Anyone can get a plan now. Building it is the hard part. We design what’s next, prove it out, and do the work to make it real.
Everyone sells you the first 10%: the plan, the advice, the strategy, the AI-generated roadmap. Then they leave.
The last 90% is the execution. The de-risking. The doing. It’s where every ambition is actually won or quietly abandoned. It’s the part no one has time for, and the part that decides everything.
That’s the only thing we do. We stay, and we do the work.
The Last 90%.
Two Paths. One Method.
You've built real success. And somewhere along the way, the future you actually wanted got crowded out by the demands of the one you have.
A second act. A bigger platform. A business you've always meant to build. The freedom to step back. The thing you keep saying you'll get to “someday.”
You know what you want. We de-risk it, build it, and take it from plan to proof.
For Individuals
Every transformation has a plan. Returns leak in the execution: integration that stalls, growth that never ships, the founder-operator who can’t quite evolve.
A roll-up that actually integrates. A portfolio company that hits its plan. A founder who makes the leap. A transformation that ships instead of stalling. The value your thesis assumed.
The last 90% is where returns are won or lost. We own it, and we win.
For Companies & Investors
The Method.
We work one way, whether we're building a person's next chapter or a company's transformation. It moves from a plan to proof, in five steps:
Surface: Define the real outcome, and what proves we hit it.
Chart: Turn it into a plan. Every piece of work between here and the outcome.
Pressure-Test: Prove the riskiest assumption in the real world, before anyone commits.
Build: Do the work. Real execution owned end-to-end. Not advice handed off to you.
Prove: Deliver the outcome, measure it, and make it last.
Start with a Proof Sprint.
In 30 days, you go from a vague ambition to a validated direction, a real plan, and the first proof a piece of it works. Not a slide deck. A tested path forward. From there, we build it together.
For companies and investors, the same begins as a focused diagnostic-and-pilot. We prove the model live on a single asset before any portfolio-wide conversation.
The plan isn’t the problem. The execution is.
Built for The Last 90%.
Plan to Proof was founded by Michelle Addison, a JD/MBA who led venture design at GuideWell / Florida Blue. There, she ran transformation across a portfolio of 10+ companies, using design thinking, jobs-to-be-done, and lean startup methods to build and de-risk real ventures. Not just plans.
She kept seeing the same thing. Talented people and strong companies with a clear goal they never reached. Sometimes it was time. Sometimes they didn't know what to build, or how to get there. Usually it was all three.
So she built a firm to do The Last 90%. We figure out what to build, de-risk it, and do the work, end-to-end, despite how tough it may be. We don't advise. We build - from plan to proof.