We build
commercial
engines
Strategy, offer, pricing and the operations that run them. For manufacturers, distributors, clinics, broadcasters and family-held groups.
Five engagements, three industries,
the same kind of work.
AI collections from MVP to enterprise
Respaid replaced call centres and collection agencies with AI calls, email and messages, up to 85,000 interactions a day. Eugene led product there for six years as the only product lead. He set where the AI could act alone and where a person had to step in, added LLM-as-judge checks with escalation, and took the company through SOC 2 Type II in about four months without a compliance hire. One product became four, shipping one or two releases a week.
Read the case → (page in production)Four markets chosen, the rest ruled out
BCCS Cluster brings together companies in fintech, technology and cybersecurity, and wanted to grow abroad without a clear position to grow from. Daria analysed markets across Europe and Asia, picked the products with real expansion potential, wrote the positioning, and ran workshops so the team could use it. The result was four approved market plans, each one saying what to do and what to skip.
Read the case → (page in production)
A clear product and one honest metric in six weeks
A seed-stage startup sold what buyers saw as an AI assistant for email follow-ups. Eugene ran structured customer interviews and found that visibility and control mattered more to them than automation. He repositioned the product as an accounts-receivable communication system, defined the customer by who owns receivables rather than by industry, and set a North Star Metric, then rebuilt it when the first version missed neglected accounts. Six weeks in, all three went to the board.
Read the case → (page in production)Four times the demo requests from better targeting
EdEra runs a learning platform with more than two million users and wanted to grow its B2B side. Daria segmented the market, interviewed customers about how they choose and buy, and rebuilt targeting around the segments worth winning. Demo requests grew four times. Half of the booked demos took place, and 8% of leads became clients.
Read the case → (page in production)Three product lines ready for international investors
A Ukrainian defence technology company with contracts across the armed forces had a complex portfolio to explain to investors in Europe and the Middle East. Daria worked directly with management on the product narratives, adapted them market by market, and ran production of the summit presentations, photo and video included, inside what the company could disclose.
Read the case → (page in production)What gets sold, to whom, at what price, and why a buyer picks it over the alternative. That set of decisions is what marketing meant before the word narrowed to the advertising at the end of it. We build that layer, and the operations that keep it running afterwards.
Five steps. The order is the argument.
Evidence
Customer interviews, the sales team's call recordings, the analytics nobody has opened. What people compare, where they stall, who else is in the room when the money gets approved. The test we apply to our own work is what we would have to find to change our recommendation.
Offer
The step others skipFix what's sold before how it's sold. The AR startup's repositioning above is this step. We look at the offer itself before positioning or campaigns, since anything built on top of it has to be redone if it changes.
Architecture
Pricing, packaging, what gets bundled, what gets discontinued for earning no margin, who the offer is for and who it is not. This is the layer that connects marketing, sales and finance.
Handover
The deliverable is rarely a campaign. It is briefs, pricing logic, reporting that means something, sometimes a function that did not exist before, sometimes a process that was being run by hand and no longer needs to be. The BCCS market plans, and the workshops that let the team run them without us, are this step.
The number
We agree up front on what moves and what it is today. Where a current figure does not exist, establishing it is the first piece of work.
Two people.
Both senior.
One engagement
at a time.
Two people, both senior, doing the work themselves. One engagement at a time, no juniors, fixed scope agreed before anything starts.
That sets the boundary as well. We are not the right firm for engineering delivery at scale, media buying on retainer, or identity work with no positioning behind it.
Who you would actually be working with.
Daria Bielikova
Eighteen years in FMCG, media, healthcare and retail. Brand management at Diageo and Campari, then Commercial Director roles with full P&L and teams of thirty to seventy-five. She took an FMCG producer and its retail chain from ten B2B clients to two hundred, with sales up thirty per cent year on year. She built a private clinic's marketing function from nothing to the strongest brand recognition in its region inside twelve months, delivered as MindUp.
Eugene Mazurkevych
Twenty years in media, digital and product, twelve of them in software. He packaged the product and sales process for a construction developer and left once the CEO had closed over €1M in building contracts. He opened a production automation branch in Dubai and found its first client. He has been Head of Product at a venture-backed B2B fintech, taking the portfolio from MVP to seven-figure ARR, and works now as a fractional product lead.
Most of that work was not in software. It was in businesses that make and move physical things.
Four weeks.
€12,000 fixed.
We run the first two steps: what your buyers do, and whether the thing you sell is the thing they are buying.
It ends with a decision you can act on, with or without us.