The brief
Strategy consulting is where her performance marketing and research experience meet. At Petromin and First.AI she saw what happens after a plan reaches the market: which audiences respond, which messages convert and where budget is wasted. As a consultant she works one step earlier, helping companies decide who they are for and how they will grow before money goes into media.
The two current engagements sit at different stages. One is a startup building its product and its first audience at the same time. The other is an established business that wants a sharper position and a clearer path to growth. The method is the same for both: understand the market and the customer, choose a position, then turn it into steps the team can carry out.
About Strategy consulting. Both clients are growing companies, one an early-stage EdTech startup building an educational app and the other a mid-sized food and beverage business. Their names are kept private while the work is under way.
Project 1 of 2
Growth strategy and go-to-market for an EdTech app
The challenge
An early-stage EdTech startup needed a growth strategy and a structure for its educational app’s content before launch, with no existing users or performance data to lean on.
The approach
Starting at the earliest stage means there is no campaign history to optimise. The work is to decide what the product should say, to whom, and in what order, so that the first users find a clear reason to stay.
Rania is shaping the startup’s growth strategy and the content architecture of the app: how learning content is organised and presented so that it supports both the learner’s experience and the company’s growth goals.
Alongside it she is building the product launch and go-to-market plan, turning research into a clear position and a sequence of execution steps, from who to reach first to how the launch is rolled out.
What she delivers
Where it stands
The startup has a growth strategy, a content structure for the app and a go-to-market plan that link its positioning to concrete launch steps. The engagement is ongoing and launch results will be added once they are measured.
Before launch, the most valuable asset is a clear answer to who the product is for. Everything else follows from it.
Project 2 of 2
Market and user research for a food and beverage company
The challenge
A mid-sized food and beverage company needed to set its positioning and early growth strategy on evidence rather than assumption.
The approach
Established businesses often grow on instinct and word of mouth, and reach a point where the next stage needs a clearer answer to why customers choose them and who else they could win.
Rania is running market and user research to understand the company’s customers and its competitive landscape, the same research-first approach she used at Amson Pharma, where customer feedback reshaped the website and offers.
The findings feed directly into the company’s positioning and its early growth strategy, so that future marketing spend is aimed at the audiences and messages the research supports.
What she delivers
Where it stands
The company is building its positioning and growth strategy on customer and market evidence. The engagement is ongoing and results will be added once they are measured.
Research is cheapest before the budget is spent. It tells you where not to spend as much as where to start.
