Who do you work with?

Egyptian online stores that already sell and still can't see where the money goes. Usually the owner has tried an agency or a freelancer for ads, and revenue grew while profit didn't.

Why should I listen to you?

I've owned and run product and manufacturing businesses in Cairo since 2013: Gameon, Pure Concept and NOON. I learned what returns and dead stock cost by paying for them myself.

What happens in a profit audit?

We walk your money path in order: what was really collected, what a delivered order costs, what returns cost, cash frozen in stock, then CAC, repeat buyers and fixed costs. Ads come after the first three.

What are you building?

printstaq, a white-label print-on-demand platform for print houses. nzam.pro, an Arabic app for sellers who take orders on WhatsApp and Instagram. And Brand Pilot, a marketing plugin for Claude Code.

Send me a short email about your store and the number that worries you. I read every message myself and reply with the first questions I'd ask.

(Mohab Fawzy Ismail · Cairo · since 2013)

Operator first.Builder by habit.

Operations · E-commerce profit · Product and software

I have owned product and manufacturing businesses in Cairo for thirteen years. Today I help online stores find where their profit leaks, and I build the software small sellers run on.

Start a conversation See the ventures

Type: Operator and builder
Based: Cairo, Egypt
Since: 2013
Focus: E-commerce profit · operations · software

13years owning businesses

150K+pieces sold by my businesses

3companies run side by side

16brands I designed for

[Worked with]

Brands I designed products for or built solutions with.

Talabat
NEWGIZA
LS Egypt
Elsafy Group
Gamers Lounge
FWZ.GG
Driller
Cairo Runners
Hers Gym
Tb3nalk

Ask (00)

Mohab · answers written by me

Hi, I'm Mohab. Pick a question and I'll answer it the way I would over coffee.

What I do (01)

I learned the *cost side* of business the slow way: stock, production, payroll and customers who never came back. Now I bring that to ~online stores~ that sell well and still can't see where the money goes, and I turn what I learn into ~tools~ other owners can use.

One person for the numbers, the operation and the product.

Most problems I'm asked to fix show up in ads and get solved in operations. I work across both, and when a business needs a system to hold the fix in place, I design and build it.

(A)Profit audits for online storesMargins, returns, CAC, dead stock
(B)Operations and adsOrder confirmation, delivery, Meta ads
(C)Product and softwareDesign for manufacturing, Shopify, web apps

Ventures (02)

What I own and what I'm building

Businesses(04)

01 Gameon Product design and design for manufacturing. Cairo Since 2013

02 Pure Concept My product and interior design studio. Maadi Since 2014

03 NOON Leather goods brand. Co-owner; I built its Shopify store and theme. Cairo Since 2015

04 One 2 Four Consultancy for small and medium online businesses. Profit before scale. Consulting Active

Software(03)

05 printstaq White-label print-on-demand platform for print houses and their resellers. printstaq.com Live

06 nzam.pro Arabic-first mobile app for sellers who take orders on WhatsApp, Instagram and Telegram. PWA In build

07 Brand Pilot A 27-skill Claude Code plugin that runs marketing for stores, personal brands and services. Claude Code v2.0

Method (03)

Sales aren't profit.

Owners celebrate revenue while ad spend, returns and stock quietly eat the margin. I follow the money in a fixed order, «مسار الفلوس», and I don't start in the middle: a request to review ads begins at station one, because cost per customer is only right when the first three are.

[01]Money actually collectedNet delivered sales, not gross
[02]Cost of a delivered orderAll-in cost to reach the door
[03]Cost of a returned orderCounted apart from the cancelled sale
[04]Money asleep in stockProfit frozen in items that don't move
[05]Cost of a new customerAd spend over delivered orders
[06]Customers who come backRepeat buyers, and why others don't
[07]Fixed running costSet against margin, not revenue

About (04)

Trained as a designer, shaped by running companies.

I studied at the Faculty of Fine Arts, Helwan University, and started out drawing for other people. Owning businesses that carry stock and a payroll taught me what design school didn't, and that is the ground I work from today.

2007Freelance graphics and 3DSudan
2009Interior designer, Shaheen ConsultantsCairo
2009Project engineer, Mobiban, until 2011Cairo
2013Founded GameonCairo
2014Founded Pure ConceptMaadi
2015Became co-owner of NOONCairo
Cert.McKinsey Forward ProgramMcKinsey & Company
NowOne 2 Four, printstaq, nzam.pro, Brand PilotCairo

Toolbox (05)

Tools and projects

Tools I build, and the stores and brands I own or advise.

Contact (06)

Have sales but can't see the profit?

Send me a short note about your store and what worries you in the numbers. I reply to every message myself.

Email me WhatsApp LinkedIn Facebook

hello@fawzyismail.com

Book a call

Book a 30-minute call

Pick a time that suits you. Times show in your own time zone; I am in Cairo.

Duration: 30 min
Format: Video call
Time zone: Yours · I am in Cairo
Availability: Live