About
A diagnostic practice for high-stakes decisions
We clarify viability boundaries and cash reality so directors can decide when to proceed, pause, or stop — before capital is destroyed.
Fit check only — no advice, no pitch.
We clarify viability boundaries and cash reality so directors can decide when to proceed, pause, or stop — before capital is destroyed.
Amor + Associates is a business viability and turnaround practice. We specialise in one thing: determining whether a business, initiative, or decision actually stacks up before capital, effort, or reputation is committed.
Amor + Associates is led by principal Richard Amor, working with a small, repeat‑use network of specialist collaborators where justified by scope.
We're diagnostic-first by design. No coaching. No growth hype. No solutions before clarity.
Most businesses don’t fail because people didn’t try hard enough. They fail because non-viable decisions weren’t identified early enough.
Expansion plans, acquisitions, restructures, pricing changes, marketing pushes — many sound reasonable. Far fewer hold up when cash reality, constraints, timing, and downside risk are examined together. We move that truth forward in time — from “after the damage” to before the commitment.
Until recently, our principal was engaged to run viability modelling on proposed initiatives before capital was committed — determining what was viable and what should not proceed.
That work shaped the discipline behind the Business Viability MRI we now use across the practice: separating ideas that sound good from those that are genuinely viable, treating “do not proceed” as a value‑creating outcome, and keeping strict boundaries between diagnosis and execution. We apply the same lens to SMEs, directors, investors, and advisors.
Our work is grounded in applied decision economics, designed to expose downside risk, cash reality, and irreversibility before decisions are committed.
Amor + Associates operates as a principal-led diagnostic practice, not a coaching consultancy. Our work typically sits before a turnaround, before growth capital, before acquisition, and before “one last push.”
In many cases, the highest‑value outcome is clarity that prevents further loss. Where additional capacity or specialist input is required, work is delivered with a small, repeat‑use network of specialist analysts and professional advisors engaged under defined scope.