About Scale Theorem

Strategy learned in the boardroom. Proven in the ledger.

Scale Theorem is the consultancy of Tommy Lie — built on eight-plus years of corporate strategy across superannuation, banking and M&A, and on service businesses grown to $25k–$100k months with the same method it now sells.

Tommy Lie, founder of Scale Theorem
The Story

From aerospace engineering to growth engineering

Tommy's university years began in aerospace engineering before he switched to commerce — strategy, management and marketing — later adding a graduate certificate in statistics. The pattern stuck: take something complex, decompose it to first principles, and rebuild it as a system that can be measured.

His corporate career applied that pattern to some of the more heavily governed environments in Australian financial services. At Rest, one of Australia's largest industry superannuation funds, he moved from market research into strategic performance analysis — co-architecting the fund's Member Retention Strategy and building the fund's first commercial model linking advertising investment to revenue.

At Qudos Bank he worked at the sharpest end of enterprise strategy: preparing a three-year growth-by-merger corporate strategy, designing the bank's first enterprise-wide planning and prioritisation cycle, and helping stand up the joint Integration Management Office for a bank merger — ten workstreams, regulatory approvals, a member vote and Day-1 readiness on a critical path.

"Corporate strategy taught me the discipline. Building my own businesses proved the discipline works without the corporate safety net — and that most expertise-led businesses never get access to it."

From 2023 onward, Tommy took the method into the founder economy. He led the transformation of a membership-based services business from $16k months at 20–30% margins to $100k cash-collected months at ~90% margins, fully online. He then co-founded a professional-education business in Singapore and led its strategy and growth: profitable in its first year, US$25k months at ~90% gross margin, zero external capital, zero paid media.

Scale Theorem packages that combination — enterprise-grade planning discipline and founder-grade growth systems — as a productised consultancy. Every service is a defined deliverable at a fixed fee. Everything gets accepted in writing. And the result is proven on your own numbers, not ours.

Track Record

The path here

2026 —

Founder & Director

SCALE THEOREM PTY LTD · AUSTRALIA

Strategy and growth advisory for expertise-led service businesses: strategic planning and facilitation, growth systems designed, built and operated, and structured advisory & consulting — serving clients in Australia, Asia, the US, the UK and Europe.

2024 — 2026

Co-Founder — Strategy & Growth

PROFESSIONAL EDUCATION BUSINESS · SINGAPORE

Co-founded a B2C professional-education company and led strategy end-to-end: profitable in year one at ~90% gross margin with zero external capital; US$25k months within 12 months; close rates lifted to ~1.7x the industry benchmark on a redesigned, evidence-led sales process; AI adopted across the operating model.

2023 — 2026

Strategy & Transformation Consultant

MEMBERSHIP SERVICES BUSINESS · AUSTRALIA

Developed and implemented the three-year growth strategy that transformed the business from $16k months at 20–30% margins (in-person delivery) to $50–100k cash-collected months at ~90% margins (fully online) — service redesign, pricing restructure, segmentation-led offers and AI-based operational automation.

2023 — 2025

Strategic Business Analyst, Strategy & Transformation

QUDOS BANK · SYDNEY

Corporate strategy, enterprise transformation and the bank's merger program: the three-year growth-by-merger strategy, the first enterprise planning and prioritisation cycle (~50 initiatives into one board-visible portfolio), and co-establishing the joint Integration Management Office across ten workstreams to Day-1 readiness.

2020 — 2023

Market Research Analyst → Manager, Performance Analysis

REST INDUSTRY SUPER · SYDNEY

Member insights and strategy for a fund serving ~2 million members: co-architect of the Member Retention Strategy (member attrition down 38%, net-flow position up 135% year on year), +12pts NPS through cross-functional remediation, and the fund's first advertising commercial model.

2018 — 2020

Strategic Marketing Consultant

BENDIGO BANK · KEW EAST COMMUNITY BANK

Consulted the branch board on business and marketing strategy: three-year strategic plan endorsed by the board, the annual project portfolio delivered, and the branch's first marketing analytics and reporting capability established.

Credentials & Method Sources

Where the method comes from

Education

Bachelor of Commerce (Strategy, Management, Marketing), Deakin University · Graduate Certificate in Science (Statistics), University of New England · Mark Ritson Mini MBA in Marketing (ADMA).

Enterprise practice

Superannuation, banking, enterprise strategy and M&A integration — board papers, corporate scorecards, portfolio governance, planning cycles and commercial modelling, practised inside regulated institutions.

Founder practice

Service businesses built or transformed to $25k–$100k months at ~90% margins — outbound, offer design, sales systems, productised delivery and AI-based operations, run live in market.

Advisory

Marketing Advisory Board Member, Deakin Business School (2019–2024) — advising the Department of Marketing on curriculum strategy and course reviews.

See what the method looks like on your numbers

Twenty minutes, no pitch deck. Bring your numbers, leave with the one constraint that is actually capping your growth.

Book an Intro Call →

RESULTS DISCLAIMER: Results referenced on this page, including the founder's own commercial outcomes and outcomes achieved in prior roles and ventures, are specific to those businesses and periods and are not typical or a promise of your results. Nothing on this site is financial, legal, tax or investment advice.

NOT AFFILIATED: This site is not a part of, affiliated with, endorsed or sponsored by Meta, Facebook, Instagram, YouTube, Google or LinkedIn. All trademarks are the property of their respective owners. References to former employers describe the founder's professional history and do not imply endorsement by those organisations.

© Scale Theorem Pty Ltd. All rights reserved.
Scale Theorem Pty Ltd · ABN 22 701 342 350 · Australia · tommy@scaletheorem.com · +61 400 067 394