COLD IS GOLD × ENDA QUEALY
OPERATIONAL BRIEF · APRIL 2026

A predictable flow
of new high-performing clients.

This document details an operational plan to generate a consistent flow of new high-performing clients through cold email outreach, targeting founders, CEOs and senior executives across all sectors in the UK — reading time ~6 minutes.

Before you read

What you are about to discover is a first approach, built ahead of our conversation to give you a concrete preview of how we work.

The prospects, signals and projections presented here are hypotheses — we will refine everything together once the campaign is underway.

The purpose of this document is to help you visualise what a campaign could produce.

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01 / YOUR BUSINESS

We know your DNA.

Enda Quealy is a performance specialist based in the UK with over 20 years of personal and professional development behind his methodology. Through B-MÓR Mental Wealth Ltd, he works with a strictly limited number of founders and executives at any one time — a deliberate choice that reflects the depth and precision of the work. His approach was built over 20,000+ hours of practice, informed by his own experience rebuilding a music distribution business after the 2008 crash, recovering from physical burnout in 2016, and a breakthrough via hypnosis in 2019 that changed the direction of his career. His audio programmes have received 96,000+ plays and 2,200+ five-star reviews.

20K+
hours of methodology
Built over two decades of practice, not theory
96K+
audio programme plays
Thousands reached through self-guided work alone
2,200+
five-star reviews
Consistent results across private and group formats
7 yrs
of guided client work
From CEOs of £200M exits to Google senior executives

What sets you apart

Enda's work is explicitly not therapy and not coaching. It operates at the level of automatic response — the patterns that fire before conscious thought kicks in. Where traditional coaching addresses behaviour and mindset, his method removes the pattern at its root rather than managing it. Most clients report a noticeable shift during the first session itself, with results deepening over the following days. The promise is lasting change, not ongoing management: clients do not need to keep coming back to maintain results.

What we will promote for you

We will be promoting two services to UK-based founders, CEOs, and C-suite executives across all sectors. The first is Wired for Success — a private 1:1 neural reset programme limited to 4 clients at a time, delivered across four structured sessions (The Mirror, The Switch, The Amplifier, The Reflection). The second is Stop Getting In Your Own Way — a 28-day group programme capped at 10 participants, for high performers who hesitate, delay, or second-guess at the moments that matter most. Both are positioned at founders and executives who are externally successful and have already tried coaching or therapy without lasting results.

02 / YOUR MARKET

A market identified and qualified.

The target market for this campaign is UK-based decision-makers — founders, CEOs, Managing Directors and C-suite executives — at companies with 10 or more employees, across all sectors. The problem Enda solves (high-performer self-sabotage and automatic response patterns) is entirely sector-agnostic: it shows up in tech founders, retail entrepreneurs, professional services leaders and energy executives alike. The market has been sized using the UK Business Population Estimates 2025 (BEIS/ONS), filtered to a qualified addressable segment of 25,000 businesses representing the highest-fit tier of the broader market.

~25 000
businesses identified
UK founders, CEOs, MDs and C-suite executives across all sectors — companies with 10+ employees
~12 500
contactable prospects
after applying the 50% ratio (decision-maker + verified professional email findable)
~206
commercial opportunities
over 12 months (weighted average of 4 scenarios, 4 emails per prospect)
~41
potential new clients
over 12 months (average B2B closing rate: 20%)

How we build this base

We cross-reference multiple B2B data sources (LinkedIn databases, professional directories, public records) to identify businesses matching your criteria. Each contact is then verified and enriched by artificial intelligence: decision-maker identification, professional email validation, and confirmation that the business is active. This cannot be done manually at scale — which is precisely what makes large-scale qualification possible.

Why 50% contactable

On any given market, we do not always find a reachable decision-maker or a valid professional email address. This 50% ratio is deliberately conservative to give you realistic projections, not optimistic ones.

This market is presented as an illustrative example to help you visualise the opportunity. We can run the same analysis on any segment or geography you wish to target.
03 / PROSPECT SAMPLE

10 businesses identified by our AI.

Before launching a campaign at scale, we always identify a real sample of prospects first — people who actually exist, with a specific reason to be contacted now. A signal is a concrete, verifiable piece of information about a prospect: a recent award, a public growth milestone, a funding announcement, a new appointment. It tells us why to contact this person today rather than in six months. The 10 profiles below were identified across multiple UK sectors and represent the type of decision-maker the campaign will reach. The same approach will be applied to the full base.

For each prospect, our AI identifies a concrete signal: a recent development, an expansion, a change in offer. That signal justifies why to contact them now rather than in six months, and forms the basis for email personalisation.

This sample is a preview of what your full base will look like. You will have the opportunity to validate it and guide us before the campaign launches.

01

GLAS

Mia Drennan · CEO & Founder
World's largest independent loan agency — £500B+ assets under administration across 10 countries.
SIGNAL DETECTED

Named overall EY Entrepreneur of the Year UK 2025 in November — now represents the UK at the World Entrepreneur of the Year in Monaco, May 2026. Built a global platform across 10 countries and 4 continents with minimal external capital.

WHY THIS PROSPECT FOR ENDA QUEALY

The moment the external recognition arrives at this level, the internal pressure amplifies to match. She has built a world-leading business through sheer self-reliance — the pattern of doing more with less is deeply wired. Enda works exactly at that junction.

02

Kids Planet Day Nurseries

Clare Roberts OBE · Founder & CEO
137 nurseries across the UK, backed by Fremman Capital — one of the country's largest childcare groups.
SIGNAL DETECTED

EY Entrepreneur of the Year North Region winner 2025, recognised for transforming national childcare standards through her in-house training academy. Scaled from a single nursery to a 137-site PE-backed group.

WHY THIS PROSPECT FOR ENDA QUEALY

The identity shift from founder to PE-backed CEO is one of the most disruptive transitions a leader can go through. The patterns that built the business in the early years often become the ceiling at this stage — exactly what Enda removes.

03

Simmer Eats

Simmy Dhillon · Co-Founder
£36.1M revenue, bootstrapped from £10 in 2017, no outside investment — Forbes 30 Under 30.
SIGNAL DETECTED

Won both EY South Region Entrepreneur of the Year and the GBEA Overall Entrepreneur of the Year 2025 in the same month (November). Publicly shared a LinkedIn post titled "from the brink of quitting to our best year ever" — 71K+ followers.

WHY THIS PROSPECT FOR ENDA QUEALY

Being the face of the "£10 to millions" story creates enormous pressure to justify and repeat it. Public scrutiny at this level is exactly the environment where automatic response patterns surface and compound.

04

Union Technical Services

Owen Coyle · Co-Founder & Director
Glasgow-based energy retrofit specialist — doubled turnover from £22M to £44M in 12 months.
SIGNAL DETECTED

EY Entrepreneur of the Year Scotland Region winner 2025. Turnover doubled to £44M in 2024, confirmed in Project Scotland (March 2025) — one of the fastest-growing energy businesses in the country.

WHY THIS PROSPECT FOR ENDA QUEALY

Doubling a business in 12 months means doubling the operational complexity, the team size, and the personal exposure. The decisions are bigger and faster — precisely the conditions where hesitation or second-guessing costs the most.

05

Rocksteady Music School

Scott Monks · CEO
UK's largest employer of full-time musicians — music education in primary schools, 100,000+ children impacted.
SIGNAL DETECTED

EY Entrepreneur of the Year commendation 2025. Ranked Europe's #1 long-term growth champion in Education & Social Care (Music Industries Association, 2024). Recently secured investment from Vespa Capital.

WHY THIS PROSPECT FOR ENDA QUEALY

A mission-led CEO running a business that is genuinely rare. At the intersection of social impact and commercial scale, the internal tension between doing it right and growing fast is a classic block Enda removes.

06

UrbanChain

Dr. Somayeh Taheri · CEO & Founder
UK's first peer-to-peer renewable energy exchange — £7.35M raised including Series A from Eurazeo.
SIGNAL DETECTED

Deloitte UK Technology Fast 50 winner 2024. EY Entrepreneur of the Year commendation 2025. Series A led by global investment firm Eurazeo, with additional funding from Innovate UK and the Department for Energy Security & Net Zero.

WHY THIS PROSPECT FOR ENDA QUEALY

The shift from research scientist to funded CEO is one of the most demanding identity transitions in business. High intellect, deep domain expertise — and a completely different set of automatic responses required to lead at scale.

07

Smart Spaces

Dan Drogman · CEO & Founder
Smart building platform — 85 million sq ft across 26 countries, founded 2010.
SIGNAL DETECTED

GBEA Technology Entrepreneur of the Year (London) 2025. Named LDC "One to Watch" in 2023. Scaled to 85 million sq ft across 26 countries largely without institutional capital — a rare profile.

WHY THIS PROSPECT FOR ENDA QUEALY

15 years of building a global platform, largely without institutional backing. The self-reliance required to do that leaves a specific pattern — one that can become a ceiling when the next phase of growth requires a different approach.

08

Cotswold Gold

Charlie Beldam · Founder & Director
UK's leading premium cold-pressed rapeseed oil brand, grown on the family's Gloucestershire farm since 2010.
SIGNAL DETECTED

GBEA Established Business of the Year 2025, cited for building "one of the UK's most respected premium food brands" from an agricultural starting point with no outside investment.

WHY THIS PROSPECT FOR ENDA QUEALY

A founder who has built a premium brand in a commoditised sector over 15 years. The sustained attention required to hold a premium position while scaling national distribution creates a specific and persistent high-performer pressure.

09

Dent Global & ScoreApp

Daniel Priestley · Founder
ScoreApp: £200K MRR / $3M ARR, 150,000 leads/month in 25 countries. Dent Global: world-leading business accelerator.
SIGNAL DETECTED

GBEA Hall of Fame inductee 2025. ScoreApp publicly crossed £200K MRR milestone, announced on LinkedIn. Runs multiple 7 and 8-figure ventures simultaneously across the UK, Australia and Singapore.

WHY THIS PROSPECT FOR ENDA QUEALY

A founder who teaches hundreds of entrepreneurs how to perform at their best — and who therefore lives in the space where his own patterns must be invisible. Enda's work on automatic responses is precisely what even the best performance teachers rarely apply to themselves.

10

GoHenry / Sibstar

Louise Hill · Co-Founder & Non-Executive Director
Built GoHenry from UK launch (2012) through US expansion (2018) to merger with Acorns (2023) — now NED at Sibstar.
SIGNAL DETECTED

GBEA Hall of Fame inductee 2025. Recently appointed as Non-Executive Director at Sibstar, the UK's leading card and app for people living with dementia. Keynote speaker at UK FinTech Week 2026.

WHY THIS PROSPECT FOR ENDA QUEALY

Post-exit transition — moving from operator to board-level advisor while building a new public profile — is an identity shift that surfaces exactly the patterns Enda removes. High external visibility, a new set of stakes, and no playbook for what comes next.

04 / AI PERSONALISATION

Emails that feel written by hand.

The difference between an email that gets ignored and one that gets a reply is almost never the offer — it is the first sentence. A founder who has just doubled turnover, won a national award, or publicly named a pressure they are carrying is in a specific moment. An email that references that moment precisely, in their own vocabulary, signals something different: that the sender actually looked. Every email we send on behalf of Enda Quealy will open with a line built from a real, verifiable fact about that specific person — not a sector observation, not a compliment, a fact. The three signal types below are the ones we have identified as consistently findable across the UK founder and executive market.

The principle: when the prospect reads the email, they should think “this person actually looked me up”, not “this is a bot”. Every line references a precise, verifiable fact, using the prospect's own vocabulary.

Below are the 3 signal types we would use to personalise every email sent on your behalf.

What we look for A specific award, ranking, or business milestone (revenue, expansion, funding) announced by the founder in the last 12 months — with a named figure or a named event.
Where we find it Google news search (founder name + company), company website press page, LinkedIn activity.
Estimated feasibility 85%
CONCRETE EXAMPLE
Raw data: Owen Coyle's company Union Technical doubled turnover from £22M to £44M in 12 months — confirmed in Project Scotland, March 2025.
In the email: « Saw the piece in Project Scotland on Union Technical doubling turnover to £44M in 2024. That kind of growth in 12 months tends to create a very specific type of pressure that doesn't show up in the revenue numbers. »
What we look for A quote, headline, or recurring theme from a podcast appearance or press interview where the founder has named a pressure, doubt, or gap between external success and internal experience — in their own words.
Where we find it Google (founder name + "podcast" or "interview"), Spotify, Apple Podcasts, press archives.
Estimated feasibility 65%
CONCRETE EXAMPLE
Raw data: Simmy Dhillon published a LinkedIn post titled "From the brink of quitting to our best year ever" — 71,000+ followers, hundreds of comments.
In the email: « Your post about nearly quitting before your best year caught my attention. Most people skip over what happened in that gap. That gap is exactly where the work I do starts. »
What we look for A post from the last 6 months where the founder shares a personal moment: a hard decision, a setback, a lesson about control or delegation, pressure at scale, or the weight of visibility.
Where we find it LinkedIn profile — last 10 to 20 posts, filtered for first-person reflective tone.
Estimated feasibility 75%
CONCRETE EXAMPLE
Raw data: Daniel Priestley has built his public profile on teaching entrepreneurs how to perform — he writes regularly about the psychology of high performance and the gap between knowing and doing.
In the email: « You've spent years helping founders get out of their own way. The work I do operates at the layer underneath the frameworks — the automatic responses that fire before the frameworks kick in. Thought it worth a line. »
05 / CAMPAIGN EXAMPLES

Real campaigns we have produced.

These 13 examples are deliberately varied — both in sectors (construction, HoReCa, luxury, SaaS, editorial, EMS, invoice financing…) and in results. You will find campaigns matching each of our 4 projection scenarios — from the guaranteed minimum to exceptional outcomes. The goal is not to show you a curated best-of, but the real range of what we produce. AI-personalised lines are highlighted in terracotta.

Campaign 01 / 13

EMS Equipment × fitness coaches & studios

Outreach to all independent trainers and wellness centres interested in EMS: fitness coaches, studios, physiotherapists, aesthetic clinics.
14 500
prospects contacted
413
opportunities generated
6
months of campaign
AI Source Coach's Instagram bio + client persona they target (women 45+, gentle fitness, rehabilitation...) + the main promise featured in their communication.
Campaign 02 / 13

Agence OVB × automated Instagram prospecting

Our own agency. 100% of our acquisition comes from cold email — 100 to 200 clients signed per month. Very broad targeting: all businesses with an Instagram account and prospecting needs.
800 000
prospects contacted / year
10 500+
opportunities generated / year
12
months of campaign
AI Source A recent Instagram post from the prospect (theme, creation, news) + precise occupation + location, to make the pitch immediately credible.
Campaign 03 / 13 · EN

Premium decorative hardware × interior designers

English-language outreach to interior architects and designers in the UK and US.
11 500
prospects contacted
82
opportunities generated
3
months of campaign
AI Source A recent project by the prospect (project name) + design details identified in the firm's work (tones, textures, materials, atmosphere).
Campaign 04 / 13

Wine merchant × restaurants & hotels

Outreach to all hospitality businesses likely to sell wine: restaurants, bistros, wine bars, hotels (excluding fast food).
20 000
prospects contacted
458
opportunities generated
12
months of campaign
AI Source Type and style of the prospect's venue (bistro, gastronomic restaurant, hotel...), cuisine or positioning (bistronomic, Italian, traditional...) and precise location.
Campaign 05 / 13

Eco-designed exhibition stands × trade shows

Outreach to any business that has exhibited at a trade show (all sectors, all decision-maker roles).
8 030
prospects contacted
29
opportunities generated
3
months of campaign
AI Source A recent trade show the prospect exhibited at (show name + location) + the flagship products highlighted by the company.
Campaign 06 / 13

Vacuum-sealed pizzas × wine bars & snacking venues

Outreach to all restaurants and retail venues likely to sell pizzas (excluding fast food): bistros, wine bars, delicatessens, snack counters, local shops.
19 500
prospects contacted
1 308
opportunities generated
6
months of campaign
AI Source Type of venue (wine bar, bistro, deli...) + positioning (products offered, atmosphere, target clientele) + precise location.
Campaign 07 / 13

Invoice financing × SME construction firms

Outreach to founders and directors of SME construction businesses (civil engineering, groundworks, masonry, carpentry).
11 500
prospects contacted
31
opportunities generated
6
months of campaign
AI Source A public contract or construction project recently won by the prospect (name, location) + the company's main technical speciality (civil engineering, carpentry, masonry...).
Campaign 08 / 13

Art publisher × fine art printing

Outreach to interior architects and decorators.
12 500
prospects contacted
134
opportunities generated
6
months of campaign
AI Source A recent project found in the prospect's portfolio + 1 to 2 concrete design details (materials, volumes, colours).
Campaign 09 / 13

Socratech.io × video content creation

Our second agency. 100% of acquisition via cold email — 20+ clients/month, average basket €8k. Targeting: business founders (2-3+ employees) with a press appearance or interview in the last 6 months.
100 000
prospects contacted / year
1 200+
opportunities generated / year
12
months of campaign
AI Source A recent appearance by the prospect (podcast, conference, interview) + specific domain expertise + an offer tailored to their industry universe.
Campaign 10 / 13

Generative AI video × brands & marketing

Outreach to marketing directors and brand managers at companies with more than 10 employees.
22 500
prospects contacted
98
opportunities generated
6
months of campaign
AI Source Brand sector and flagship products + 2 to 3 creative video ideas impossible to shoot in traditional production, designed specifically for their brand universe.
Campaign 11 / 13

Project management SaaS × engineering consultancies

Outreach to directors of engineering and consultancy firms, all disciplines.
5 000
prospects contacted
32
opportunities generated
3
months of campaign
AI Source A recent project by the firm (found on their website or in trade press) + inference of a specific pain point around time management and milestone billing.
Campaign 12 / 13 · EN

Influencer marketing × spirits brands

English-language outreach to food, spirits and B2C product brands with an active social media presence. AI verified past influencer collaborations.
7 700
prospects contacted
48
opportunities generated
3
months of campaign
AI Source Precise product category (Japanese gin, single malt...), flagship product name, brand's Instagram handle, target audience persona (gin enthusiasts, whisky collectors...).
Campaign 13 / 13

Editorial writing × wine brands

Outreach to businesses with an editorial presence (magazine, newsletter, blog, public speaking activity).
6 500
prospects contacted
68
opportunities generated
6
months of campaign
AI Source Analysis of content published by the prospect (LinkedIn, website, articles, interviews) to identify recurring themes, commitments and distinctive editorial angle.
06 / CASE STUDIES

What we have already done.

Cosmetics distributor
Premium salon products · 12 employees · 3-month campaign
32 opportunities in 10 days
7 new resellers signed over the 3-month campaign · Reported ROI x6
Read the full case study →
Agence OVB
B2B services · 8 employees · 12-month engagement
From €500K to €2M revenue
Revenue quadrupled in 12 months through cold email prospecting
Read the full case study →
Thomas Bennett Group
E-commerce · 15+ employees · 1-month campaign
33 opportunities in 20 days
Targeted outreach to a panel of 3,000 e-commerce decision-makers
Read the full case study →
07 / TIMELINE

How the engagement unfolds.

Here are the 6 phases of our engagement. The first phases run in parallel so your campaigns launch as quickly as possible.

Phase 1
Technical setup
Weeks 1-4
Phase 2
Workshop (1h)
Week 2
Phase 3
Sequence writing
Weeks 2-3
Phase 4
Database build
Weeks 3-4
Phase 5
Launch
Week 5
Phase 6
Reporting
Ongoing
Good to know: phases 2, 3 and 4 run in parallel with the technical setup (phase 1). In practice, during the 1-month technical warm-up, we build your database and write your sequence — so the first emails go out from week 5.

Phase 1 — Technical setup

Creation of dedicated sending domains, SPF/DKIM/DMARC configuration, email address setup, warm-up launch (1 month). No action required on your side.

Phase 2 — Workshop (1h)

A structured session to define the database structure, email tone, and capture your case studies and differentiating elements. This phase runs in parallel with phase 1 (Technical setup).

Phase 3 — Sequence writing

Drafting of a first version, feedback and revisions with you, then adding AI personalisations (the signals presented above). We validate the full email content before moving to the database.

Phase 4 — Database build

We build a prospect sample (like the 10 above) for your validation. Once approved, we construct the full database with quality control: field verification and contact qualification.

Phase 5 — Campaign launch

Sending begins as soon as the warm-up is complete. First results from the first week. Real-time tracking of key indicators: open rate, reply rate, opportunities generated.

Phase 6 — Reporting & optimisation

Real-time reporting via our platform. Continuous adjustments and A/B testing on subject lines, opening hooks and sequences. Regular monthly or quarterly reviews depending on results.

08 / PROJECTIONS, PRICING & GUARANTEE

Projections, pricing and result guarantee.

Simulate your return on investment
Three parameters to adjust to estimate your results. Projections based on real conversion rates achieved for our existing clients.
AYour parameters
Campaign duration
Over 12 months, we follow up with your prospects 4 times with different angles (spaced 3 months apart) — which multiplies your results by 4 compared to a short campaign.
%
B2B average. Adjust to your own rate.
BYour projected results
YOUR PROJECTION
↑ Enter your margin per client above to see your projection.
Projections by scenario The 2 central scenarios = 80% of real outcomes
10% of our clients' campaigns
Guaranteed minimum
net margin
See details
Qualified opportunities
New clients
Gross margin generated
40% of our clients' campaigns
Standard result
net margin
See details
Qualified opportunities 38
New clients
Gross margin generated
40% of our clients' campaigns
Favourable result
net margin
See details
Qualified opportunities 75
New clients
Gross margin generated
10% of our clients' campaigns
Exceptional result
net margin
See details
Qualified opportunities 150
New clients
Gross margin generated
YOUR TWO PRICING OPTIONS

We don't sell emails sent. We sell commercial opportunities.

Two options are available, depending on the level of commitment you prefer. Both are calculated on your parameters above. Displayed prices are adjustable.

Duration
Click to adjust prices without scrolling back up to your simulation.
WITHOUT RESULT GUARANTEE
£ / month excl. VAT
i.e. 18 000 £ excl. VAT over 12 months
Your estimated net margin
Average across our clients · after deduction
Our commitment
No contractual commitment on the number of opportunities.

How the guarantee works in 3 clauses.

D0 · Launch
CLAUSE.01
Our commitment

We commit to generating a minimum of opportunities per month, i.e. opportunities over months. This target corresponds to the low scenario in our projections (10% of our clients' campaigns).

M+1 · Review
CLAUSE.02
If behind target

As soon as a month closes below opportunities, your billing is immediately frozen. In practice: you pay nothing from that month onwards, until we have fully caught up the cumulative shortfall. You never pay for a month where we fail to meet our commitment.

M+3 · Limit
CLAUSE.03
If behind for 3 consecutive months

Termination possible at no cost. We continue efforts free of charge during those 3 months; beyond that, we acknowledge the failure and you are no longer billed going forward.

Dynamic values

The figures shown in these clauses are not fixed: they are automatically recalculated based on the parameters set in your simulation above. The final contractual commitment will depend on parameters agreed together at the start of the engagement.

Contractual definition of an opportunity: a prospect responding positively to one of our prospecting emails — a request for information or a request for a meeting.

On top of the fee, 3 technical costs to budget for.

The first is a one-time investment that belongs to you for life — your prospects remain yours, even if you stop working with us. The other two are monthly technical subscriptions essential to any cold email sending.

ONE-OFF · AT LAUNCH
Database
yours to keep for life
Enter market size above
100% qualified prospects · AI-validated email · full enrichment · £0.09 per lead
MONTHLY SUBSCRIPTION
Instantly
no lock-in
97 $ / month
Sending platform + CRM
Cancel anytime · essential for automated sending
MONTHLY SUBSCRIPTION
Sending addresses
$5 per address
Enter market size above
30 sends/working day per address · ~21 working days / month
A FINAL WORD

This document is not a sales pitch. It is a projection built on the real numbers from our campaigns — the scenarios presented are not promises, they are averages observed across our clients.

Our method has been operational for several years. It works when the fundamentals are in place: a clearly identified market, a differentiating positioning, a measured closing rate. Enda Quealy has all three.

Our conviction is that we can build for you a predictable flow of new executive and founder clients over the next 12 months — with indicators we track together, month after month.

Whenever you want to talk specifics, we are here.

Cold is Gold · Lyon
Analysis
Your Business Your Market Prospects AI Personalisation
Proof
Campaign Examples Case Studies
Engagement
Timeline Projections & Pricing