Anna Furmanov

Furmanov Marketing Consulting

Positioning and messaging that's backed by customer research. 

Most positioning and messaging is driven by assumptions (Assumption Marketing). FMC is a customer insights and strategy firm that helps B2B startups translate their confusing business jargon into simple and clear positioning and messaging that your buyers will understand.

So you get:

👉 deeper engagement with customers and prospects
👉 consistent, memorable messaging
👉 increased inbound to demos
👉 better sales conversations
👉 differentiated positioning
👉 increased word of mouth
👉 faster sales cycle
👉 closed deals

Founder

Building With Buyers

47k+ downloads + rated Top 5% podcast globally + very close to 5 stars

Host

Navattic

Navattic lets people get hands-on with your product earlier in the buying journey through no-code interactive demos.

Marketing Advisor

Riverside.fm

Riverside is your all-in-one podcast and video platform, and they just launched Magic Clips which is their AI powered video clips maker for social media.

Ambassador

Alumni Ventures

Limited Partner

MKT1

FuelK12

Helping edtech companies build scalable revenue engines to drive meaningful growth. Customers include Seesaw, Branching Minds, Pear Deck, Yoga Ed, Thimble, Graspable Math, Marker Learning and more.

Marketing Instructor

Forum Ventures

Startup Mentor

SignalFire

GrowthMentor

Growth is tough, and sometimes, you just want to talk to someone. Get unstuck quickly with 1:1 advice from vetted startup mentors. Check out my 5-Star reviews: https://app.growthmentor.com/mentors/anna-furmanov

Mentor

I start up marketing at startups using the MaaS Method | host of Modern Startup Marketing podcast

Most early stage startups face the same problem: 

People who need your product don’t understand what it is or why it matters, so they end up not caring.

Why?

We stuff our websites with business jargon to sound like we know what we're doing. We assume we know our customers and how to talk to them about our differentiating value. We end up over-explaining what the product can do (company-focused) instead of what problem it solves (buyer-focused).

And as the company grows, the focus moves further away from customers and more towards building the product and sales activities. As a founder, you FEEL like you've gotten plenty of customer signal already.

Big mistake.

The most successful startups are *obsessed* with their customers.

We are dismissing our customers, yet customers are the key to unlocking the next round of growth for our company. They bought your product when nobody else would. Do you know what makes them unique and what motivated them to buy?

A superficial understanding of your customers causes buyer indifference, team frustration, and slow growth. I help solve these problems by conducting and analyzing customer conversations to create positioning and messaging your buyers will understand and act on.

So you get:

👉 deeper engagement with customers and prospects
👉 consistent, memorable messaging
👉 increased inbound to demos
👉 better sales conversations
👉 differentiated positioning
👉 increased word of mouth
👉 closed deals

★★★★★
“We had a 4X increase in sales and I 100% attribute that to those learnings I had with Anna.”
—Founder, EdLight

★★★★★
“Highly recommend Anna to any startup looking to up their marketing game."
—Head of Growth, Navattic

★★★★★
"I especially appreciated the work she did up front to get to know us, our product, and our customers. Strong recommend for any startup." 
—Founder, Copybara

Book a call here: https://calendly.com/furmanovmarketing/45min

Helping venture-backed startup founders and marketing leaders implement marketing programs that drive revenue. Industries include: e-commerce, ed tech, higher ed tech, food tech, security tech, sales tech, martech, innovation tech, developer tech and more.

Whenever you’re ready, there are 3 ways I can help you:

👉🏻 Startup marketing strategy, execution and advising. I’m like your fractional Head of Marketing (25+ happy clients and mentees) >> www.furmanovmarketing.com

👉🏻 Sign up to get my monthly newsletter where I'll make you chuckle/smile/both guaranteed >> https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba 

👉🏻 Sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> https://anchor.fm/anna-furmanov

Mad Hatter Ventures

Growth Strategy for Consumer focused clients: 
- Clients have included Automotive OEM, Major Airline, Industrial Equipment Manufacturer, SaaS Web Ops, Apparel Circular Economy SaaS
- Areas of expertise: Go to Market, Product Vision and Fundraising 
- Work extensively with Founders, Board and other functional leaders
- Advise, mentor and invest in early stage startups. Assist with early product market fit, retail and channel entry, product commercialization and fundraising

Areas of current interest include: Mobility, Transport, Last Mile Delivery, Marketplaces

Angel investments include: Myro (Refillable Personal Care) + Genvision (Carbon Offsets Capture via Satellites), Guidee(immersive travel content via audio), Verticale (social commerce for values based shoppers), Pollen (returns pick up for branded retail)


If you are an early stage founder or problem solver looking for help with serving the next billion customers, please reach out - harisripathi@outlook.com

Founder and CEO

Avis Budget Group

Hired to turnaround declining performance and achieve transformation agenda for Avis, Budget and Zipcar P&Ls. 
- Spearheaded new product innovation and customer experience efforts
- Led annual strategic planning and FP&A

Keywords: Mobility, Subscriptions, Digital Transformation, Customer Experience

Senior Director, Head of Global Strategy and Business Transformation

PepsiCo

Led global expansion for Quaker Oats, Tropicana and Naked Juice. Led strategic planning and global business analytics process. 

Keywords: Plant Based Nutrition, Innovation, Global Expansion, Price Pack Architecture, Customer Insights, Partnerships

Director of Strategy, Global Nutrition

Strategy&

Top tier strategy consultant focused on Consumer, Digital and Retail industries
- Advised Executive Management at 15+ companies on growth acceleration 
- Areas of expertise: Growth and International Expansion, Digital Transformation, Revenue Management, Pricing
- Led engagement teams of 2-10, consistently rated top tier team builder and manager

Keywords: Global Expansion, Pricing Strategy, Revenue Management, Trade Promotion Optimization (TPO/TPM), e-Commerce

Industries: Food and Beverages,  Personal/Household Care, Automotive OEM, Travel e-Commerce, Grocery Retail, Government

Engagement Manager

Relativity Technologies (now defunct)

Responsible for product vision and business development for US based Machine Learning enterprise software startup entering the Asia market.  Reported to SVP of International in Raleigh, NC and General Manager, India
- Designed and developed product suite targeted at Indian and South East Asian clients
- Developed affordable subscription-based license pricing model.  Achieved $750k sales growth


Keywords: Sales Operations, P&L, Business Development, Product Management, Machine Learning

Product Manager (Founding)

Product Market Fit, New Market Entry, Climate Tech, Consumer Goods

I founded Mad Hatter Consulting, an innovative approach to navigating a volatile, uncertain world. 

I help consumer facing companies through new product innovation and new market entry, delivering outsize returns to their shareholders and more importantly creating new customers. 

I approach problems with an agile mindset to experimentation, learning and scaling. I have a rare combination of backgrounds as an engineer, product manager and strategy leader.  

I have a lifelong passion for inclusive, impactful global growth and serving the next billion customers. I helped Avis Budget Group with creating a global strategy for Electrification and Connected Cars. I also led an effort at PepsiCo to bring affordable nutrition to emerging markets. 

My best days are spent wearing multiple hats. I once washed cars, answered customer support calls and made a pitch to JP Morgan in the same week.  

I build diverse, cohesive teams, where each team member's task is to make others look good. 

I speak fluent Spanish and passable Chinese. I have a Kellogg MBA. 

Industries of Deep Experience:
• Mobility • Automobiles • Industrials • Food and Beverages 

Areas of Interest / Moonshots I invest in:  
1. Urban Mobility
2. Agriculture 
3. Food and Beverages


Functional Competencies
• Global Strategy • International Expansion • Emerging Markets • Customer Experience
• Revenue Management / Sales Operations  • Product Management
• Pricing • Strategic Planning • Sales Operations

Follow me at http://www.findproductmarketfit.com 

Email me at harisripathi@outlook.com.

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Anna Furmanov

Hari Sripathi

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