Build a more valuable, cash generative business
Install the Value Creation System and achieve the focus, clarity and momentum required to compound free cash flow and equity value over time.
For B2B distributors and product suppliers with c.£50m - £250m of revenue.
The Problem
Most businesses manage for revenue growth or profit.
Very few manage explicitly for free cash flow and return on invested capital. Even fewer optimise for it.
As a result, leadership teams often lack a clear framework for deciding where capital, time and attention should be directed.
The financial consequence for owners can be substantial. Growth absorbs cash rather than releases it. Reinvestment competes with dividends, and over time value compounds below its potential.
Effort is high — but value clarity and execution discipline are missing.
Introducing the Value Creation System
The Value Creation System is a simple management system that makes the drivers of cash and returns explicit — and embeds the operating discipline required to deliver them.
It installs the three things leadership teams need to deliberately manage value, using a structured, workshop-led process. Importantly, ownership sits with management from day one. Ignition BD’s role is to guide, facilitate and challenge.
It is not a strategy document or a consulting project. It is a living management system embedded in the business, enabling leaders to clarify priorities, make trade-offs and deliver value over time.
Who This Is For
The System is designed for mid-market B2B distributors and product suppliers across sectors that include Auto-parts, Medical Supplies, Electrical Components, Food & Ingredients, Chemicals, Building Products, Workwear, Packaging, Industrial Supplies, and MRO.
It is most relevant for owners and leadership teams at key inflection points, including:
Who We Are
Ignition BD was founded by James Waddilove, who brings 20+ years of experience in value creation — seen from the perspective of an investor, operator and strategist.
- Previously co-led Corporate Development at Wesfarmers in Australia, responsible for capital allocation and portfolio value creation across an AU$85bn portfolio of consumer and industrial businesses.
- Strategic Advisor to executive leadership teams and boards, including at Ocado and Marks & Spencer.
- Led multiple value creation initiatives for private-equity, founder-led firms and corporates — including transformations, M&A, strategic partnerships and organic growth programmes.
“James helped shape and deliver Ocado’s Group strategy — grounding Board-level decisions in value creation, cash flow and delivery reality, and putting in place the ownership and cadence required to turn priorities into action.”
James Matthews, Deputy-CEO, Ocado Group plc
What Happens Next
If this resonates, the next step is a short, confidential conversation to understand your situation, and assess whether the Value Creation System is relevant.
No preparation required. No obligation. If it’s not a fit, we’ll tell you.
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