Prepared for operators who care about outcomes
Chapter Plus · 2026
A smarter
way to
grow your
business.
No retainers until we've proven we can move your revenue. 30-day pilots designed to test one thing: can we grow your business? If it works, we scale. If it doesn't, you're out $3k — not $30k.
How we engage →
[03]
01
Growth Diagnostic
↗
6–8 hrs senior time · from $1,500
02
Growth Pilot
↗
30 days · $3k–$7k · prove it works
03
Ongoing Partnership
↗
Only after a pilot · from $3,500/mo
Pilot in
30 days
Lock-in
None
30-day pilots
If it works, we scale
If it doesn't, you're out $3k — not $30k
Built by operators for operators
Sign in & sign off your next chapter
No retainers until we move revenue
30-day pilots
If it works, we scale
If it doesn't, you're out $3k — not $30k
Built by operators for operators
Sign in & sign off your next chapter
[01]
Why this exists
"
Channels don't fail.
Systems
do."
Most marketing struggles aren't channel problems. The conversion path loses 60% of interested customers before they convert. The offer isn't clear enough to justify the click. There's no follow-up for people who didn't buy. Ads drive traffic to a website that doesn't sell.
We fix the system before we spend a dollar on ads. Optimise the conversion path, clarify the offer, build follow-up sequences that turn interest into revenue. Only then do we scale.
No retainers until we've proven we can move your revenue.
30-day pilots designed to test one thing: can we grow your business?
If it works, we scale. If it doesn't, you're out $3k — not $30k.
[02]
Best Fit
We'd rather say no early
than sell the wrong thing.
If your offer or operations are the real constraint, the diagnostic will surface it — and we'll tell you. Here's how we know whether a pilot is worth running.
Strong fit if you've…
This works when…
You're already operating and want to grow properly
You care about outcomes more than activity
You want senior thinking without agency overhead
You've worked with agencies and felt underwhelmed
You've tried ads before and got no clear ROI
You've hit a point where "doing more" isn't the answer
Not a fit if you want…
This is not for you
Branding theatre or vanity metrics
Long retainers upfront, before any proof
Marketing as a checkbox exercise
Someone to blame when your product is the real constraint
A one-off campaign with no commercial intent
A cheap junior team that "just runs the ads"
[03]
About our team
Led by
operators
real businesses.
Three co-founders, accountable for growth inside real operating businesses long before Chapter Plus existed. The strategist and the doer in one — no account manager acting as the middleman between you and the work.
[ 01 ]
I
Co-founder & Marketing Director
Ian Tay
Built and scaled multi-site portfolios generating $20M+ annually. 10+ years developing and executing integrated campaigns and fixing growth constraints before starting Chapter Plus.
[ 02 ]
R
Co-founder
Richard Chan
10+ years operating businesses on the ground. Knows the difference between a campaign that looks good and one that actually moves the numbers. The operational reality check.
[ 03 ]
L
Senior Brand Lead
Leo Chang
10+ years developing and creating brands across categories. Builds creative that converts — not just wins awards. Craft at the service of outcomes.
[04]
Our structural advantage
We don't charge less
because we do less.
We're
built differently.
Traditional agencies charge $8–12k/month partly to subsidise the layers between you and the work. We stripped those layers out. The savings show up in your pricing — not your invoice line items.
[ Traditional agencies ]
$8–12k retainers partly fund…
Business development managers you pay for monthly
Account managers as middlemen
Internal meetings you never see or benefit from
Retainers that subsidise inefficiency, not outcomes
[ Chapter Plus ]
We stripped that out. You get…
The strategist and the doer in one
Hands-on senior execution every week
Specialists plug in only when they add value
Pricing tied to what moves your business
[ 01 ]
Same standards
Same calibre of execution — without the overhead you'd never benefit from.
[ 02 ]
Senior stays close
No account managers acting as middlemen between you and the people doing the work.
[ 03 ]
Less waste
Specialists plug in only when they add value. Nothing is priced unless it contributes to outcomes.
[ 04 ]
Clear accountability
You're not paying for an agency structure. You're paying for outcomes.
[05]
What operators tell us
Real businesses.
Real pilots. Real numbers.
Finally, someone who actually understands GP%. — Operator, Melbourne
[ Multi-location operator · 8 sites ]
+23%
Off-peak revenue in 28 days
Diagnosed the offer and creative as the constraint. Pilot tested an off-peak promotion with paid local and a fixed conversion path. Scaled into ongoing partnership.
Pilot invested
$4,200
Outcome
Scaled → $6,000/mo
[ Single-site operator · CBD ]
31
from 12
Direct conversions/week, in 4 weeks
Fixed the conversion path and added SMS follow-up for abandoned enquiries. Simple system change. Meaningful, measurable result. No paid spend required.
Pilot invested
$3,800
Outcome
Assets retained
[ Multi-site group · 3 locations ]
+34%
Repeat purchase rate within 60 days
Built segmented email retention flows and optimised off-peak offers across three sites. Pilot proved repeat economics; scaled to ongoing partnership.
Pilot invested
$5,200
Outcome
Scaled → ongoing
[ Operator · Melbourne ]
Finally, someone who actually understands GP%. The pilot paid for itself before we had signed anything ongoing.
Multi-site Operator [ 8 locations, MEL ]
[06]
Services and pricing
Outcome-led.
Pilot-first.
No large scopes upfront.
We don't sell large scopes upfront. We start with focused services designed to prove value before scale. All pricing indicative, in AUD.
01
Start here
Growth Diagnostic
We find the $10k+ opportunity in your numbers, or tell you not to proceed.
· Review your current marketing and sales funnel
· Assess conversion, drop-offs, and leakage
· Analyse traffic sources and lead quality
· Identify the single highest-impact growth lever
· Recommend whether a pilot is worth running
A$1,500
1-2 weeks · one off
Book diagnostic ↗
02
Most picked
Growth Pilot
Prove we can increase conversions, revenue, or retention in 30 days. You keep every asset, regardless of outcome.
· Email/SMS retention pilot — from $3,000
· Paid acquisition + landing + conversion path — from $5,500
· Multi-channel test (paid + organic + email) — from $6,800
· One outcome moved: revenue · conversions · repeat rate
· Second 2-week test at 50% cost if path exists
A$3k–7k
30 days · all assets yours
Scope a pilot ↗
03
Earn into it
Ongoing Growth Partnership
Only offered after a successful pilot. Replaces a $75k+ marketing hire — no super, no leave, no ramp-up.
· Scale winning campaigns and channels
· Continuous conversion optimisation
· Monthly testing of new growth levers
· Offer and messaging refinement
· Reviews tied to commercial outcomes
From A$3,500
/month · no lock-in
Gated by pilot
04
Project
Brand and Positioning
For teams where performance issues are driven by unclear positioning or weak identity.
· Brand strategy and positioning
· Visual identity and core asset suite
· Rebrand and launch support
· Messaging framework and tone of voice
From A$3,500
~30 days · project basis
Discuss brand ↗
05
Leadership
Fractional Marketing Leadership
Senior oversight without full-time headcount. Replaces a $75k+ marketing manager.
· Strategic direction and prioritisation
· Oversight of execution and agency partners
· Decision support and accountability
· Ongoing performance guidance, tied to outcomes
From A$3,000
/month · ongoing
Meet fractional ↗
[07]
How we actually work
Diagnose, pilot,
then decide.
Three steps. One decision at the end. No long retainers before proof.
[ 01 ]
Diagnose.
We identify the biggest commercial constraint holding the business back. Not channels. Not tactics. The real bottleneck — whether that's checkout abandonment, off-peak demand, or retention after the first purchase. We find it, size it, and tell you what it's worth fixing.
~ 6-8 hrs
Senior time
[ 02 ]
Pilot.
We run a short, focused pilot designed to move one outcome — revenue, leads, conversion, or retention. Clear scope. Clear measurement. Low commitment.
30 days
One core lever
[ 03 ]
Decide.
If the pilot works, we continue and scale what's proven. If it doesn't, we stop. No long retainers before proof. No sunk-cost pressure. No guessing. Growth should be earned, not promised.
Scale or stop
No friction
What a pilot with us looks like
[ Duration ]
30 days
Short enough to stay focused. Long enough to read the signal.
[ Focus ]
One core lever
We pick the single highest-impact constraint. Nothing else moves until it does.
[ Outcome ]
One clear objective
Defined upfront, in numbers. Revenue, conversions, retention — pick one.
Does this lever move the business?
Does it move fast enough to justify scaling?
Are the unit economics sound enough to keep going?
You keep all the assets, all the insights, and all the infrastructure we built — regardless of outcome. No long retainers before proof. No sunk-cost pressure.
[08]
FAQ
Frequently
asked questions.
[ 01 ]
Why don't you charge a retainer upfront?
Most agencies need a retainer to justify the overhead — business dev, account managers, internal meetings you never see. We stripped those out, so we don't need to.
More importantly: charging upfront before we've proven we can move your numbers misaligns incentives. You're paying for activity, not outcomes. We'd rather earn the ongoing partnership through a pilot.
[ 02 ]
What does a 30-day pilot actually cost?
Between A$3,000 and A$7,000 depending on channel complexity and how much creative we need to produce.
$3k buys an email/SMS retention pilot. $5.5k buys paid acquisition + a fixed conversion path + landing page. $6.8k buys a multi-channel test with creative production. We'll scope it precisely after the diagnostic.
[ 03 ]
What if the pilot doesn't work?
You keep every asset we built — landing pages, conversion-path fixes, email/SMS sequences, the written diagnostic of what we learned.
If we believe there's still a viable path, we'll offer a second 2-week test at 50% cost. If we don't, we'll tell you that too. No sunk-cost pressure to keep going.
[ 04 ]
Who is this not for?
Operators looking for branding theatre, vanity metrics, long retainers without proof, or someone to blame when the product is the real constraint.
If your offer or operations are the bottleneck, the diagnostic will surface it — and we'll be honest about whether marketing is the right lever right now.
[ 05 ]
How is this different from hiring a marketing manager?
A full-time marketing manager costs $75k+ before super, leave, and a 3-month ramp. Our ongoing partnership starts at $3,500/mo — typically 8-12% of the revenue increase proven in the pilot.
You get senior thinking and hands-on execution from day one, with no ramp time and no overhead.
[ 06 ]
Who do you actually work with?
Operators across categories — from single-site businesses to multi-location groups. The principles are the same: find the real constraint, run a focused pilot, scale only what's proven.
The work is led directly by the three co-founders — Ian (marketing), Richard (operations), Leo (brand). No account managers acting as middlemen.
[09]
Next steps
Growth
starts here.
Most businesses don't need more marketing. They need clarity, focus, and execution that actually moves the numbers. This is why Chapter Plus exists.
[ Option 01 ] · Fastest
Book a 20-30 min conversation.
Decide whether a pilot is worth running. We'll size your constraint and be honest about what's likely to work. No obligation. No pressure.
[ Option 02 ] · 24-hr reply
Send us a brief overview.
Current revenue / customers · biggest constraint · what you've tried before. We'll reply within 24 hours — with whether we think a pilot makes sense, or not.
No obligation · no pressure · no long-term commitment.
Chapter Plus
An outcome-led growth studio based in Melbourne, AUS. Pilot-first. Built by operators, for operators.
Co-founders
Ian Tay — Marketing
Richard Chan — Co-founder
Leo Chang — Brand
© 2026 Chapter Plus Pty Ltd · ABN 39 693 746 360