(Mohab Fawzy Ismail · Operator first. Builder by habit.)
Orders are up.Profit isn't.
Profit advisory for online stores in Egypt, Saudi Arabia and the rest of the GCC, cash on delivery or prepaid.
We scale the orders that actually make you money.
Your dashboard says you sold a thousand orders. Your bank account says something else. We find the difference, in your own currency, and help you close it.
The stores we advise went from 1,000 to 4,000 items a month in under five months, at an average 23% net margin.
- Type
- Operator and builder
- Based
- Cairo, Egypt
- Since
- 2013
- Focus
- Store profit, operations, software
[Worked 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.
Who it's for (01)
If this sounds like your store, we should talk.
Sound familiar?
- You sell online in Egypt, Saudi Arabia or elsewhere in the GCC, on cash on delivery, prepaid, or both.
- Sales are up. The money in the account isn't.
- The courier statement or the payment gateway report surprises you every month.
- You hired an agency. Revenue grew, but profit didn't move.
Not for you if
- You haven't started selling yet.
- You only want someone to run your ads for you.
- You can't share your orders, returns, courier and ad numbers.
- You run dropshipping only, with no stock or product decisions of your own.
Why us (02)
Every leak I'll show you, I've paid for myself.
I don't advise from a spreadsheet. I run a workshop with laser cutters, sublimation and UV printers. My businesses, GameOn and NOON among them, have sold over 150,000 items since 2020. I've watched returns eat a good month and seen stock sit on shelves while the ads said we were winning. Then I built the tools to catch it, first for my stores, now for yours, with a team that covers the rest.
Method (03)
Sales ain't profit.
Most owners look at revenue. The money is lost after the sale: in returns, courier bills, payment fees, stock that doesn't move and ads measured on orders that never arrived. We follow it in a fixed order called «من البيع إلى الربح», Sale to Profit. It works the same for cash on delivery and prepaid; only the leaks change. We never start in the middle: even if you came to fix your ads, we still start at station one.
- [01]Cash collectedThe money that reached your account after returns and refused orders, not the sales report total.
- [02]Delivered order costProduct, packing, courier, COD fee and confirmation calls: the full cost to reach the customer's door.
- [03]Returned order costTwo-way shipping, damaged items and repacking, counted on their own so they stop hiding inside "cancelled".
- [04]Money asleep in stockHow much cash is frozen in items that haven't moved in 60 days, and what it costs you to keep it there.
- [05]New customer costAd spend divided by delivered orders, not shipped or confirmed ones.
- [06]Repeat customersHow many buy a second time, and why the others don't.
- [07]Fixed running costRent, salaries and tools, measured against your margin, not your revenue.
Profit Audit (04)
Find where your store leaks money in five working days.
You share your orders, returns, courier or payment statements, and ad numbers. We walk the seven Sale to Profit stations one by one and show you exactly where your profit goes, in your own currency.
What you get
- 01A written list of every leak, ranked by how much it costs you a month.
- 02A 60-minute call where I walk you through the findings.
- 03A 30-day action plan: what to fix first, second and third.
- 04A profit-per-delivered-order sheet you keep using after the audit.
- Price
- From 100 USD
- Time
- 5 working days from your data
- After the audit
- Any further work is a new agreement, sized to your business
If profit isn't your problem, we'll tell you. Your numbers stay private, and we can sign an NDA before you share anything.
Not ready to book? Work out your profit per delivered order with the free COD profit calculator first.
Ways to work with us (05)
Start with the audit, then scale with the whole team.
One 2 Four works in three steps, and each one stands on the last. AI coaching can start on its own.
- (1)Profit AuditFrom 100 USD, 5 working days. Your leaks, ranked by what they cost you a month.
- (2)Scale it togetherPricing, go-to-market, operations, couriers and returns, then growth on top of numbers that hold. A separate agreement, sized to your business.
- (3)Your own toolsA custom system built for your business, so you see every leak before it grows.
- (+)AI coaching, 1:1Private sessions on running your business with AI tools and building the small tools you need with vibe coding. No coding background needed.
What we're not
- Not an ads or media agency. We don't sell you traffic; we fix what happens to the money after the sale, then scale what's working.
- Not a template shop. Every tool is built for your business.
- Not a yes-team. If the audit shows your problem isn't profit, we'll say so and point you to who can help.
The team (06)
You talk to me. A full team does the work.
One 2 Four isn't a one-man show. Every engagement is led by me and delivered with:
- 01
Financial auditor
Reconciles your sales, payments, courier and refund numbers until they agree.
- 02
Senior developer
Builds the custom tools that keep your numbers visible.
- 03
Growth marketing team
Plans how you grow (which products, markets and channels) once the numbers show where growth stays profitable.
About (07)
Engineer, maker, owner, then advisor. In exactly that order.
I trained in interior design and started on construction sites, as a site engineer on large hotel projects. The 2011 revolution stopped that overnight. So I made things instead: glass mosaic tiles, a lighting showroom, and in 2013 GameOn, gaming and anime merchandise from my own workshop. My design studio, Pure Concept, won an award at Furnex Egypt, and that show taught me how a market really moves.
NOON came in 2015 with my sister, then Incase for printed phone covers in 2018. When COVID froze everything in 2020, I went back to the screen: media buying, SEO, my own site. That's where I saw it. The dashboards said one thing. Shipping, production and people said another. Good businesses were dying in the gap between the two.
I built a way to close it and tested it on my own brands. In 2025 it became One 2 Four. That year we moved five businesses past the break-even they were stuck at.
So when I read your numbers, I read them as money I'd lose myself.
What I own and run(04)
What I'm building(05)
Toolbox (08)
Tools I built while solving the same problems myself.
Some are free, some are for my own clients. All of them came from a leak I needed to close.
Newsletter
The Scaling Edge.
What I test on my own store, sent to yours: growth tactics, profit hacks and the tools I build. Short, in English, about twice a month.
Contact (09)
Have sales but can't see the profit?
Send me your store link and the number that worries you. I reply myself, with the first questions I'd ask.
Or write here
or email hello@fawzyismail.com
Book a call
Book a 30-min 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