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AUFI (Ask Us For Ideas)
86Premium strategic partner
Wedge
93Premium strategic partner
Little Plains
90Premium strategic partner
With Selah
69Strong specialist boutique

With Selah

2026-05-01 · Aivory Gaw · withselah.com
Strong specialist boutique
69/100

Meeting Notes

1 entry

Saved
Strong specialist boutique — 69/100 — medium confidence
  • Legitimacy: Real business with credible founder, but very early-stage
  • Competence: Founder has strong pedigree; execution capability unproven as independent
  • Polish: Website polished, but email communication casual and sparse
  • Risk: Medium – unproven model, no visible portfolio, minimal validation
  • Stance: Worth a conversation given founder credentials, but require proof before commitment
Take the meeting
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        Proposals

        1 entry · Saved

        Packages / price tiers

        No tiers — single price proposal. Add a tier if the vendor offered multiple packages.

        Sender
        Aivory Gaw — Founder & Managing Director
        Email
        aivory@withselah.com
        Subject
        Re: Intro Call – Greenhouse x With Selah
        Date
        2026-04-29
        Email Client
        Unknown
        CC'd
        Lindsay Ho (Unknown (Greenhouse team))
        Summary
        Responding to inbound interest from Greenhouse for website/brand work; scheduling intro call
        Claims
        None
        LinkedIn
        https://www.linkedin.com/in/aivory-ann-gaw/ high
        Current Role
        Founder & Managing Director at With Selah
        Background
        15+ years in brand/digital strategy; ex-L'Oreal, AKQA Director of Biz Dev, WPP Global BD Director, Boldspace Chief Brand Officer
        Signals
        • • Top 100 UK business development marketers recognition
        • • Campaign UK rising star
        • • Led work for Nike, L'Oreal, LVMH, Apple at AKQA
        • • LSE master's degree with distinction
        • • Judge for WARC creative effectiveness
        • • Speaker at IAB, D&AD, Brand Festival
        Concerns
        • • Email has minor typos/grammar ('Its' vs 'It's', 'Ill' vs 'I'll')
        • • Very brief, low-effort reply to inbound interest
        • • No context or materials attached despite client having 'reviewed materials'
        Seniority
        9.0
        Experience
        9.0
        Credibility
        8.0
        Communication
        6.0
        Trust
        8.0
        Sender Score
        8.0

        Elite credentials and proven track record at tier-1 agencies, but casual communication style in this email raises minor polish concerns

        NameTitleLinkedInStrengthsRisksScoreConf.
        Aivory GawFounder & Managing DirectorLinkDeep strategic and client development expertise; global network; recognized industry leaderFirst-time founder; very early-stage venture with unproven business model8.0high
        Jonathan (Last name not confirmed)Co-founder / Strategic AdvisorLinkData/research expertise, public health impact focus, organizational transformation experienceNo marketing/branding background; unclear operational role; health sector focus doesn't align with ecommerce5.0medium
        Average
        6.5
        Weighted (founders 2x)
        7.0

        Strong founder with elite agency credentials but unproven as solo operator; co-founder lacks relevant ecommerce/brand experience

        Description
        Strategic and creative advisory studio offering brand strategy, marketing, and curated talent networks for project-based work
        Services
        Brand StrategyMarketing StrategyBusiness ConsultingCreative Talent CurationMarketing OperationsContent & Partnerships
        Location
        Toronto, Canada (Global network)
        Size
        Micro (2-3 core team + network model)
        Founded
        2023 (3 years)
        Shopify
        Not Shopify-specific
        Clients
        Nike, L'Oreal, Apple, Chanel, LVMH, GSK, H&M Group, Westbank
        Reviews
        No public Clutch, Glassdoor, or third-party reviews found; very early-stage presence
        Red Flags
        • No visible client case studies or portfolio on website
        • No third-party reviews or social proof
        • Extremely low social media presence (21 Instagram followers)
        • Founded only ~3 years ago with minimal market validation
        • Network model lacks transparency on actual talent roster
        Positive Signals
        • Founder has elite agency pedigree (AKQA, WPP, Boldspace)
        • Past client roster includes top-tier global brands
        • Thoughtful positioning around strategic advisory
        • Complimentary consultation offer reduces risk
        Legitimacy
        7.0
        Capability
        7.0
        Specialization
        5.0
        Quality / Polish
        6.0
        Proof of Execution
        4.0
        Leadership
        8.0
        Client Handling
        7.0
        Communication
        5.0
        Risk (10=safe)
        5.0
        Confidence
        5.0
        Company Score
        6.0

        Founder's pedigree is outstanding, but company itself is unproven with no visible portfolio, minimal online presence, and unclear execution model

        Sender (25%)
        8.0
        Leadership (35%)
        7.0
        Company (40%)
        6.0
        Aggregate
        69
        Caliber
        Boutique consultancy with strong founder but minimal proof of independent execution
        Working Style
        High-touch strategic advisory with curated freelance teams; consultative, reflection-focused approach
        Strengths
        • • Founder has elite credentials and Fortune 500 client experience
        • • Strategic thinking and brand positioning expertise
        • • Global creative network
        • • Consultative, low-pressure discovery approach
        Weaknesses
        • • No visible portfolio or case studies as independent entity
        • • Extremely early-stage with minimal market validation
        • • Network model lacks transparency on actual talent quality
        • • Communication polish issues in initial outreach
        • • Very weak online presence and social proof
        Communication
        Casual, brief, low-context in this exchange
        Diligence
        Medium – professional background but minimal current proof
        Take the meeting?
        Yes
        Next Step
        Take the call to assess strategic thinking and probe network model; request case studies and specific talent profiles before any engagement

        Sender

        • Aivory Gaw LinkedIn
        • AKQA Promotion Announcement
        • The Drum Biz Dev 100

        Company

        • With Selah Website
        • With Selah Services
        • With Selah About Page

        Leadership

        • With Selah About / Team
        • Magnify Collective Interview
        Ecommerce Fit
        4.0
        Strategic Depth
        8.0
        Execution Confidence
        5.0
        Taste / Design
        6.0
        Best Fit Client
        Mid-market brands seeking strategic brand positioning and advisory, willing to work with curated freelance teams
        Portfolio
        No public portfolio available; claims elite past clients but unclear if work was done at previous agencies or through With Selah
        Operator IQ
        Unclear – founder has corporate experience but no visible operator-specific work or DTC expertise
        Key risks to probe
        • No visible portfolio or proof of execution as independent entity
        • Network model lacks transparency on talent vetting and quality control
        • Minimal market validation (3 years old, no reviews, 21 Instagram followers)
        • Co-founder has no relevant marketing/ecommerce experience
        • Communication polish inconsistencies
        Proof of Executionhigh
        Network Model Transparencyhigh
        Business Model & Pricinghigh

        How to use these

        Lean in if…
        • • Shows 2+ strong ecommerce case studies with measurable outcomes
        • • Introduces specific, credentialed talent from network proactively
        • • Demonstrates Shopify/DTC platform knowledge
        • • Transparent pricing that's competitive with direct hiring + reasonable advisory fee
        • • Clear quality guarantee and accountability
        Walk away if…
        • • Cannot provide any With Selah-specific portfolio
        • • Vague about network talent or unwilling to introduce them
        • • Brand-strategy-only focus without performance/conversion understanding
        • • Pricing significantly above market without clear value justification
        • • Passes accountability to freelancers rather than owning outcomes
        • • Defensive or evasive answers to direct questions
        Generated 2026-05-01