Get your business to the next level
Most profitable businesses are not investable businesses. The gap between the two is not ambition. It is architecture. Through the Westcliff Equity Drivers System, we work on the three areas that investors price most heavily: business performance, leadership capability and capital readiness. Systematically, with an investor's eye, and with accountability for outcomes.
What We Do
How We Help Your Business
LIFESTYLE → EQUITY
£1m to £15m revenue
Profitable, founder-led businesses Approaching succession, exit, or investment and needing to make the 'flip' from lifestyle returns to genuine equity value.
VENTURE-BACKED
Series A / Series B · VC-backed founders
Gearing up for follow-on capital. Data room preparation, financial forecasts, cap table structure, and the investor narrative that serious investors require.
TRANSACTING
Pre/post Succession, Sale, Investment, EOT or Listing
Whether on the launchpad for sale/EOT/listing or a year into life as a public company: delivering the right investor narrative transforms your outcomes.
Whichever way you choose to benefit from our expertise, we know we will leave you confident in your choices, reinvigorated with new possibilities and calmly ready to access the next level of performance
About Us
Most advisers tell founders what they want to hear.
I tell them what an investor will think.
I founded Westcliff Strategic in 2009 to do one thing well: help founder-led and venture-backed businesses build genuine equity value, not just revenue, ahead of the capital events that define what they are worth.
My background sits across three disciplines that rarely appear in a single advisor: law, capital markets communications and growth advisory.
That combination maps directly onto the full lifecycle of preparing a business for investment, exit, or listing: from how risk reads under diligence, to how a business tells its story to capital, to the commercial levers that build a durable investment case.
Every engagement is structured around the Westcliff Equity Drivers System; three areas that investors and acquirers price most heavily: Business Performance, Leadership Capability and Capital Readiness. Not ad hoc advice. A system, applied consistently, with accountability for outcomes.
Good to great, not broke to fix.
We work primarily across B2B professional services, technology and fintech, and supply chain and logistics (but are largely product agnostic).
If you're building equity value and want an investor's eye on your business before investors have one — let's talk.
Hear From Those We've worked with
“I worked with Roddy at the previous company in which I used to work. He is an encyclopaedia when it comes to growing your business. He breaks big picture thinking down into easy-to-follow steps. He is very patient and understanding if you don't grasp concepts the first time. Working with Roddy had a tangible impact on the business based purely on his efforts. I would recommend having a conversation with him if you are looking for business support.”
Gareth Bain (BA Hons), CEO
“In a sea of consultancy BS, Roddy stands head and shoulders above the crowd as a real expert in his field. I appreciated Roddy's humour and candour in approaching our challenge. He expertly explained how to construct an effective and impactful go-to-market plan. His ability to take a goal-orientated approach enabled us to reach a solution quicker than we had envisioned. I highly recommend Roddy to any company planning a strategic rollout of a new product or service.”
Gary Bailey, CEO
“Roderick and I were on the same Mayor of London trade mission to Japan. He proved himself to be an amazing asset to the delegation as he often led our high profile meetings and negotiations. He's an amazing person to be around with infectious energy, very valuable experience and someone I would recommend having in a team”
Pete Fergusson, Founder of Nemorin Film & Video
“I've had the great pleasure of knowing Roddy for 20 years. He is impressive. Incredibly charming, with a really strong intellect and hugely well connected across a range of industries and market sectors. He trained as a lawyer, has loads of PR experience, has run his own company, has been involved with several start-ups and has expertise in FinTech. In short he is fabulous and would be well suited to a very senior strategy or ops role in an ambitious professional services firm (lawyers, comms or consultancy), or a high growth tech company.”
Liz Ashton MBA, BSc Hons, FRSA, Global Chief Partnerships, Sales & Marketing Officer
“Roddy’s knowledge of business and the business cycle is truly outstanding. I worked with Roddy in a project identifying the “ideal customer” for our business. Needless to say, Roddy’s advice and quick understanding of our business and implementing a framework to help identify the “ideal customer” has proven...”
Darren Long, Sales Manager
“I have over many years had the privilege of working with Roderick Cameron. Roddy is the consummate professional and the person you want on your team if your want to accelerate growth in a business, deal with a crisis or to imbue confident energy into a team. His ability to grasp complex business concepts and love of technology puts him in a league of his own. This is matched by his sharp wit, intelligence and the speed at which he communicates. Roddy is a natural leader, has excellent interpersonal skills and enormous empathy. His intellectual quotient is matched by his emotional intelligence and he has a talent for bringing out the best in people.”
Benjamin Joannou - Investor comms specialist, CEO of Bastion the Integrated communication specialists
“I met Roderick on the MoL's Trade Mission to Japan in '19 and was blown away by his business & strategy knowledge. Rod's leadership capabilities & intelligence shone throughout the whole trip and he pitched flawlessly again and again.”
Tom Pascoe, BDM
"Roddy is great to work with, his positive and enthusiastic approach to providing relevant advice is a breath of fresh air. During the short time we were able to work together, he quickly identified what services our business offered and how we can better showcase this in the new sectors we are hoping to grow into. Thanks!"
Andy Rrapo, Rrapo Construction
“Roderick Cameron has been consulting Chocolate Films on the next stage of the organisation's growth. Now that we have our own studio, we have ambitions for a second studio, employing more team members both in London and Glasgow and sharing our knowledge and expertise with more organisations and young people. Roderick is incredibly knowledgeable in business development and strategy. He has an excellent understanding of the challenges and methodology. He seamlessly signposts you to relevant opportunities and areas for review. Working with Roderick is informative, intense (!), inspiring and illuminating. Being able to discuss strategy at this level is a much needed process at pivotal times in a businesses life and we have found his consultancy invaluable.
Roderick is incredibly sharp and diligent with his analysis and solution based advice. He is practical and informative and his understanding of the nuances of business matters makes him an absolute pleasure to work with. He is a positive genuine person that you immediately trust. He is very generous with his time and knowledge which is a total bonus!”
Rachel Wang, Director Chocolate Filmss
Our Services
We build Equity Value In modern B2B businesses: top down and bottom up.
INVESTOR LENS
Strategy grounded in how an investor prices a business - not how an owner feels about it.
STRUCTURED SYSTEM
Three equity driver areas: Business Performance; Leadership Capability; Capital Readiness; applied consistently across every engagement.
EQUITY OUTCOME
A business that commands a higher multiple when the moment arrives.
Insight, information and perspective
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