Prepared by Growth Experts — March 2026
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.
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.
The machine and creative hub sits in Johannesburg. Briefing, strategy and relationships happen in Dublin and London.
South Africa and Ireland/UK share overlapping working hours and English as a first language. No translation layers.
Northern budgets go dramatically further when production happens in South Africa. Equal or better quality at a fraction of the cost.
90%+ of business comes through repeat clients and referrals. 12 years of proof that trust compounds into lasting partnerships.
AI as an enabler, not a replacement. Faster concepting, smarter production workflows, more content for the same budget.
Not a massive agency with massive invoices. Accessible, flexible, and built for the brands that need a creative partner without the overhead.
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. VCs and private equity firms as a route into portfolio companies — one relationship unlocks multiple startup clients.
Agencies needing overflow capacity — editors, animators, directors. Once-off project pitches and brief responses. Not retainer-based, but valuable for creative exposure and access.
Retroviral (Liberty) • Faith&Fear (Profmed) • Lucky Beard (Netcare, iStore, MiWay, Investec, Denon, Mzansibet, Travel Counsellors) • Incoming via JAW (Courier Guy, FNB)
10bet (retainer, R196k/mo) • Lenmed Hospitals • Analytics
Webwise (govt tender) • CNAM • Dublin City Council • Winning Moves / Top Trumps (UK) • Incoming: Dublin Aviation Authority
SmartLead • AIMFOX (incoming) • Campaign Monitor • Google Analytics (incoming) • No CRM
Packages are selected based on discovery. We recommend the pod composition based on workflow and content needs. Skill mix can flex month to 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.
Assumptions
These are starting assumptions. We will refine conversion rates after the sales workshop and once CRM data is flowing.
Constraint
Darren is currently the primary driver of new business. To hit these numbers consistently, the sales system must reduce admin load and define where support roles can take pressure off.
3 retained clients at ~€5k each. First Northern wins. Proof the model works.
5 retained clients at ~€5k each. Repeatable sales motion. Pipeline generating consistently.
~10 clients at €5k, or 6–7 at €7–8k. Scaled retained base. Premium positioning unlocked.
This retained base sits inside the broader annual revenue goal, alongside project work and agency-led production.
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.
Execute the strategy. Start generating pipeline in the North. Activate every pillar and begin measuring what works.
Measure, learn, repeat. Double down on what produces results. Cull what doesn’t. Iterate the strategy as the pipeline grows.
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.