About Growthplane

Growthplane was built by operators, for operators. We bring decades of hands-on experience scaling MedTech and healthtech companies — from early pilot success through product-market fit, commercialization, and ultimately becoming the industry standard of care.

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How We Work

We ground every engagement in product-market fit. Before developing go-to-market strategies or partnership plans, we start by rigorously assessing where a venture’s product-market fit actually stands and identifying the specific gaps that must be closed.

We then apply the Pilot-to-Protocol™ Method to match the company’s current stage with the right focus, tools, and discipline. This stage-appropriate approach ensures that resources and attention are directed where they will have the greatest impact — whether that means strengthening foundational PMF, building early commercial repeatability, or scaling adoption efficiently.

Our work is operator-led and highly customized. We bring deep experience from building and scaling MedTech companies ourselves, and we stay within the boundaries of what we do best: diagnosing and closing PMF and adoption gaps, shaping strategy around regulatory and reimbursement realities, and helping leadership teams build the systems required for sustainable scale.

About our Founder, Andrew Steele

Andrew Steele is a repeat founder, CEO, and growth advisor with over 20 years of experience building and scaling companies in B2B SaaS, healthcare IT, and MedTech. He founded Growthplane Advisors to help growth-stage MedTech ventures establish and protect real product-market fit and build the commercial systems required to scale.

Andrew previously co-founded and led BeckonCall, scaling a clinical communications platform to a national hospital footprint before a strategic exit. He also led commercialization for Breezing, securing FDA clearance and an eight-figure partnership with Novo Nordisk. Earlier in his career, he held business development roles at Microsoft, MetaTV, and Terayon, and co-founded two companies that were successfully acquired.

What sets Andrew apart is his combination of founder and operator experience. He has hired and led teams, raised capital, negotiated strategic partnerships, navigated regulatory and reimbursement pathways, and built repeatable go-to-market systems — all in complex, regulated healthcare environments.

Based in Scottsdale, AZ, Andrew is deeply embedded in Arizona’s innovation community and actively mentors founders through programs such as XLR8 Accelerator program at Phoenix Bioscence Core, and through the Arizona Commerce Authority's many venture development programs. He also has contributed his time and stewardship in board roles with multiple non-profit organizations including the Midwest Clinic Foundation, HEALab at Arizona State University, and the Frank Lloyd Wright Foundation at Taliesin West.

The Pilot-to-Protocol™ Method

Andrew developed the Pilot-to-Protocol™ Method based on his experience scaling multiple MedTech companies from early traction to category leadership. The methodology provides a structured framework for diagnosing product-market fit, identifying gaps, and applying the right focus at each stage of growth — from initial validation through to becoming the industry standard of care.

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I had the distinct pleasure of serving as a mentor and EIR to Andrew Steele following Breezing’s Arizona Innovation Challenge (Venture Ready) award. I found Andrew to check all the boxes one wants to see in a CEO leader. I witnessed his innate sense for business development and commercialization with a value proposition/customer orientation focus. His communication skills are outstanding. He is a team builder; as well as a team player.

Keith Stoneback - Healthcare executive, mentor and board member

While I have known Andrew professionally for more then ten years I finally had the distinct pleasure of working with him at Knoodle. He is someone you want on your team. He thinks strategically and executives tactically, establishing objectives and then achieving them. He clearly defined the product roadmap at Knoodle and then successfully created a customer acquisition model that significantly grew the business.

Michael Rose - Partner, Better Food Ventures

Andrew is a well-rounded, natural leader with strong business acumen and technical know-how, tempered by emotional intelligence. This combination makes for successful businesses and long-standing relationships. I've known Andrew for about a decade now, and I've enjoyed every opportunity I'd had to work with him as my client. He's a star spokesperson, which makes a PR pro's job much easier, and understands and appreciates how the media works. On top of being a stellar executive who's not afraid of getting into the trenches, he's a super likable guy.

Margaret Huang - PR alchemist | Comms strategist | Writer

Andrew is a great leader and mentor. He has a unique skill set, a strategic thinker with strong technical knowledge. This is a great combination for business development and sales leaders. Andrew is a highly motivated results oriented person. In addition, he as excellent interpersonal and organizational skills. He expects nothing but the best. Andrew would be a great addition to any organization.

Marjorie Lassen-Hoch - Senior Director Marketing, Comcast Business

Andrew had the courage and vision to transcend the innovators’ dilemma at Terayon. He relentlessly focused on scaling a small successful product group into a diversified operation. Andrew has very strong communication skills. He is also a savvy negotiator. Andrew will be a valuable addition to companies looking for breakthrough growth in disruptive market conditions.

Babu Niranjan - Product Management, Technology, and Strategy Leader

Andrew has the ability to positively influence any organization's strategic goals at multiple levels. I could say many great things about Andrew, but the one thing that stands out, is he never let me down. Andrew delivers! When Andrew says it is going to get done, it does. Andrew 's ability to come through, even in challenging and demanding circumstances, is matched only by his charm, intelligence, and genuine likability. I would never pass up a chance to work with Andrew anytime - anywhere.

Elizabeth Botes - Executive Consultant Brisbane Digital Consulting Group

Andrew is simply a superb business professional. He has a strong strategic orientation, strong financial sensibilities, and proven product and marketing competence. His can assess, frame up and articulate concepts very quickly and effectively. I am consistently impressed with his abilities to focus and manage complex negotiations, initiate and drive key relationships, and successfully organize and lead teams. In my book, he's an absolutely A player.

Jeff Barco - CEO, Barco Partners

I had the distinct pleasure of serving as a mentor and EIR to Andrew Steele following Breezing’s Arizona Innovation Challenge (Venture Ready) award. I found Andrew to check all the boxes one wants to see in a CEO leader. I witnessed his innate sense for business development and commercialization with a value proposition/customer orientation focus. His communication skills are outstanding. He is a team builder; as well as a team player.

Keith Stoneback - Healthcare executive, mentor and board member

While I have known Andrew professionally for more then ten years I finally had the distinct pleasure of working with him at Knoodle. He is someone you want on your team. He thinks strategically and executives tactically, establishing objectives and then achieving them. He clearly defined the product roadmap at Knoodle and then successfully created a customer acquisition model that significantly grew the business.

Michael Rose - Partner, Better Food Ventures

Andrew is a well-rounded, natural leader with strong business acumen and technical know-how, tempered by emotional intelligence. This combination makes for successful businesses and long-standing relationships. I've known Andrew for about a decade now, and I've enjoyed every opportunity I'd had to work with him as my client. He's a star spokesperson, which makes a PR pro's job much easier, and understands and appreciates how the media works. On top of being a stellar executive who's not afraid of getting into the trenches, he's a super likable guy.

Margaret Huang - PR alchemist | Comms strategist | Writer

Andrew is a great leader and mentor. He has a unique skill set, a strategic thinker with strong technical knowledge. This is a great combination for business development and sales leaders. Andrew is a highly motivated results oriented person. In addition, he as excellent interpersonal and organizational skills. He expects nothing but the best. Andrew would be a great addition to any organization.

Marjorie Lassen-Hoch - Senior Director Marketing, Comcast Business

Andrew had the courage and vision to transcend the innovators’ dilemma at Terayon. He relentlessly focused on scaling a small successful product group into a diversified operation. Andrew has very strong communication skills. He is also a savvy negotiator. Andrew will be a valuable addition to companies looking for breakthrough growth in disruptive market conditions.

Babu Niranjan - Product Management, Technology, and Strategy Leader

Andrew has the ability to positively influence any organization's strategic goals at multiple levels. I could say many great things about Andrew, but the one thing that stands out, is he never let me down. Andrew delivers! When Andrew says it is going to get done, it does. Andrew 's ability to come through, even in challenging and demanding circumstances, is matched only by his charm, intelligence, and genuine likability. I would never pass up a chance to work with Andrew anytime - anywhere.

Elizabeth Botes - Executive Consultant Brisbane Digital Consulting Group

Andrew is simply a superb business professional. He has a strong strategic orientation, strong financial sensibilities, and proven product and marketing competence. His can assess, frame up and articulate concepts very quickly and effectively. I am consistently impressed with his abilities to focus and manage complex negotiations, initiate and drive key relationships, and successfully organize and lead teams. In my book, he's an absolutely A player.

Jeff Barco - CEO, Barco Partners

I had the distinct pleasure of serving as a mentor and EIR to Andrew Steele following Breezing’s Arizona Innovation Challenge (Venture Ready) award. I found Andrew to check all the boxes one wants to see in a CEO leader. I witnessed his innate sense for business development and commercialization with a value proposition/customer orientation focus. His communication skills are outstanding. He is a team builder; as well as a team player.

Keith Stoneback - Healthcare executive, mentor and board member

While I have known Andrew professionally for more then ten years I finally had the distinct pleasure of working with him at Knoodle. He is someone you want on your team. He thinks strategically and executives tactically, establishing objectives and then achieving them. He clearly defined the product roadmap at Knoodle and then successfully created a customer acquisition model that significantly grew the business.

Michael Rose - Partner, Better Food Ventures

Andrew is a well-rounded, natural leader with strong business acumen and technical know-how, tempered by emotional intelligence. This combination makes for successful businesses and long-standing relationships. I've known Andrew for about a decade now, and I've enjoyed every opportunity I'd had to work with him as my client. He's a star spokesperson, which makes a PR pro's job much easier, and understands and appreciates how the media works. On top of being a stellar executive who's not afraid of getting into the trenches, he's a super likable guy.

Margaret Huang - PR alchemist | Comms strategist | Writer

Andrew is a great leader and mentor. He has a unique skill set, a strategic thinker with strong technical knowledge. This is a great combination for business development and sales leaders. Andrew is a highly motivated results oriented person. In addition, he as excellent interpersonal and organizational skills. He expects nothing but the best. Andrew would be a great addition to any organization.

Marjorie Lassen-Hoch - Senior Director Marketing, Comcast Business

Andrew had the courage and vision to transcend the innovators’ dilemma at Terayon. He relentlessly focused on scaling a small successful product group into a diversified operation. Andrew has very strong communication skills. He is also a savvy negotiator. Andrew will be a valuable addition to companies looking for breakthrough growth in disruptive market conditions.

Babu Niranjan - Product Management, Technology, and Strategy Leader

Andrew has the ability to positively influence any organization's strategic goals at multiple levels. I could say many great things about Andrew, but the one thing that stands out, is he never let me down. Andrew delivers! When Andrew says it is going to get done, it does. Andrew 's ability to come through, even in challenging and demanding circumstances, is matched only by his charm, intelligence, and genuine likability. I would never pass up a chance to work with Andrew anytime - anywhere.

Elizabeth Botes - Executive Consultant Brisbane Digital Consulting Group

Andrew is simply a superb business professional. He has a strong strategic orientation, strong financial sensibilities, and proven product and marketing competence. His can assess, frame up and articulate concepts very quickly and effectively. I am consistently impressed with his abilities to focus and manage complex negotiations, initiate and drive key relationships, and successfully organize and lead teams. In my book, he's an absolutely A player.

Jeff Barco - CEO, Barco Partners

Ready to apply the Pilot-to-Protocol™ Method to your venture?

Let’s discuss where you are today and how we can help you build stronger PMF to support your vision and growth objectives

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