Kickstarter Case Study
Often the problem isn't the service, it's how it's being sold. This fixed that.
TESTIMONIAL
Caldicott Consulting
Richard Caldicott, Founder
Fractional CTO
Working with Catherine at Boudicca was a genuinely transformative experience for Caldicott Consulting. I came to her with a strong sense of purpose and deep expertise in what I do, but struggled to clearly articulate that value in a way that resonated externally. I knew what I wanted to say and the impact I wanted to have, but translating that into focused, compelling messaging was a real challenge. My services had grown organically, and the story I was telling no longer reflected the business I was actually running.
One of my biggest hurdles was productising my offering; turning complex, nuanced work into something concise, targeted, and easy for others to understand. Catherine immediately grasped not just the surface of the business, but the underlying ambition, strengths, and direction I wanted to take it in. She asked the right questions, challenged vague assumptions, and helped bring clarity where things had previously felt messy or overly broad.
The challenge
Richard had built a strong reputation delivering hands-on recruitment technology support - but his brand wasn’t reflecting the level he was operating at, or where he wanted to go next.
His existing website and LinkedIn profile:
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Led with a long list of services rather than a clear proposition
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Positioned him as a generalist IT provider instead of a specialist
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Felt overly corporate, with dated black-and-white imagery and generic visuals
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Didn’t capture his biggest differentiator - how he works directly with consultants on the sales floor
The result was a disconnect between how Richard actually delivers value, and how he was being perceived online. He wanted to
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Move away from generic IT support positioning
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Lean into recruitment technology transformation
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Showcase his real-world, practical approach
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Attract more strategic, higher-value work
The Kickstarter solution
The Marketing & Brand Kickstarter sessions uncovered:
- The real problems his clients come to him with (messy systems, inefficiencies, frustrated teams)
- Where he adds the most value — on the sales floor, not just in the boardroom
- How his work often reshapes the original brief, not just delivers against it
From there I rebuilt his positioning around:
- Recruitment-specific language (not generic tech jargon)
- A clear, problem-led value proposition
- His unique approach of working directly with consultants before making recommendations
I then translated this into a full brand and website overhaul
Richard's new proposition resulted in:
- A new, succinct strapline
- Simplified, strategic solution-based service structure
- Clear, punchy copy that speaks to recruitment leaders
Visually, this meant changing the corporate, templated feel and turning his website into something far more reflective of Richard's personality:
- A full colour, on-site photoshoot, capturing Richard in a real recruitment environment
- A more human, approachable look and feel that mirrors how he actually works
- A more modern colour scheme, befitting of his tech sector
TESTIMONIAL
"What impressed me most was how quickly Catherine understood my audience and the outcomes they truly care about. She was able to distil my thinking into crisp, focused messaging that clearly communicated our value without oversimplifying it. The result was branding and language that feels confident, commercially strong, and aligned with how I actually work not generic consultancy fluff.
Thanks to Catherine’s work, Caldicott Consulting now has a clear, sellable proposition that makes sense immediately to prospective clients. The improved branding and messaging have given me renewed confidence in how I present the business, and it’s far easier for others to quickly understand what we do, who we help, and why it matters. I’d highly recommend Catherine to any founder or consultant who knows they deliver real value, but needs help expressing it clearly and effectively."
