Zoroh Growth Partners
Commercial growth systems for founders and owners building beyond themselves.
Dublin Barista School (DBS) is Ireland's leading provider of barista and hospitality skills training to secondary schools, Education & Training Boards (ETBs), and corporate clients. Operating from its Dublin premises with a fleet of mobile training vans, DBS had built a profitable business through founder relationships and word of mouth, with a strong reputation across the Irish education sector.
The founder's north star was clear: build a multi-million euro business. But growth had always stalled at the same point because the commercial engine was informal, relationship-driven, and dependent on two people.
- No structured sales process: outreach was ad hoc, one email per year to schools, no follow-up system
- CRM was in use but lacked pipeline stages, segmentation, or forecasting
- Significant base of induction-only schools with no systematic upsell path to higher-value full-day programmes
- Government and ETB channel generating strong revenue but with the majority of the addressable market untapped
- Small team with undefined roles, no KPIs, and no weekly operating rhythm
- Largest revenue stream had no documented sales process at all
Sales Operating Model
Designed and delivered a comprehensive sales operating model covering: ICP definition across four segments (Schools, Government/ETBs, Institutional, Corporate), pipeline stages with clear entry criteria and owner actions, and channel-specific sales motions for new acquisition, renewal, upsell, and institutional outreach.
Email Outreach Sequences
Built four core email sequences: New School Outreach for cold schools, Standard Rebooking for renewals, Full-Day Expand for existing upsell, and Induction to Hybrid Upsell to convert schools to higher-value programmes. All sequences were personalised with prior-year data and designed around student benefit language.
Sales KPI Framework
Created a three-tier measurement system: revenue KPIs tracking the annual target by segment, pipeline KPIs with defined health thresholds and stale-deal flags, and weekly activity KPIs for each team member with specific targets for outreach, follow-ups, pipeline progression, and CRM hygiene. Added RAG thresholds (Red/Amber/Green) for every metric with defined escalation actions.
CRM Architecture & Monday.com Build
Built the complete CRM architecture in Monday.com: a Weekly Activity Tracker board for the full team, automations for weekly task duplication and date resets, a Weekly Sales Ops dashboard with KPI counts and attention-needed listviews, and integration with the existing pipeline. Designed a three-tier architecture separating financial tracking, pipeline management, and weekly activity into distinct, purpose-built layers.
Five Growth Plays for 2026
Identified and prioritised the five highest-impact commercial plays: converting low-value engagements to premium programmes, penetrating an untapped high-value school segment, expanding government relationships, opening a new institutional channel through warm contacts, and filling seasonal capacity gaps with corporate bookings.
- CRM cleaned and validated with hundreds of active accounts confirmed and a full target addressable market identified
- First upsell win landed within weeks of system going live
- Bookings calendar already running ahead of prior year
- Email sequences live and sending; team now operating with weekly pipeline reviews and Friday KPI summaries
- Government revenue on track with significant pipeline opening across new subsectors
- Monday.com Weekly Sales Ops dashboard live with automated reporting and stale-deal monitoring
- Clear path mapped from current revenue to multi-million euro growth target
From established M&A firm to a three-service-line advisory business with a scalable growth engine