Helping professional experts with leveraged business planning, strategy & work-life balance

About Jay

Hello there! I’m Dr Jacqueline Allyson Dempster – Jay Allyson for short!

I help professional service providers achieve independent success and work-life balance through leveraged business planning and digital transformation strategies.

I LOVE to work with ambitious people with a willingness to learn, a sense of adventure and a partnership mentality.

Because being a solo biz owner can get a tad lonely, right?!

My own journey has culminated to creating an online education business – the iSuccess Business Academy and writing a comprehensive book – Leveraged Consulting in the Digital AgeHow to Build and Grow a Successful Business in an Increasingly Competitive Marketplace. Both are my way of helping others take an inspired path to their desired vision of independent success.

For the past 25+ years, my career has focused on effective use of technology, initially in teaching & learning and later in business & marketing. I’ve been responsible for leading, managing & evaluating a plethora of digital innovation projects.

This led to a move to set up my consulting practice, that’s been running successfully since 2007. Alongside all this, I’ve also spent close to 15 years working in direct sales, internet marketing and business performance improvement.

Driven by my enjoyment & experience in teaching, I’ve brought it all together by writing the Book and creating the Academy. And I’m excited to launch a podcast ‘The Leveraged Business: How to Earn More, Work Less, Grow Faster’.

Talking to numerous other consultants and coaches over the years, I know that establishing a clear professional identity, getting good clients consistently, charging what you’re worth, scaling the business …. are key hurdles to growth that I can help you with.

My “bliss & brilliance” is helping people gain greater clarity on who they are, what they offer, and how they deliver what they offer in the context of digital.

Profitability is a key element too, and my insights & support help people to go from charging bits & bobs from 100 quid an hour or 300 a day here & there, to consistently getting clients on board with 5-figure projects or programmes.

I get a kick out of teaching & supporting others towards being more strategic, entrepreneurial and innovative so you can also take your freelance business to a whole new level.

I’m my own boss and with two wonderful grown up “kids”, I’m unbound by time or location. I live a relaxed “leveraged living” lifestyle as a digital nomad, house & pet sitting across fabulous rural UK or travelling abroad. I’m a big fan of countryside walks, biographies, documentaries, puzzles and earl grey tea.


3 Key Success Factors

is unlike the plethora of “online training programmes” you’ll find promoted across the internet, and the reason for its success is the blending learning mix!

1. Consulting + Coaching

Being myself a consultant-coach hybrid, I believe it’s education not information that brings about transformation – so our courses are not designed as a ‘one-size-fits-all’ mass audience, they’re focused on guiding you as an individual to find your own inspired best path.

2. Educating + Marketing

As an education-based marketer myself I know it’s teaching not selling that attracts and wins the best clients – so our courses are focused on helping you get the clarity and confidence you need to create an authentic, vibrant & profitable brand and to deliver value to the specific tribe who are hungry for your help.

3. Advising + Mentoring

My experience over 25+ years means you get a great blend of advice (which is directive & instructional) and mentoring (which is more non-directive & supportive).

I know a lot of people who have done online courses, myself included, find them “heavy and grinding” and they just don’t get the individual help they need. It can feel too remote & automated, your coach seems to talk more than listen or there’s a lot of group coaching that can feel impersonal or rather daunting.

THIS IS WHY … our Achiever programmes are an optional add-on to your membership to compliment what you’re learning and doing through the iSuccess courses and resources. With that high level of personal support, you get exactly what’s needed when it’s needed.

You want to use the insights, ideas and step-by-step guidance… great, just come join as an iSuccess member!


You want individual support… you got it, join as an Achiever member, at Silver, Gold or Platinum level to suit you pace, time and budget.

I’ve always been education-focused and results-driven.

People who know me will tell you, I’m almost OCD about planning, process and efficiency… but I’ve found real success is not just about the mechanics of business, it’s also about the intangibles – being able to release the reins a bit, cast out inner demons, find your passion again and focus on a long term vision of success.

For that, you need to get all the dimensions of your business in balance. iSuccess starts with building strong foundations, gaining that much-needed clarity and confidence in your direction of travel, then creating leverage through well-managed systems, and products and programmes delivered digitally.

Sometimes you need to take a step back, go back to basics in your business plan, in order to take a big leap forward to play your big vision game.

Leveraged consulting is no longer the road less travelled for reach & revenue growth, it brings together  together as today’s secret sauce for professional experts … put together your expertise with a touch of entrepreneurship and healthy dose of internet marketing and you can claim your own success.


Jay Allyson

Our iSuccess programmes are all about empowering you to find your inspired path to a build a thriving business that you love, to take your influence, impact & income to the next level and leveraging your unique expertise in ways that bring you greater flexibility & freedom.

Who I work with

I work with consultants, coaches, therapists, health practitioners, trainers, designers and other experts – individuals and small partner firms – who have a vision and commitment to grow & scale their business, are unsure of best next steps to take but are ready to work in a focused, productive way to achieve the transformation they want for themselves and their business.

There’s absolutely no reason you should stay stuck trading time for money, spinning your wheels on brand messaging or confused by all the different options for internet marketing.

I help you gain the insights, inspiration & clarity over your business strategy and the confidence & belief to push forward to implement approaches that drive results for your success.

isuccess 7 dimensions of success

What is iSuccess?

iSuccess is my proprietary business growth tool. It helps ensure you design a marketing system capable of delivering a consistent flow of ideal clients willing to pay you premium fees for your services and programmes.

The 7-Dimensions of Success is what drives our curriculum. Our courses are designed to help you to clarify who you serve and what you do, to position, brand & price you & your business effectively in the market place, and to plan out a digital marketing system so you can implement a leveraged & lucrative strategy for growth.

Using this step-by-step formula to review your business plan, you can create a business that is purposeful, profitable, sustainable & scalable and achieve the influence, impact & income you deserve for the value you deliver as an expert.


Learn more about the wider vision, journey & insights that iSuccess brings in my forthcoming book “Leveraged Consulting in the Digital Age – How to Build and Grow a Successful Service Business in an Increasingly Competitive Marketplace” – free overview download available.

Why I created iSuccess

The iSuccess Business Academy is both my vision and a vehicle for helping other consultant-coach type experts like you to find & follow your own inspired path to growing & scaling your business into a value-driven, digitally smart and lucrative enterprise.

In today’s world of information overwhelm, it can be confusing knowing which is the best strategy for you as an individual and which tactics to choose from the plethora of shiny online tools. Because it really depends on what kind of business you want and what you want to achieve with it. Success means different things to different people, so there’s not going to be one model, formula or silver bullet that will work for everyone. If you’re currently feeling that other courses don’t recognise you’re an individual and you need help finding the sweet spots for your business, it’s time to re-align, re-focus and re-affirm!

The iSuccess approach supports you to evaluate YOUR business (or business plan) against a defined set of characteristics of a successful business so you can more easily see and select what’s right for who you are, what you do specifically and how you want to show up in your business – are you extrovert or introvert, are you active on social media or more of an author type, do you want to work one-on-one or with groups – because you don’t have to follow what others do, there is a choice!

Business owners are increasingly looking for help with the mechanics of their business – strategy, structure and systems – yet also need the mental and emotional support you get from coaching. Dialogue is a critical component in performance improvement. If you want to close the gap between where you are now and where you want to be in your business, you need expert guidance, an empathetic listening ear and individual feedback on what you’re doing in order to move your forward.

iSuccess is designed to develop your capability as a strategic entrepreneur – emphasis on the term strategic. We help you to build on your professional values and personal ambition, to develop your business skills and overcome internal blocks so you can make good decisions about which business models, personal development and marketing approaches will help you most to achieve your vision.

Creating learning plans, e-learning courses and mentoring programmes totally aligns with my personal values & beliefs about how to improve performance. I’m a big believer in telling not selling, and as importantly, teaching not preaching. This really suits the fact that:

(1) I really dislike the whole ethos of traditional selling, pitching and prospecting and prefer to focus on marketing that engages, educates and enrols clients gracefully into committed work with me; and

(2) I’m super dedicated to developing effective learning designs that my “students” enjoy and that help them get results, fast.

If you’re fed up of courses that do not move you tangibly forward towards your business vision, then you need an environment that not only teaches you stuff, but also supports you to drive your vision, recognise your own worth and claim your success.

How I work with you


Inside the iSuccess membership site, you have access to focused, step-by-step business and marketing education that I’ve specifically created to serve my ideal clients – ambitious expert professionals who:

  • Want to grow their business
  • Need to understand their performance gap
  • Are willing to invest in their own development
  • Are committed to their own success.

You’ll have access to my insights and expertise through the e-learning courses and resources (templates, checklists, planners) that I’ve created that will help you to design, plan, implement and evaluate business improvements and changes.

If you prefer to work through the courses with mentoring support, our add-on ACHIEVER programmes are the way to go, pick a level of support that’s right for you.

All our Achiever members have access to our community of practice through the iSuccess VIP private Facebook group.


Our ACHIEVER add-on mentoring programmes give you a high level of my personal mentoring and deeper coaching.

You’ll really benefit from this one-to-one level of support if you’re someone who likes to discuss things on an individual basis to: ground ideas, tackle overwhelm, talk through your ‘true calling’, plan out your business model, avoid procastination, overcome limiting beliefs and/or work through any tech hurdles.

I work directly with my Achiever clients in “hybrid” mode as a consultant-coach & business mentor so you get exactly what you need when you need it, alongside some firm hand holding and accountability thrown in for good measure!

Achievers have access to bonus trainings based on what’s coming up for you … connection, collaboration, c0-creation!


You will gain immense value, inspiration & support from other iSuccess Business Academy members – a community of like-minded, heart-centred, service-focused & professional business owners working on their entrepreneurship, branding, product development, marketing and PR.

Every month, Jay hosts a group coaching call (via Zoom) where you can bring your questions, challenges and share successes to support you further, motivate you and inspire action.

We also have a dedicated, members-only Facebook group and if you’re in one of our ACHIEVERS programmes, you’ll also gain access to our VIP Mastermind Group, bonus coaching trainings & resources.


<< Open up the boxes to find out more about what you'll gain when you join iSuccess.

Learn how you can take your business to the next level and gain the clarity, visibility and leverage you need to succeed.

Why join iSuccess?

As an iSuccess member, you can journey through our curriculum, courses & resources in a way that suits where you are in your business right now and what aspects you need help with in order to achieve success.

I believe there’s a huge difference between information, training and education – so you won’t just be given an e-book and left to figure out how to implement everything. There’s structure & diagnostics, there’s guidance & action taking, and there’s accountability & feedback.

I believe that as a professional – consultant, coach, designer, therapist and other expert – who provides a premium service in your industry, you are amazingly awesome at what you do, even if it doesn’t always feel that way when you’re struggling to win clients and grow your business in what seems like an ever-competitive market place.

Some of the most successful business men and women I know are “heart-centred” entrepreneurs who like nothing more than using their expertise to be of service to others. While you may work in the passion zone, many expert consultants and transformational coaches don’t always work in the profit zone and that can feel very frustrating when you know people really need what you do.

On top of that, often many of us have this feeling of being unworthy – some call an “imposter syndrome” where we think we just got lucky, others do it better, and we fail to acknowledge our unique value and the outcomes we help people to achieve.

I’m pretty sure whatever you’ve experienced along these lines, so I have too – that’s why I totally understand the highs & lows and the need to just get clear on what you need to do – at iSuccess we’re about mindset first, tactics second. With so much information and overwhelm on digital marketing, you long for someone to help you gain the clarity, direction and confidence you need to succeed – so we focus on strategy, skills, structure + support.

Because I know the entrepreneurial journey can be long, frustrating and challenging,

I’m dedicated to assisting you towards your inspired path.  JAY ALLYSON

Our iSuccess education is uniquely designed to combine e-learning with optional 1-2-1 mentoring and a level of individual support you don’t usually get with other online programmes. This means you will make tangible steps forward: learn, assess ideas, plan, get things done and make real strides to achieve the big vision for your business.

Membership of the iSuccess Business Academy starts at £75 / month (on the annual plan).

The whole purpose of education is to turn mirrors into windows.

Sydney J. Harris, American Journalist