Growth that is sustainable is not left to chance. At Assay Advisory it isn’t!
We combine our experience as business operators with our methodology
to support you every step along your business journey.



Road mapping your legacy


As a CEO or business owner, your business is your lifeblood. Most people in these positions only know one way of increasing the value of their business: driving revenue and profit. There is another way, that of working on the multiple in the valuation formula. Business owners tend to think the multiple is fixed. It isn’t!


We use an important formula to explain this alternative approach.


Valuation = profit x multiple (V = P x M)


”M” is the future earning potential of a company while ”P” represents its historic performance. Typically, the approach most people use to increase value requires them to sell more, command a higher margin for their product, or both. In other words work hard to increase profit.


Our experienced specialists – supported by our methodology and intellectual property – will work with you across your business by focusing on the specifics that also drive ”M” (the multiple). Driving the multiple is a far more efficient and effective way to dramatically increase business value.

Creating your road map


Aligning your business strategy to the valuation formula is critical for success. We begin by creating a roadmap – the Equity Strategy Plan (ESP) – with clients. This plan is initiated by a one-day strategy session where we conduct a detailed examination of your company. We look to determine your position in comparison to others in the industry and indicate the resulting valuation. From this road map we create a forward looking valuation based on the impact of executing the plan and increasing “M”. We support implementation by providing resources that deliver both capacity and capability.



Implementation and change through PRIME℠


With our sister company, Shirlaws we work with CEOs, business owners and senior management across all industry sectors to provide the vital foundations for sustainable growth.


Our PRIME℠ process (Prioritise, Resource, Implement, Measure & Evaluate) achieves the transformation required to realise your road map. Customised to your needs, we work with you to transfer the knowledge and skills that will support your growth. We keep you accountable to your vision and road map on a monthly or a quarterly basis.


Using our proprietary PRIME℠ process, we can provide support to clients in several areas.



Strategic support


We provide on-going support to the CEO, management team, board and ownership. This support is customised to your needs. Whether that means acting as a member of your advisory board or assisting in the recruitment of a key position for your team, our team is there to support you.





Through our sister company Shirlaws, we are able to provide you and your team with insights on issues that will arise as you grow. We offer these insights through a suite of four business indicators, which provide clients with an understanding of their natural business behaviours. These “Compass” indicators provide insights into why you make certain choices and enable individuals to navigate their business journey more effectively.


  • Think, Feel Know Indicator: how your personal communication style relates to others
  • Pace Indicator: identifies your most productive way of living and working
  • ELM Indicator: for greater understanding of how your aptitudes support your current role
  • Risk Indicator: helps you and your business team make faster, more aligned strategic choices, enabling you to outperform the competition.


For more information on these indicators, please visit Shirlaws Compass



Equity reward structuring


Aligning your team to your vision by calibrating team member incentives to the right part of the valuation formula dramatically changes their impact on your business.





If acquisitions are part of your roadmap, our transaction specialists will help you through all aspects of planning, sourcing and completing the transaction. Once acquired, our team is able to help you integrate acquisitions commercially and culturally into your business.





The funding needs for middle market companies are unique. Proactively working with you to map your capital and financing needs, Assay’s funding specialists will help you achieve the appropriate funds and financial partner for your business. Visit our Fund section for more information.