What I Do For Clients:

I help B2B SaaS founders and execs increase revenue by building and scaling products that sell using best practices from high-growth startups and global enterprise software companies. I do this by:

Representative Work:

1. Generate innovative, profitable income streams and uncover hidden value

   • For a US technology services company with clients including Toyota, Walmart and Samsung, conducted an asset audit to identify services to productize. Surfaced new income streams to market as upsells, cross-sells, and white-label products from their existing service portfolio
   • Advised a US autoparts manufacturer on selection of in-house and partner auto repair and maintenance services to bundle at different price tiers on their new SaaS platform

2. Develop and refine products from concept to MVP

   • Optimized a Singapore-based energy trading analytics SaaS platform. Improved UX, UI, user flows, and onboarding processes. Advised on product-led growth strategies to drive adoption
   • Refined a European appointment booking app's target market and messaging. Identified customer segments willing and able to pay, developed value propositions, and prioritized features to attract initial buyers

3. Create offers your market actually wants and price them effectively

   • For a US-based, top-20 workflow management app, developed pricing and feature sets to distinguish it from competitors. Advised on unique selling points and creation of tiered offerings to highlight key advantages
   • Structured tiered pricing and product bundles for an Australian HR software to capture various market segments
   • Helped determine target segments for a Singapore-based sales leads retargeting app and developed value-based pricing and dynamic pricing strategies for different segments

4. Craft differentiated brand positioning that attracts ideal buyers

   • Helped a US-based marketing platform used by Yelp, SurveyMonkey and Morning Brew to transition from word-of-mouth lead acquisition to non-referral inbound social media strategy and also refined their outbound approach
   • Developed luxury positioning for a Dubai mid-market concierge service moving upmarket. Created strategies for emotional and logical appeals, high-end UI/UX design, and content marketing to support the new premium positioning
   • Enhanced sales messaging and collateral for an American healthcare startup selling digital Cognitive Behavioral Therapy programs to clinicians and hospitals, and founded by a pioneer in this area. Advised on effective storytelling and refined messaging to improve engagement and conversion rates

5. Launch new products and optimize marketing and sales processes

   • Optimized video ads and landing pages for a US online education firm with over 1 million YouTube subscribers. Advised on conversion rate optimization of YouTube and other social media traffic into paying users for their online business education courses
   • Guided an American tokenized asset management company in launching a new product line. Developed market entry strategies, advised on customer research, and creation of pre-launch credibility through existing client relationships
   • For an Australian genetic testing company, increased sales velocity and optimized conversion rates for their online testing service. Improved marketing and sales touchpoints across various modalities including text, video, SMS, and images

6. Scale existing products to new markets, including overseas

   • Advised a European AR/VR healthtech software targeting hospitals and medical schools on their international expansion. Developed localized messaging, pricing, and customer profiles for North American, Asia Pacific, and South American markets
   • Advised a luxury art experience business serving clients like Rolls Royce, Google and Roger Dubuis on expansion into Asian Pacific markets. Developed market entry strategies, leveraging existing reputation and adapting services for local preferences

Other Selected Experience:

Personal:

• Lived and worked in: Toronto, Hong Kong and Shanghai
• Conducted business in: Singapore, Seoul, Taipei, Kuala Lumpur, Bangkok, Macau and Manila
• English - native
• Cantonese - native
• Mandarin - professional (spoken & listening)
• French - proficient reading