The Fractional Formula
Install the system
that lets you create
clients yourself.
Installed in 6 weeks. One retained client makes this investment irrelevant. Stop depending on intermediaries. Stop waiting for referrals.
The Fractional Formula is the installation surface for the foundations of Demand Engineering - the commercial discipline Dan Gwalter founded for experienced fractional operators. Demand Engineering is built on a single principle: the foundations are ICP, product, and profile, and done wrong, they are worse than nothing. The Formula installs them right.
Read the thinking behind the field →The issue
The issue is not capability.
It's the absence of a working system.
Talent wins engagements. Systems generate opportunities.
You can deliver. But you were never taught how to consistently create conversations. Delivery matters, but only after the sale.
Most fractional consultants rely on big reputation, inbound referrals, occasional visibility, and hope that something lands. It works, until it doesn't. Pipeline dries up. Confidence drops. Guesswork begins. You start reacting instead of operating.
Not because you lack talent. Because you never installed a demand engine.
You're excellent in the room.
You're just not in enough of them.
What changes when the system installs
The work, in their words.
I'd been running my consultancy since 2021. Things were fine, work tended to come my way through referrals. But deep down, I knew it wasn't sustainable. Networks fade. Referrals dry up. Without a real system, I was always one quiet quarter away from panic. The Fractional Formula hasn't just built my business. It's changed how I run it.
I had eight to ten companies reaching out interested in my offering. I ended that period with exactly 0 closed clients. Working with Dan completely changed how I run my business. After just 6 weeks, the program has 10x paid for itself in a single engagement.
The sheer quality and volume of lessons, tools, and insights was staggering. Not just a system, but a library of valuable, adaptable components I'll use wherever I go. A comprehensive, practical system that transforms how you think, sell, and deliver.
Tap a face to read their story.
6 weeks.
All it takes to install a system that runs for years.
Long enough to install behaviour. Short enough to maintain momentum. The demand engine compounds long after week 6.
The system
A sequence with a reason.
The order is not arbitrary.
Most operators are trying to fix a demand problem by working at the wrong layer. Creating content before the ICP is clear. Running outreach before the profile converts. Chasing sales before a pipeline exists. The Fractional Formula installs everything in the right order - because the order is the reason it works.
Conversations typically begin in week 3. Some clients land work here. More importantly - confidence shifts. You stop guessing.
Over half of clients secure work within the sprint. The demand engine keeps running - and compounding - long after week 6.
Available once the engine is running. Sequenced deliberately - because new tools distract before the foundations work.
Until you no longer need it. Real access at the moments that matter - before a prospect call, when a deal stalls, when you are not sure what to do next.
Creates strong foundations. No question goes unanswered while the system is being built.
Every template, tracker, framework, GPT, and document. ICP builders, offer designers, outreach logs, discovery frameworks, contract templates. Yours permanently.
Makes it efficient when you are busy. The system keeps running even when client work fills your calendar.
150+ fractional operators. Active and collaborative. Test positioning language, share pipeline friction, find referral partners, stay in the rhythm when client work crowds everything else out.
Builds scalable repeatable habits. The community keeps the daily behaviours alive when motivation fluctuates.
Every 1-2-1 recording. Every live learning session. When module 8 becomes relevant six months in - because you are now at capacity and need to install the lead engine - it is there, in full.
Gives you time and support when you need it most. The programme works with your pace, not against it.
My guarantee
If you commit and execute,
I work with you until
clients are landing.
I do not teach and disappear. If the system isn't installed, if the habits aren't embedded, if conversations aren't being generated, I continue working with you. 1-2-1. No extra cost. No fine print. No arbitrary end date. I do not win unless you stabilise.
The real risk is not the investment.
The real risk is another year hoping referrals hold.
This is for you if
- You are experienced and can deliver
- You are referral-dependent and know it
- You are willing to narrow your positioning
- You are ready to execute consistently
- You want a business partner, not a course
This is not for you if
- You are looking for algorithm hacks
- You want mass automation shortcuts
- You are unwilling to narrow
- You are a passive learner
- You are not ready to execute consistently
Serious operators recognise themselves quickly.
Before you decide
Clarity precedes commitment.
Why is this not cheaper?
Cheaper removes involvement. Cheaper scales by reducing direct access, personal correction, real-time judgement, and accountability. Senior professionals do not fail because they lack information. They fail because they drift without structure. Cheap protects comfort. Structure protects revenue.
How quickly should I expect movement?
Market conversations are engineered from week 2 onward. The demand engine compounds from week 4. Over half of clients secure clients within the sprint. Speed varies. Structure does not. Waiting does not accelerate structure.
What if I can't attend live?
Watch the replay, or book a 1-2-1 and I deliver it directly. Nothing critical depends on live attendance. Sessions begin at 6:30pm UK time, designed for people still in employment.
Will I be upsold?
No. There is no hidden ladder. No artificial progression. No next unlock. There is a private 1-2-1 version available at entry for those who want full scheduling flexibility. The programme is complete as designed.
Are there hidden costs?
No. Any tooling recommended is optional. AI tools, optional. Automation, optional. Paid software, optional. The foundations are not.
I hate selling. Will this fix that?
Most people hate their mental model of selling. I do not teach pressure tactics, spam, or scripts. I teach relationship selling, high-trust positioning, and calm commercial clarity. You will not become salesy. You will become precise.
I'm still employed. Can I do this?
Often ideal. You can build foundations quietly, test discreetly, validate positioning, and create controlled momentum. No dramatic reveal required. Live sessions begin at 6:30pm UK time.
What happens after I say I'm in?
You email: I'm in. I send short T&Cs and a payment link. Once the first instalment is made, you receive immediate access to the Hub, the Community, my calendar, and 1-2-1 sessions. No waiting. No artificial delay. Installation begins immediately.
Ready to install the system
You don't need more information.
You need structure.
A free 30-minute working session. No scripts. No pitch. Just a chance to hear your story, unpack where you are, and give you practical next steps.
If the Fractional Formula feels like a fit, we can explore it. No obligation.