Martin Hugon

GROWTH / REVENUE OPERATOR FOR DIGITAL BUSINESSES

Focus on
what matters.

Since 2018, I’ve helped founders understand what actually drives their growth, decide where to focus, and stay close to execution.

Tell me what you’re building

Experience · Origins

I started by building sales funnels.

My first work was in online education: pages, webinars and sales journeys for people selling courses. More than 60 funnels over the years, many of them for The Artist Academy, a platform selling courses by well-known French authors.

I learned the job alongside a founder who looked at everything at once: the offer, the copy, the customer’s psychology, the whole journey from first contact to purchase. One of the funnels I built and optimized with him went past €1M in revenue on its own.

Two Comma Club builder award

Experience · Evolution

E-commerce broadened the picture.

Over time, my scope kept widening. Building a funnel meant thinking about the offer. Then about where customers come from, why they come back, and what remains after the costs.

E-commerce brought all of it together. With a group running three petfood brands, I’ve worked on the stores, acquisition, SEO, CRM, subscriptions and reporting, from the Shopify theme to the margins.

Alongside that, I helped a wellness coach with no digital background build his business. I defined the strategy and ran the execution. In two years, he reached around 220,000 TikTok followers and sold six figures in courses without paid ads.

Approach · Expertise

Start with the business.Not the channel.

Doing all of this hands-on changed how I start. Before touching a channel, I want to understand where value is created, where it’s lost, and what is really holding growth back. It usually comes down to five questions.

  1. 01 · Offer

    Why do customers buy?

    Start with the offer. It shapes acquisition, conversion and the economics that follow.

  2. 02 · Acquisition

    Where does demand come from?

    Paid, SEO, content and creators don’t do the same job. Some create demand, others only capture it.

  3. 03 · Conversion

    What stops people from buying?

    Clarity, proof and friction usually matter more than another button.

  4. 04 · Retention

    Why do customers come back, or leave?

    A new subscriber isn’t a loyal customer yet. The first renewal is where it gets decided.

  5. 05 · Economics

    Is this growth actually profitable?

    Attributed revenue isn’t the same as revenue you created. Margin and customer value decide what you can afford to spend.

The five are connected. The offer shapes the buying journey. Retention changes customer value, which changes what you can spend on acquisition. Sometimes the most useful decision is what not to do.

Thinking · Convictions

Common sense has become an edge.

I like understanding how things work.

At 14, I was repairing my friends’ motorbikes. I learned from YouTube, swapped parts and tested setups until something worked. I still learn that way: look into it, try it, see what happens, adjust.

I also played e-sport in organised teams, with set roles and training schedules. Some teammates were stronger technically. My part was reading the game and making the calls. It showed me early how people with different strengths can work towards the same result.

I’ve always done business, before I had a word for it. Buying and selling cars out of passion, and always making money on them. Reselling sneakers. Farming in-game currency and selling it to other players.

I didn’t learn it from a playbook. I learned it by doing it.

Years later, I find myself doing something similar with businesses. Different problems, different people, the same curiosity about how it all fits together.

In growth, that curiosity mostly leads back to common sense: check what a number really measures, look at what happens after the first order, fix what’s broken before adding more. It sounds obvious. It’s rarely done, which is why it has become an edge.

I write about it on X: @Nephysxo2

Martin Hugon

Contact · Ambitions

I’d like to build with people over the long term.

I’m drawn to people who care deeply about what they do and have a point of view of their own: a founder growing an e-commerce brand, an expert with something worth teaching, a creator with an audience and an idea worth pursuing. Ideally, a project where the ingredients are there but something isn’t working yet.

I’d like to work together over time, as an operator, advisor, partner or through aligned equity, sharing responsibility for the result.

If that sounds like a conversation worth having, I’d be glad to hear from you.

Tell me what you’re building

mhconsultpro@gmail.comX @Nephysxo2