Build a more valuable, cash generative business — when it matters most.
We help B2B product suppliers grow free cash flow and equity value at critical inflection points.
The Problem
Most B2B product suppliers manage for growth or profit.
Very few explicitly manage for cash and equity value.
In practice, this shows up as:
- Decisions made without a disciplined free cash flow or return-on-capital lens — so growth consumes cash rather than compounds it.
- Too many initiatives competing for capital and leadership attention — diluting impact and slowing value delivery.
- Investment theses that never become a focused, management-owned value creation plan — leading to diluted returns.
- Weaker exit outcomes or refinancing terms due to inconsistent cash conversion, low returns on capital and an unclear value roadmap.
Effort is high — but value clarity and execution discipline are missing.
Our Solution - The Value Creation System
We’ve developed a Value Creation System to help leadership teams clarify what drives value — and turn that insight into measurable results.
The System is installed in three stages, with Ignition BD facilitating and challenging the leadership team so ownership sits with management from day one.
This is not a strategy document. It is a living system, embedded into the business, that enables leadership teams to manage value creation deliberately and consistently over time.
Who This Is For
The System is designed for mid-market B2B-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, a hands-on value creation leader with over 20 years’ experience working across PE-portfolio companies, independent firms and large enterprises:
- Co-led Corporate Development team at Wesfarmers, with responsibility for capital allocation, M&A and 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.
- Originated and led a wide-range of value creation initiatives, — including a $230m acquisition, a global retail-media partnership, and the design and development of a multi-retailer loyalty platform.
“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, discuss what matters most, and assess whether the Value Creation System is relevant.
No preparation required. No obligation. If it’s not a fit, we’ll tell you.
©Ignition BD Ltd 2026
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