You have a working product.
The hard part is what comes next.
Advisory for pre-seed and seed-stage founders navigating the gap between a product that works and a business that grows. Built on 15 years of doing it - not advising from a distance.
Built for founders at a specific moment.
Not a startup school. Not a generic mentor. Advisory for founders who have already done the hard part of building something real - and now face the decisions that determine whether it scales.
Pre-launch, pre-seed, or seed. You have traction - or you're about to build it. The product exists. The business model is still being shaped.
You're facing decisions that don't have obvious answers: what to charge, who to hire first, which channel to bet on, how to frame the business to investors.
Someone who's been in the room. Who can pressure-test assumptions, sharpen the commercial model, and help you move from "this works" to "this scales."
Six areas where founders typically get stuck.
The decisions that define the next 18 months, and where an experienced outside perspective makes the most difference.
What to build, what to kill, how to sequence. Turning a feature list into a product strategy, and saying no to the right things early enough to matter.
Pricing architecture, packaging, bundling, upsell paths. Getting this right early changes everything - from CAC to investor conversations.
Which channels to prioritize, how to position, what the early sales motion looks like before you have a team. Finding the path of least resistance to first revenue.
First hires, what to outsource, how to structure a team that punches above its headcount. What you can't afford to get wrong at this stage.
Sharpening the narrative, framing traction the right way, positioning the round. The difference between a deck that generates meetings and one that doesn't.
Processes, tooling, and team rituals that create clarity and scale. The right stack of productivity tools, automation platforms, and collaboration software accelerates execution. Most early-stage ops problems are process problems in disguise.
Strategy consultant first. Founder twice.
Phoenix SAL's advisory practice is built on a specific kind of experience: building real companies, not just studying them. Two ventures co-founded and run. One successfully exited. Mistakes made and corrected across product, GTM, hiring, and fundraising - at every stage of the journey.
Before that, six years in management consulting - at The Palladium Group and SIA Partners - designing strategy, performance frameworks, and transformation programs for governments and large enterprises across the GCC. That's where the analytical discipline came from.
The combination of consulting rigor and operational depth is what this advisory is built on. Frameworks matter. So does the experience of sitting in the founder's chair when things don't go to plan.
Built from zero to the #1 flexible workspace platform in the UAE - by inventory and booking value - and expanded to 10 markets. Won "E-Business of the Year" by Entrepreneur Middle East. Exited in 2025 after a decade of building.
Co-founded, built, and successfully exited. Ran all commercial functions - revenue growth, strategic partnerships, digital marketing, and full P&L management.
Strategy, performance management, and transformation for clients including Abu Dhabi Investment Authority, Dubai Aluminum, Ministry of Commerce & Industry (KSA), Aspire Zone Foundation (Qatar), and others.
Small roster. Honest advice. Real access.
This isn't a retainer sold to 50 clients. A small number of founders at a time means you get actual engagement - not a generic playbook dressed up as advice.
A focused working session on one specific challenge: business model design, pricing architecture, GTM sequencing, fundraising narrative. You come with the problem; we work through it together.
One-offA monthly engagement for founders who want a thinking partner at their shoulder as they scale. Regular sessions, async availability, and honest pushback when you need it.
MonthlyDefined scope, defined deliverable. A GTM plan. A pricing model. An org design for your first 10 hires. Work together on a specific output with a clear end point.
ScopedThe right format depends on where you are. Tell me about your startup and we'll figure it out from there.
Embedded strategy execution for consulting firms and government entities.
Available for project-based or fractional engagements - hired as part of the team, not brought in to present a deck. Areas include strategy execution, performance management, and Balanced Scorecard design and implementation. Clients have included GCC government entities and large enterprises.
Get in touchTell me about your project.
Share where you are and what you're working on. No commitment - just a conversation to see if there's a fit.