Strategic Advisory & Market Entry
Strategy, business models and international market entry.
- Organisational strategy and business model design
- Go-to-market plans for new international markets
- Business development, pipeline and partnerships
Strategic & fractional executive advisory
Senior advisory from first steps to international growth
Greenstone Consulting advises Icelandic and international companies, from startups to established businesses, on strategy, fundraising, operations and commercial growth, drawing on nearly 30 years of executive experience across technology, cybersecurity, financial services and the regulated lottery and iGaming industry.
Services
Hands-on advisory across strategy, capital and execution
Fundraising & M&A
Investor-ready materials, investor outreach, company sales and closing support.
- Round strategy, structure and financial forecast
- Investor presentation, outreach and relationships
- M&A and company sale processes
- Due diligence and closing, working alongside legal advisors
Experience from fundraising across several funding rounds, most recently at Keystrike, and from several company exits.
Fractional COO / CFO
Senior operating leadership at 30-50% capacity: the expertise, without the full-time cost.
- Budgeting, forecasting, cash management and KPI reporting
- Investor relations, board support and cap table oversight
- Cross-functional execution and commercial agreements
Fractional Sales, Marketing & Business Development
Hands-on commercial execution as your contracted Sales, Marketing or Business Development manager.
- New customer acquisition in target markets
- International reseller and partner networks
- Sales process, pipeline discipline and follow-up
Leadership Operating Rhythm
Based on hands-on EOS® experience: structured cadence, clear priorities and accountability for leadership teams.
- Vision and strategy alignment
- Quarterly priorities (Rocks) with clear owners
- Weekly leadership meeting and scorecard
For further details, see here.
Board & Negotiation Advisory
Board membership and ongoing strategic input, and representation in negotiations, domestically and abroad.
Legal Agreement Review
Business review of commercial agreements, drawing on many years of working alongside lawyers.
Presentation Development
Clear, effective presentations for internal or external use.
Ad hoc & Speaking
Ad hoc requests, complex one-off cases and occasional speaking engagements on strategic topics.
Leadership operating rhythm based on EOS® experience
A simple management system that gets things done
Many leadership teams lose time to unclear priorities, long meeting minutes and to-do lists spread across different tools. Greenstone Consulting helps leadership teams put a simple, structured management system in place, with clear direction, focused priorities and real accountability.
Clear direction
A shared vision and plan, from long-term goals down to the next 90 days, so everyone knows where the company is going.
Accountability
A clear owner for every role, priority and key number, so it is always clear who is responsible for what.
Management focus
A small number of quarterly priorities keeps leadership attention on what matters most.
Everything in one place
One plan, one scorecard and one issues list replace long minutes and scattered to-do lists.
How an engagement runs
Leadership workshop
Align the leadership team on vision, goals and the plan for the year and the quarter.
Blueprint and tools
Practical templates for the plan, scorecard, priorities and meeting agenda, ready to use.
Quarterly priorities (Rocks)
Set and agree the Rocks for the next 90 days, each with a clear owner.
Weekly leadership meeting
A short, structured weekly meeting, with Greenstone taking part in the first meetings.
Quarterly reviews
Facilitation of the first quarterly sessions to review results and set the next priorities.
Built on hands-on experience of running EOS® as part of a leadership team. Suited to startups, growth companies, state lotteries and gaming operators that want a simpler way to manage and get things done.
Get in touchEOS® and Entrepreneurial Operating System® are registered trademarks of EOS Worldwide, LLC.
Sector expertise
Lottery & iGaming Advisory
Senior leadership experience in lottery and iGaming technology through Betware, Novomatic and Next Generation Lotteries, working with state lotteries and regulated operators internationally.
For larger engagements, Greenstone Consulting works alongside experienced advisors and firms, brought together case by case to fit the client's needs.
- Market regulation and licensing frameworks for lottery and iGaming
- Strategy and commercial advisory for state lotteries and operators
- Technology, platform and supplier selection
- Online and retail channel strategy, with responsible gaming in mind
Engagement
Engagement models
Hourly Advisory
Flexible, ad hoc support billed by the hour, scoped to fit each company's size and stage.
Fixed-Scope Projects
A defined project or deliverable for a fixed fee, agreed up front.
Fractional Retainer
An ongoing role, COO/CFO or Sales, Marketing and Business Development, at an agreed percentage of capacity.
Who this is for
Startups, growth companies and established businesses in Iceland and abroad, their CEOs, CFOs and Sales, Marketing & Business Development leadership, seeking a committed, senior advisory partner.
3-5clients at any one time, prioritising depth over volume
About
Founded on nearly 30 years of executive experience
Greenstone Consulting was founded in 2015 by Árni S. Pétursson, an executive leader specialising in organisational growth, governance and strategic transformation, with international experience spanning technology, cybersecurity, financial services and the regulated lottery and iGaming industry.
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Keystrike (US company, Icelandic subsidiary)
Co-founder & COO, responsible for operations, finance and governance. As part of the management team, worked on fundraising across several rounds, annual R&D grants and tax credits, and the company's foundational technology licence from a US university.
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Betware, Novomatic & Next Generation Lotteries
Deputy CEO & CMO at Betware, co-led its sale to Novomatic. Later co-led the sale of the company again, under the name Next Generation Lotteries, to Pollard Banknote, and took over as President of European Operations, running the Spanish and Austrian businesses.
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Adversary / Secure Code Warrior
First commercial hire. Built the B2B customer base, including Spotify, Sony Music and AIG, and co-led the sale of the company to Secure Code Warrior.
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Landsbanki, VÍS Insurance & Credit Suisse (1998-2010)
Head of Kauphöll Landsbréfa, the first in Iceland to offer online securities trading, and the first to give Icelandic investors online access to US markets. Later sales, marketing and business development leadership in Iceland and Luxembourg, including Vice President at Credit Suisse (Luxembourg).
Contact
Get in touch
For enquiries about advisory engagements, please send an email to: