AffiliCheck
The Opportunity
AI assistants now influence purchasing decisions, but no business has visibility into what ChatGPT, Gemini or Perplexity actually say about them — the second half of search is completely unmeasured.
The Idea
Build the missing dashboard — a diagnostic that scores AI visibility the way SEO tools score search visibility, aimed at a vertical (golf clubs, local service businesses) generic tools ignore.
What I Built
A three-tier product: a free AI Snapshot, a paid AI Recommendation Score™ diagnostic on a five-factor methodology, and a monthly AI Growth Programme to implement the fixes.
How AI Was Used
Market and competitor research into how AI models cite businesses; design of the scoring methodology; site information architecture, copy and build.
Commercial Model
Free diagnostic → paid one-time score → recurring implementation retainer (£495–£3,000+/month).
Go-To-Market
Vertical-first — golf clubs and local service businesses, reached through existing sector relationships.
What It Demonstrates
Spotting a genuine, emerging commercial gap and building the full product and pricing model to monetise it — solo.
SmartGolfHub
The Opportunity
Golf is commercially underdeveloped relative to the value of its assets — audiences, real estate, sponsorship inventory — and short on modern growth practice.
The Idea
Package fifteen years of golf-industry relationships as a commercial advisory practice, rather than leave them as a personal network.
What I Built
An advisory practice across growth strategy, content & media, performance & distribution, and commercial/sponsorship — delivered as embedded advisory, not campaign work.
How AI Was Used
Research, positioning and copy; site build.
Commercial Model
Retainer-based advisory.
Go-To-Market
Warm, relationship-led — direct introductions into existing golf ownership groups and governing bodies.
What It Demonstrates
That the relationship capital converts into real outcomes for other people's businesses — live commercial dialogue opened with Troon, Arcis Golf and Invited.
Fairway & Onward
The Opportunity
Golf trip planning for groups is fragmented — multiple bookings, no price transparency, coordinated by email and spreadsheet.
The Idea
One itinerary, one total, tee times confirmed fast — an integrated booking experience for a high-intent, high-spend niche with no dominant player.
What I Built
An itinerary builder combining travel, accommodation and tee-time booking, with 24-hour tee time confirmation through a Golf South West partnership and destination guides across four Southwest regions.
How AI Was Used
Market research, UX and information architecture for the booking flow, destination content, build.
Commercial Model
Commission on bookings and tee-time arrangement via the Golf South West partnership.
Go-To-Market
Deliberately scoped as a single-region pilot before wider rollout.
What It Demonstrates
Product and partnership thinking applied to a real friction point — and the discipline to prove a model in one market before claiming a bigger one.
Groundworks Digital
The Opportunity
Local trade and service businesses have strong reputations but outdated or invisible web presence.
The Idea
A fast, affordable local web and marketing service — and a live test bed for an early AI-visibility offer, before that idea was sharp enough to become its own product.
What I Built
5–7 day website builds, local SEO, Google Business Profile management, and an early-stage AI-search-visibility tool.
How AI Was Used
Positioning, copy, rapid build process.
Commercial Model
One-off build fee (£495–£795) plus monthly retainer (£45–£350).
Go-To-Market
Local, geographic, direct outreach.
What It Demonstrates
Where AffiliCheck came from — proof of iteration, not a lucky first guess. This is the prototype that became AffiliCheck, not a second, competing flagship.