The 2Y3X method

2Y3X stands for Two Years to Three Times the size. It is the system Felix Velarde developed across twenty-five years of running and advising agencies, and it is the underlying method of the book Scale at Speed, the Scale at Speed Accelerator and the 2Y3X programme.

It works on companies of roughly £1m–£20m revenue — most consistently on agencies (digital, creative, marketing, consulting), but also on other founder-led services businesses.

The shape of the method

The method has three layers:

1. The Strategy Map — a single-sheet, three-year, five-segment radial map. Sets the unifying goal and the destination state in each segment. See The Strategy Map.
2. The 2Y3X Roadmap — the single-sheet, four-quarter, five-tasks-per-quarter tactical plan for Year 1. See The 2Y3X Roadmap.
3. The Growth Lab Team (GLT) — the cross-functional team that owns the Roadmap and meets weekly to deliver it. See The Growth Lab Team.

It is operated through a fractal meeting-rhythm cadence (annual / quarterly / monthly / weekly / daily). See Meeting rhythms.

The five segments

Both the Strategy Map and the Roadmap divide the work of the company into the same five segments:

1. People — recruitment, retention, leadership development, culture.
2. Customers — satisfaction, profitability, churn, account growth.
3. Sales and Marketing — proposition, pipeline, pitching, predictable revenue.
4. Process — the operational machinery: timesheets, CRM, KPI reporting, risk register.
5. Financials / Corporate — management accounts, cash, governance, acquirer-readiness.

The supporting tools

• UxR efficiency formula: Utilisation × Recovery = Efficiency.
• Weighted pipeline for predictable revenue.
• Client Satisfaction Score (CSS) for forward customer signal.
• Risk register for foreseeing existential risks.
• One-to-one agenda (10 min you, 10 min company, 10 min me).
• QuickMap® — a three-month version for emergencies and turnarounds. See QuickMap.
• Earnout Maximiser® — the sale-preparation track for founders heading to exit. See Earnout Maximiser.

Reported results

From Felix's own properties and the book Foreword (sources in Verifiable claims):

• Average growth across post-2014 chairmanships in the first year: 164%.
• Most companies on the 2Y3X programme double or triple in size in the first 18–24 months.
• 17 reported agency exits as advisor.
• Reported client exits at 8.5x and 12x EBITDA multiples.
• A typical worked turnaround: 12-person agency losing £70,000/month → revenue doubled and 17% net profit within two years.

How to use it