Paul Claessen is a business coach based in Perth, Australia, specializing in helping SMEs scale, improve profitability, and prepare for exit. With over 30 years of experience owning and operating businesses, Claessen has successfully exited multiple high-growth companies and served as a co-CEO of a publicly listed company. His deep operational expertise and structured advisory approach make him a sought-after advisor for business owners looking to increase the value of their companies.
Business Challenges
Before implementing The Value Builder System™, Claessen faced several challenges common to independent business advisors. Initially, his practice lacked structure. Client engagements were reactive and event-driven, focused on solving immediate problems rather than long-term value creation. “I was moonlighting as a business coach, taking on one client at a time, and having broad, unstructured conversations,” he recalls.
Additionally, without a clear framework, Claessen struggled to demonstrate the tangible impact of his work. Business owners often resisted structured advisory engagements, making it challenging to command premium pricing. “It felt like I was solving problems in the moment rather than leading my clients towards a strategic outcome,” he explains.
Why The Value Builder System™?
Recognizing the need for a more methodical approach, Claessen integrated The Value Builder System™ into his advisory practice. “Value Builder gives me a structured methodology to diagnose business weaknesses and communicate the impact of improving key drivers,” he shares.
By leveraging the Value Builder Score, Claessen can provide business owners with an objective assessment of their company’s strengths and weaknesses. “Instead of asking business owners to tell me their biggest problems, I now use data to pinpoint where they need to focus,” he explains. This shift allows him to reposition his services as an investment in long-term business value rather than just short-term problem-solving.
Beyond diagnostics, The Value Builder System™ has also helped Claessen build a repeatable process. He has developed a structured advisory model centered around four core principles: People, Performance, Growth, and Strategy. Using Value Builder’s insights, he aligns each business challenge with a measurable improvement plan backed by proven tools. “Once I could map issues directly to value drivers, it became easier to justify my fees and ensure clients remained accountable,” he says.
Implementation and Impact
The transformation in Claessen’s practice has been significant. Previously charging $2,000 per month for unstructured coaching, he now commands $8,000 to $15,000 per month per client. “I no longer take on clients below $8,000 because I focus on delivering real value that directly impacts their exit potential,” he explains.
His structured process has also enhanced client outcomes. Using the Value Builder Score and the Scenario Planning tool, Claessen shows business owners the direct impact of improving their Switzerland Structure, Hub & Spoke reliance, and Profitability. He then guides them through implementing key changes using best-in-class tools for talent acquisition and operational planning. “By giving clients structured tools and accountability, I ensure they make measurable progress, rather than just having vague coaching discussions,” he notes.
As a result, Claessen’s close rates and retention have improved. Prospective clients now undergo a rigorous qualification process, ensuring they are coachable, ambitious, and ready to implement change. “By the time we reach a proposal, they already understand the value of what we’re aiming for,” he says.
A Value Builder Success Story
One of Claessen’s standout success stories involved a business owner with significant owner dependence (low Hub & Spoke Score). By systematically recruiting A-players, implementing accountability frameworks, and shifting leadership responsibilities, the business became more scalable and less reliant on the owner. “The business’s value increased dramatically because buyers could now see a well-structured company rather than an owner-dependent operation,” Claessen shares.
In another case, he helped a client shift their financial focus from short-term profit maximization to long-term enterprise value. “Once we reframed their goals using the Value Builder Score, they understood that investing in key changes would ultimately lead to a higher exit multiple,” he explains.
Conclusion
Claessen’s adoption of The Value Builder System™ has transformed his advisory practice. By leveraging data-driven insights, structured frameworks, and proven execution tools, he has elevated his positioning, increased client results, and built a scalable advisory model. “Value Builder has allowed me to align client expectations, demonstrate impact, and command the fees that reflect my value,” he emphasizes.
For business advisors looking to replicate his success, Claessen offers a simple piece of advice: “Stop putting out fires. Build a structured model, use the right tools, and lead business owners to where they need to be. The Value Builder System™ is the foundation that makes it all possible.”
