Progress Review  ·  Tuesday 28 April 2026

EHS Catch-Up April 2026

Andrew  ·  JP  ·  Mike  ·  Ellie

1
Where we are — at a glance
2
Live pilot partners
45
Warm leads
14
Interested
Live pilots
Potters Resorts
Hospitality  /  800+ employees
Cycle 1 complete · Cycle 2 active
Breakwater IT
IT Services  /  25 employees
Cycle 1 scheduled next week
Strong warm leads
Deadman Holdings
Construction  /  51–200 employees
Meeting scheduled
Mattressman
Retail  /  200 employees
Follow-up 30 Apr
JMR Healthcare
Healthcare  /  50 employees
Awaiting next steps
Mobilityways
Tech  /  30–50 employees
Call pending
Break Charity
Charity  /  400+ employees
Meeting TBC
Ciret Ltd
Manufacturing  /  40+ employees · multi-country
HR intro arranged
Goymour Group
Property  /  300 employees
In conversation
Keeler Recruitment
Recruitment  /  Founder engaged
Coffee chat arranged
Kings College London
Education  /  Executive Head Chef
Emailed with info
Select Recruitment
Recruitment  /  Business Director
Inbound Enquiry
EHS InsightEllie has been the primary driver of outreach conversations. Her direct feedback from prospects is the most valuable signal we have on where positioning lands and where it stalls.
2
The product — where we are today
▣
Dashboard
Live EHS score trend, distribution, recent entries, escalating entries, recent comments, and scores by operational unit and department.
Coming
Full redesign with additional 7-day vs 3-month context metrics
Weekly / monthly summary email for leaders who don't log in
Reports page — exportable insight summaries
Onboarding tutorial
≡
Check-ins
Campaigns built and managed here. Email, QR, URL and link delivery channels supported. Live score, response count and status visible per check-in.
Coming
Skip profiles mid-cycle
SMS delivery channel (in testing now)
PWA extension, push notifications and WhatsApp integrations
MS Teams POC underway
☰
Entries
Full feed of employee responses. Filterable by unit, department, date, status, score and check-in. Name, feedback text and timestamp shown. Tags and notifications flagged inline.
Coming
Actions / case management — close the loop on individual responses
Roles & permissions refactor + line manager auto-assignment
⊞
Materials Generator
Self-serve branded asset generator. Clients produce posters (A4/A5/A6), stickers, business cards, screensavers, TV displays and email banners — all pre-populated from org settings. No design skill needed.
Coming
Check-in selection — active filename shown so clients know which is in use
⚙
Settings
Organisation configuration, user management, roles and branding. Currently two roles exist: Org Admin (full access) and User. Org Admins manage all users, check-ins, departments and operational units. No manager-level access tier exists yet.
Coming
Roles finalised as: Org Admin · Manager · User (Controller role deferred)
Hierarchical visibility model — manager access to scores and feedback travel automatically up the reporting tree (structural), when explicitly routed at submission (consent-based).
✦
Ask EHS AI
AI chat interface that analyses EHS data on demand. Leaders ask natural language questions — score analysis, feedback themes, escalating patterns, site comparisons.
Coming
Global (cross-client) knowledge base
Management response capability
Response format tightened to executive summary — overall sentiment, 3–4 concern bullets, 2–3 positive signals, leader takeaway
3
ICP & messaging — what we're learning
Signals from 45 conversations
Company size sweet spotMultiple contacts said EHS wasn't relevant for small teams where gut feel still works. Value starts at ~50 employees where natural visibility breaks down. Mid-market £10m–£70m turnover resonates strongly.
The "I already know my people" objectionSome HR and people leaders reject EHS not because they fear the score, but because they see the need for it as a slight on their own leadership. Lee Mortier at Minors & Brady is the clearest example — his response wasn't disinterest, it was pride: phone always on, best mates with 125 people. For this persona, EHS implies a gap that they believe doesn't exist. The product isn't failing to resonate — it's landing as a judgement.
Who gets it vs who buys itMDs and ops leaders get it conceptually and are decision-makers. HR is the most receptive first contact and often drives the internal case. The challenge: MDs sometimes fear what the score might reveal. The opportunity: HR wants the tool, MDs want the outcome — both messages need to exist but directed at different people.
Where it resonates mostMulti-site, remote and field-based teams. Businesses with high operational stress. Companies coming out of change — redundancies, leadership transitions. Breakwater CEO: 'always last to know once things get bad.' Also flagged by Norwich City FC post-redundancy programme.
Unexpected GTM angleMulti-geography, cross-cultural businesses. One comparable signal across all locations is a stronger use case than anticipated and a potential standalone targeting strategy.
The credibility gap — why warm leads stall
Open question

People get EHS. They see a place for it. But something prevents commitment. Is it trust in a new product? Lack of proof points? Fear of what the score might reveal? What do prospects need to see before they say yes — and what can we produce to close this?

Credibility assets — live and in progress
4
ICP & persona analysis — ads + outreach combined
45
Contacts in outreach list
16,031
Total ad impressions (Apr)
520
Total ad clicks (Apr)
14
Warm / interested
32%
Outreach warm rate
£0.57
Avg CPC across campaigns

The core model: HR opens the door. The MD has to walk through it.

Both personas are real and both matter — but they play different roles in the buying journey. HR contacts are more receptive to outreach and are actively searching for solutions. MDs are the decision-makers who ultimately sponsor and pay for EHS. The route to conversion is: reach HR first, give them the language to take it upstairs, ensure the MD framing is about visibility and outcomes — not HR methodology.

Ad campaign performance — what messaging is pulling
CampaignImpr.ClicksCPCTop keyword
#1 Generic EHS (ended)3,864168£0.57real-time employee feedback tool
#2 The KPI you're not tracking4,004106£0.63measure employee morale
#3 See issues early4,199113£0.60team engagement tool
#4 Turn feedback into action4,466133£0.52employee feedback management
What the ads tell usCampaign #4 (feedback management) drives the most clicks at the lowest CPC — confirming HR is actively searching for this type of tool. Campaign #2 (KPI frame) has lower volume but cleaner leadership intent. This maps directly to the two-stage model: use feedback/HR messaging to generate initial interest, then ensure there is a clear path to the MD outcome message once a prospect is engaged.
Top keywords by click volume
The two personas — how they fit together

Persona A — The MD Who Needs to Know

C-Suite / Founder  ·  50–300 employees  ·  Role: decision-maker and budget holder

Real examples
John Gostling (Breakwater), Stuart Deadman (Deadman Holdings), Lawrence Thrussell (JMR Healthcare), Julie Furnell (Mobilityways)
Core pain
Always the last to know when things go wrong. Gut feel stops working as the team grows or spreads across sites.
What they want
A number on a dashboard. Early warning. Something to act on before it becomes a retention or culture crisis.
What they don't want
HR methodology, surveys, process. They want the outcome, not the mechanism.
How they find EHS
Rarely via search — mostly through outreach, LinkedIn content, or referral from an HR contact.
Best ad campaign
#2 — The KPI you're not tracking
What stalls them
Fear of what the score reveals. Trust gap with a new product. Needs HR to have done the groundwork first.

Persona B — The HR Leader Who Wants to Act

HR / People Director  ·  50–300 employees  ·  Role: entry point and internal champion

Real examples
Samantha Delcoure (Mattressman), Alex Lewczuk (Break Charity), Kirsty Kerr (Deadman Holdings), Kate Wood (Mobilityways), Karen Powell (Goymour)
Core pain
Annual surveys give stale data. No visibility between cycles. Wants to act on feedback but needs something ongoing and lightweight.
What they want
A simple, continuous tool they can run without IT support. Something that surfaces issues early and gives them evidence to take to leadership.
What they don't want
Another complex platform. More admin. Something that creates work without creating insight.
How they find EHS
Via search (feedback management, employee voice tool) or via LinkedIn outreach. Most receptive entry point.
Best ad campaign
#4 — Turn feedback into meaningful action
What stalls them
MD fear factor — sponsor above them won't commit. Annual survey cycle timing. Needs to build internal case first.
Gaps and actions from the combined data
Channel alignmentAds attract Persona B (HR intent). Outreach is better at warming Persona A (MD/ops). These need to connect. A landing page framed around the MD outcome — the KPI, not the feedback tool — would give HR contacts something to forward upstairs and give MD-intent searches somewhere to land.
Size targetingNow that company sizes are populated, the sweet spot is clear: 50–300 employees. Contacts at sub-30 companies consistently say EHS isn't needed yet. Contacts at 300+ show interest but may have more internal process to navigate. Prioritise the 50–300 band for the next outreach push.
5
Next steps — now to end of year
3–5
New partners live by end of July
8–10
Total pilots for benchmark data
Q4
Founding 100 benchmark report
Workstream priorities
Now — June
Convert warm pipeline (Mobilityways, Break Charity, Deadman Holdings, Mattressman, JMR Healthcare, Ciret). Complete onboarding documentation so new partners can be handed over without close support.
June — September
Aim to have achieved the 8–10 total pilots target.
Business Plan / GTM Strategy
Achieve 100% retention of pilot partners. Build out confirmed business plan for execution in 2027.
Decisions to land today
Pricing policy

Current approach of offering a free pilot may be creating a credibility gap — prospects may perceive "free" as too good to be true rather than as an advantage. Do we need a pricing framework to share at the right moment?

Partner target

How many partners do we want live by end of year — and what mix of sectors and sizes gives us the most useful data?

Credibility gap

What do warm leads need to see before committing? What can we produce that closes this?

Business plan

We're not ready to fully commit, but can we align on a directional hypothesis What does a scaleable, bootstrappable EHS look like at 100 partners? At 300?

Channel alignment

HR is our entry point, MDs are our decision-makers. Do we build a dedicated MD-facing landing page to connect the two channels.