Preneur Group is an Australia based strategic advisory firm with active interests, involvement and investments across a number of start-up and mature companies. The group was also the seed (and often organic fertilizer) for the 7 Levers Framework and 10% Win movements.

The Book

Cadence – A Tale of Fast Business Growth brings the 7 Levers Framework to life.

Each day over 27 million small business owners around the world open their doors to a feeling of overwhelm and confusion. They feel this way because most have no idea how to grow the profits of their business.

The typical response is to work more hours, spend more money, offer more products, or adopt more marketing tactics.

The irony is, “more” is rarely the solution.

Consistent, measurable business growth doesn’t require radical overhauls, massive investments or huge transformations. It simply requires riding the momentum of small “10% Wins” in seven key areas of your business.

Told through the story of one business owner’s journey, Cadence lays out the framework known as “The 7 Levers,” and gives you an action plan you can cycle through, to exponentially grow your profits by achieving small wins in these seven areas.

The Movement

The “7 Levers of Business” and “10% Wins”

The 7 Levers Framework is a method of growing your business profits sustainably and effectively. It’s a blueprint for Growth Hacking, but not in the “we got a 350% increase by doing X” way. Instead, the 7 Levers Framework focuses on increasing your business’s profitability by 10% in 7 areas. This method and movement, referred to as “the entrepreneurs sequel to Minimum Viable Product”, is used by entrepreneurs and business owners all over the world to double their businesses with just seven “10% Wins”.

The Projects + Portfolio


SpringCom is an Australian based telecommunications company offering top-tier phone, data and internet services at business-friendly prices. The company was established with one goal in mind; deliver the best deals possible from our 100% Australian-based team to companies all over the country.


Inifiniti Telecommunications

Offering Australia’s only money-back guarantee on phone systems, Infiniti Telecommunications is a leading communications provider, and a one-stop shop for all small and medium enterprise (SME) needs. Infiniti provides heavily discounted phone call rates, supply, and installation of hardware with local care and support, to metro and regional areas throughout Australia.


Ponsford Pen

Another extension of the original “Selling The ‘G’” project, the Ponsford Pens are a limited-edition, handcrafted, collectible writing instrument made from authentic MCG timber.


Cipher Sports Technology Group

Cipher arms users with the ultimate combination of tools, content and communities, and makes sports more bettable.

Cipher is powered by advanced analytics that drive the machine learning models developed by our team of data scientists, who specialise in sports betting and daily fantasy.

These predictive analytics models, combined with proprietary technology, power the entire network of consumer brands, as well as B2B partnerships with leading media companies and betting operators. is Cipher’s leading sports betting hub that brings fans together to understand, enjoy and excel at sports betting.




Offering Australia’s largest selection of telecommunication headsets, SimplyHeadsets has grown into the country’s largest online supplier – offering unbeatable prices, support and advice across Plantronics, Sennheiser and Jabra headsets.


Own the 'G

Back at the age of 21, Pete sold Australia’s version of the Yankee Stadium, the Melbourne Cricket Ground (The ‘G), for under $500… and continues to give sports fans the opportunity to own a piece of the world famous “People’s Ground.”



EarHero is dubbed the “world’s safest headphones,” allowing users to not only listen to music but also hear the surrounding environment, making them the ultimate athletic training device when it comes to safety.


OhCrap / No More Plastic Crap

Oh Crap are on a mission to eradicate the 4% of landfill that is dog poop wrapped in plastic bags, silly eh!

Oh Crap Dog Poop Bags are Australia’s no1 poop bag and are made from corn starch so are Non-Plastic & 100% Compostable. They compost in just 3 months, so this wonderful process of the cycle of life can continue. So far the #OhCrapFamily have saved over 23,000,000 dog poop bags and was listed in the 2021 AFR Fast Starters List. 





SelfDecode is the only company in the world that directly provides you with a holistic set of accurate health recommendations based on your genes so that you can take charge of your own healthcare with data-driven precision health decisions.

Visit: SelfDecode

Black Hops Brewing

Black Hops Brewing started in 2014 as 3 mates making beer and sharing everything they learned along the way.  These days Black Hops is one of Australia’s highest rated and fastest growing breweries, with a team of over 80, making and distributing beer to thousands of venues around Australia.

Visit: Black Hops Brewing


A platform for students, societies and unions to facilitate the interactions that make campus life memorable.

Visit: QPay

Heaps Good Packaging

Plant-based compostable packaging.

Visit: Heaps Good Packaging

Whole Kids

Whole Kids is an Australian-owned food company created by a real mum and dad, Monica and James Meldrum. Founded in 2005, Whole Kids has grown to become Australia’s favourite range of organic, additive-free, allergen-friendly foods and snacks for babies, toddlers and kids.

Visit: Whole Kids

Planet Protector Packaging

Finally, there’s an alternative to polystyrene that won’t cost the Earth! Planet Protector packaging are in the race to become the market leader in sustainable thermal packaging that doesn’t harm the planet.

Visit: Planet Protector Packaging

Single Use Ain't Sexy

The revolutionary way to wash your hands.

Just add water to our dissolvable soap tablets and help put an end to single-use plastic bottles.

Visit: Single Use Aint Sexy


Unhedged is a super simple app that allows anyone to invest, without having to choose stocks.

Visit: Unhedged is the repository of the marketing thoughts of Pete Williams and the wider PreneurGroup team. Here you will find our marketing blog, podcasts, books, downloads and more. If you want an excellent education in the Preneur Marketing Philosophy, this is the place to find it.

The Team

Pete Williams

Founder and Advisor

Pete Williams is an entrepreneur, advisor and marketer who Forbes recently called, “one entrepreneur today that every marketer should be modelling,” while Inc. describes him as, “a savvy marketing strategist.”

A Southern Region Finalist in the Ernst & Young Entrepreneur of the Year Program, a Small Business ICON (Best-in-Class) Recipient, and an Australian Business Award Winner for Marketing Excellence, he is the co-founder of numerous businesses across varying industries—from telecommunications services to e-commerce.

Having been referred to as “Australia’s Richard Branson” in media publications, Pete first made a name for himself when, at age twenty-one, he sold Australia’s version of Yankee Stadium, the Melbourne Cricket Ground, for under $500—which you can read about in his first book, How to Turn Your Million-Dollar Idea Into a Reality (2007).

His latest book, Cadence, was born from the 7 Levers framework developed inside the Preneur Group projects and consulting clients. Pete is also a Professor of Practice at Deakin University, Australia.


Get In Touch

We look forward to hearing from you, and will respond to your enquiry as soon as possible (usually within 36 hours)

10 + 9 =

Postal: Suite 2. 284 St Kilda Rd. St Kilda 3182. Victoria, Australia
Phone: 1 800 PRENEUR (1 800 773 638)