Seifelden AlhajjRevenue Engineering
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Essay series3 seasons22 episodes

Beneath Marketing

Short essays for owners and CEOs of multi-branch groups. Each episode takes one established idea from marketing science and Saudizes it: one image, one Sunday-morning question, one decision rule.

· Revenue Engineering · Riyadh

What every episode gives you

  1. One image

    A scene from the Saudi market that makes the idea obvious in a second, before any number.

  2. One Sunday-morning question

    One question for your start-of-week meeting, with a clear metric.

  3. One decision rule

    A rule that tells you when to spend and when to stop, tied to numbers, not impressions.

The ideas belong to their originators, cited at the end of every episode. What we add is the Saudi context and the decision rule.

Latest season

Season 3

Branch Thirty: what repeats as you grow: your success, or your mistakes

8 episodes

  1. Episode 1Start the seasonFormat: One number

    Why does branch 3’s coffee taste better than branch 30’s?

    The recipe isn’t the card on the kitchen wall. It’s the whole branch

    5 min read

  2. Episode 2Format: Reversal

    Your cheapest employee is your most expensive one

    Salary is a line in the budget. Turnover is a cost that appears on no line

    5 min read

  3. Episode 3Format: Map

    Every item you added to the menu took profit from another

    A long menu doesn’t sell more. It spreads your strong items’ profit over items that haven’t earned it

    5 min read

  4. Episode 4Format: Dialogue

    You pay your branch manager for sales and hope for profit

    A conversation between an owner and a smart branch manager who did exactly what he was paid to do

    5 min read

  5. Episode 5Format: Map

    Ramadan doesn’t flatter

    The central bank stress-tests the banks every year. Stress-test your branches in your weakest week

    6 min read

  6. Episode 6Format: Autopsy

    I copied my neighbour’s idea and forgot the ten that closed

    You only learn from survivors, because the ones who failed don’t open their doors to you

    6 min read

  7. Episode 7Format: One number

    Your head office is growing faster than your branches

    One number that tells you whether head office serves the branches, or itself

    5 min read

  8. Episode 8Format: LetterFormat: Season finale

    To the owner of branch ten: your next crisis is already written

    Every fix you used to grow plants the next crisis. The good news is you can read it in advance

    6 min read

Season 2

The Branch Decision: where your capital goes

8 episodes

  1. Episode 1Start the seasonFormat: One number

    Your branch is a savings circle: you pay first and collect last

    One napkin number tells you when your riyal comes back, and you write it before you see the site

    6 min read

  2. Episode 2Format: Reversal

    Choose the neighbour before the house… unless the neighbour is your own branch

    The proverb is right about picking a site. But the neighbour everyone forgets is the one whose rent you pay

    6 min read

  3. Episode 3Format: Map

    The priciest street in Riyadh… and you paid for its traffic

    The traffic you see from the car, the landlord saw first and put into the rent

    6 min read

  4. Episode 4Format: One number

    Your new branches are paying your old branches’ debts, and you can’t see it

    Cash comes in every night, suppliers get paid weeks later, and the gap covers what you don’t see

    8 min read

  5. Episode 5Format: Dialogue

    Delivery isn’t extra sales. It’s an ad with a commission

    An after-isha conversation between a group owner and his CFO, about platforms earning more and more from restaurants

    7 min read

  6. Episode 6Format: MapFormat: One number

    Before they visit, they ask the AI

    Your branch data is now your first receptionist. Who owns it?

    6 min read

  7. Episode 7Format: Letter

    The company moves at the speed of my signature

    A letter to the founder: you aren’t slow, but everything goes through you

    6 min read

  8. Episode 8Format: ReversalFormat: AutopsyFormat: Season finale

    What’s gone is gone? My favourite branch is the one I have to close

    An autopsy of a branch that wasn’t closed in time, and a rule dated before opening day

    7 min read

Season 1

The Customer: how they decide, how they read a price, and when they really come

6 episodes

  1. Episode 0Start here

    Your customer isn’t falling down a funnel. They’re circling a roundabout.

    Six questions run your revenue, and any one of them could be the door

    8 min read

  2. Episode 1

    Why isn’t 29 riyals on HungerStation the same as 29 riyals at the branch?

    Your customer doesn’t read your price. They compare it with one they remember

    6 min read

  3. Episode 2

    The offer brought in sales… or would they have come anyway?

    The number no report shows: what would have happened if you’d done nothing

    6 min read

  4. Episode 3

    The campaign worked. The branch collapsed.

    Why a campaign should ask the kitchen’s permission before it launches

    6 min read

  5. Episode 4

    Why do people drive past three cafés to get to yours?

    A brand isn’t a pretty logo. It’s an asset that lowers the cost of being chosen

    7 min read

  6. Episode 5

    The lunch customer isn’t the late-night customer, even when it’s the same man

    Segment your market by occasion, not by age and gender

    6 min read