01 — Market Entry
"We have a product and a target country. How do we actually build the business there?"
The trigger
Clearance obtained or imminent in a new market, with no commercial infrastructure behind it. Or unexplained revenue arriving from a country you have no strategy for.
What Apex does
- Opportunity assessment grounded in procedure volumes and payer reality
- Route-to-market decision — direct, distributor or hybrid, modelled on economics
- Procurement, GPO and tender strategy
- Pricing that holds in both markets at once
- Launch sequencing and commercial infrastructure plan
What you get
- A sequenced entry plan you can take to a board
- Channel economics you keep and can re-run
- A named first-hundred-accounts target list
Commercial outcome
A decision you can fund, with the downside stated — and the option of help executing it rather than a document handover.
What Apex does not do
Regulatory submissions, licensing or quality systems. Where an engagement needs them, Apex contracts senior specialists and coordinates them so the regulatory path stays aligned to the commercial plan.
02 — Commercialization Strategy
"We're cleared, we're selling a little, and nothing is compounding."
The trigger
A launch that has stalled, or one six months out with no commercial model that survives contact with a value-analysis committee.
What Apex does
- Buying-process and care-setting mapping — who decides, who blocks, who pays
- Segmentation and prioritisation
- Pricing architecture aligned to reimbursement reality
- The clinical and economic case for switching
- Channel strategy with real unit economics
- Commercial team design
What you get
- A commercial model, not a deck
- Objection handling built from the actual buying process
- A launch or re-launch plan with owners and milestones
Commercial outcome
A position that holds when procurement, not the clinical champion, is in the room.
What Apex does not do
Brand and creative production, digital advertising execution, or PR. Apex sets the commercial strategy those disciplines then execute against.
03 — Fractional Commercial Leadership
"We need senior commercial leadership. We're not ready to hire a full-time CCO."
The trigger
A commercial team with no senior leader, a founder still personally running sales, or a VP who has just left mid-launch.
What Apex does
- Embedded senior commercial leadership, part-time and accountable
- Team design, hiring and onboarding
- Territory and quota architecture
- Distributor build and management
- Pipeline discipline and forecast integrity
What you get
- A functioning commercial organisation with an owner
- A hiring plan you can execute after the engagement
- Handover documentation, not dependency
Commercial outcome
Senior commercial judgement in the business now, at a fraction of a full-time executive, with a defined exit.
What Apex does not do
Permanent placement or recruitment-agency services. Apex builds and leads the team; it does not bill to fill it.
04 — Commercial Assessment & Diligence
"Does this market, this plan or this asset actually hold up?"
The trigger
A live transaction, a board questioning a revenue plan, or a portfolio company underperforming commercially against a thesis.
What Apex does
- Market and adoption reality check
- Revenue-plan challenge — does the sales capacity in the model physically deliver the number?
- Channel, pricing and market-access assessment
- Competitive position and evidence gaps
- Management commercial-capability read
What you get
- An independent commercial view inside the decision window
- A stated go / no-go, including the downside case
- The specific assumptions the plan cannot survive without
Commercial outcome
A defensible commercial position for a board, an acquirer or an investment committee — including when the answer is no.
What Apex does not claim
Apex has not completed paid engagements for private equity, venture capital or family-office clients to date. This capability is offered to investors and boards on the strength of Mark's commercial due diligence and M&A experience inside operating companies — not on an existing investor client list.