From Luck
to Structure
I help software agency founders who get clients only through referrals and luck build a structured sales system to make their income predictable and scalable.
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Builder by nature.
Coach by choice.
I've spent the last 4 years building real companies — not writing about it. Two ventures, a lot of hard lessons, and one clear mission: help agency founders stop leaving money on the table.
Daedalus-XR
Built a software agency in Italy from zero to €250K+ in revenue. I made every mistake in the book — chasing the wrong clients, underpricing, relying on referrals. Then I built the system that fixed it. That system is what I teach.
GoalMind
Co-founded a neurotech startup exploring the intersection of neuroscience and performance. A crash course in building under uncertainty and convincing people to believe in something before it exists.
The Coaching Work
Now I take everything I learned the hard way and hand it directly to agency founders. No theory. No recycled advice. Just the frameworks that actually moved the needle — for me and for the founders I work with.
They were in the same place
"
I'd been sending emails for weeks and getting nothing back. I realized I never actually knew who I was talking to. "Tech startups" isn't an ICP. That was the problem all along.
"
I was pitching restaurants, beauty salons, everyone. I got some replies but nothing converted. The problem wasn't my offer — it was who I was sending it to.
"
I kept thinking it was my messaging or my portfolio. Gabri made me realize I hadn't even defined who I was actually talking to. It changed how I approach everything.
Get Clarity on
Your ICP — Free
15 minutes. One exercise. Stop pitching everyone and start closing the right clients. The ICP Finder Worksheet is the exact framework I wish I had on day one.
No spam. Unsubscribe anytime. 100% free.
Stop Leaving
Deals on the Table
You've got the skills. The problem isn't the work — it's the system around the work. In 1-on-1 coaching we build your sales engine from scratch so you stop relying on luck and start closing predictably.
- Define the exact client worth chasing — and stop chasing the rest
- Build a repeatable outreach system that gets replies
- Close at higher rates without discounting
- Turn your agency into something that doesn't run on luck