Velvet Tiger is a sales and go-to-market advisory practice founded by Felicia Cheung — an enterprise sales professional with two decades of experience building technology revenue with Fortune 500 companies and strategic technology partners across North America, Europe, and Asia Pacific - ex Microsoft, Oracle, Danaher, Telstra International and Equinix.
The practice works with a focused number of tech founders across B2B enterprise tech markets solving challenges with long sales processes, founder-led sales and repeated risks in current partnership building committees. With sales judgement, strategy, chosen technology systems, process, and proprietary frameworks risks and historical challenges are replaced with scalable structure, tools and revenue generating partnerships.
Velvet Tiger brings over thirty years what a strong sales engine looks like as well as the hidden risks and challenges for deal failure.
The practice partners with founders across Europe, the US, and Asia Pacific and do four things well: shorten enterprise sales cycles through disciplined deal qualification and buying-committee mapping; build channel and technology partnership strategies that create durable pipeline; develop the forecast rigour that gives investors and boards genuine confidence in revenue trajectory; and translate deep technical innovation into commercial narratives that land with enterprise buyers who have seen every pitch.
Felicia brings to each engagement a global perspective shaped by operating at the intersection of enterprise procurement and frontier technology — and by over two decades of active contribution to the startup ecosystems she operates within. She works with founders not as a vendor, but as a practitioner who has sat on both sides of the enterprise deal and understands the structural reasons most of them take too long or fail to close at all.
Velvet Tiger is a strong supporter of impact-driven enterprise technology and maintains active involvement in startup and investor communities across multiple geographies.
Felicia Cheung Founder Profile
“On a daily basis, I thrive in helping founders build systems away from founder-led sales with sales judgement, hidden risk assessments, and customer evidence.
My work as a long-term investor, enterprise business development and senior sales executive in multiple jurisdictions and currently application review committee member for Bethnal Green Ventures ( London) allows me to identify the “DNA of success” and partner with founders to accelerate sales results.
A good enterprise partnership is not only revenue and distribution - it is the trust infrastructure to attract procurement committees and investors. “”
The Mission
Enabling technology startups to expand into new markets and sectors.
Translating complex technology to business value for disparate buyer committees.
Ensuring teams are armed with quality preparation of territory and sales enablement assets for global commercial success.
Partnering with talented tech founders to avoid loss of time, resources and despair
Supporting enterprise customer and partnership building in niche domain networks
150+
Founders Mentored
25+
Years in Global B2B Technology Enterprise Sales
12+
Cities with executed strategic partnerships and business development experience
4+
Regions with active executive and start up ecosystem networks
Values
Enduring meaningful partnerships fuelled by a relentless pursuit of professionalism, commercial results and integrity
Honest purposeful collaboration to address urgent critical market challenges
Agile and flexible advisory based on complex innovations and founders’ priorities
Open and respectful diverse culturally rich ecosystems
Why Founders work with us
Proven experience in cross-disciplined in business development, marketing and sales
25 years in working with Fortune 500 senior executives in deal origination and execution
Fast-paced growth-mindset team
Expertise combining multiple technology domains as well tech investor experience with global and local operational background.
Specialities
Global reach -Personal experience in B2B enterprise technology sales contracts in 10 countries
Proven success with active mentorship of over 150 tech founders in over 5 years
Building high-value alliances and scalable growth partnerships and international community building that provides maximum value leads for resource-limited startup
Translating Technical Edge into Business Value
ROI-Driven messaging and helping technologists shape detailed technical specifications into business value and ROI benefits that resonate with B2B procurement committees
Complex deal orchestration experience from 25+ years of experience closing complex deals with Fortune 500 customers
2 .Comprehensive Founder-Centric support
End to End Sales Development
Exit preparation and specific growth stage strategies
3. Deep Tech and Sector-Specific Authority
Experience in AI and Data analytics consulting advisory roles, large tech vendor infrastructure and digitisation projects for over 10 years
Corporate pedigree with team leadership experience in corporate giants including Microsoft Azure, Oracle, Danaher, Equinix and managing key accounts, building global alliances and leading large scale digitization projects
Ecosystem building hosting workshops for AWS Impact Startups, Barclays, Codebase, Natwest, Bethnal Green Ventures, Techscaler, Techstars
4. Values-led leadership and Diverse Networks
Supporting founders in the UK – southwest, north east, Edinburgh, Glasgow, Birmingham, London, APAC – Singapore, Sydney, India and US – Texas, Paris, Dubai
Strong focus on Impact and purpose - mission to solve enterprise sales challenges for selected enterprise tech founders in niche markets
Felicia Cheung is advising on Sales and Marketing, helping us sharpen our messaging, focus on the highest-leverage channels, and accelerate customer acquisition. Her guidance is enabling the team to move faster, make better go-to-market decisions, and build a repeatable foundation for growth
Anj Chadha, CEO/Founder, Antaia, Regtech-UK
Felicia helped us break down how to approach enterprise customers without losing momentum on our core solopreneur audience. Her questions and suggestions around usage, packaging, and customer success gave us immediate clarity on what to prioritise next.
Roberta Morelli Pedersoli, CEO/Co-Founder
Fluum, B2B SaaS- UK
Felicia’s insights during Techstars bootcamp were invaluable, and I’ve no doubt Velvetiger.com will be a go-to resource for founders looking to scale.
Proud to support her new venture!
Esso Dong, CEO, Lideflow, Fintech-France
Working with Felicia at Velvet Tiger has been a game-changer for our growth. My first session was quite literally the best 60 minutes I’ve ever spent on our business strategy. She replaced our challenges with a pragmatic, actionable roadmap that helped get us investment-ready. Felicia doesn't just mentor; she genuinely invests herself in your success."
Tim Matsell, COO, OneXRM,B2B SaaS-UK
Felicia is a fabulous mentor. I first reached out to her in Summer 2025 and since, Felicia has consistently provided with me practical advice and support together with some new and inspirational ideas - grounded in ensuring I receive the best support and guidance from her and her extensive people network. Felicia is a very good listener and is able to assimilate information and unpack issues quickly. For example, she helped me navigate through some challenging and complex issues I faced during a digital innovation project. Felicia is an important and hugely valuable asset to helping me grow and develop my business.
Steve Eckersley, CEO, Secure Probe Solutions Cybersecurity-UK
I like your energy and practical outlook.
Ola Olaolu, CEO, Faciit, Fintech-UK
Felicia has been part of the BGV mentor community for a few years and has consistently gone above and beyond for our portfolio ventures. Her expertise in B2B growth has been first-rate, and founders always left conversations with practical, actionable guidance they could put to work straight away.
Yumi Tsoy, Head of Operations, Bethnal Green Ventures, Impact VC-UK
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