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From Research Paralysis To 4 Clients And Angel Investment In 12 Weeks

📹 Watch Gregory's turning point at 4:40:

"You said you'd have been selling this three or four months ago — that really clicked."

The Results

Client: Gregory Meyers — Founder & CEO, TreeStock (formerly Data Dynamics)

Timeline: 12 weeks

Stage: Deep-tech AI startup with strong IP, but little tangible traction.

Primary challenge: Powerful technology trapped in R&D thinking and not yet commercialised.
What changed: A mindset shift to selling early, with systems to support real customers and growth.

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Outcome​

Sales

  • Moved from zero sales to 4–5 confirmed clients

  • Additional clients purchasing multiple contracts

  • 9+ active enterprise sales conversations (including 4 major organisations)

  • First deliveries scheduled within weeks

Investment

  • First angel pitch completed with Sheffield Angels

  • Overwhelmingly positive response

  • Active due diligence underway toward pre-seed investment

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"It's incomparable to where we were three months ago."

The Challenge

TreeStock had cutting-edge technology - AI-driven digital twins of individual trees at massive scale - but was struggling to move from research to revenue.

Before

  • Research mindset, not commercial mindset

  • Waiting for "perfect" before selling anything

  • No sales systems or CRM in place

  • Brand identity unclear (Data Dynamics vs TreeStock)​

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The Shift

We helped Gregory build commercial confidence through three things:

  1. Tailored CRM built specifically for TreeStock's technical sales cycle, not a generic HubSpot template

  2. Clear positioning around TreeStock as the core product (not consultancy)

  3. Permission to sell value now instead of waiting for perfection later

After

  • Commercial confidence: "We realised we're allowed to sell"

  • Sales systems built specifically for their business

  • Clear brand positioning around TreeStock

  • Moved from "perfect later" to "valuable now"

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"We didn't really know how to take it from a researchy, academic R&D thing into the real world."

"It was a game-changer for me ; switching from an academic mindset to a sales hat."

The Turning Point

The biggest mindset shift came early in the programme.​

"You said you'd have been selling this three or four months ago — that really clicked."

That moment unlocked everything.

"We realised we're allowed to sell — even without everything 100% worked out."

Within weeks:
"We're now sale, deliver, sale, deliver."
"We were overwhelmed by how many people wanted to work with us."

 

What Made the Difference

Gregory's take:

"Most support out there is generalised. This was tailored, hands-on, and actually moved the business forward."

What that looked like in practice:

  • Bespoke sales systems: "I don't need a generic CRM pipeline, I need one that fits how my business works."

  • Clear division of expertise: Trove handled sales systems and investment prep; Gregory focused on delivery

  • Hands-on support through every pitch and sales conversation, not generic advice

"Sales alone have been completely game-changing."

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"There isn't anyone I wouldn't recommend Trove to."

Are you Gregory three months ago?

Still sitting on value you're not selling yet?

👉 Take the Founder Clarity & Evidence Scorecard and find out what's actually holding you back from selling what you've already built.

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Or book a 15-minute diagnostic call and we'll show you what you're ready to sell right now.

Who This Is For?

If you're a technical founder with proven IP but stuck in research mode...

If you're waiting for "perfect" before you sell...

If you're preparing for investment but haven't built commercial traction yet...

This is exactly what we do.

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