About Us
Strategic diagnostics and execution-ready thinking for founders operating under real constraints.
Why We Exist
Growth-stage businesses face decisions that are irreversible, capital-intensive, and time-bound. Yet many founders are forced to rely on advice that is generic, surface-level, and detached from the realities of operating under real constraints.
The Problem
Most advisory firms rely on standardized frameworks and recycled playbooks. The output often looks polished, but fails to account for context, constraints, and execution realities.
Founders do not need theoretical advice. They need decision-grade analysis that clarifies trade-offs, highlights risks, and supports actions that can actually be executed.
Our Solution
We exist to address this gap through a diagnostic-first approach. Every engagement begins with understanding how the business actually works—financially, operationally, and strategically.
We do not position ourselves as passive advisors. We work alongside founders to structure decisions using data, analysis, and a clear understanding of second-order effects.
Our Core Belief
Strategy is not storytelling. It is the disciplined process of making informed decisions under uncertainty. Every recommendation we deliver is grounded in evidence, quantitative reasoning, and a clear view of what can realistically be executed.
Our Strategic Thesis
Our work is guided by a clear thesis: strategy should reduce uncertainty, clarify trade-offs, and enable decisive action under real-world constraints.
Diagnostic
Every engagement begins with diagnosis, not assumptions. We first establish how the business actually works—where value is created, where it leaks, and which constraints truly matter—before any strategy is proposed.
Dividend-Driven
We do not optimise for elegant strategy documents. We optimise for outcomes. Every recommendation is evaluated against its ability to produce measurable dividends—revenue growth, margin improvement, risk reduction, or execution speed.
Quantitative
Our work is anchored in numbers, not narratives. We use financial models, market data, and sensitivity analysis to stress-test decisions and expose second-order effects before they become expensive mistakes.
Fact-Based
We avoid generic frameworks and unverified assumptions. Every insight is supported by evidence drawn from primary research, market data, and observed operating realities.
What Sets Us Apart
No Generic Frameworks
Every engagement is structured from first principles
Context-Aware Strategy
Decisions shaped by capital, timing, and execution realities
Founder-Aligned Execution
We work alongside decision-makers, not around them
Decision-Grade Output
Clear trade-offs, quantified risk, and actionable next steps
Our Team
A team of strategic thinkers, analysts, and operators committed to delivering excellence in every engagement.
Greg Merlin
Founding Partner
15+ years in strategy consulting with focus on growth-stage technology companies. Previously led strategic initiatives at leading consulting firms.
Sarvesh Mishra
Partner, Analytics
Expert in market research and financial modeling. Former investment analyst with deep experience in startup valuation and market sizing.
Vishal Gupta
Partner, Operations
Operational strategist with track record of helping 50+ startups scale efficiently. Background in process optimization and organizational design.
Aakansha Rao
Senior Consultant
Specialist in sector-specific analysis and competitive strategy. Published researcher on Indian startup ecosystem trends and dynamics.
Join Our Team
We're always looking for exceptional strategists, analysts, and consultants who share our commitment to diagnostic rigor and measurable impact. If you're passionate about helping growth-stage businesses succeed, we'd love to hear from you.
Start with a Strategic Diagnostic
We do not offer free calls or exploratory conversations. Every engagement begins with a paid strategic diagnostic designed to clarify your situation, surface real constraints, and define decision-ready next steps.
Serious Decisions
Begin with Clarity