Lyticore Information

Founded by Ian Baldwin, Lyticore was conceived with one purpose: providing PE and VC firms with battle-tested due diligence insights from someone who's been on both sides of the table. Building upon 30 years of e-commerce experience, Ian co-founded an online retail business in 2010 that scaled to over £100 million in sales before being successfully sold to Private Equity in 2017. With millions invested in digital advertising and hard-won lessons in achieving exceptional ROAS while bootstrapped, Ian understands the operational realities that drive—or destroy—e-commerce value. Having navigated the complete lifecycle from startup founder to PE exit, Ian brings a unique dual perspective to investment due diligence. He's faced every barrier a growing e-commerce business encounters, optimized every channel, and ultimately delivered the returns that made the business attractive to institutional investors.