Commercial
Direction
Separate the visible symptom from the real business problem, then decide what deserves priority and investment.
Waseem Anwar · Business Advisor & Commercial Builder
The result starts
long before people
see it.
I work with founders and B2B businesses to understand the real problem, decide what deserves to move forward and bring together the commercial, strategic and execution work needed to make it happen.
20+ Years Business & Commercial Experience · Extensive KSA/GCC Operating Background
Where I tend to be useful
Real capability.
Unclear next move.
Often the business already has a product, capability or opportunity. The question is what deserves attention next, where commercial value can come from and what needs to change to move forward.
Commercial
Market
Development
Select markets, segments and target accounts with a credible path to business rather than activity for its own sake.
Strategic
Accounts
Strengthen pursuit logic, stakeholder mapping, commercial narratives and movement around complex B2B opportunities.
Partnerships &
Channels
Shape routes to customers, partner roles, incentives and joint commercial motions where several parties need to win.
Opportunity
Development
Test whether a new business, product or market deserves investment, then strengthen the logic, evidence and route forward.
Different businesses.
One commercial question.
What needs to change for this business, idea or capability to create real value?
Drag to explore
B2B BRAND & ROUTE TO MARKET
Orgarix
From product idea to B2B launch
View CaseShiftConnected the proposition, identity and launch system around the buyer.
ResultA market-ready B2B brand rather than isolated design outputs.
HIGH-STAKES COMMUNICATION
SlideSetters
Making complex ideas easier to buy
Explore SlideSettersShiftReframed complex thinking around the audience and the decision required.
ResultCommunication built for investor, board and enterprise conversations.
PRODUCT & MARKET DIRECTION
GeoTrak Fleet Platform
From fleet tracking to a clearer commercial proposition
View CaseShiftFocused the product and proposition around defined fleet and mobility needs.
ResultClearer buyer relevance and a stronger fit for specialised fleet segments.
DIVINE · FOUNDER ADVISORY
Founder Business Planning
From an idea to a defendable business case
Explore DivineShiftStrengthened market evidence, business model, viability and scalability.
ResultMore than 50 endorsed plans supported.
B2B MARKET REPOSITIONING
Naqel
From broad capability to a focused ITS proposition
View CaseShiftNarrowed a broad technology story into a relevant market position.
ResultClearer buyer relevance and stronger business credibility.
The visible issue is usually
the final symptom.
People usually arrive with a visible request: more business, a stronger market presence or a new opportunity. The real work is often underneath it: the buyer, business logic, positioning, evidence, channel or execution may still be unresolved. I start there.
GROWTH — 01
“We need more business.”
More outreach is not always the answer.
The real issue may be the target buyer, offer, route to market, account focus or sales process rather than the amount of activity.
The QuestionWhere should the next business actually come from?
DirectionClarify the commercial priority and build around the route that deserves investment.
CLARITY — 02
“We need to present ourselves better.”
A website, brand or deck may be the output, but clarity comes first.
The market may not understand what the business does, why it matters, who it is for or what makes it credible enough to shortlist.
The QuestionWhat needs to become clearer, more credible or more persuasive?
DirectionFix the proposition and proof first; bring in RiseRabbit or SlideSetters when execution is required.
OPPORTUNITY — 03
“We have an opportunity. Does it make sense?”
An attractive idea is not the same as a credible business case.
The question may involve a new venture, product, market, founder route or proposed endeavour. The business logic and evidence still have to hold together.
The QuestionIs this worth pursuing, and what would make it commercially credible?
DirectionAssess, strengthen and structure the opportunity; use Divine when deeper founder or business-case advisory is required.
Different symptoms. One responsibility: understand the real problem before prescribing the visible fix.
From question
to forward movement.
The work is deliberately simple: understand the real problem, decide what deserves to move, make the proposition coherent, build what the direction requires and learn from execution. Click any stage to explore the approach.
1
Understand
Separate the visible symptom from the commercial problem. Understand the product, customer, economics, current sales motion, constraints and what the business is actually trying to achieve.
2
Decide
Choose what is commercially credible: the opportunity, segment, market, account type, channel or partner route. The aim is not more options; it is a defensible priority.
3
Position
Make the reason to buy clear. Align proposition, proof, narrative, pricing logic and market-facing communication around the customer and buying situation.
4
Build
Put the route around the opportunity: partners, target accounts, sales material, CRM structure, digital presence, outreach logic and responsibilities required to execute.
5
Move
Take the direction into real conversations and real work, learn from what happens and adjust. The assignment is not finished simply because a strategy document exists.
Direction can require
different capabilities.
Some assignments stay directly with me. Others require deeper business and founder advisory, stronger market-facing execution or specialist business communication. The practices below let the work continue without forcing every problem through the same service model.
Waseem Anwar
Direct Commercial Advisory
I remain directly involved where the problem is primarily commercial: understanding what is actually blocking progress, deciding where growth or value should come from and helping move the business toward it.
When the work needs to move further
Business & Founder Advisory
DIVINE
Business direction, venture development and evidence-led advisory for businesses, UK Innovator Founder cases and USA EB-2 NIW proposed endeavours.
Business Advisory · UK Founder · USA Endeavour
Explore DivineBrand & Market Execution
RiseRabbit
Positioning, identity, digital experience and sales-facing execution when a business needs to look as capable and commercially clear as it actually is.
Positioning · Identity · Digital · Sales Enablement
Explore RiseRabbitBusiness Communication
SlideSetters
Presentations for sales, investors, partnerships, boards and serious business conversations where complex thinking needs to become clear and persuasive.
Sales · Investor · Partnership · Board
Explore SlideSettersDirection in Practice.
Selected work through the commercial problem,
the decision made and the route built
around it
B2B Brand & Market Build
Idea → Commercial Launch
From product idea to B2B launch
A founder came with a product idea and no commercial system around it. The work moved from naming and positioning into identity, website and UI/UX, then into B2B sales structure, CRM, team training and go-to-market planning. The point was not to produce a brand; it was to make the business ready to enter the market coherently.
Product & Market Development
OEM → Product → Market Path
From OEM product search to a credible launch path
A technology company wanted to introduce an OEM dashcam solution into a new regional market. The commercial issue started before marketing: the vendor, product fit, validation criteria and route to market were still unresolved. The work moved through supplier evaluation, manufacturer selection, product testing and market planning. Saudi Arabia was the operating context, not the proposition itself.
Founder & Business Advisory
50+ Endorsed Founder Plans
From business idea to a defendable case
More than 50 endorsed Innovator Founder business plans have been supported by strengthening the underlying business model, market evidence, commercial logic, viability and scalability. The value sits in the business behind the document, not the document itself. Outcomes depend on the complete application and independent decisions by relevant endorsing bodies.
Enterprise Sales & Strategic Accounts
Complex B2B · Enterprise
From account access to sustained enterprise growth
Across enterprise technology, including extensive KSA/GCC work, the experience has included strategic account development, partner ecosystems, complex commercial negotiations and multi-stakeholder pursuits. The durable capability is not tied to one product: it is knowing how opportunities are qualified, positioned, navigated and converted into commercially useful relationships and revenue.
01 / 04
Commercial track record
Experience measured in decisions made, markets developed, accounts grown, revenue delivered and business cases carried through.
0
Years across business, sales, partnerships and market development.
SAR0
Enterprise revenue delivered through major commercial engagements.
0
Account growth achieved in a major enterprise relationship.
0
Endorsed founder business plans supported through business advisory.
Selected Engagements & Contexts
What Clients
Say.
Drag to explore
Waseem brought structure to a scattered situation and made the direction clear enough to act on.
Khalid OtaibiAVL Project /
EagleLens
He strengthened the pitch by improving the business logic, story and investor communication—not just the slides.
Ben BrookFounder · Canopoy / Y
Combinator
Waseem turns complex operational and commercial requirements into clear decisions, communication and execution.
Noah PaxtonAdnoc
From OEM direction to market positioning, Waseem connected the moving parts and kept the work commercially focused.
Abdul Aziz Confidential / OEM
Setup
He translated the business requirement into a clear, professional outcome through practical thinking and responsive execution.
DanaRiyadh Bank
Waseem gave the EV funding plan stronger commercial logic, market narrative and investor readiness.
JimmySavvy / EV Funding
Waseem Anwar
Business Advisory
Sales Channels
Strategic Accounts
Partnerships
Commercial Direction
Market Execution
Not a pivot.
A continuation.
For more than two decades, my work has sat between a business and the commercial result it needs to reach — customers, partners, markets, revenue and execution.
For more than two decades, my work has sat between a business and the result it is trying to reach: customers, accounts, partners, markets, business cases, positioning or execution. Much of that experience was built across KSA/GCC enterprise environments. Over time I also built hands-on capability in business planning, positioning, design and digital execution. I do not treat those as separate professions; they are tools used when the business problem requires them. Today, based in Pakistan, I work directly with founders and B2B businesses while Divine, RiseRabbit and SlideSetters extend the work where specialist advisory, market execution or communication is needed.
"The tools change. The responsibility stays the same: understand what matters, decide the direction and move it forward."
Questions we
hear often.
If you are considering working together, here are answers to common questions.
Primarily B2B companies, manufacturers, exporters, technology businesses and founders that already have real capability, an opportunity or a business problem worth solving. I am most useful where the next commercial move is unclear and the answer is not simply more marketing activity.
Direct work usually starts around a commercial question: where growth should come from, which opportunity deserves investment, how a market or account should be approached, how a sales channel or partnership should work, or what is actually blocking progress. The scope is shaped around the problem rather than a generic consulting package.
They are specialist practices within the wider Waseem Anwar ecosystem. Divine handles deeper business and founder advisory. RiseRabbit handles brand and market-facing execution. SlideSetters handles business presentations and high-stakes communication. They are brought in when the work genuinely needs that capability.
Divine covers Business Advisory, UK Innovator Founder business-case advisory and USA EB-2 NIW proposed endeavour advisory. The work is focused on business direction, market evidence, viability, planning and commercial logic. It is business advisory only, not legal or immigration representation.
Yes, as experience and specialist advantage rather than the centre of my positioning. I spent more than two decades operating across KSA/GCC commercial environments, so that context can be valuable when a Pakistan-based or international business has a genuine regional question. My current base and primary business-building focus is Pakistan.
No. My role is advisory and commercial direction. I can go further into execution because I have built specialist practices around the work, but I do not begin by selling a website, branding package, deck or marketing retainer. The business problem comes first.
Send me the business, opportunity or problem in a few lines by WhatsApp or email. I respond personally. The first conversation is used to understand the situation, confirm whether I can add value and agree the smallest sensible next step.
"The right business question is often more valuable than another round of activity."
Waseem AnwarTell me what you are trying to move forward
Let's
talk.
If you have a real business, capability, opportunity or founder case but the next move is unclear, share the situation. The first conversation is used to understand what actually matters, whether I am the right fit and what the smallest sensible next step is.
Based in Pakistan. Available for selected business advisory, commercial development and founder engagements. KSA/GCC remains a deep operating background and specialist advantage, not the limit of the work.