Build the business you want with the capacity you have.
You’ve got big plans for your business. You just don’t always have big capacity. I’m a strategist and coach who builds plans that still work on your 40% days.
Your business strategy might be built for a
version of you
who doesn't exist.
The version of you with predictable energy. Uninterrupted working days. A functioning memory. Eight hours' sleep. Nobody to pick up, look after or take to an appointment.
But your actual capacity might change from one day to the next.
Maybe you're neurodivergent. Disabled or chronically ill. A parent or carer. Navigating grief, burnout or a difficult season. Or maybe you're simply running a business inside a full human life.
So you make the plan based on what you should be able to do.
Then real life turns up.
And when you can't keep following it, the conclusion becomes:
I need to be more consistent.
But how consistently could you execute a strategy that was never designed around your reality in the first place?
You want a successful business. One that grows, makes good money and supports the life you’re building outside it. You just don’t have unlimited capacity to throw at making it happen.
Capacity is
strategic information
Your time, energy, money, support and everything you’re carrying outside the business shape what you can actually do. So they should shape the strategy too.
Capacity-aware strategy finds the smartest route between what you want to build and what you’ve got to build it with.
So before we shrink the goal, we look for what would make it easier. Could we simplify it, automate it or hand it off? Change the offer? Raise your prices? Pick marketing that gives you more back?
The goal is a business that keeps moving without needing you at 100%.
What does that look like in practice?
Build for 40% days
Your strategy needs a version that still works when you wake up with half the capacity you expected.
That means knowing what actually matters today, what can wait and how to keep something moving without trying to force a 100% plan through a 40% day.
Reduce friction
When something repeatedly isn't getting done, I want to know why.
Maybe there's an unnecessary step, a decision we can remove, something we can automate or something you can stop bloody doing altogether.
Make returning easier
One difficult week shouldn't require a full business relaunch.
We build ways back in, so when life knocks you out of your rhythm, getting started again doesn't feel enormous..
Persistency beats consistency
How well does your business work on a 40% day?
You’ve probably built plenty of your business around what you should be doing. But how much of it still works when your capacity drops?
The free 40% Day Business Audit shows you where your business relies on you being at your best, where you’re losing capacity you don’t need to, and what to change first.
So instead of trying to fix everything at once, you’ll know exactly where to start.
What happens when the strategy actually fits?
Four ways in, depending on how much support you want right now.
How can I help?
Find where your business relies too heavily on you being at your best, and what to change first. A good place to start if you’re not sure what you need yet.
Bring me the messy bit: your offers, marketing, direction, priorities or seventeen open tabs. We’ll untangle it, work out what actually matters and build a way forward that fits your capacity.
23 practical tools for the bits of running a business your brain makes harder: getting started, choosing what to do, remembering, getting back in after a wobble. £39, yours to keep.
For when you’d value another experienced brain in the business, from the big strategic calls to the Tuesday-afternoon “I’ve had an idea, can I run this past you?”
I'm a business and marketing strategist, copywriter and ICF-accredited coach with 18+ years of marketing experience.
I'm mildly obsessed with making good business strategy actually work for the people expected to execute it.
Especially when those people have businesses to grow, lives to live and capacity that doesn't politely stay the same every day.
My work brings together business strategy, marketing, coaching and capacity so we can work out what matters, what will make the biggest difference and how to make it doable.
Scrappy when it needs to be. Strategic where it counts. Sustainable enough to keep coming back to.
Hi, I'm Saloni! 👋
You can want a bigger business without pretending you’ve got unlimited capacity
Whatever “more” looks like for you, more money, more clients, more afternoons off, we build towards it with what you’ve actually got.
So we work with what's real and keep sight of where you're going.
Want to see where your business currently relies too heavily on you being at your best?
Every week-ish, I’ll send you a story, thought or idea about business strategy, marketing, capacity and making big plans work in real life.
Sometimes it starts with something happening in my own messy week. Sometimes it’s something I keep seeing in the businesses I work with. Either way, there’ll be something you can take away and use in yours.
