The situation

Pete Cuthbertson founded Sixteen Eleven as a boutique PR consultancy. The business had strong client relationships and good work, but new business relied almost entirely on referrals and personal introductions. There was no structured outreach system, no defined ICP and no pipeline discipline. Growth was inconsistent and too dependent on chance.

What Grand House did

Phase 1 defined Sixteen Eleven's Ideal Client Profile such as the industries, the company types, sectors and decision-maker profiles most likely to need specialist PR. Positioning and messaging were refined to speak directly to those buyers. Cold email infrastructure was installed including domain setup, warmup and sequence logic. LinkedIn founder profile and page optimisation, positioning including Sales Navigator was configured with saved searches aligned to the ICP. A relationship base CRM system Folk was set up with pipeline stages and activity tracking. Outreach copy was written for both LinkedIn DM and cold email sequences for alignment with todays best cold outreach practices and the language of the market ideal client profile.

The outcome

Within the first week of outreach going live, Pete was in conversation with three organisations that were a genuine fit. A new client was signed shortly after. The system now runs in the background, generating consistent conversations while Pete focuses on client work and business leadership.

“ Knowing that new business development runs quietly in the background has removed a huge amount of stress. Work that previously took days now takes minutes."

- Peter Cuthbertson, Founder, Sixteen Eleven