Nikhil Ashok
Bengaluru, IN · 10 yrs — B2B sales → digital marketing → organic growth → product management · MBA (Marketing) + Institute of Product Leadership
§02 Shipped, not slideware
At Position2 I lead a six-person organic-growth team for US B2B & healthcare clients — and the team's most repetitive work became my product surface. Spot the workflow pain, write the spec, prioritize with engineering, ship, measure, repeat.
~30 minutes per page. Hundreds of pages, every client, every month. So I wrote the spec and shipped the automation. The clock on the right is honest — just compressed so you don't have to sit through it.
The team's quality bar is built into the output, which is why it survived contact with the team.
runs once as it scrolls into view · hold the button to run it again
30:00 → 02:00 per page · −93%
All eleven are shipped. The build story that's public: SEO Studio — how the growth engine was built →
POSITION2 INTERNAL HACKATHON. Product strategy for a platform MVP — won against the whole company, then approved for a full engineering build with a 15-person team.
§03 The product chapter — PetPal
PetPal is a guidance-first care app for first-time dog parents in urban India — built for the anxious first 180 days, when owners improvise across five-plus fragmented sources and nobody owns the guided relationship. It's my formal proof of product craft, end to end. The two widgets below aren't toy demos — they run the case study's real v1 scoring model and its real kill criteria.
IPL capstone · with Sougata Dhar & Vishnu V · a product-thinking exercise, not a launched product
Not the conference TAM. The beachhead, built input by input:
→ 3% paying capture × ₹1,999/yr ≈ ₹19.3L year-1 · full chain & sources
Owners will trust an app over their vet's word-of-mouth network
KILL IF <40% complete a guided action in week 1Verified vets will onboard and stay active without upfront payment
KILL IF <3 of 5 pilot clinics stay active past day 60Week-1 activation (2+ reminders, 1 booking) predicts retention
KILL IF D30 <20% for the activated cohorteach has a cheap test attached — that's the difference between a roadmap and a wish list
BHI turns scattered signals into one score a scared owner can act on — rules-based and transparent, so trust survives contact with reality. Change the inputs; the score and the recommended action recompute live.
Score 62 — Watch. Appetite has been off — consider booking a check-up.
v1 rules-based · band cutoffs here are illustrative — model in the case study
BHI = vaccination 20/40 + behaviors 32/40 + breed benchmarks 10/20 = 62 / 100
Every triage UX screams red. A panicking owner needs fewer decisions, not louder alarms — so PetPal's emergency flow is whitespace, one primary action, and a vet who's already been found. Flip it:
Panic narrows attention. The screen shouldn't compete with the emergency — it should lower the heart rate and point at one door.
Mishka ate something she shouldn't have?
Stay with her. You only need to do one thing right now.
§04 The moat — release history
The switch isn't a restart — it's a version bump. The user research came first.
Quota-carrying. Learned what a customer says no to — and why.
Funnels, positioning, and the words users actually type.
US B2B & healthcare clients · team of six · and the number below.
trajectory stylized — the number is real
Built a new agency offering from zero — market analysis, positioning, then pitched directly to US CMOs and founders.
MBA (Marketing) · International Certificate in
Product Management, IPL.
The longer story: about →
§05
Read the 3-minute case study — or skip it and just talk to me.