The business world has always been part of my fabric.

I founded my first company when I was 22 and since then I've always had a deep interest in the world of start-ups. After my MBA degree I have built a career in management consulting. The expertise I gained in these fields has fuelled the growth of Value Associates, a niche business transformation consulting company I have founded in 2006 and that has ever since served starts-ups interested to scale as well as established organisations in the public and private sector.

Today, the company has grown to a well-known niche consultancy operating in the field of digital transformation. 

Interested to know more? Visit us here:

Learn More About Value Associates

My consulting expertise

Project & Programme Management

Help clients from public and private sectors manage complex digital transformation projects that involve multi-functional or multi-location teams delivering multi million benefits.

Strategy & International Expansions

These assignments range from creating a blueprint for international expansions to due diligence and in-depth implementation plans or design of new models for business expansion. 

Operational Performance Improvement

A classic AS IS / TO BE / IMPLEMENT process restructuring methodology that identifies and deliveries cost savings through streamlined operations.

Restructuring & Turnaround

These are challenging projects that require a complex combination of clarity, action, patience, and stubbornness. I specialise in delivering these projects to small and medium size business. 

High Growth Start-Up

Help start-ups that have reached a critical growth phase gradually introduce elements of corporate structure whilst retaining their entrepreneurial creativity and drive.

Change Management

Help clients make sure change happens and it lasts. The approach blends project management with coaching, training and installation of new systems. 

"Roxana has the ability to analyse businesses in detail and to drive the pace of change with an intense passion and determination." 

Paul Armitage - Rank Group

Value Associates focus areas:

Tech Start-Ups 

Our areas of excellence for Tech Startups are technical due diligence, overseeing product development and achieving early revenue. We are experts in startup scaling and work with you to scale your products, revenue, processes and also your people. 

Find Out More


This is our core focus area and the main part of our startup work. In addition to our general startup consulting areas, we support investors and founders with HealthTech compliance, product development and leadership in securing tenders from national healthcare providers.

Find Out More

Digital Outcomes

We work with large private and public sector organisations to manage and deliver full life cycle digital transformation programmes using Agile methodologies. We also manage the change management aspect of digital transformation programmes. We are Crown Commercial Services suppliers.

Find Out More

At Value Associates we believe in business excellence We know every company can achieve this by being ready to constantly challenge the status quo and recreate its reality.

Roxana Valea