The situation
Dr Alette is a weight-loss support service combining health consulting and Ozempic.
When I joined, the business had a clinical foundation but no working commercial engine — no offer that converted, no funnel, no revenue.
Distressed · 2023 Q4 – 2025 Q3 · Sweden
Emergency restart-up of a stalled weight-loss venture. From $0 to $20,000 MRR in 2 days by rebuilding the offer and funnel from scratch. Earned 7.5% co-founder equity for the turnaround.
Role · Growth consultant → co-founder
The situation
Dr Alette is a weight-loss support service combining health consulting and Ozempic.
When I joined, the business had a clinical foundation but no working commercial engine — no offer that converted, no funnel, no revenue.
The work
Threw out the existing positioning and rebuilt the offer end-to-end around the customer's actual decision.
Designed and shipped a simple, high-converting funnel in days, not months.
Coached the founders on operating cadence and price discipline.
Outcome
$0 to $20,000 MRR within 2 days of relaunch. Engagement extended for nearly two years and earned 7.5% co-founder equity.
More from distressed situations consulting
Walked into a fractured cap table and a stalled wallet business. Restructured the shareholders, raised $1.4M in 30 days and ended up taking 75% of the equity and the CEO seat.
Insurtech with a shareholder war that was about to kill the company. Brought in as a neutral mediator between all main shareholders to unblock the deadlock.
Company on the brink. Performed a full cleanup so the company could close emergency financing and stay alive.