When we expanded into marketing, we stayed true to our core philosophy: we invested in a visionary individual rather than acquiring an established agency. To validate this new venture, our first step was an internal pilot program. We appointed our new partner to direct the marketing strategy for a company within our existing portfolio, rigorously benchmarking their campaigns, execution, and ROI against the external third-party agencies we were currently using.

After proving the superior value of our homegrown talent, we moved to the next phase: rigorous training and stress testing. To ensure a solid foundation, our internal management consultancy arm provided comprehensive business training, while external experts were brought in for specialized sector training. We then stress-tested the operation by systematically assigning them additional companies from our portfolio. This forced rapid scaling, requiring the founder to master delegation, implement a robust management structure, and sharpen their business acumen as real-world challenges—like cash flow, staffing, resource allocation, and timely deliverables—came into play.