Growth consultancy for owner-operated businesses, anywhere
We find
the real
problem
first.
Chapter Plus is a growth consultancy run by people who have run businesses themselves. We find the one thing holding your revenue back, test the fix for 30 days, and only scale what works. Based in Melbourne, working with clients across Australia, New Zealand, the UK and Asia. It starts with a two-week diagnostic of your numbers at a fixed fee, not a monthly retainer.
Two weeks. Your numbers. One constraint, sized in dollars.
How we engage →
Three steps
01
Growth Diagnostic
2 weeks · fixed fee · from $1,500
02
Growth Pilot
30 days · one lever · from $3,000
03
Ongoing Growth
Two tiers · from $2,000/mo
Diagnostic in
2 weeks
Lock-in
None
Two-week diagnostic
If it works, we scale
Diagnose before we sell
Built by operators for operators
Sign in & sign off your next chapter
One door, not a menu
Two-week diagnostic
If it works, we scale
Diagnose before we sell
Built by operators for operators
Sign in & sign off your next chapter
[01]
Why this exists
“Channels don't fail.
Systems
do.”
Most marketing problems are not about which channel you use. Interested customers drop off before they buy. The offer is not clear enough to earn the click. Nobody follows up with the people who did not buy. And ads keep sending traffic to a website that does not sell.
We fix those things before spending a dollar on ads: a clearer offer, a smoother path to purchase, and follow-up that turns interest into sales. Then we scale.
We diagnose before we sell you anything.
A two-week diagnostic that reviews your numbers, finds the real problem and puts a dollar figure on it.
If there is nothing worth fixing, we say so. If there is, we run a 30-day pilot to test the fix before you commit to anything ongoing.
[02]
How we actually work
Diagnose, pilot,
then decide.
Three steps. One decision at the end. Nothing ongoing until it is proven.
[ 01 ]
Diagnose.
We find the biggest thing holding your business back. Not channels or tactics, but the real bottleneck: customers abandoning checkout, quiet periods, or people who buy once and never return. We find it, put a number on it, and tell you what it is worth fixing.
~ 6-8 hrs
Senior time
[ 02 ]
Pilot.
A short, focused 30-day pilot built to move one number: sales, leads, bookings or repeat customers. Clear scope. Clear measurement. Small commitment.
30 days
One core lever
[ 03 ]
Decide.
If the pilot works, we keep going and scale it. If it does not, we stop. No long contracts before proof. No pressure to keep spending. 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 see a real result.
[ Focus ]
One fix at a time
We fix the single biggest problem first. Nothing else moves until it does.
[ Outcome ]
One clear objective
Agreed upfront, in numbers. Sales, bookings or repeat customers. Pick one.
Does this fix actually move the business?
Does it move fast enough to justify scaling?
Do the numbers still work if we keep going?
Whatever the result, you keep everything we built: the pages, the systems and what we learned. No long contracts before proof.
[03]
Services and pricing
Outcome-led.
Diagnostic-first.
One door, not a menu.
We do not sell big packages upfront. Every price below is a starting point. We agree the exact scope after a short call, and the final fee depends on the size and complexity of your business. Prices in AUD, excluding GST.
01
Start here
Growth Diagnostic
We find the most valuable problem in your numbers and put a dollar figure on it, or we tell you not to go ahead.
· 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 one pilot, or recommend you do nothing
From A$1,500
2 weeks · fixed fee
Book diagnostic ↗
02
Next step
Growth Pilot
Prove we can move one number in 30 days. You keep everything we build, whatever the result.
· One fix, chosen from the diagnostic
· One number, agreed before we start
· Landing page, booking flow or follow-up, whatever the fix needs
· Measured the same way at the end as at the start
· A second short pilot at half price if there is still a clear path
From A$3,000
30 days · all assets yours
Scope a pilot ↗
03
Ongoing · tier one
The Lab, plus an operator
Your own AI content and marketing system, built around your brand, with a senior marketer setting direction each month. Your team runs it day to day. We keep it aimed at revenue.
· The build: from $2,500 with a minimum term, or from $5,500 with no commitment
· A working Lab your team can run day to day
· Monthly planning session with a senior marketer
· Offer, messaging and content direction
· Monthly performance review tied to revenue
From A$2,000
/month · plus the build
After the diagnostic
04
Ongoing · tier two
Done-for-you growth
A fixed amount of marketing each month, produced and run by us. We agree the exact list after the diagnostic, so you only pay for what your business needs.
· Content, campaigns and follow-up, run by us
· Fixed monthly output, agreed per client
· Continuous conversion optimisation
· Monthly performance review tied to outcomes
From A$3,500
/month · no lock-in
Scope this ↗
[04]
Best Fit
We'd rather say no early
than sell the wrong thing.
If the real problem is your offer or your operations rather than your marketing, the diagnostic will show it and we will tell you. Here is 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"
[05]
Past work
Work we can
actually point to.
Chapter Plus is new, and we will not show you results from clients we have not had. This is the work behind the team, and the venue we run ourselves.
[ Plummark · Trademark filing ]
SEO and conversion for a legal-tech platform
Search strategy, content direction and website improvements for a trademark filing platform serving founders and small businesses in Australia, New Zealand and the UK. Reporting focused on real enquiries, not rankings.
Scope
SEO and CRO
Markets
AU · NZ · UK
[ Chapter 35 · Cafe, Preston ]
A content system for a venue that is full at peak
Social strategy, a 12-week content plan and a branded design kit for a neighbourhood cafe that is full at peak times, so growth has to come from quieter hours and sales beyond the counter. Our own venue, run on our own systems, with our own money at risk.
Scope
Strategy, content
Relationship
Group venue
[06]
Our structural advantage
We don't charge less
because we do less.
We're
built differently.
Traditional agencies charge $8k to $12k a month, partly to cover the people sitting between you and the work. We removed those people. The saving shows up in your price.
[ Traditional agencies ]
$8k to $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
The same quality of work, without paying for overhead you never see.
[ 02 ]
Senior stays close
No account managers between you and the people doing the work.
[ 03 ]
Less waste
Specialists are brought in only when they add value. Nothing is charged unless it helps the result.
[ 04 ]
Clear accountability
You are not paying for an agency structure. You are paying for results.
[07]
About our team
Led by
operators,
for operators.
Two co-founders and a senior brand lead who were responsible for growth inside real businesses long before Chapter Plus existed. The people who plan the work are the people who do it.
[ 01 ]
I
Co-founder & Marketing Director
Ian Tay
Built and scaled multi-site businesses generating $20M+ a year. 10+ years planning and running marketing campaigns and fixing what holds growth back.
[ 02 ]
R
Co-founder & Operations Director
Richard Chan
10+ years running businesses day to day. Knows the difference between a campaign that looks good and one that actually moves the numbers.
[ 03 ]
L
Senior Brand Lead
Leo Chang
10+ years building brands across industries. Creates design that sells, not design that wins awards.
[08]
FAQ
Frequently
asked questions.
[ 01 ]
Why don't you charge a retainer upfront?
Most agencies need a retainer to cover their overheads: sales staff, account managers and internal meetings you never see. We removed those, so we do not need one.
More importantly, charging you before we have proven we can move your numbers puts our interests ahead of yours. You would be paying for activity, not results. We would rather earn ongoing work through a diagnostic and a pilot.
[ 02 ]
What do the diagnostic and pilot actually cost?
The diagnostic starts at A$1,500 and takes two weeks. The pilot starts at A$3,000 and runs for 30 days on one fix. Both are fixed fee and agreed before we start.
Every price on this page is a starting point. We agree the exact scope after a short call, and the final fee depends on the size and complexity of your business. Prices exclude GST.
[ 03 ]
What if the pilot doesn't work?
You keep everything we built: landing pages, website fixes, email and SMS follow-ups, and a written summary of what we learned.
If we think there is still a clear path, we will offer a second short pilot at half price. If not, we will tell you that too. No pressure to keep spending.
[ 04 ]
Who is this not for?
Business owners looking for branding for its own sake, vanity numbers, long contracts without proof, or someone to blame when the product is the real problem.
If your offer or your operations are the real bottleneck, the diagnostic will show it, and we will be honest about whether marketing is the right thing to fix right now.
[ 05 ]
What are the ongoing options once a pilot has worked?
Two options, run side by side. The Lab plus a senior marketer starts at A$2,000 a month after a one-off build, and your team runs the system day to day. Done-for-you growth starts at A$3,500 a month, and we run it for you to an agreed monthly output.
Either way you get senior thinking from day one, with no ramp-up time and no agency overhead to fund. The Lab build starts at A$2,500 with a minimum term, or A$5,500 with no commitment.
[ 06 ]
Who do you actually work with?
Owner-operated businesses in any industry, from a single location to a multi-site group. Most of our work falls into four areas: hospitality and food, consumer products and e-commerce, professional services, and personal brands and creators. The method is the same in every market: find the real problem, run a focused pilot, scale only what is proven.
The work is led directly by the founders and the senior brand lead: Ian (marketing), Richard (operations), Leo (brand). Specialists from our contractor bench plug in only when the work needs them. No account managers in between.
[ 07 ]
Do you work with businesses outside Melbourne?
Yes. We are based in Melbourne and work remotely with clients across Australia, New Zealand, the UK and Asia. Good strategy does not need a postcode. The diagnostic runs on your numbers, the pilot runs on your website and your customers, and neither needs us in the room.
In practice that means video calls booked in your time zone, a shared workspace with weekly updates, and one lead contact from start to finish. Pricing is in AUD, so overseas clients often find the numbers work in their favour.
[ 08 ]
I'm a freelancer. Can I work with you?
Probably. Chapter Plus runs on a small bench of freelancers and contractors: designers and art directors, photographers and videographers, copywriters and content creators, web developers and paid ads specialists. Melbourne or remote.
Every job comes with a defined scope, a clear deliverable and one person to answer to. If you care whether the work moved the number, you will fit in. See the Work with us page for how it works, or email hello@chapterplus.com.au with your portfolio.
[09]
Next steps
Growth
starts here.
Most businesses do not need more marketing. They need clarity, focus and work that actually moves the numbers. That is why Chapter Plus exists.
[ Option 01 ] · Fastest
Book a 30-minute call.
Work out whether a diagnostic is worth running. We will size the problem and be honest about what is likely to work. No obligation. No pressure.
[ Option 02 ] · 24-hr reply
Send us a brief overview.
Current revenue or customer numbers · your biggest problem · what you have tried before. We reply within 24 hours with whether a diagnostic makes sense, or not.
No obligation · no pressure · no long-term commitment.
A growth consultancy based in Melbourne, working with owner-operated businesses across Australia, New Zealand, the UK and Asia. We start with a diagnostic of your numbers, not a retainer. Built by business owners, for business owners.
Chapter 1: We market. Chapter 2: We create. Chapter 3: We evaluate.
Sign in & sign off your next chapter.
The team
Ian Tay · Co-founder, Marketing
Richard Chan · Co-founder, Operations
Leo Chang · Senior Brand Lead
© 2026 Chapter Plus Pty Ltd · ABN 39 693 746 360