“It has been an absolute pleasure working with Joanna. She has been pivotal in developing a strong business development framework for our firm, and her insights, engagement, and structured approach have delivered tangible value.”

The Brief

TV Edwards is a successful mid-sized law firm in East London with strong client satisfaction and a solid reputation for quality work. However, they wanted to increase the volume of private client instructions and create a more intentional business development culture across the firm. Their goal was to help more fee-earners actively develop relationships with clients and introducers and contribute to sustainable growth, not just rely on ad-hoc opportunities.

The Solution

Joanna worked with the firm over several months, beginning with one department, to establish a practical, repeatable model.

Phase 1: Focus and Market Clarity
Through facilitated workshops, the team clarified:

• Which services they wanted to prioritise
• Who their ideal clients and introducers were
• Where the most realistic opportunities lay

This alignment created a shared foundation and common language for business development.

Phase 2: Practical Planning
The second workshop focused on developing a realistic, tailored business development plan. With guidance on best practices and examples of what works in professional services environments, the team identified the key activities most likely to make a difference.

Phase 3: Making it Work in Practice
The final workshop focused on implementation:

• How to turn the plan into day-to-day behaviours
• How to maintain accountability without pressure
• How to review progress, learn, and adjust over time

This session also identified the specific confidence and skills development the team would benefit from next.
The same approach was then rolled out across additional departments.

Throughout the project, Joanna worked closely with the Head of Marketing to ensure the work aligned with firm-wide priorities and to provide additional support and advice where needed.

The Result

Five departments now have:

• Clarity on their priority services and target clients
• A practical business development plan tailored to their practice area
• A simple structure for accountability, review and ongoing adjustment

The firm now has a consistent, repeatable framework that supports a more confident, proactive approach to business development, setting it on a clearer growth path.