Former Liquid Death & Tastemade Marketing Strategist | MBA | Boosting socials, steering through Web3, and befriending AI 🤖

I build brands, grow engaged communities, and drive real impact. With 20+ years in digital marketing, I’ve helped companies scale from zero to millions in reach, leading campaigns that get attention and convert.

At Hexens, I drove marketing for the largest Web3 security competition ever. At BitcoinOS, I built a 30K+ member community in just three months. At Liquid Death, I led viral campaigns, generating 3B+ impressions. I’ve also managed 3,000+ influencer partnerships and scaled Web3 and gaming communities to 500K+ members.

Whether it’s organic growth, paid media, influencer marketing, or community strategy, I create high-impact, data-driven marketing that delivers results. Let’s build something that lasts.

Shahab Shirmohammadi

The numbers tell part of the story.

They show us the symptoms NOT the cause. It's behavior in the business that drives the numbers and its behavior that is at the cause. 

Behavior in a business is a mix of people, processes, and systems.

At Better Back Office we make sure the accounts are accurate and timely without you having to lift a finger. Then we dig deep and uncover the business behavior that is leading to the results.

With this insight, you can make informed decisions and we can help you fix and improve your results.

Here's the outcomes we deliver:

1. Time back - you can run your finance function in 1 hr a week
2. Better business decisions - more profit, better cashflow
3. Build wealth through your business

Connect with me on Linkedin and DM me to learn how to get your trade business working for you with a solid Finance Function. You can be up and running with us in a couple of days.

Peter Wesley

I know a builder worth tens of millions. $10M house. Business throws off cash like a broken ATM. Know what he drives to site? 

An old truck. Wears the same boots as his crew. You'd never pick him as wealthy.

Meanwhile, I see blokes with $80K utes on finance, flash watches, "boss" written all over them... and they're three bad months from the wall.

Here's what I've learned watching trade businesses for 20 years:

The ones making serious money? They don't look like it.

Work ute. Steel caps. On site talking to builders and agents. Playing the role their customers need to see.

The private life is different. That's where the 300 Series and the $100K caravan live. The boat. The investment properties. But that's nobody's business.

The public life? Trusted. Solid. Blue-collar business owner who gets the job done.

Andrew Forrest doesn't wear suits on TV. He wears work gear. And he's worth $12.7 billion.

There's something in that.

The "remove yourself from the business" crowd have it half right. 

But the businesses I see making a million bucks profit at $6-7M turnover? 

The founder is still there. Still visible. Still, the face customers trust.

They've just got a team behind them doing the heavy lifting.

The poverty path is the riches path.

The riches path is usually the poverty path.

Don't get them confused.

Business Coaching and Financial Control for Trade Business Owners - building Million Dollar PROFIT businesses.

Two uni students asked me how to set goals for their landscaping business.
They've got 2 crews. They're hiring. They're winning work. Their side hustle is getting serious.

They wanted a planning framework.

I gave them one number.

Revenue per team.

That's it.

If they chase that one number, they'll be forced to fix:
▪️ Scheduling
▪️ Pricing
▪️ Recruiting
▪️ Processes
▪️ Client management

All of it. Without a fancy dashboard.

Here's the trap I fell into.

I used to run 80 staff and 250+ contractors. We had goals for everything. Fancy scorecard and Dashboards coming out my ying yang.

People would hit 5 of 7 KPIs and feel great.

But nothing got finished. We were spinning our wheels.

Then we cut it to ONE number: Boots on the Ground. How many people got to site today?

Everything changed.

The rule:
One target. One goal. Big impact.

You can't boil the ocean. 
Do things sequentially, not simultaneously.

If you nail your one number, you'll still have problems to solve, but they will be much better ones.

P.S.> Those 2 uni students - 2 mates started their business a year ago while studying - learning more, building a business, than at uni, and they're having a ball - how cool is that!

Just got off a coaching call. Electrician wants to grow. Asks about Google Ads.
Good question. Wrong starting point.
First question isn't HOW to get clients. It's WHICH clients do you want?

We pulled up his Customer Rank Report in SimPRO. Instant clarity.

His best client? A builder doing steady work. Pays on time. No drama. $80K a year.

His second best? Another builder + a few more.

And then a long list of homeowners.

Two different clients. Two different strategies to get more of them.

Google Ads:
Costs money, saves time
Great for residential
You need to learn conversion, targeting, ROAS
Passive once it's dialed in

Relationship building:
Costs time, saves money
Great for commercial, builders, strata
You already know how to do this
Slower but stickier

Most tradies want the passive option. But if you're under $1M, you've probably got more time than cash.

The fastest path?

Ask your existing clients: "I'm looking for more builders like you. Who do you know?"

One phone call. Could be $80K+ a year.
No ad spend required.

Asked a plumber what he was most proud of last year.
His answer, 2 things:
1️⃣ Team culture
2️⃣ Cash in the bank

Not a coincidence.

The year before, he was bleeding money. Up and down. No consistency.

What changed?

He got ruthless about who was on the team.

"Don't have the wrong people bleeding money when they mess up jobs weekly and you've got to go fix them."

Every dud employee isn't just a wage cost. 

They're:
▪️ Rework you can't bill for
▪️ Referrals you'll never get
▪️ Good staff who leave
▪️ Your time spent firefighting

He removed the wrong people. Attracted the right ones. 

Cash started going up.

Culture isn't fluffy HR stuff. 

Culture is the operating system that determines profit.

Fix the culture. Cash follows.

Most Tradies Are Accidentally Running 2 Businesses (or 3)
But thinking they run one business. Take plumber A:

B2C (residential)
▪️ Marketing: Ads, SEO
▪️ Sales: Quote and close on site
▪️ Each Customer calls once a year

B2B (property managers)
▪️ Marketing: Relationships
▪️ Sales: Win account once, work flows
▪️ Each Customer sends 20 jobs/month

Different marketing. Different sales. Different delivery. Different cash flow.

That's not one business with two customer types.

That's two businesses in the same uniform.

When you try to grow "the business," you're growing both at once.

Double the systems. Double the complexity.

No wonder it can feel so hard at times.

Pick one. 

Go all in. 

Or keep running both half-arsed.

It’s like flossing - you know you should do it, but do you? 
You finished the job. Sent the invoice. Moved on.
But did you actually make money?

Most trade business owners have no idea. 

You're busy. 

You're invoicing. 

But the profit's leaking out the back door — and you can't see where.

The fix: Project reviews.

15 minutes. Once a week. This is where you find the money you're leaving on the table.

Why it matters:

Find where you're bleeding margin
Fix your quoting (so you stop undercharging)
Spot slow crews and bad clinets before they kill your profit

When to do it:
Every job over $10K — review it when it closes
Weekly — run a report on all closed jobs, find out where Gross Margin was below your target.

How to do it in SimPRO:
▪️ Open the job → Cost Centre Summary
Compare quoted hours vs actual hours
Compare quoted materials vs actual materials
▪️ Run the Job P&L Report to view all jobs easily

Ask: Where did we win? Where did we leak?

The questions that matter:
Did we quote enough labour?
Did materials come in under or over?
Did scope creep kill us and we didn't charge for it?

Pro tip: Run the Customer Rank Report in SimPRO. Quick snapshot of how profitable each client actually is. Some of your "best" clients might be your biggest margin killers.

The rule:
No job closes without a 5-minute look at the numbers.
You can't fix what you don't measure.

Here's my challenge:
Pick your last 3 jobs over $10K. Run the numbers. 

I bet there's at least one leak you didn't know about.

The fastest way to make more profit isn't winning more work. It's stopping the work that loses you money. But you can't say no if you don't know what to say no to.

Not all clients are equal.

Some make you money. 

Some cost you money. 

Do you know which is which?

There's a report for that.

Customer Rank Report. 

Most underused report in SimPRO.

One click. Instant snapshot of which clients are profitable — and which ones are quietly killing your margin.

How to run it:
>>Reports 
>> Customers 
>> Customer Rank Report 
>> Set your date range 
>> Search.

Sort by Revenue to see the biggest customer, then check the Gross Profit Margin for each

Is there profit leaking?

It's that time of year again - so many businesses in the construction and trade sector struggle with cash. Here's your emergency playbook.

The 5 Step Framework

Work through these in order.

Nothing else matters until cash is stable.

6 Steps to Stop the Bleeding

1. Pause payments — List all payables, rank by priority, call ATO and suppliers before they call you.

2. Find cash fast:
Chase overdue invoices (call, don't email)
Check for forgotten retentions
Sell idle equipment/stock

3. Find the leaks:
Review bank statement line by line
Kill subscriptions you forgot about
Challenge every expense: "Would I buy this if starting fresh today?"

4. Speed up the cash cycle:
Invoice twice weekly, not monthly
Automate payment reminders
Take card payments on completion

5. Build a payment plan:
Create a 12-week cash flow forecast
Share with ATO and suppliers
Stick to it

6. Structure for Survival
Find your lowest 3 revenue months. 
Build your expenses and labour costs so you make a small profit at that floor.
If you can't profit in the slow months, you've got too many people or too many costs.

Today's action: Call your top 5 overdue invoices. Now.

If you want the full How-To Guide DM me and I’ll send you copy.

taplio

The Battle

Shahab Shirmohammadi

Peter Wesley

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The Battle

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Peter Wesley

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Likes

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