Post-call summary · April 2026

Jess McAvoy & SingEasy.

What I saw before we spoke. What I heard during our call. Where the real opportunities are. And four ways we could work together. Read this as a starting point — not a prescription.

Prepared by Ayo Ogunde
For Jess McAvoy
Date April 2026
Where you are

A lot built.
Not yet
structured.

Twenty years of voice coaching. A methodology that is genuinely original. A reputation strong enough to attract Google as a corporate client and a BBC documentary filmmaker as a creative partner. That is not a small thing.

The challenge is that the architecture around all of it has not kept pace with the quality of the thing itself. The website conversion broke. Content output is inconsistent because you are the only person producing it. The different arms of SingEasy are all real — and right now they are competing for the same resource: you.

Nothing needs to be dropped. Everything needs a when.

The three things that matter most
01
Income first. One-on-ones are the engine that funds everything else.
02
SingEasy is a franchise in waiting. It needs a formalised methodology before it can scale.
03
The documentary and musical are part of the same thesis. They deserve a roadmap, not a holding pattern.
50
Your target age for the bow. Four years. Enough time if the planning starts now.
The external read

Before you said
a single word.

Before our call I spent time with your Instagram, your website, and your content output. I went in with no assumptions. What came back was clear and consistent across every surface.

You look refined, expensive, and exceptional. The external impression is doing a lot of work that your pricing is not yet matching.

The quality of your content, the consistency of your aesthetic, and the depth of your positioning read as premium. That is an achievement you have pulled off entirely by yourself — which makes the gap between how you present and what you charge even more interesting. A 25% increase on one-on-one rates would bring your pricing closer to where your brand already sits.

The one structural problem that is visible from the outside: the enquiry funnel broke after the website redesign. You went from 2-3 enquiries a week to zero. That is not a brand problem. That is a disconnected scheduling link and a landing page that needs a single clear action. It is fixable in an afternoon.

What I heard

What the call
told me.

01
Your irreverence is your most underused asset.
The TikTok that reached 3.2 million views was you being entirely, unguardedly yourself. A previous consultant identified irreverence as your key differentiator. Both of you are right. The polished version of you is good. The unfiltered version is the one that stops the scroll. Those two things can coexist — and when they do, the contrast makes both stronger.
02
You are carrying too much alone.
You have an assistant on five hours a week and a friend helping with strategy. Neither is being given enough structure to bring you near-finished work. The shift that needs to happen is simple: they come to you with something 80% done, you refine and approve. That one change reclaims hours every week without a single new hire.
03
Your inclusive positioning broadens the room.
You want creative CEOs who can afford premium pricing without losing the communities that already trust you. Those two things are not in conflict. Being explicitly queer and trans-led reads to a global audience as a signal of genuine inclusion — it tells people who belong before they even ask. The brief is showing the full range of who is welcome.
04
The vision is intact. The roadmap is missing.
You know exactly where you want to be by 50. SingEasy scaled. Documentary complete. Musical filmed. One-on-ones optional. That is a four-year plan with real interdependencies. Right now it lives entirely in your head. Getting it onto a visual map with a proper roadmap changes every decision you make between now and then.
05
SingEasy has genuine franchise potential.
You have applied it at Google. You are flying to Austin to do a wedding ceremony. The community sessions are running twice monthly. The methodology exists — it just has not been written down in a form that can be taught, licensed, or turned into the deck of cards you described. That document is the unlock for everything that comes after it.
06
The imposter syndrome is working against you.
You have 20 years of voice coaching and 30 years as a working musician. You have applied your method at Google. You have a BBC documentary filmmaker pursuing you. The people with imposter syndrome are almost always the ones who should be talking. The charlatans never hesitate. Your opinion, delivered as your opinion, is the content. You do not need credentials you already have.

"I want to create truly inclusive spaces. Not just spaces that are built for people that are not used to being included."

— Jess McAvoy, April 2026

The opportunities

In priority order.
Nothing dropped.

Everything that came up in our call has a place here. Some of it is urgent. Some of it belongs in Q4. All of it belongs on a roadmap rather than a worry list.

01
Fix the website conversion funnel.
Install Hotjar to see exactly where people are leaving. Reconnect Acuity. Give the one-on-ones page a single CTA and remove anything competing with it. This is the fix that pays for everything else — you were converting 2-3 enquiries a week before the redesign disconnected it.
Priority now
02
Raise your rates and grow one-on-ones.
A 25% increase brings you closer to where your brand already reads. Build hyper-optimised landing pages by client type — the creative CEO who wants to know the price and book immediately; the person doing identity work who needs to feel safe first. Same offering, different entry points. Content should give people a genuine taste of working with you before they pay.
Priority now
03
Build the visual map and the roadmap.
Every project — SingEasy community, corporate, ceremonial, the methodology, the deck of cards, the course, the documentary, the musical — goes onto one visual map. Then each gets a realistic timeline on a roadmap. Nothing dropped. Everything gets a when. This removes the cognitive load of holding it all simultaneously and changes how every decision gets made.
This month
04
Build a content system that works with your brain.
The scroll-stopping content is you mid-conversation, mid-rant, mid-thought. Four to six pieces built around your actual opinions — scripted loosely, filmed casually, edited for punch. The May shoot is the right moment to front-load this. The content brief needs to be written before then so nothing gets wasted on the day.
This season
05
Restructure how you use the team you already have.
Give your assistant and your strategy friend specific ownership with clear briefs. Their deliverable is near-finished work. Your role is approval and refinement. That shift — responding to something 80% done rather than starting from zero — reclaims significant time without adding cost or headcount.
This season
06
Formalise the SingEasy methodology.
The deck of cards, the teacher training, the franchise model — all of it starts with a written methodology document. That document becomes the foundation for the course, the training programme, the schools expansion, and the documentary thesis. Write the method down first. Everything else is built on top of it.
Fall season
Ways to work together

Four ways in.
You choose
the depth.

The right fit depends on where you are, what your team can carry, and how much you want me in the doing versus the thinking. All options include calls as needed.

Option 01 — Lightest touch
Social & Brand Audit
£500 — £750
A focused external read of your social presence, website, and positioning. A written report with specific, prioritised recommendations your team can take and implement. One follow-up call to walk through it together.
Full social and website audit
Prioritised opportunities and quick wins identified
Written report with clear action recommendations
One 45-minute follow-up call
Option 02 — Strategy depth
360 Brand & Digital Strategy
£1,500 — £2,500
A full strategic piece covering positioning, content architecture, the visual map, the roadmap, revenue structure, and a prioritised way forward plan. A complete document your team can implement. Strategy calls included throughout the process.
Everything in the audit
Visual mind map and full project roadmap
Content system design with brief templates
Positioning and pricing recommendations
Optimised landing page briefs per audience type
Two to three strategy calls included
Option 03 — Strategy and execution
Strategy with Implementation
£3,000 — £5,000
Everything in the 360 strategy, with my team handling the execution. Website fixes delivered, content briefs produced, landing pages built, team briefing documents created. You approve. We deliver. I am the accountable person for everything that goes out.
Full 360 strategy
Website conversion fixes delivered with my team
Content brief creation and production support
Landing page builds per SingEasy audience type
Briefing documents for your existing team
Option 04 — Ongoing
Advisory & Strategic Support
£800 — £1,200 / month
An ongoing strategic partnership. Weekly or monthly calls depending on your current phase. I stay across everything — help you make decisions, review work before it goes out, and keep the roadmap moving forward. Minimum three months.
Weekly or monthly strategy calls
Ongoing content and positioning review
Roadmap review and reprioritisation each month
Direct email access between calls
Minimum 3-month engagement
Next steps

Simple.
No pressure.

Read this. Sit with it. Tell me which option feels right, or tell me what questions came up. You are in control of the pace and the decision.

01
Read this more than once. Tell me if anything in the observations section lands wrong — I would rather know.
02
Fix the Acuity scheduling link. Before anything else on this list. That is the one thing losing you real money right now. Install Hotjar while you are in there.
03
Tell me which option resonates — or whether you want to talk through them first. Happy to jump on a call before any decision is made.
04
If nothing else, spend 30 minutes getting everything out of your head and onto a wall. That alone will change how the next few months feel.
Get in touch

Questions.
Ready to go.
Just say so.

Reply to my email or reach out directly. Response within 48 hours.

Email
hello@ayoogunde.com
Website
ayoogunde.com

Prepared by Ayo Ogunde · Culture & Systems Architect · April 2026