Services · MENA
Five services. One starting point
Every engagement starts the same way — a conversation about where you are, what's not working, and what needs to change. The service that comes out of that conversation depends on what the data shows.
Whether it's pricing that isn't capturing your value, a strategy that needs clarity, marketing running on instinct, a commercial decision you're making alone, or an e-commerce channel you need without the technical headache — the starting point is always free.
See it differently.
Luna Kawash · Marketing & Commercial Strategy
Pricing is a decision, not a guess.
Every time you set a price without data, you're making a bet. Most of the time, you're betting low.
Most businesses price on cost or competition. Both approaches have the same blind spot: they don't look at what the customer is actually willing to pay.
That's where the margin hides.
+15%
Average gross margin uplift across clients who've gone through a full pricing strategy engagement.
What I do
I build strategies rooted in your specific data — not templates lifted from another sector or another geography.
Focus areas
Right for you if...
- You are pricing on cost or competition
- You suspect your margin is too low
- You need a clearer pricing logic before scaling
Where margin is hiding.
Most businesses I work with don't have a data problem. They have a lens problem.
The numbers are there — revenue by product, costs by channel, customer retention rates, market share estimates. But they have not been read in a way that produces a decision.
The strategy document from three years ago may still be technically current, but the market has moved. The team has grown. The model that worked then may not be working the same way now.
The question is not “what should we do?” It is “which of the three things in front of us is the right one — and what does the financial case look like for each?”
What I do
I build strategies rooted in your specific data — not templates lifted from another sector or another geography.
The five-phase process
We agree on what we're solving, what data exists, and what the engagement needs to produce.
Market dynamics, competitive landscape, customer segmentation, and sector trends.
Financial performance, organisational capabilities, current strategy, and SWOT.
Options analysis, financial modelling, scenario simulation, and recommendation.
Strategy document, implementation roadmap, and governance guidelines.
Timeline
Most business strategy engagements run for around six weeks, depending on scope, data availability, and the complexity of the decision.
The work is structured enough to create momentum, but flexible enough to follow the insight when the numbers reveal something unexpected.
Senior marketing leadership, without the full-time hire.
Growing businesses often reach a point where the marketing function is running — posts are going out, campaigns are live, the team is busy — but there is no commercial logic connecting the activity to the revenue target.
The content calendar exists. The strategy does not.
This is the gap fractional CMO support fills. Not more execution — a strategic layer above it. Someone who sets the direction, connects marketing to commercial outcomes, and helps the function become accountable to the numbers.
What I do
The work depends on what your business needs most: a clear marketing strategy, senior oversight for an existing team, or ongoing fractional CMO support.
Marketing strategy development: audience segmentation, competitive analysis, channel strategy, budget allocation, and a 12-month plan with measurable objectives.
Marketing implementation oversight: campaign direction, team guidance, agency briefing, performance monitoring, and monthly reporting against commercial targets.
Fractional CMO support: ongoing senior marketing leadership — connecting brand, activity, budget, and revenue into one commercial direction.
Right for you if...
- You are a growing SME without a senior marketing lead
- Your marketing team is busy, but the commercial direction is unclear
- You are spending on content, campaigns, or agencies without enough visibility on return
- You need strategy above execution, not another person posting for the sake of posting
- You want marketing decisions connected to revenue, pricing, and business priorities
Make better commercial decisions. Starting with the next one.
Most founders are making their hardest commercial decisions alone.
Not because they lack intelligence — they do not. Not because they have not thought about it — they have.
But because the person they usually think with may not have the pricing, strategy, or commercial background the decision needs. And decisions made without that lens tend to compound in the wrong direction.
What happens in a session
60 minutes. One real commercial problem.
Bring your actual situation — a pricing decision you are weighing, a revenue target that feels wrong, a growth path you are unsure about, or a partnership you are trying to evaluate.
We work on it directly with your real numbers. Not a framework to think about later — a clear recommendation you can act on before the session ends.
Right for you if...
- You are making a pricing, growth, or commercial decision and need a second brain
- You want direct strategic thinking without a long consulting engagement
- You have numbers, but you are not sure what they are telling you
- You need someone to challenge the logic behind the decision, not just encourage you
- You want to leave with a clear next move
Your Shopify store, built and handed over.
You know you need an online store. The decision is made. But Shopify setup guides lead you through a sequence of decisions — themes, payment gateways, domain settings, shipping zones, tax configurations — that have very little to do with what you actually sell.
Most business owners spend their first two weeks on Shopify configuring it rather than selling on it.
This service exists so that does not happen to you.
Prefer to learn it yourself? Luna’s Shopify E-commerce Setup course walks you through the full process step by step — at your own pace.
What I do
I set up your Shopify store from scratch. When the engagement ends, you have a live, functional, properly configured store — and you know how to use it independently.
The setup can include theme configuration, product organisation, payment gateway connection, domain setup, shipping rules, notification emails, basic SEO configuration, and handover training.
The goal is not to make you dependent on a developer. The goal is to get you open for business with a store you understand.
Right for you if...
- You are launching an online store for the first time
- You want Shopify set up properly without getting lost in technical settings
- You have products, services, courses, or sessions to sell online
- You tried setting up Shopify yourself and got stuck
- You want a clean handover so you can manage the store independently
Not sure which one fits?
That’s what the free session is for.
Bring your situation — I’ll tell you where the problem is, which service fits, and what I would do first. No pitch.
Free · 30 minutes · No pitch