Work
What worked, what didn't, and why.
Most agencies only show their wins. We show the lessons too, because they're what make the next launch better.
Case study · What worked
A one-bay studio, doubled.
Andy's own golf coaching business, run from a single simulator bay in Leicester. Defy built the marketing, the systems and the website behind its growth.
Weekly sessions
10 → 20+
Paid social budget
£10/day
Revenue
Record month
The problem
A single simulator bay, no big marketing budget, and fewer than ten sessions a week. Good coaching, but not enough people knew about it or came back.
What we built
A low-cost intro offer, systematic review requests, small targeted ad campaigns, lesson packages, a win-back campaign for lapsed clients, automated branded lesson summaries, and a new website built around booking lessons.
The lesson
A small budget goes a long way when every step is joined up. The offer gets people in, the follow-up keeps them, and the packages make the revenue predictable.
The launch that taught us most.
The idea
An online golf retail shop with a well-built website.
What went wrong
Money went into stock and advertising before demand was proven. Margins couldn't carry the ad costs, and cash sat on shelves.
What it changed
It's why every Defy launch starts with a Pressure Test and pre-sells before spending. Test first, spend second.
Same name. New model.
The shop failed because cash went into stock before anyone had bought. GolfPix is relaunching as a golf prize competition site, and this time it starts with the test: moving the pro shop's members' draws online, with no ad spend, before a single prize is bought.
Test
In progressMembers’ pro shop draws (£5 tickets) moving online first. No ad spend.
Build
DoneCompetitions site designed: draws, entries, checkout, winners and free postal entry.
Launch
Up nextPublic prizes like a full custom fit, priced so tickets cover the prize twice over.
Scale
Up nextOne prize a week, then bigger draws, built on the ticket-buyer list.
Your party, beautifully hosted.
Jess has a gift for planning and styling events. HostJess turns that into a business, starting with birthdays, christenings and celebrations across Leicestershire. We're running it through the full Defy programme in public, stage by stage.
Test
DoneIdea pressure-tested and business plan written: who books parties, what they pay, how they find a planner.
Build
In progressBrand finished: HJ mark, wordmark and palette. Website designed, gallery and party pages next.
Launch
Up nextA first-party offer and a local campaign, with a bookings target agreed.
Hand over
Up nextJess runs it day to day, with the playbook and the numbers.
Next launch
Your business could be next.
Start with a free idea score, or talk it through with Andy.