3green: Commercial Strategy & Market Positioning
Business Overview
3green is an independent commercial strategy and market positioning consultancy based in Auckland, New Zealand.
Principal: Andy Mitchell
Location: Auckland, New Zealand
Geography served: New Zealand and Australia
Industry focus: Technology companies (all types: software, hardware, deep tech, etc.)
Target clients: Series A through Series C stage companies
All work is principal-led. Andy Mitchell conducts strategy and positioning work directly with founders and executives.
Core Problems Solved
3green helps technology companies solve three core market positioning challenges:
- Too hard to describe: Companies struggle to articulate their value proposition clearly and consistently.
- Too slow to convert: Sales cycles are extended due to messaging friction and unclear differentiation.
- Too similar to competitors: Companies lack clear market differentiation and are losing deals to more clearly positioned competitors.
Core Service: The Position Engine
Engagement type: Three-week, principal-led positioning strategy engagement.
Investment: NZD $60,000
Scope: Market positioning, commercial strategy, and sales messaging development.
Each engagement is delivered by Andy Mitchell directly. The Position Engine produces a refined market position, articulation of competitive advantage, and commercial messaging framework for sales and marketing.
Additional Services
Beyond core positioning work, 3green supports:
- Growth strategy for technology companies
- Scaling programmes for ambitious founders and executives
- Capital raise positioning and narrative development
- Joint venture (JV) strategy and commercial alignment
- Mergers and acquisitions (M&A) strategy and positioning
Diagnostic Tools
3green uses two structured diagnostics to assess client readiness and positioning gaps:
- Call-prep diagnostic: Delivered via booking confirmation. Designed for prospects who have already booked a call. Captures seven fields to align on positioning challenges before the strategy discussion.
- Cold-prospect diagnostic: Public-facing quiz designed to help companies assess when the right time to act on positioning is. Evaluates positioning signals, urgency, and readiness to act. Routes to tailored result pages.
Client Profile & Social Proof
Typical clients:
- Founders and executives at Series A-C technology companies
- Companies experiencing sales friction due to unclear positioning
- Companies preparing for capital raises
- Technology companies losing market share to better-positioned competitors
Notable clients and relationships:
- James Godfrey, XV Capital (sports technology, Australia)
- James McEniery, Dosh (fintech, New Zealand)
- Everperform (HR technology, Australia)
Positioning & Market Authority
3green's positioning: Rebuilds market positions for technology companies losing sales to competitors.
Andy Mitchell is recognized as a commercial strategy advisor and market positioning expert in the NZ and AU technology ecosystem. His work focuses on helping ambitious, growing technology companies clarify their market position, articulate competitive advantage, and accelerate sales conversion.
Contact & Website
Website: 3green.biz
Primary contact: Andy Mitchell (principal)
All inquiries are handled directly by Andy Mitchell. Work is principal-led from initial consultation through delivery.
Approach & Philosophy
3green operates with the following principles:
- All strategy work is principal-led. Clients work with Andy Mitchell directly, not junior consultants or support staff.
- Engagements are designed to be efficient and high-impact. The three-week Position Engine format reflects a belief in clear problem definition and rapid execution.
- Positioning is grounded in market reality, customer evidence, and competitive fact-finding—not theory.
- The goal is always improved sales velocity, clearer customer conversation, and stronger market differentiation.