Turn founder instinct into a revenue system built for what's next.
Close more deals
Founder instinct, turned into scalable sales infrastructure your team can run.
Scale beyond you
Revenue that grows through a trained team, not more hours from you.
Sell on your terms
Buyers pay more for revenue that runs on a system, not on the founder.
Step back from the day to day
Take a holiday, or a back seat, without the pipeline taking one too.
[ The core offer ]
You’ve already worked out how to win revenue. We capture your unique sales thinking, sharpen it with proven practice, and build it into a repeatable system your team can use to win better deals, onboard faster, and support the next stage of the business - whether that means scaling, selling, or stepping back.
The Revenue Playbook Workshop
Two days that draw the revenue knowledge out of your head, sharpen it, and turn it into a revenue playbook your business, and your AI, can run on.
The embedded revenue leader
A fractional Chief Revenue Officer goes inside your business to coach the team, set up the tools and run the playbook, until it no longer needs us.
Your IP, always
The playbook is built around you, never from a template, and it belongs to you throughout.
The best sales system is often already inside the founder.
You know the customer, the pitch, the objections, the timing, the value story and the commercial judgement that gets deals done. The opportunity is to turn that knowledge into something your team can use consistently, not just something that lives in founder instinct.
Included:
- Two consecutive in-person workshop days, 9am to 6pm, in a small cohort of up to 10 founders
- Day 1, the architecture of you: your promise, your pitch under pressure, where you actually win, who buys and why now, your channels and real numbers, and who is worth your time
- Day 2, the architecture of the sale, on your track (B2B or B2C): the converting conversation, objections, price and the close kept profitable, account growth or loyalty and repeat, and a live look at your playbook taking shape
- Your full revenue playbook and IP, built in the week after, ready for your team and AI agents to work from
- A one-on-one review that locks your playbook. Your IP that you own and use
- A clear plan to put it to work, with the option of a dedicated revenue leader to embed it with your team
The next cohort is capped at 10 seats. That is not a marketing line, it is the room.
The next cohort runs Thursday 17th and Friday 18th September at the introductory offer of $5,000 + GST. Start with the free call. It costs nothing and you leave with a roadmap either way.
Introductory offer pricing
$5,000 + GST
From founder instinct to repeatable growth.
Once the system is built, your team can sell with more consistency, new hires can ramp faster, sales conversations become clearer, and the business has a stronger foundation for scale.
Who does the work
Founder Revenue Code
We build the revenue playbook with you, then embed it
Courses and masterminds
You, alone, alongside running the business
Hiring a salesperson without a playbook
The new hire, guessing
What you finish with
Founder Revenue Code
A finished playbook, a trained team, revenue independence
Courses and masterminds
Notes, frameworks and good intentions
Hiring a salesperson without a playbook
A salary cost and, usually, a departure
Support
Founder Revenue Code
A fractional Chief Revenue Officer inside your business
Courses and masterminds
A monthly call and a community
Hiring a salesperson without a playbook
None
How it ends
Founder Revenue Code
We step back, typically within 18 months
Courses and masterminds
Ongoing membership, often indefinitely
Hiring a salesperson without a playbook
You are back to selling everything yourself
Who owns the IP
Founder Revenue Code
You, throughout
Courses and masterminds
Their frameworks, licensed to you
Hiring a salesperson without a playbook
No IP is created
| Founder Revenue Code | Courses and masterminds | Hiring a salesperson without a playbook | |
|---|---|---|---|
| Who does the work | We build the revenue playbook with you, then embed it | You, alone, alongside running the business | The new hire, guessing |
| What you finish with | A finished playbook, a trained team, revenue independence | Notes, frameworks and good intentions | A salary cost and, usually, a departure |
| Support | A fractional Chief Revenue Officer inside your business | A monthly call and a community | None |
| How it ends | We step back, typically within 18 months | Ongoing membership, often indefinitely | You are back to selling everything yourself |
| Who owns the IP | You, throughout | Their frameworks, licensed to you | No IP is created |
From your head to your team in five steps
Book an initial call
We work out where you are and place you on the right step: sales coaching, a first outbound strategy, or the Revenue Playbook Workshop. Not everyone is ready for a playbook, and we will tell you straight.
Understand what works: the two-day workshop
In a small cohort of up to 10 founders (or a one-on-one build), we get inside how you generate revenue. You capture your own answers off guided prompts: the customer insight, your promise, where you win, who buys, how the sale converts, your objection handling, and your real numbers.
Sharpen it, then build your revenue playbook
In the week after, the FRC team codifies what makes your way of selling effective and strengthen the structure, language and process around it, building the full playbook from everything you said: sales process, messaging, qualification logic, training and team operating rhythm. A one-on-one review locks it. It is yours, built around you and uplifted by what we have proven across more than 10 industries, never from a template.
A dedicated revenue leader embeds it
A fractional Chief Revenue Officer goes inside your business for a period of up to 18 months, to support and help manage your team and your agencies, set up the tools, and run the playbook against real opportunities, ready for your team and your AI agents to work from.
We step back, and you are built for what's next
When you reach revenue independence, your team runs it, internal hires own it, and the playbook and the IP stay with you. The system now supports whatever comes next: scale, sale readiness, or stepping back from the day-to-day.
Ready to see where you are?
The initial call is free and you leave with a roadmap either way. No payment, no lock-in, and the IP is yours from day one.
Risk removal
The initial call is free and you leave with a roadmap either way. No payment on this page, no lock-in, and the IP is yours from day one.
How scalable is the way your business sells?
Take the Revenue Independence Assessment to see how much of your current sales success is repeatable, teachable and ready to scale.
We map your business across four areas:
- Who's responsible for revenue generation
- The foundations of your revenue engine
- Is generating revenue repeatable for you
- Are you tracking the right metrics in your revenue function
- Provide actionable recommendations, mapped
Hosted on kenthomas.co, the website of our Principal Revenue Architect.
Independence Assessment
Results from businesses like yours.
All results below have been achieved by working with the co-founders of Founder Revenue Code, Ken Thomas and Pete Solway. Various offerings, from sales coaching to strategy packages and revenue playbooks, were created and leveraged to achieve the results described.
“We grew 3X by setting the foundation for rapid growth.”
Tractor Ventures had early-stage product market fit and a sales team of two. We codified how the business wins into a clear process and trained the team to run it, and the business tripled in five months.
Jodie Imam
COO and Co-founder, Tractor Ventures
Ty Osborne
Founder, Brainstorm Software
“We went from $1.6M to $3.3M in 18 months, then sold the business.”
Ty and the delivery team were doing all of the selling. We codified Ty's approach, brought in his first sales hire and supported them with coaching and a clear playbook. In 18 months the business almost doubled revenue, cut Ty's work week to two days, then sold for a figure Ty is stoked with.
Ed Frame
Founder, Exemplify
“We grew 266% in 12 months.”
Ed considered hiring a salesperson, but the smarter first step was backing himself. We codified how he wins and coached him to run it, and he now enjoys selling, with a 266% increase in revenue and a platform set up for much further growth.
“We grew NRR and the effectiveness of our Customer Success team.”
Teamgage needed a clearer picture of the ideal customer and a structure the team could run. We codified the ideal customer profile and embedded it with a comp plan and team structure. NRR and operating effectiveness increased, and Matt would not hesitate to recommend the team to other organisations looking for revenue growth.
Matt Dodson
Head of Customer Success, Teamgage
“We went from $500K to $1.15M in 17 months, after three years stuck.”
Cal was investing $50K a year in business coaching, with revenue plateaued for three years. We codified how the business wins into a clear revenue approach he could run, and over the next 18 months of execution, coaching and support, revenue grew 120%.
Cal Osbourne
Founder, Poncho eLearning
“We grew revenue 3X with two hours a week over six months.”
Instead of hiring a sales rep, Peter hired an Operations Manager to free up his time. We codified his approach and set up the revenue engine, in two hours a week over six months. Revenue more than tripled, from $300K a year to over $1M.
Peter Van Der Merwe
Founder, Bright Circle
More measurable outcomes.
Beyond named case studies, we have helped founders across diverse industries build resilient revenue engines.
Prop-tech (software plus consulting)
Over $1M self-sourced
After the revenue playbook, a customer success manager moved into sales, built over $1M in self-sourced pipeline, and hit target in their first six months. The business now needs only one full-time salesperson instead of a revolving door.
Warehousing and logistics labour hire
Growth in 11 of 12 months
In decline for two years before we started. After codifying the approach, the business has grown in 11 of the last 12 months, and the one month it did not still beat the previous year's average.
GRC cybersecurity platform
7 deals to 12 in 3 months
7 deals in its first 12 months. After we improved the founder's approach and codified it, 12 deals closed in the next three months, with the founder doing the work of multiple salespeople.
Accounting firm
$1.2M to $5.6M run rate
From $1.2M to on track for $5.6M in a year, with the sales function grown from the founder plus one co-opted team member to a revenue team of six, and a Head of Growth embedded to take over.
Prop-tech (software plus consulting)
Over $1M self-sourced
After the revenue playbook, a customer success manager moved into sales, built over $1M in self-sourced pipeline, and hit target in their first six months. The business now needs only one full-time salesperson instead of a revolving door.
Warehousing and logistics labour hire
Growth in 11 of 12 months
In decline for two years before we started. After codifying the approach, the business has grown in 11 of the last 12 months, and the one month it did not still beat the previous year's average.
GRC cybersecurity platform
7 deals to 12 in 3 months
7 deals in its first 12 months. After we improved the founder's approach and codified it, 12 deals closed in the next three months, with the founder doing the work of multiple salespeople.
About Founder Revenue Code
What works through you should work through the team. We help founders in Australia scale, sell, or step back by turning founder instinct into scalable sales infrastructure: codified into a revenue playbook, uplifted along the way, and embedded with their team.
Ken Thomas
Co-Founder & Principal Revenue Architect
Over 20 years, Ken has led retail operations, earned national recognition in FMCG field sales, been a first sales hire in manufacturing, and hit over 200% to target in consecutive years in fintech. MBA-trained and a former RMIT teacher, he has since built the most comprehensive revenue architecture for founder-led businesses in Australia, proven across more than 10 industries.
Pete Solway
Co-Founder & Principal Implementor
Founder of Founder Sales Solution since 2021 and a sales coach and revenue partner to B2B founders. Across 15 years, Pete has co-founded multiple businesses, raised around $650K in pre-seed funding, and as sales lead took an enterprise software company from $1K to $1M while hitting 135% of target.
Our Values
Shared success
We only win when the client wins, so we line up incentives and mark the wins as they land.
Right fit, no dependency
We only take on people we can genuinely help, and we build your capability so you grow beyond us.
Measured by outcomes
We judge ourselves on what your revenue actually does, not hours billed or team size.
Always improving
We treat the craft as never finished, staying curious and coaching our people to real depth.
Own it, straight up
We do what we say, own the result either way, and stay straight even when it is uncomfortable.
Frequently Asked Questions
Ready to build the revenue playbook your business runs on?
Finish with your playbook, your team trained to run it, and a revenue function that no longer depends on you.
Your team should be able to access the thinking that makes your best sales conversations work. Turning it into your own playbook is the first real step towards a business that grows its revenue without depending on you. It is the difference between a business built around you and one that can scale, sell, or let you step back on your terms.