Have a reason.
Agree the problem and the intended value. A good idea needs a useful role in your business before it needs a bigger budget.
For owners who don't fit the template.Melbourne, Australia / Independently minded
Questionthe usual.
Your business has its own story.
Let's find the next move that makes sense for you.
FOLLOW THE EVIDENCE.FIND YOUR OWN LINE.
FIG. 03 / AN INDEPENDENT ROUTEMarketing Growth PartnershipEngineering mindset / Commercial focusScroll beyond the obvious ↓
01 / THE POINT OF DIFFERENCE
Make different
mean something.
Independent thinking only matters when it leads to useful action. A clearer buying decision. A better enquiry. A marketing investment you can make sense of.
I'm Peter, founder of IDM. I work alongside business owners to question assumptions, find a focused opportunity and follow it through. We start with marketing, learn your business progressively, and let the evidence shape the next move.
02 / INSIDE THE THINKING
A good question.
A better next move.
Pick a situation. Explore how I separate an observation from an assumption—and turn uncertainty into useful work.
IDM / DECISION FIELDNOTESCASE 01
01 / KNOWN — VERIFY THE OBSERVATION
Visitors are arriving. Enquiries are scarce.
That is an observation to verify against the same period and a working enquiry counter. It tells us where to look, without telling us why.
ILLUSTRATIVE SITUATION / A WAY TO THINK, NOT A DIAGNOSIS OF YOUR BUSINESS
Known → Assumed → Unknown → Investigate. We don't need every answer on day one. We need enough understanding to make the next decision responsibly.
03 / WHERE THINKING BECOMES WORK
Find the point.
Make the move.
The tools follow the opportunity.
Your priorities shape the scope.
01 /Find the demand.SEARCH / CONTENT / ADVERTISING
Make your expertise and products easier to discover. Understand what customers are looking for, align the message and destination, and choose relevant channels.
02 /Earn the confidence.PRODUCT KNOWLEDGE / BUYING CLARITY
Help customers make a considered choice. Translate product knowledge into clear applications, useful comparisons and practical advice while retaining the business's voice.
03 /Remove the friction.WEBSITE / CUSTOMER JOURNEY
Follow the path from the first impression to an enquiry or purchase. Improve the important pages, navigation and next steps, then check the experience on mobile and desktop.
04 /Close the learning loop.MEASUREMENT / REVIEW / NEXT STEP
Establish the baseline, check the signals and review meaningful outcomes. Be clear about attribution limits. Use the learning to improve, stop or scale the next piece of work.
Find your starting point
Channels, deliverables, responsibilities and fees are agreed before the work begins. A wider opportunity starts a discussion; it does not automatically expand your engagement.
04 / A NATURAL FIT
Technical detail.
Human decisions.
Automotive, engineered products and specialist businesses make sense to me. The product matters. So does helping someone understand why it is right for them.
Work with Subaru specialist Got It Rex connects product information, search visibility, buying guides, the customer journey and measurement.
It is a practical application of the approach: start with a finite buying path, preserve useful advice, and learn what the evidence supports.
IDM / WORKING NOTESAUTOMOTIVE ECOMMERCE
Make the expertise
easier to act on.
01 What vehicle or application?RELEVANCE
02 Why choose this option?CONFIDENCE
03 What is the useful next step?ACTION
04 What did we actually learn?EVIDENCE
ILLUSTRATIVE WORKFLOW / NO PERFORMANCE CLAIM
SHOPIFY · PRODUCT CONTENT · SEARCH · CUSTOMER JOURNEY
SHOPIFY · PRODUCT CONTENT · SEARCH · CUSTOMER JOURNEY
FOUNDER PROFILE / PC.01
INDEPENDENT BY DESIGN
INDEPENDENT BY DESIGN
ENGINEERING ROOTS / COMMERCIAL CURIOSITY
MELBOURNE, AUSTRALIA / WORKING ALONGSIDE YOU
MELBOURNE, AUSTRALIA / WORKING ALONGSIDE YOU
05 / THE PERSON BEHIND IDM
A practical mind.
A long view.
I like knowing how things work.
And what would make them work better.
My background runs from hands-on automotive work through engineering, validation, quality and technical business development. It has shaped a habit: understand the system, test the explanation, and follow through.
With IDM, I bring that mindset to marketing growth. I care about the detail and the decision it helps someone make. I want the work to be useful, the reasoning to be clear, and the relationship to be worth building.
You work directly with me. We can question the familiar, try something different, and still be deliberate about the time and money we commit.
Peter Chan
FOUNDER / BUSINESS GROWTH PARTNER
Leave room to learn.
A well-run test can teach us something even when the result disappoints. Be honest about what changed and what remains uncertain.
Build for the long game.
Improve what matters now while progressively understanding the business. Broader Business Growth work is a separate conversation when the evidence, trust and capacity support it.
06 / THE NEXT MOVE IS A CONVERSATION
What if
we tried this?
↗Tell me what you're thinking No perfect brief required.
A business, an ambition, a useful question.
A business, an ambition, a useful question.