get the team looking at the business in ways they wouldn't while they're in it every day.
One gym became two · a team of 15+ · regional gym of the year 2025
You're probably here because
I love the boring stuff.
Most founders hate this part. I spent 19 years making big operations run, and this is where I'm happiest. It's also where the profit quietly leaks out.
The CRM nobody set up.
The process that lives in one person's head.
The weekly meeting that decides nothing.
The one-to-one that's been cancelled three times.
What I take on
Systems and operations
CRM, processes, reporting, the customer journey, and how work moves through the business.
People and accountability
Team structure, hiring, who stays, holding people to account, and culture.
Direction and decisions
What you're building, where growth comes from, what to stop, and decisions that stick.
The hard conversations
I'll have them with you, or alongside you, and I'll show you how to have the next one yourself.
The aim every time: the person leaves clear on what's expected, still motivated, and trusting you more than before. That's influence. It can be learned, and your team will feel the difference in weeks.
When you trust the team, you can delegate. When you can delegate, you can lead.
How it runs
MONTH ONE
The inside view
Time inside the business with you and your team. I audit systems, people, numbers and culture, and you get a written six-month plan.
MONTHS TWO TO SIX
Embedded
Two days a month inside the business. Weekly founder check-ins. I'm in team meetings, holding people to account, training the team to deliver without you.
MONTH SIX
Handover
The systems run, the team runs them, and we decide together what comes next.
What's included
Month one operating audit, on site with you and your team
Two embedded days a month
Weekly founder check-in
Team accountability and the hard conversations, alongside you
Delivery training for your team
Systems set-up: CRM, processes, reporting
Monthly commercial review and quarterly planning
WhatsApp support between days
Senior leadership, without the senior salary
A full-time CEO means a six-figure salary, bonus, often equity, recruitment fees and months before they're up to speed. Most of that cost is fixed whether the hire works out or not.
Most founder-led businesses don't need a full-time CEO. They need senior strategic leadership for part of the month, alongside a founder who stays in charge of the vision.
Full-time CEO
Salary, bonus, equity, recruitment and ramp-up
The Embedded Partnership
From £2,000+VAT a month. No recruitment fee. No equity.
Proof
[Luke's testimonial quote]
Luke Turner, T2FIT · one gym to two, a team of 15+, regional gym of the year 2025
Hi, I'm Natalie
I'm a FTSE 100 operator who works inside your business, so it makes more money and stops depending on you.
19 years as a senior leader within the retail sector. Million-pound weekly budgets. Hundreds of people. I've had the hard conversations, rebuilt the teams and fixed the processes at a scale where getting it wrong was expensive.
Now I bring that into founder-led businesses, hands-on.
Natalie
How this compares
These labels get used loosely. Here's how I draw the lines.
Interim CEO
Full time, for a fixed period, usually to fill a gap or manage a transition.
Consultant
A defined project with a defined end. They deliver the work and leave.
Adviser
Counsel from outside the business, usually monthly. They help you see clearly, and the work stays with you.
Coach
Works on you: your thinking, habits and leadership. Valuable, and a different job.
Fractional CEO
Ongoing, part-time, inside the business, and accountable for outcomes alongside you.
My first conversation with any founder works out which of these you really need. If it's one of the others, I'll tell you.
Is this for you?
This is for you if
You have an established business and a team, you've become the bottleneck, and you're ready to let someone senior inside.
It isn't for you if
You want advice from a distance, or you're not willing for me to talk to your team. It's also the wrong call if the business is in crisis and needs full-time rescue, if you're still testing whether anyone wants what you sell, if you don't really want to let go, or if what you need is one specialist skill, like bookkeeping or paid ads.
How to start
STEP ONE
Apply
Four quick questions, so I know where the business is before we speak.
STEP TWO
Book your call
Pick a time for a 30-minute discovery call, and tell me what's wobbling.
STEP THREE
Proposal and start date
If we're a fit, I look under the bonnet and send you a written plan for month one.
Questions
Does a fractional CEO replace me?
No. You stay the founder and the owner. I work alongside you and take on the parts of the CEO role you shouldn't be carrying alone.
Why a fractional CEO and not a COO or CFO?
A COO runs the plan and a CFO runs the numbers. Both need someone deciding the direction first. If what feels broken is direction and revenue, the CEO seat is the missing one.
How much does it cost?
From £2,000+VAT a month, with a six-month minimum. The exact scope depends on your business, and we agree it on our call.
How is this different from your 1:1 partnerships?
1:1 is you and me, working on you and the business. Here I work inside the business, with your team.
Will you talk to my team?
Yes. That's the point.
In person or remote?
Both. Embedded days are in person where we can. Travel outside London is agreed upfront.
What size business is this for?
Established, with a team. The call is where we check the fit.
Can I start smaller?
Yes. My 1:1 partnerships work on you and the business, without the embedded days.
Your business, working exactly as it should.
Apply for a discovery callNatalie Potts · Fractional CEO and Strategic Business Partner
What clients are saying
I didn't know how to grow the way I wanted to and what I needed to, I don't think I had the belief in myself that I needed. Two years ago I was on £3k months and fast forward to now I have £22k months. I believe your belief in me has been my biggest driver. I did know a lot of things, I just didn't know how to action them in my business. Anyone can set up a business, if you don't invest to get it to grow you probably won't get to where you want to be. There is no reason why you won't make your money back if you do what you need to do.
SAM HOYLE | FINANCIAL STRATEGIST & ACCOUNTANT
Hannah Prosser | Finance & Ops Partner
Naomi Rose | Marketing & Events
Joe Hart | Founder of ConnexUs
Zoe Poulton | Change Specialist
When I met you, my messaging was all over the place and I am finding now that the things I want to say in my messaging is much more comfortable than it was before. People are usually hesitant in investing in themselves and it was a cost and I look at things now as an investment what am i going to get from it. It is about me and 10/10 times the best decision.
It's been about messaging when working with you, who I need to help and how. I have had issues with my own confidence which is a shame as I do get a lot of people approaching me for advice and you have helped me monetise that. As soon as I did I had people messaging and wanted to sign up with me. You help us to draw on our strengths and get to a good level.
We had an amazing call and I feel so motivated with growing and pushing my business. I am thinking more clearly on where I want my business to go. You shared some valuable insights with taking my business further online and even game me new ideas for content. Natalie, you are really knowledgeable, friendly and clearly you know your stuff when it comes to growing a business. You are absolutely class. Thanks Nat
It is so easy to get stuck in your own head as a small business owner. The mastermind event and the round table was great as it was the time to meet people and have discussion to get clarity.
Finding my real corner about what I am really passionate about. I have been in business a really long time and being in the room with like minded people is key. I love your events. From you I have learned to hone in on your messages and being clear. Believe in yourself that should invest in yourself. There is nothing that supports more than building relationships.
When I started working with you, I had nailed my branding and who I was and what I was doing but I was rubbish with my messaging. How people referred me or described me was not how I described myself. I feel really confident at describing who I am, what I do and who I am for now and that is all because of you.
Your support has enabled me to connect with other coaches and support each other in moving forwards. I have been reminded of the importance of reaching out and starting conversations with prospects. Momentum has provided me with so many resources and taught me much about sales which has proven invaluable. Thank you Natalie 👏🏼📈🙌🏼"
There is a huge amount of really valuable information about setting up a business on the website but you can access it in your own speed. No pressure just great resources and regular access to Natalie when ever you need it
Someone recommended Natalie to me and she was perfect for what I needed to achieve. She was great at looking at my skills/ strengths and mapped out services/ price points and we worked on my money mindset. I loved the whole transformation and with Natalie, I got that high touch 1:1 element and helped me figure out way forward.
"Working in the corporate environment, I do consider myself to be a confident individual. What I took from Natalie was how important it can be to focus on your strengths and through a personality tool DISC, I was able to discover and understand some of my key strengths. Great to reflect and consider how I can leverage these when working with my clients.
The support from Natalie came at a time when I was starting my business and her sessions have really helped me to keep focussed and motivated, particularly when I was talking some confidence issues and feeling unsure about the first steps to take.
The main difference is how I feel about my business now. I use to feel so stressed and overwhelmed and my to do list was never coming to an end. I actually feel like I’m making progress in the right areas every single day now. I really appreciate how she helps me strip out all of the noise and focus on what’s really important to me about getting the results I’m after.
A huge thank you for all your support. It's been truly life changing. Learning new skills, finding new confidence, stepping into my CEO mindset. Forever grateful.
I was bringing in on a monthly basis anywhere between £2.5K - £5K a month. This month I am on track to turnover £9K possibly even £10K. I didn't know whether I would open my emails and have an enquiry whereas now I it's on a daily basis I am getting leads via the website or Instagram in response to things I put out which is really great.
Thank you Natalie, I came to the course feeling a bit lost and not very confident in how to run my business. I can now see I have a clear path and way forward to how to run my business and ministry. For anyone who is a bit stuck on how to run their business you don't need to look further than Natalie. You will gain the tools you need to help you get to where you are going but you will have to put in all the hard work. I fully recommend Natalie and this business community to you. Thank you.
Working with Nat has been so valuable, it’s allowed me to develop a deeper understanding of the foundations of building a sustainable business. I have enjoyed working with a great group of ladies and learnt a lot from them too. Along with working on my confidence and mindset. Thank you Natalie
Almost two years down the line working with Natalie I have kept the momentum and focus on what matters. This has been one of the best decisions I have made as part of my journey as an entrepreneur. Thank You Natalie
It's really good for any founder, especially those with just qualified who want to really just grow their own business at speed. I made sure I tidy up the sessions with my progress and I suppose what the results really coming out of working with Natalie is that I have really good foundations in my business now has a lot more structure.
I felt lost and unsure when it came to running the business side of things and really feeling like an entrepreneur. I was craving guidance, accountability and support. I started working with Natalie and everything changed. Her high level challenge and support really stood out to me. I felt fully supported. She helped me address emotional barriers. Also the importance of structure and strategy in my business
Working with Natalie has been a transformative experience. For a long time in my adult life, I was stuck in a cycle of scarcity and limiting beliefs around money. I under-priced myself in business negotiations even if my client was always willing to pay for more for what I'd given them. I just could not find the courage to value myself, my talents, my time, and my business. Within the last eight weeks, I went through a tremendous shift in mindset; realised what was holding me back from making the money knew I deserved. And yet, I spent the hard-earned money mindlessly on things that didn't matter so much to me. Equip with specialised tools and knowledge, this course requires a lot of honesty to look at yourself, and consistency to keep reflecting and asking the hard questions. And there were a lot of pleasant ones too! Nat touches on both the practical aspects of understanding finances and insight on relationships and support. I am not one to look at financial statements with a smile, but after Money Mindset, I've learnt to appreciate it because now I value my relationship with money. I would recommend Money Mindset to anyone looking to pivot into financial freedom and success!
I loved working with Nat on my money mindset in her course and would highly recommend to anyone in business. I feel that there will always be work to be done on your money mindset as you reach different levels of income within your business and what is so great about this course is you can revisit it when you face your next level!
Nat is a generous mentor, always happy to give her time and advice. Nat facilitated an environment where I felt safe to open up and I made some great connections from the group. Being part of a likeminded community made a real difference to me in terms of confidence, inspiration and courage to keep going.
When I was setting up my business, I wanted a mentor and that I could go to for that help, guidance, support, and Natalie was that completely. She helped me to get cleared on what difference the business made, my niche and what I needed to do to get the business set up within 90 days. This took so much stress away and gave me clarity on what I needed to do and why.
Leading a team where I have a fitness business, where have people that work for me and clients that I coach and lead for them - so many different dynamics. This hit home. I recommend the DISC assessment for people who are at a cross roads in life; want a better understanding of who they are; want to be happy and successful and more productive in life.
I had the pleasure of joining Natalie's program, and it's been an incredible journey. I chose to start with her program before completing my coaching diploma because I wanted to lay a strong foundation for my first business. Natalie has been instrumental in helping me achieve this goal. She provided valuable support in setting up the groundwork for my business and offered insights into sales techniques. Thanks to Nat, I now approach sales with much more confidence. Moreover, Natalie helped me shift my mindset regarding what it takes to create a successful business. Her approach is not only practical but also deeply insightful, and it has transformed my perspective on entrepreneurship. Throughout our time together, Natalie consistently went above and beyond to support me. She is approachable, always willing to lend an ear and offer fantastic suggestions whenever I had questions or concerns about my business. Working with Natalie has been a pleasure, and I cannot recommend her enough for anyone looking to build a thriving business.
Regardless of what profession you work in if you aren't working on yourself your are not moving forward. Natalie has opened my eyes to a world of opportunities whereby I can be more and ultimately offer more to my clients. Coaching has given me the opportunity to optimise and focus on my strengths, be more productive and consequently impact more lives.
I've always been very driven, but I was lacking some inspiration as to what my goals were going to be and how I could go after them. After a session with Natalie, I felt like I could conquer the world! She is fantastic at what she does and she really helped me find my focus.
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