ParsLabs

The Founder Challenge

Lena Shakurova, founder of ParsLabs and a trusted AI advisor, was preparing to launch the second cohort of her 4-week AI Automation course. Designed for non-technical founders and operations managers, the program helps participants streamline operations with no-code automations built around core business processes. 

While her first cohort was a success, Lena knew the next round needed clearer, more practical messaging that spoke directly to the needs of founders and new clients. Her ideal audience of founders and leaders who knew AI mattered but didn’t know where to start weren’t converting. The original landing page and marketing emails felt too technical, generic, and didn’t reflect the empowering experience the course would offer.

She wanted the message to feel clear, strategic, and human, not overwhelming or driven by hype. With just 48 hours before her live masterclass and a hard deadline for the landing page update, she reached out to TMF for fast, focused support.

The TMF Approach

TMF was brought in to help translate Lena’s deep subject matter expertise into messaging that founders could immediately understand, connect with, and most importantly trust.

We kicked off a rapid discovery sprint, running focused working sessions to clarify Lena’s goals, define her ideal audience, and shape the transformation she wanted students to achieve. To keep momentum against a tight deadline, we relied on WhatsApp voice memos and shared Google Docs for quick feedback and continuous progress in between video calls. 

Our goal was to make the course feel approachable, valuable, and "doable" especially for time-poor leaders juggling growth, systems, and team capacity.

What We Did

We began by repositioning the course as a strategic first step into AI, not another technical deep dive. The landing page was reframed to lead with transformation and momentum. To reduce decision fatigue and overwhelm, we softened the language throughout and rewrote the Maven learning page with clear messaging hierarchy, warm headlines, and benefit-driven body copy.

We developed a detailed founder persona to keep the message grounded in the mindset and needs of Lena’s ideal student. Every section was restructured to reflect a founder’s decision-making journey from curiosity yet uncertainty to confidence and action.

We also audited and restructured Lena’s email sequence, ensuring that every message carried a consistent tone and meaningful calls to action. This made the funnel feel more cohesive and conversion friendly. 

In parallel, we provided recommendations to improve the onboarding experience from simplifying tool explanations to ensuring the Slack community and activity materials aligned with the course’s value proposition: strategic clarity, ease of implementation, and a sense of community.

"A lot of the things you suggested, I think, wow, this sounds so much better."

The Result

Within 48 hours, Lena had:

• A completely rewritten landing page that felt like an extension of her leadership style “grounded, thoughtful, and supportive”
• An email funnel that carried stronger CTAs and a founder first tone throughout
• An improved onboarding flow that helped reduce overwhelm and reinforced the course’s strengths: fit for purpose, momentum, and community

The messaging now reflected the real transformation the course delivered. The tone shifted from technical to human, without losing credibility. Most importantly, Lena felt confident and ready to launch, proudly promoting at her masterclass and excited to welcome a new cohort of students.

"I’m actually really, really happy with how it turned out, and I feel really confident sharing the landing page!."

Why It Matters

Founders are ready for AI, provided it’s presented as strategic rather than overwhelming. Partnering with Lena showcased how TMF translates a founder’s vision into clear, compelling messaging that resonates with their audience. It reflects our approach; moving quickly without compromising quality, and helping thought leaders like Lena communicate the true value of what they’ve built.

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“We had just 48 hours before my webinar with 300 sign-ups, and I needed the course messaging to land. Shiv immediately understood my goals and my audience after just one call. She worked in quick cycles with me. I sent updates via WhatsApp, and she refined everything in Google Docs so efficiently. Even the first draft felt spot-on and resonated with my audience. The whole process was fast, smooth, and gave me complete confidence presenting my program. I’d recommend working with Shiv to any founder who needs efficient, impactful branding support.”
_{- Lena, ParsLabs}