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Ehsan's Business And Strategy Portfolio

Transforming complex ideas into intuitive user experiences and scalable business models. Crafting impactful product strategies that drive growth and engagement in the AI-driven world.

Avatalk – User Journey Documentation

Foundational blueprint for product design, freemium model structure, conversion logic, and feature gating

Project Details

  • Timeline: April–May 2024
  • Role: Marketing Lead, Product Strategist, UX Architect, Monetization Designer
  • Team Size: 3 (Founder, Product Lead, Designer)
  • Sector: AI / Professional Networking SaaS

Project steps

01
Discovery & Insight Extraction

Deep interviews with the founder and existing users to clarify the product’s value promise, adoption barriers, and the emotional triggers behind AI-driven networking.

02
Journey Mapping & Experience Architecture

Structured complete flows for New, Free, Paid, Trial, and End Users, including onboarding, message gating, persona setup, feature restrictions, retention logic, and upgrade triggers.

03
Conversion & Monetization Strategy Design

Defined freemium limitations, subscription unlock points, contextual prompts, and the full behavioral funnel designed to push upgrades without harming UX.

04
Blueprint Delivery for Design & Engineering

Created a full Miro system map for the front-end designers, and a clear logic model for back-end behavior (messaging, gating, limits). Delivered as a shared reference for wireframes, UI flows, and engineering workflows.

Context

Avatalk needed a unified, strategic user-journey blueprint to align product design, front-end wireframes, and back-end logic. The goal was to turn a complex AI avatar system into an intuitive, conversion-driven experience. This document became the central map guiding how users onboard, interact, upgrade, and extract value across all persona types.

Challenge

The product was powerful but conceptually complex. We needed to explain AI personas simply, define every user type, and design a freemium model that maximized engagement without overwhelming new users. The experience had to be clear, scalable, monetizable, and easy for designers and developers to execute.

Objectives

  • Establish a complete, end-to-end journey for all user types (New, Free, Paid, Trial, End User).
  • Provide a blueprint for UI/UX wireframing, front-end structure, and back-end behavior.
  • Define upgrade triggers and freemium limitations logically and strategically.
  • Align the entire product team around one consistent experience map.
  • Increase clarity of value, conversion likelihood, and user activation.

    • Key Project Outcomes

    Delivered a scalable blueprint adopted by product, design, and engineering teams.

    Cut onboarding time for PM/designers by over 40%.

    Raised upgrade intent through precisely timed contextual prompts.

    Improved cross-team alignment with fewer clarification meetings

    Key Project Outcomes

    Delivered a scalable blueprint adopted by product, design, and engineering teams.

    Cut onboarding time for PM/designers by over 40%.

    Raised upgrade intent through precisely timed contextual prompts.

    Improved cross-team alignment with fewer clarification meetings

    AccuPlan Business Plan

    Led to successful UK Innovator Founder Visa endorsements + £40k revenue for Visanik

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    Project Details

    • Timeline: 2023
    • Role: Business Plan Architect, Financial Modeler, Market Analyst
    • Team Size: 2 founders + 1 analyst
    • Sector: SaaS / E-commerce Analytics / UK Innovator Founder Visa

    Project steps

    01
    Market & Competitor Analysis

    Benchmarked Helium10, JungleScout, Viral Launch and others; identified pricing gaps, value gaps, and human-coaching inefficiencies to define AccuPlan’s competitive angle.

    02
    Financial Model & Revenue Architecture

    Built multi-year financial forecasts, customer acquisition assumptions, CPI logic, conversion funnels, pricing structure, and cost modelling aligned with UK startup norms.

    03
    Subscription Framework & Business Model Design

    Designed 3-tier plan (Free / £10 / £20) with clear user journeys, retention assumptions, and conservative freemium conversion rates validated against SaaS benchmarks.

    04
    Visa-Grade Business Plan Construction

    Wrote the full business plan used for Innovator Founder endorsement: market potential, GTM strategy, operational plan, risk analysis, cash flow, and investment rationale.

    Context

    AccuPlan was created as an AI-driven planning and validation tool for e-commerce sellers. The business plan needed to demonstrate a viable UK-based SaaS startup with realistic assumptions, a clear market gap, and scalable revenue logic. The goal was to secure Innovator Founder Visa endorsement for two clients seeking approval from UK Endorsing Services.

    Challenge

    The plan had to be both investor-credible and visa-credible, balancing realistic financial assumptions with conservative growth projections. It required validating marketing costs, CPI logic, freemium conversion rates, and early cash-flow risks while fitting strict endorsement guidelines.

    Objectives

  • Demonstrate a scalable, financially sound SaaS model for UK market entry
  • Validate pricing, conversion, and marketing assumptions with real benchmarks
  • Show a credible path to profitability and long-term sustainability
  • Build a compelling narrative for competitive advantage and innovation
  • Provide a compliant, high-quality business plan for Innovator Founder endorsement

    • Key Project Outcomes

    Successfully secured Innovator Founder endorsement for two applicants

    Generated £40,000 in revenue for Visanik through consulting and documentation

    Delivered a business plan praised for clarity, realism, and financial depth

    Helped position AccuPlan as a credible UK SaaS venture with strong growth potential

    Key Project Outcomes

    Successfully secured Innovator Founder endorsement for two applicants

    Generated £40,000 in revenue for Visanik through consulting and documentation

    Delivered a business plan praised for clarity, realism, and financial depth

    Helped position AccuPlan as a credible UK SaaS venture with strong growth potential

    AccuPlan Financial Plan

    Financial Model → Required for UK Innovator Founder Visa endorsement)

    Project Details

    • Timeline: 2023
    • Role: Financial Modeler, Revenue Architect, Cost Forecaster
    • Team Size: 2 founders + 1 analyst
    • Sector: SaaS / E-commerce Analytics / UK Innovator Founder Visa

    Project steps

    01
    Revenue Architecture & Pricing Logic

    Designed a multi-tier subscription revenue model with conservative conversion funnels, CPI assumptions, and user-growth projections grounded in SaaS benchmarks and competitor pricing.

    02
    Cost Framework & Operational Forecasting

    Built a full 5-year cost structure covering salaries, NI, pensions, office scaling, software, servers, R&D, travel, and contingency—aligned to UK market norms and realistic startup burn rates.

    03
    Cash Flow, Investment & Profitability Modelling

    Constructed monthly cash flow, runway scenarios, breakeven calculations, and investment requirements. Model ensured positive cash flow after month 18 and sustainable growth thereafter.

    04
    Visa-Grade Financial Documentation

    Packaged revenue forecasts, P&L, cash-flow statements, hiring plans, and risk-adjusted projections into an endorsement-compatible financial plan supporting the Innovator Founder application.

    Context

    AccuPlan needed a robust, investor-credible financial plan to support its UK Innovator Founder Visa application. The model had to demonstrate a viable SaaS business with realistic acquisition costs, scalable subscription revenue, and a sustainable 5-year financial outlook. It served as the financial backbone of the venture and a critical endorsement requirement.

    Challenge

    AccuPlan needed a robust, investor-credible financial plan to support its UK Innovator Founder Visa application. The model had to demonstrate a viable SaaS business with realistic acquisition costs, scalable subscription revenue, and a sustainable 5-year financial outlook. It served as the financial backbone of the venture and a critical endorsement requirement.

    Objectives

  • Build a credible 5-year financial model aligned with UK SaaS benchmarks
  • Define sustainable user acquisition, conversion, and revenue growth
  • Validate cost structures for staffing, offices, software, and operations
  • Demonstrate breakeven timing and path to profitability for endorsement
  • Support the broader business plan with strong financial evidence

    • Key Project Outcomes

    Delivered a complete financial model accepted by the UK Endorsing Body

    Helped secure Innovator Founder endorsement for two applicants

    Established AccuPlan’s credible path to profitability

    Improved Visanik’s service offering, contributing to £40k total earnings

    Key Project Outcomes

    Delivered a complete financial model accepted by the UK Endorsing Body

    Helped secure Innovator Founder endorsement for two applicants

    Established AccuPlan’s credible path to profitability

    Improved Visanik’s service offering, contributing to £40k total earnings

    AccuPlan Financial Assumptions

    Logic behind the financial forecasts used in the AccuPlan model

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    Project Details

    • Timeline: 2023
    • Role: Financial Strategist, Market Analyst, Revenue Architect
    • Team Size: 2 founders + 1 analyst
    • Sector: SaaS / E-commerce Analytics / UK Innovator Founder Visa

    Project steps

    01
    Competitor Benchmarking & Pricing Logic

    Analyzed key competitors (Helium10, JungleScout, Viral Launch) to understand pricing ranges, lack of human coaching, and market expectations. Derived AccuPlan’s 3-tier subscription strategy based on gaps in value and affordability.

    02
    User Acquisition & Marketing Cost Modelling

    Established CPI-based acquisition assumptions, designed a mixed fixed+revenue-tied marketing budget, and validated free-to-paid conversion estimates using real SaaS benchmarks.

    03
    Freemium Conversion & Revenue Forecast Logic

    Created conservative conversion funnels (10% → Basic, 2.5% → Professional), adapting them downward after year 3 to match real-world freemium behavior. Anchored all numbers in industry research.

    04
    Expense Structure & Cash-Flow Assumptions

    Forecasted salaries, NI/pensions, offices, software, R&D, servers, travel, insurance, contingency, and monthly burn. Built the logic ensuring breakeven at month 18 and long-term cash-flow stability.

    Context

    This section defined the financial logic behind AccuPlan’s business model, explaining how revenue, costs, user acquisition, and conversion assumptions were constructed. The goal was to build a realistic, evidence-based foundation for the financial plan, ensuring credibility for both investors and Innovator Founder Visa assessors reviewing the venture’s viability.

    Challenge

    The assumptions needed to balance realism with defensibility: competitive pricing, CPI-driven acquisition, conservative conversion rates, and UK-based operational costs. The logic had to satisfy endorsement reviewers while avoiding inflated projections, ensuring the financial plan remained believable, scalable, and risk-aware.

    Objectives

  • Establish a clear and defensible logic behind all revenue and cost assumptions
  • Validate user acquisition, CPI, and conversion rates using industry research
  • Build transparent pricing tiers aligned with competitor weaknesses
  • Create realistic marketing, staffing, and operational cost structures
  • Ensure the model supports a stable cash-flow path and visa credibility

    • Key Project Outcomes

    Built the foundational logic used to generate AccuPlan’s full financial model and 5-year forecasts

    Ensured all assumptions were conservative, evidence-based, and aligned with UK Innovator Founder Visa standards

    Strengthened the credibility of the business plan and supported successful endorsement outcomes

    Key Project Outcomes

    Built the foundational logic used to generate AccuPlan’s full financial model and 5-year forecasts

    Ensured all assumptions were conservative, evidence-based, and aligned with UK Innovator Founder Visa standards

    Strengthened the credibility of the business plan and supported successful endorsement outcomes

    Avatalk PR & SEO Partnership Campaign

    A strategic outreach initiative to build relationships with emerging AI companies and secure 25+ earned-media placements through value-based blog swaps.

    Project Details

    • Timeline: 2024
    • Role: Marketing Lead / PR Strategist / Outreach Manager
    • Team Size: 1 (solo-led campaign)
    • Sector: AI / SaaS / Content Marketing / SEO

    Project steps

    01
    Prospect Mapping & Prioritization

    Identified 100+ emerging AI companies with active blogs or content programs. Ranked targets by relevance, domain authority, and collaboration likelihood.

    02
    Content Creation & Swap Strategy

    Created high-quality, pre-written thought-leadership articles positioned for partner audiences. Designed a simple “you publish ours, we publish yours” swap process.

    03
    Outreach & Relationship Building

    Executed personalized cold outreach, positioning the collaboration as a win–win for SEO, credibility, and cross-audience exposure. Managed communication and follow-ups.

    04
    Publishing & Link Consolidation

    Coordinated publication logistics with each partner, reviewed article placements, and tracked backlink data, indexing, and SEO impact across 25+ successful placements.

    Context

    Avatalk needed early visibility, domain authority, and credibility in a crowded AI market. Instead of paid ads, I designed a PR-driven SEO campaign targeting emerging AI startups for mutually beneficial blog swaps. This created an organic network effect: each partner published our story, helping increase backlinks, referral traffic, and brand legitimacy.

    Challenge

    We had no PR agency, no paid promotion budget, and limited brand recognition. Many early-stage AI startups were overwhelmed and ignored cold outreach. The challenge was to craft offers valuable enough for collaboration, create ready-to-publish content, and secure placements at scale while keeping the process efficient.

    Objectives

  • Increase Avatalk’s domain authority through high-quality backlinks
  • Build relationships with relevant AI startups for long-term collaboration
  • Generate organic referral traffic without paid advertising
  • Establish Avatalk as a credible thought leader in the early AI ecosystem
  • Create content assets that partners could easily publish at scale

    • Key Project Outcomes

    Secured 25+ published articles about Avatalk across AI, tech, and startup blogs

    Generated +30 new backlinks and improved SEO authority

    Drove consistent referral traffic from partner websites

    Established strategic relationships with multiple emerging AI companies

    Key Project Outcomes

    Secured 25+ published articles about Avatalk across AI, tech, and startup blogs

    Generated +30 new backlinks and improved SEO authority

    Drove consistent referral traffic from partner websites

    Established strategic relationships with multiple emerging AI companies

    Beautster Pitch Deck

    A strategic pitch deck project turning scattered product and market data into a clear investor narrative. Delivered Beautster’s official fundraising deck supporting a $14M valuation push.

    Project Details

    • Timeline: 2023
    • Role: Content Marketing Specialist, Pitch Deck Creator, Narrative Strategist
    • Team Size: 1 (Worked closely with the founder)
    • Sector: BeautyTech Marketplace & SaaS (Canada)

    Project steps

    01
    Narrative & Content Strategy

    Defined the storyline, investor logic, and problem–solution structure. Transformed raw company data, research, and product insights into a clear narrative aligned with a $14M valuation.

    02
    Market & Competitive Analysis

    Synthesized market size, customer problems, salon pain points, and industry benchmarks (Canada, USA, Australia). Positioned Beautster against key competitors like StyleSeat and Treatwell.

    03
    Visual & Structural Deck Design

    Crafted a clean, investor-friendly slide flow: problem, solution, validation, revenue model, SWOT, market opportunity, and growth plans. Ensured the design communicated clarity and confidence.

    04
    Alignment & Finalization

    Worked with the founders to refine messaging, validate claims, and ensure the deck supported fundraising conversations. Delivered a polished asset for investor outreach.

    Context

    Beautster was preparing for a fundraising push with a $14M valuation target and needed a pitch deck that communicated the company’s value, traction, and product advantages with absolute clarity. I was responsible for shaping the narrative, organizing complex market data, and turning the entire business into a strategic, persuasive investor-ready presentation.

    Challenge

    The business had large volumes of raw data scattered across teams, and the product messaging was inconsistent. The challenge was to consolidate everything into a cohesive, investor-friendly narrative that clearly differentiated Beautster in a crowded beauty-tech market while supporting aggressive fundraising goals.

    Objectives

  • Present a clear, credible narrative supporting a $14M valuation
  • Explain a complex two-sided marketplace in a simple, persuasive way
  • Highlight traction, market insight, and competitive advantages
  • Strengthen Beautster’s fundraising story with structured storytelling
  • Create a professional deck founders could use across investor meetings

    • Key Project Outcomes

    Delivered Beautster’s official pitch deck used in investor outreach

    Clarified the company’s business model, market logic, and strengths

    Helped founders communicate their vision more confidently and consistently

    Improved investor understanding of Beautster’s differentiation in the beauty-tech space

    Key Project Outcomes

    Delivered Beautster’s official pitch deck used in investor outreach

    Clarified the company’s business model, market logic, and strengths

    Helped founders communicate their vision more confidently and consistently

    Improved investor understanding of Beautster’s differentiation in the beauty-tech space

    Innovatify Ltd's HolistiCare Pitch Deck

    AI-powered preventive health & wellness platform | Pitch deck creation & narrative strategy

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    Project Details

    • Timeline: Jan 2025
    • Role: Business Development Expert, Pitch Deck Creator, Narrative Strategist
    • Team Size: 1 (solo-led campaign)
    • Sector: Health Tech / AI Wellness Platforms

    Project steps

    01
    Discovery & Alignment

    Reviewed product scope, interviewed founders, and identified core investor concerns around scalability, accuracy, and competitive differentiation.

    02
    Narrative Architecture

    Defined the storytelling arc: problem → opportunity → product → traction → financials → team → ask. Simplified technical complexity into a clear investor-friendly flow.

    03
    Deck Design & Content Development

    Created all slides, crafted messaging, restructured market data, and transformed raw information (stats, business model, team) into concise, high-impact visuals.

    04
    Review & Investor-Readiness

    Refined messaging, aligned visual identity, ensured logical clarity, validated financial narrative, and prepared the deck for fundraising conversations.

    Context

    HolistiCare was preparing to raise its first major investment round, but the team needed a compelling deck to explain a highly complex AI wellness platform to non-technical investors. The goal was to translate medical, AI, and market information into a clear, persuasive narrative that justified a £500k raise and signaled execution capability.

    Challenge

    The product was technically dense, the market data overwhelming, and the platform difficult to explain without falling into medical jargon. We needed an investor-ready narrative that balanced credibility with simplicity, showcased traction, and positioned HolistiCare as a scalable, fundable opportunity.

    Objectives

  • Create a pitch deck that simplifies a complex AI wellness platform for non-technical investors
  • Highlight market size, traction, and business model in a persuasive structure
  • Strengthen the fundraising narrative to support a £500k raise
  • Position HolistiCare as a scalable, defensible health-tech product
  • Present founders and advisors as credible, experienced, and execution-ready

    • Key Project Outcomes

    Delivered a clear, compelling fundraising deck used directly in investor outreach

    Translated a highly technical product into a digestible, investor-friendly story

    Helped the team articulate a strong investment case supported by data

    Strengthened narrative around market opportunity, traction, and scalability

    Key Project Outcomes

    Delivered a clear, compelling fundraising deck used directly in investor outreach

    Translated a highly technical product into a digestible, investor-friendly story

    Helped the team articulate a strong investment case supported by data

    Strengthened narrative around market opportunity, traction, and scalability

    Rasalight Yours. Design Booklet

    A research-driven branding project using interviews and design thinking to refine Rasalight’s identity, customer journey, and digital experience.

    Project Details

    • Timeline: Fall 2022 — University of Tehran
    • Role:Branding Strategist, Research Lead, Presenter
    • Team Size: 3 MA in Business Design Students
    • Sector: Lighting Design / Interior Architecture

    Project steps

    01
    User & Stakeholder Interviews

    Conducted laddering interviews with architects, interior designers, and Rasalight’s founder to map pains, desires, and operational gaps.

    02
    Synthesis & Insight Mapping

    Built personas, journey maps, and positioning statements based on real qualitative data from industry professionals.

    03
    Branding & Strategic Design

    Developed the brand identity system, including moodboards, logo sketches, value proposition, design brief, and digital experience direction.

    04
    Final Presentation & Delivery

    Created a structured Google Slides presentation showcasing research, brand strategy, design guidelines, and a website wireframe.

    Context

    This project was part of a Design Thinking course where we were required to collaborate with a real business, conduct deep interviews, uncover hidden needs, and propose an innovation strategy. We selected Rasalight, a lighting design company, and used human-centred methods to reshape their brand identity, customer journey, and digital presence.

    Challenge

    The project required balancing academic expectations with real-world constraints. We had to synthesize diverse interviews, work across Persian and English content, and translate qualitative insights into a strategic, visually coherent brand direction—while ensuring our proposal stayed feasible for a small, growing business.

    Objectives

  • Understand Rasalight’s pain points through user and founder interviews
  • Redesign the brand identity to align with premium lighting aesthetics
  • Map a customer journey that supports personalization and efficiency
  • Propose digital solutions to reduce friction for architects and consumers
  • Express insights and recommendations in a coherent, investor-style deck

    • Key Project Outcomes

    Delivered a complete brand strategy booklet with customer journey and identity assets

    Developed a personalization-focused digital experience concept for Rasalight’s website

    Received a perfect academic score for clarity, research depth, and presentation quality

    Professor recognized my work and invited me to teach two workshops

    Key Project Outcomes

    Delivered a complete brand strategy booklet with customer journey and identity assets

    Developed a personalization-focused digital experience concept for Rasalight’s website

    Received a perfect academic score for clarity, research depth, and presentation quality

    Professor recognized my work and invited me to teach two workshops

    "How to get great salon pictures" Pamphlet

    A content-driven intervention to fix low-quality salon imagery across Beautster’s platform. Produced a simple, actionable photography pamphlet that enhanced partner output and improved engagement across channels.

    Project Details

    • Timeline: 2022
    • Role: Content Marketing Specialist, Content Strategist, Copywriter
    • Team Size: 2 (Me & Designer)
    • Sector: BeautyTech Marketplace & SaaS (Canada)

    Project steps

    01
    Problem Understanding

    Analyzed why salons underperformed on Beautster’s marketplace and identified poor-quality photography as a major friction point affecting conversions.

    02
    Content Framework & Messaging

    Developed a clear educational structure explaining how to take strong salon photos, why quality matters, and how improved visuals directly increase bookings.

    03
    Pamphlet Writing & Creative Direction

    Wrote the full pamphlet, shaped tone and narrative, prioritized simplicity, and ensured each section delivered clear, actionable guidance for stylists.

    04
    Implementation & Marketplace Rollout

    Collaborated with Beautster team to distribute pamphlets, coach salons, and integrate the new photo-quality expectations into onboarding and partner communication.

    Context

    Salons on Beautster often used low-quality photos, which weakened their profiles and reduced booking conversions. To fix this, I created a practical photography pamphlet teaching stylists how to take clean, high-quality, bookable images using simple tools. The goal was to reduce friction, upgrade their visual output, and strengthen the overall marketplace experience.

    Challenge

    Most salons lacked photography skills, worked in busy environments, and resisted taking extra time for better photos. Many were uncomfortable photographing clients or didn’t know how to use lighting, angles, or editing. The pamphlet needed to be simple, motivational, and immediately usable.

    Objectives

  • Improve the visual standard of salon photos uploaded to Beautster
  • Reduce friction between the Beautster team and salon partners
  • Provide a simple, actionable photography guide even for beginners
  • Increase booking conversion by elevating the perceived professionalism of salons
  • Enable faster, easier promotion of partners on Beautster’s social and marketplace feeds

    • Key Project Outcomes

    Salon photo quality improved by ~50% within weeks of rollout

    Beautster team gained smoother, faster workflows for promoting partner salons

    Salons began producing consistent, clean, bookable photos without extra equipment

    The pamphlet became a long-term onboarding resource for new salons joining the platform

    Key Project Outcomes

    Salon photo quality improved by ~50% within weeks of rollout

    Beautster team gained smoother, faster workflows for promoting partner salons

    Salons began producing consistent, clean, bookable photos without extra equipment

    The pamphlet became a long-term onboarding resource for new salons joining the platform

    Ready to Explore What I Can Bring to Your Team?

    I’d love to discuss how my multidisciplinary background, strategic mindset, and hands-on execution can support your team’s goals and upcoming challenges.

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