Aaron Goodrum

Coach and Adviser to Business Owners

Helping business owners think more clearly, make better decisions and build businesses that work for them.

My approach combines coaching, practical business advice, commercial insight and real-world experience. I work with owners of small and medium-sized businesses, from start-ups to established companies with annual turnover of up to £15 million, helping them navigate the challenges of running and growing a business.

How I Work What I Can Help With

Take five minutes to answer a few questions and receive a personalised review from me.

Tell me about your business, your ambitions and the challenges you're facing. I'll personally review your answers and share up to three priorities worth considering, along with a few questions to help you think about your next steps.

Request My Free Review

How I Work

The best approach starts with understanding you and your business.

We begin by exploring your circumstances, what matters to you and what you want to achieve, both personally and professionally.

I take a multidisciplinary approach, drawing on coaching, advisory and practical business support according to what you need.

Sometimes that means asking questions that help you see things differently and find your own answers. Other times, it means sharing my experience and offering advice. When a situation calls for it, I may work alongside you to analyse information, explore opportunities or work through a particular business problem.

My aim isn't simply to help you address today's challenges, but to develop your understanding, confidence and judgement to make better decisions in the future.

Throughout our work, I'll encourage you to consider not just how your business is performing, but whether it's helping you achieve what you actually want from owning it.

About Me

I'm a business owner and investor with over 20 years of experience in business management and entrepreneurship.

Before starting my own businesses, I held senior operational roles where I was responsible for growing businesses, managing teams and improving underperforming operations.

I then moved into entrepreneurship, starting a business from scratch and building it into a substantial, self-sustaining operation that went on to achieve £1 million in profit after tax in a single year.

Growing a business meant learning every part of it.

I've been closely involved in finance, people and HR, recruitment, payroll, sales, commercial decision-making, operations, systems, technology, management, strategy and the countless problems that don't fit neatly into any one category.

I've experienced growth and success, but also difficult trading conditions, changing markets, setbacks and the pressures that come with being a business owner.

As the business grew, I built a management team, established the systems and structures needed to support it, and gradually stepped away from its day-to-day operations.

Making money is one challenge. Learning how to protect and grow it is another. That led me into investing, building assets and developing sources of income beyond the operating business.

Today, I remain a business owner and investor.

I now draw on that experience to help other business owners achieve what matters to them. Whether that's improving performance, growing their business, becoming less involved in its day-to-day running or navigating a period of change, I bring an independent perspective, practical advice and firsthand experience of the challenges and opportunities of business ownership.

The numbers, systems and strategy matter.So does the person running the business.

Running a business can be rewarding, frustrating, exciting, isolating and exhausting — sometimes all in the same week.

I've experienced the highs that come with growth and success, but also the pressure of difficult trading periods, uncertainty, responsibility for employees and knowing that ultimately the buck stops with you.

Sometimes what a business owner needs most is someone who understands that experience — someone they can speak openly with, who understands the emotional rollercoaster of business ownership and can help them think clearly when the weight of it all makes that difficult.

What I Can Help With

Coaching and advice aren't just for struggling businesses.

Running a business brings decisions, challenges and opportunities that aren't always straightforward. You might be facing a particular problem, struggling to make a change or simply unsure which direction to take. Having someone experienced to work through those situations with can make a real difference.

But coaching and advice aren't only valuable when a business is experiencing difficulties. They can also play an important role in sustaining success. Even when things are going well, regular support can help you challenge your thinking, recognise further opportunities, anticipate risks, maintain accountability and stay focused on your goals.

I primarily work with owners of SMEs, from start-ups and early-stage ventures through to established companies with annual turnover of up to £15 million.

Performance & profitability
Growth & strategy
Costs, margins & pricing
Understanding your numbers
People & accountability
Management & leadership
Systems & processes
Reducing owner dependence
Difficult decisions
Financial strategy
Exit planning
Owner mindset

Work With Me

Most of my work involves ongoing advisory relationships, providing regular opportunities to step away from the day-to-day, explore challenges, consider the bigger picture and make progress towards your goals.

I also offer one-off advisory sessions for business owners looking for an external perspective on a particular challenge, decision or opportunity.

Ongoing Business Advisory

An ongoing relationship built around you and your business. Through regular conversations, coaching and practical advice, we'll explore challenges, work through decisions and focus on making progress towards your goals.

We can meet weekly, fortnightly, monthly or quarterly, depending on your needs. Some clients prefer a regular schedule, while others benefit from a more flexible approach, meeting more frequently when challenges arise and less often when things are progressing well.

Enquire

One-Off Advisory Session

A dedicated 90-minute session to explore a particular challenge, decision or opportunity. Together, we'll discuss your situation, consider your options and identify practical next steps.