Positioning
The one-line
Section titled “The one-line”A senior modeler you work with directly, building professional-quality Excel models and fractional finance work for complex businesses, without big-firm overhead or cloud lock-in.
What actually differentiates TILT
Section titled “What actually differentiates TILT”| Differentiator | Why it matters to buyers |
|---|---|
| Direct founder access | You work with Justin, not a ticket queue or junior bench |
| Excel-based, no lock-in | Files stay local, no per-seat licensing, no cloud dependency |
| Prompt customizations | If the build does not cover it, Justin builds it in (hourly) |
| 1000+ hours in each template | Battle-tested, not a generic spreadsheet |
| All inputs on one page | 50+ output sheets, one categorized Inputs sheet |
| Handles complexity others cannot | CPACE, TIF, LIHTC, complex cap tables, no circular references |
| Free 1-hour consultation | Or a 5-15 minute check-in; real scoping before any spend |
| Free technical support | Included for the life of the license |
Professional but approachable. Expert but not intimidating. Boutique and direct-access, never “big consulting firm.” A 2-person firm that brags sounds like it is overclaiming, so the copy describes rather than boasts.
Hard messaging rules
Section titled “Hard messaging rules”These are enforced everywhere (site, bot, emails). Full list and rationale in Voice rules.
- Refer to “Justin,” “TILT,” or “we.” Never “our team,” “our consultants,” “our experts,” “our staff.”
- “CFA Level I & II” only. Never “CFA” or “CFA charterholder.”
- No em dashes. No emojis unless explicitly requested.
- TILT does not claim “you own the file.” Use “no per-seat licensing / files stay local.”
- “Institutional” is allowed descriptively (“institutional capital,” “institutional investors”) but never as a brag adjective (“institutional-grade”).
- No competitor named on the site or by the bot. Pivot to TILT’s own strengths.
- Pricing never appears on any public surface.
Consulting is not industry-limited
Section titled “Consulting is not industry-limited”A recurring positioning error to avoid. CFO and FP&A consulting are not real-estate-only. Justin works across industries (multi-unit operators, D2C, clean-tech, startups, M&A advisory). What ties consulting together is complex businesses, not a vertical. RE Analyst is the one consulting line that is genuinely real-estate-bound.