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

One of my clients — an electrical contractor, $1.8M turnover — was getting 12 calls a day from his team...

▪️ "Can I order this part?"
▪️ "Should I send the invoice?"
▪️ "What do I do about the delay on site?"

He wasn't running a business. 

He was running a help desk.

The problem wasn't his team. 

They were good operators. 

The problem was he'd never told them where the lines were.

So we sat down and mapped it:
1️⃣ Spend under $500 on a job? Just do it.
2️⃣ Client wants to change the scope? Flag it, write it up, but handle it.
3️⃣ Anything over $2K or a new client? That comes to me.

Three tiers. Written on one page. Took 20 minutes.

Within a fortnight, those 12 daily calls became 3. 

Same team. 

Same jobs. 

Just clarity on who decides what.

Most trade business owners think delegation means handing off tasks.

It doesn't. 

It means handing off decisions.

And you can't hand off what you've never defined.

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

You're quoting heaps. So why aren't you winning more?
You're busy. Quoting jobs left and right. But the win rate? Not great.

Here's what most tradies do:
▪️ Someone enquires. 
▪️ You send a quote. 
▪️ Then you wait.

That gap between enquiry and quote? That's where your competitors are winning.

One business I coach found that their CRM had zero follow-up between first contact and quoting. No call. No video. No check-in. Nothing.

Dead space. And Dead Space kills deals.

What works: 
1️⃣ A quick follow-up call or a short video before you quote. Something simple like "Hey, just wanted to check I've got everything right before I put this together for you."
2️⃣ Consistent, polite, and useful follow up after the quote

That's it. 
Can be automated. 
Takes 2 minutes. 
It builds trust before you ask for money.

Businesses doing this are lifting their conversion by 10-20%. Same leads. Same quotes. More wins.

A little test for you: 

Look at your last 10 quotes. 
▪️ How many did you follow up more than once? 
▪️ If it's less than 7 — there's your problem.

I coach trade contractors to win more work and stop leaving money on the table. Higher Win Rate = Higher Profit

You've got a guy who's costing you $2,000 a week.
You just can't prove it yet. You know the one.
Shows up. Does the minimum. Everyone else picks up the slack.

You've thought about having the conversation.

But "I just feel like you're not pulling your weight" doesn't cut it when they push back.

One of the business owners I coach had exactly this.

A sparky doing half the revenue of the bloke next to him.

Same jobs. Same hours. No one said a word.

Because there was nothing to point to.

We set up 3 simple KPIs:
→ Revenue per tech → Callback rate → Timesheet compliance

Took one week to see the gap.

Two weeks later, the hard conversation happened.

Not based on feelings. Based on numbers.

That tech lifted his game within a month.

No drama. No blowup. Just clarity.

The owner told me: "I wish I'd done this 3 years ago."

Here's what a scoreboard does for a trade business:

▪️ Your good people get recognised. 
▪️ Your underperformers can't hide. 
▪️ And you stop lying awake wondering if you're running the business — or just carrying it.

3 KPIs. A 10-minute weekly check-in.

That's the whole system.

If your team has no scoreboard, that's where your profit is hiding.

DM me "scoreboard" and I'll send you the link to the Custom GPT I built for my clients - It’s called the Performance Engine Builder for a reason.

What about Projects?

Revenue per tech works for service because jobs open and close daily. 

Projects don't. 

And individual output is buried inside team output.

The fix: Track labour hours against the program.

The KPI isn't revenue. It's hours burned vs hours budgeted — tracked weekly.

It’s called the "worm graph" or "run chase" (yes, like at the cricket) 

Simple concept:
Job is quoted at 400 labour hours over 8 weeks
That's 50 hours/week budget

Every Friday, plot actual hours used vs where you should be

If the worm is below the line, you're bleeding

That's your project KPI: Labour burn rate vs budget.

It's the one number that catches cost overruns before they kill the margin.

For individual accountability on project teams:

That sits with the supervisor/foreman, not a dashboard. 
Weekly they should track:
→ Timesheet compliance — did they actually log hours properly
→ Task completion vs plan — are stages landing on time
→ Rework/defects — quality issues showing up in their work
The supervisor adjusts focus week to week depending on who's doing what.

Premature discontinuation. Most trade businesses stop way too early.
One of my clients recently mapped his B2B sales process. 

He was winning almost every new client from the first 3 interactions. 

Incredible conversion rate.

But after 2 weeks? 

His follow-up completely dropped off.

He was only winning when the timing was perfect. 

Every prospect who wasn't ready in that window? 

Gone. Signed up with someone else.

Here's what changed:

→ Built a monthly revisit run sheet
→ Same prospects, same approach, every month
→ Stopped relying on perfect timing
→ Started relying on consistency

The unglamorous truth about sales in trades:

It's not about the pitch.
It's not about the CRM.
It's not about automation.

It's about showing up. Again. And again.

Consistency beats intensity. Every single time.

I sat across from 10+ trade contractors this week — electrical, plumbing, HVAC, fencing, civil. Different trades, different sizes, same 3 problems.

What came up in every conversation, and what we're doing about it.

1. "We're profitable but we've got no cash"

This is the most dangerous place 

You look at the P&L and think you're winning

You check the bank account and wonder where it all went

This week I worked with contractors doing $3M, $12M, even $15M in revenue — all experiencing the same thing

Invoicing delays, work sitting in progress too long, and receivables blowing out past 45 days.

What we're fixing: 

Tightening invoicing cycles (one client moved to milestone billing and freed up $200K in 60 days). 

Weekly cash flow reporting so you see the problem before it becomes a crisis. 

And getting clear on your actual break-even number — not the one in your head, the real one.

2. "I don't actually know if my jobs are making money"

Labour costs are a killer. 

Most contractors I spoke to this week had their job management system showing gross margins 10-15% higher than reality. 

The labour rates in their system didn't match what they were actually paying. 

Overheads weren't allocated. Hidden costs — super, leave, workers comp, vehicle costs — were sitting somewhere else entirely.

One business discovered $160K in costs that weren't showing up in their job reports. 

That's the difference between a 30% margin and a 15% margin.

What we're fixing: 

A simple labour cost calculator that gives you the true hourly cost of every employee. 

Weekly job P&L reviews — 15 minutes that catch errors before they compound. 

And stripping back overly complex cost structures so you can actually read the reports.

3. "I'm drowning in admin and my systems don't work together"

If your job management software and your accounting software aren't integrated properly, you're flying blind. 

I saw businesses this week spending 10-15 hours a week on manual data entry that should be automated. 

Others had systems set up so poorly that the reports were useless.

What we're fixing: 
SimPro and Xero integrations that actually flow. 

Outsourced data entry with trained virtual assistants (one client is about to get 15 hours a week back). 

And simplifying system setups — fewer cost centres, cleaner workflows, reports you can act on in under 5 minutes.

The common thread?

Every one of these problems lives at the foundation of your business. 

You can't grow, hire better people, or take on bigger projects if your financial base is unstable. That's why we always start here.

If any of this sounds familiar, that's because it is. 

These aren't unique problems — they're the ones nobody talks about because they're not as exciting as winning the next big job.

But they're the ones that determine whether you actually keep the money from that job.

If you want to dig into where your business sits on these three issues, book a  business review on my website or DM me.

There are two places a trade business owner hides when they don't know what the next right move is.

Back on the tools — because fixing a busted pump feels better than fixing a broken business.

Or buried in admin — because shuffling paper looks like leadership, even when it isn't.

Sound familiar?

Here's what's actually going on.

It's any morning.... 

You've got a whiteboard full of "priorities." 

Your phone's going off.

You've got three unanswered quotes sitting in your inbox. 

You know you need to sort the cash flow, sort the hiring, sort the pricing — but you don't know which one first.

So you grab your gear and head to site. 

Or you open another spreadsheet.

Not because you're lazy. 

Because you don't have one clear next move.

The owners I work with who find the extra $80K-$150K sitting in their business — they're not working longer hours. 

They've got a specific answer to: "What's the one thing this week that actually moves the margin?"

That's the whole game.

The 30-second test most trade businesses fail:
Can you explain why someone should work for you — in 30 seconds?

Most trade business owners can't. 

And that's exactly why they can't find good people.

Your competitors are figuring this out. 

The ones winning the recruitment game aren't offering more money. 

They're building a place people actually want to work.

One business I coach this week wrote a one-page culture code. 

Dead simple:
- What we stand for
- What's non-negotiable
- What we won't tolerate

Took an hour. 

Now every new hire knows the deal before day one. No surprises. No drama.

Your best people already know why they stay. You just haven't asked them.

Try this today: Ask your best worker why they haven't left. 

Write down exactly what they say. 

Use those words in your next job ad.

That's it. 
▪️ One conversation. 
▪️ One better job ad. 
▪️ More of the right people knocking on your door.

I coach trade contractors to build better teams and businesses that run without them. With better teams comes better profit.


Peter

A trade business can look profitable…
and still be losing money on every job.
Saw this recently with a client.

Gross profit: 30% — ok for a trade business.

But his overheads were running at 35% of revenue.

Which meant the business was losing money on every dollar earned.

And he had no idea.

This is the trap I see constantly in trade businesses:
→ Revenue keeps growing
→ GP looks healthy
→ No one’s tracking overheads as a % of revenue
→ The bank account is always tight
→ And no one can explain why

Reality check:
Gross profit means nothing if your overheads aren’t under control.

A business can look profitable on paper…
while quietly bleeding cash.

The fix usually isn’t complicated.

It’s operational rhythm.
• Monday — forecast the week/month/qtr ahead
• Friday — review job profitability
• Know your breakeven number and revenue per site worker ALWAYS

When those numbers are clear, the guesswork disappears.

Wayne Vickers  is a top operator and great guy - any sparkles looking for a new opportunity  -would be worth a chat to Wayne.

Client Relationship Director and co-founder at Ekeohm

Open article: Licenced Electrician Job in Sydney NSW - SEEK by seek.com.au

Licenced Electrician Job in Sydney NSW - SEEK

Every trade business owner I work with wants the same thing — to stop
being the bottleneck. Step back from the tools, stop answering every question, work ON the business.

But most skip the critical step: developing someone who can actually hold the fort.

I've got a client right now going through this. 

He promoted a young guy to the operations manager position. 

Smart, capable — but completely overwhelmed. 

▪️ No clear expectations, 
▪️ No rhythm, 
▪️ No support. 

He was set up to fail.

The fix was simple. 

▪️ Weekly one-on-one check-ins. 
▪️ A one-page strategy map so the whole team knows where they're heading. 
▪️ Clear KPIs, and
▪️ Honest conversations about what "good" looks like.

You can't buy your time back without investing it in someone else first.

If stepping back is on your radar, it starts with your people.

This is exactly what we fix in the Trade Contractor Operating System. 

Places are limited, and we have sold out for the last 3 months. Email if you want to find out more.

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Shahab Shirmohammadi

Peter Wesley

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The Battle

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Peter Wesley

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