North Star Strategy

Prepared by Growth Experts — March 2026

Prepared by Growth Experts
The Growth Gap
From Where You Are to Where You Want to Be
Understanding the gap between your current position and your goals is the first step. Growth Experts is the bridge.

Point A — Now

R800k–R1.5m/month revenue (R19m in 2025)
1 retainer client (10bet, 3-month rolling)
~18 unique clients across SA, Ireland & UK
Zero pipeline in the North
Darren as sole salesperson (North & South)
No CRM or formalised sales process
Cold outreach producing mixed results

Point B — 2026

€1M+ annual revenue target
20% profit margin
3 new retainers in the North
70/30 brand-to-agency ratio
Embedded production packages driving recurring revenue
CRM and pipeline tracking operational
Multiple lead channels generating 10+ leads/month
Strategy → Tactics → Execution → Measure → Learn → Repeat
Core Identity
Why 10th Street Exists

Vision

A business where colleagues want to join and clients want to work with. Born from a passion for film and video, 10th Street creates stories that transform the factual into the unforgettable.

Problems We Solve

  • Clients don't know how to tell their story
  • Turning numbers and facts into engaging, memorable, entertaining experiences
  • Technical and AI know-how that makes production faster and more efficient
  • Budget efficiency — more value at less cost, especially via the exchange rate

Culture

Relationship-driven. Respectful and authentic — not manufactured. A sought-after team built over 12 years where people genuinely want to be. Clients return because of the people, not just the work.

“Your Stories. Our Spotlight. Their Attention.”
Unique Value Proposition
Brief in the North. Produce in the South.
One business, two hemispheres. Northern clients get premium creative output at Southern pricing, with zero timezone friction.
⊕

Offshore Production Hub

The machine and creative hub sits in Johannesburg. Briefing, strategy and relationships happen in Dublin and London.

↔

Same Timezone, Same Language

South Africa and Ireland/UK share overlapping working hours and English as a first language. No translation layers.

€

Exchange Rate Advantage

Northern budgets go dramatically further when production happens in South Africa. Equal or better quality at a fraction of the cost.

∞

Relationship-First Culture

90%+ of business comes through repeat clients and referrals. 12 years of proof that trust compounds into lasting partnerships.

AI

AI-Enabled Efficiency

AI as an enabler, not a replacement. Faster concepting, smarter production workflows, more content for the same budget.

↔

Approachable for SMBs

Not a massive agency with massive invoices. Accessible, flexible, and built for the brands that need a creative partner without the overhead.

Ideal Customer Profile
Who We Serve
70% Brands 30% Agencies

Brands (Embedded / Retainer)

Established brands already investing in video who want a better, faster, more affordable alternative. Startups (tech/fintech, founder-led, 10–50 people) who have recently raised funding and need content capacity without hiring.

Contact Personas
Owner / FounderCMOMarketing DirectorBrand Manager

Agencies (Capacity / Projects)

Agencies needing overflow capacity — editors, animators, directors. Once-off project pitches and brief responses. Not retainer-based, but valuable for creative exposure and access.

Contact Personas
In-house ProducerProduction ManagerCreative Director
Target Industries
SportsHealth & LifestyleFintechBanking / FinanceBetting / GamblingGovernment / Public SectorTravel
Geography
Ireland (Primary)UK (Secondary)US (Future)
Current Dashboard
Where 10th Street Stands Today
0
2025 Revenue (R, millions)
0
Unique Clients
0
Team Members
0
Active Retainers
0
Northern Pipeline
0
Salesperson

Through Agencies

Retroviral (Liberty) • Faith&Fear (Profmed) • Lucky Beard (Netcare, iStore, MiWay, Investec, Denon, Mzansibet, Travel Counsellors) • Incoming via JAW (Courier Guy, FNB)

Direct Clients

10bet (retainer, R196k/mo) • Lenmed Hospitals • Analytics

Ireland & UK

Webwise (govt tender) • CNAM • Dublin City Council • Winning Moves / Top Trumps (UK) • Incoming: Dublin Aviation Authority

Tech Stack

SmartLead • AIMFOX (incoming) • Campaign Monitor • Google Analytics (incoming) • No CRM

⚠ Zero pipeline exists in the North. All current pipeline is South Africa (Rand value). Building Northern pipeline is the critical priority for 2026.
Timeline of Truth
What’s Been Tried, What’s Working

Tried & Didn’t Work

TikTok BTS Content
Time-consuming, awkward to produce
IDIDTHAT.co
Limited differentiation from competitors
Entering Awards
Expensive, unclear ROI
PR Agency
Big time investment, no measurable results

Currently Doing

Cold Email Outreach
Results unclear / mixed
Relationship-Based Selling
Darren’s core strength
Monthly Newsletter
Campaign Monitor
LinkedIn Content
Mix of video and text posts

What Actually Works

Relationship-Based Selling
90%+ of clients from Darren’s network
Referrals & Repeat Clients
Trust compounds over time
Word of Mouth
Quality work speaks for itself
Being Present
Walking the halls, coffee dates
The Product
Content Pod
Embedded Video & Motion Support for Marketing Teams. Always-on content production — without hiring, overhead, or shoot days.

How It Works

01
Onboarding & Setup
02
Monthly Planning
03
Submit Requests
04
Production & Delivery
05
Feedback & Revisions
06
Reporting & Optimisation
Solo
Embedded Creator
A dedicated editor/animator embedded in your team.
Best for: teams with internal strategy & approvals in place
40 hrs/mo€3,000
80 hrs/mo€5,200
120 hrs/mo€7,200
Typical output: 8–45 assets/month depending on hours
Includes
  • Dedicated creator
  • 1 active production queue
  • Weekly check-in
  • Stock sourcing support
  • Platform formatting & captions
Duo
Producer + Creator
Adds a producer to manage workflow, briefs, and approvals.
Best for: busy teams needing coordination and speed
40 hrs/mo€4,800
80 hrs/mo€8,960
120 hrs/mo€12,600
Typical output: 10–55 assets/month depending on hours
Includes
  • Dedicated producer & creator
  • Workflow & traffic management
  • Weekly planning & priority setting
  • Faster turnaround & smoother approvals
  • Asset organisation & version control
Trio
Mini Content Pod
Producer + Editor + Animator working in parallel.
Best for: agencies & brands needing continuous, motion-heavy output
40 hrs/mo€6,200
80 hrs/mo€11,600
120 hrs/mo€16,200
Parallel workflows for maximum throughput
Includes
  • Parallel workflow (multiple assets at once)
  • Motion graphics & animation support
  • Brand motion toolkit development
  • Monthly optimisation review

Commercial Terms

Minimum term: 3 months
Rollover: Up to 10% unused hours (30 days)
Overage: 1.25× rate
Rush work: 1.5× rate
12-month commitment: Reduced rate available
The Strategy
Six Strategic Pillars
A focused, multi-channel approach to building Northern pipeline, securing retainers, and driving 10th Street toward its €1M target.

01LinkedIn + Outbound Outreach

  • Continue LinkedIn content and outreach already underway — don’t abandon what’s building
  • Test whether channels are right, rather than assuming the approach is wrong
  • Run an A/B test: LinkedIn-only outreach vs. omnichannel (LinkedIn + email)
  • Augment with AIMFOX LinkedIn automation + SmartLead email integration
  • Darren’s personal brand on LinkedIn is a key asset — consistency and authenticity over volume

02Account-Based Marketing

  • Build a target list of ~20 ideal client accounts in Ireland and the UK
  • Very personalised, manual outreach to each — no spray-and-pray
  • Direct touches, tailored messaging, and potentially thoughtful gifts aligned to 10th Street’s brand
  • Integrates well with VC/startup targeting (Pillar 4)

03Referral Strategy

  • Put more focus on referrals through Darren’s close network
  • Potentially leverage the Adam / Lucky Beard relationship sphere
  • Concept: ask close contacts for referrals with something meaningful offered in return
  • Build a simple referral kit that Adam, Lauren, and Aliki can use independently
Developing: exact structure, incentive model, and priority contacts still being shaped.

04VC / Startup Targeting

  • Confirmed strategic pillar — strong route to generate meaningful, recurring work
  • Target recently-funded tech companies in Ireland (segment by funding stage)
  • One focused outreach stream can unlock multiple client opportunities
  • Integrates with the ABM approach (Pillar 2)
  • Asta has access to startup prospect sources and large contact lists
Developing: target VC list, approach sequence, and partnership pitch framework.

05Events / In-Person Networking

  • Darren is comfortable networking — events are a meaningful route in Ireland and the UK
  • Coffee-date culture in Ireland suits 10th Street’s relationship-based approach
  • Irish networking body Darren used before and may rejoin
  • Asta has begun researching relevant Irish events and conferences
Developing: event calendar, networking body details, and attendance plan.

06Case Studies / Proof Assets

  • Lightweight case studies — simple PDF-style, linking out to relevant video work
  • Easy to drop into a LinkedIn conversation or outreach thread
  • Not heavy, overdesigned collateral — quick to consume, easy to share
  • Considering adding case studies to the website as well
Developing: first 3 case study subjects and template design.
The Numbers
Reverse-Engineered Sales Funnel
Working backwards from the revenue target to determine exactly how many leads, calls, and pitches are needed each month.
€83k
Monthly recurring revenue target
~€1M annually
10
Retained clients needed
At ~€8,000–8,500 avg. package value
40–50
Pitch calls needed
Assuming 1-in-5 close rate
~60
Discovery calls needed
Converting qualified leads to pitches
120
Total leads needed
10 qualified leads per month across all channels
What channels will generate 10 qualified leads per month?

This is where the six strategic pillars connect. Each pillar contributes to the lead pipeline. The sales process workshop will sharpen these conversion assumptions.

The Roadmap
Phased Execution
Phase-based, not date-driven. Dates will be added once there is full buy-in from the 10th Street team.
Phase 1

Foundation

Align on strategy. Set up the infrastructure needed to execute. Get the right tools in place and build the collateral that enables everyone to sell.

Marketing strategy alignment CRM setup LinkedIn automation (AIMFOX) Outreach optimisation Collateral repository Case study development Google Analytics setup
Phase 2

Activation

Execute the strategy. Start generating pipeline in the North. Activate every pillar and begin measuring what works.

ABM campaign launch (top 20) VC / startup outreach Referral program launch Event attendance A/B outreach testing Relationship building (North)
Phase 3

Scale

Measure, learn, repeat. Double down on what produces results. Cull what doesn’t. Iterate the strategy as the pipeline grows.

Monthly strategy reviews Pipeline analysis & reporting Scale winning channels Expand to UK market Refine sales funnel assumptions
Up Next: Sales Process Workshop
A dedicated session to build out the sales playbook, define the two-call process (discovery → pitch), and create the collateral repository. This will feed directly into Phase 1 execution and refine the funnel assumptions above.

Implied Ownership

Tags marked in gold indicate Growth Experts–led initiatives. All other items require 10th Street participation or ownership. This is a partnership — strategy is not static.