ANTON IVAAN
Product & Project Management 10 Years · B2B

Anton Ivaan.

Product and project management professional with 10 years of experience across B2B, Logistics, PropTech and TravelTech — building web, mobile apps, platforms and marketplaces. Publishing and speaking on Logistics, PropTech and TravelTech; passionate about researching the US / CA market and travel projects globally.

Connect on LinkedIn ↗ /in/anton-m-ivanov
Selected Cases — tap to open 04 — Outcomes
01 Heavy machinery spare parts marketplace EE · B2B 4× top-funnel conversion · reached operational breakeven 02 Fleet & fuel-card B2B services platform EE · B2B +50% revenue · +30% new users (YoY) 03 Curated travel experiences marketplace TravelTech 2× supplier conversion · 25%+ new-supplier retention 04 Software for property scanning US · PropTech Scan-to-report workflow · higher paid conversion
MarketplacesUnit EconomicsFunnel AnalyticsRoadmapsDiscoveryP&L MarketplacesUnit EconomicsFunnel AnalyticsRoadmapsDiscoveryP&L
[ 01 ]

Selected
Work

Career projects reframed as product cases — problem space, product decisions, and the metrics that moved.

01

Heavy machinery spare parts marketplace

Eastern Europe · B2B
RoleSenior PM → CPO / Lead PM
DomainB2B Marketplace · Logistics
UsersProcurement · Suppliers · Ops
OutcomeOperational breakeven

A B2B marketplace with real commercial demand but an underperforming funnel — declining metrics, high cancellation, weak upper-funnel conversion, and supplier data-quality problems.

Which bottlenecks are product, which are operational, and which changes move commercial metrics fastest?

I decomposed conversion into measurable funnel steps, treated supplier data quality and live pricing as a product problem, and rebuilt checkout around real B2B buying behaviour — connecting the roadmap to unit economics and breakeven.

Funnel analyticsMarketplace mechanics Supplier & customer CJMUnit economics Checkout automationTeam build-out
Funnel conversion — before / after
BeforeAfter
~10%
40%
22%
40%+
20%
40%
40%
60%
Session
→ Search
Search
→ Product card
Cart
→ Order
Checkout
→ Success
4×
Session → search conversion (5–15% → 40%)
2×
Search → product card (~22% → 40%+)
20→60%
Critical checkout steps lifted
BE
Marketplace reached operational breakeven
02

Fleet & fuel-card B2B services platform

Eastern Europe · B2B
RoleProduct Manager
DomainFleet / Fuel-card ecosystem
TeamProduct 7 · Sales 3 (dotted line)
ScopeMobile & web · Multi-market

Building additional-service products in a mature B2B organisation, where every launch had to be commercially justified, operationally supported, and measurable.

Build products as revenue lines — not feature sets.

I connected each initiative to commercial logic and P&L, unified analytics across Tableau, Amplitude, Google Analytics and Firebase, aligned product with sales, and turned launches into a repeatable internal process.

B2B monetizationBusiness casesP&L Analytics architectureProduct × Sales alignment
Year-over-year growth (indexed) base = 100
BaselineAfter
100
150
100
130
Revenue
+50% YoY
New users
+30% YoY
+50%
Revenue growth YoY from new services
+30%
New-user growth YoY
4×
Analytics tools unified into one logic
7+3
Product & dotted-line sales team led
03

Curated travel experiences marketplace

TravelTech · Supply-side
RoleSenior Product Manager
DomainTravelTech Marketplace
FocusOnboarding · Retention · Localization
CadenceTwo-week releases

Marketplace liquidity depended on the supply side — travel experts had to join, understand the product, publish tours, and stay active.

Treat onboarding as a conversion product, not a support flow.

I rebuilt supplier onboarding around lead-to-active conversion and early retention, introduced Amplitude analytics before scaling decisions, localized the platform, and moved the team to a predictable two-week release cadence.

Supply-side growthOnboardingRetention AmplitudeLocalizationRelease cadence
Supply-side outcomes
2×
Lead → new-user conversion
New supplier retention25%+
Lead → active supplier (vs. prior baseline)200%
Languages live (localization)2
2×
Supplier lead → new-user conversion
25%+
New supplier retention
2wk
Shift to predictable release cadence
×7
Product team led, processes scaled
04

Software for property scanning

United States · PropTech
DomainPropTech · SaaS
FocusScan-to-report workflow
MarketUS-based

Product focus

  • Scanning-to-report workflow optimization
  • User onboarding improvements
  • Increased paid-conversion efficiency

Approach

Same operating model applied to a US PropTech product: map the workflow, find the friction between scan and report, and convert workflow gains into paid-conversion gains.

PropTechOnboarding ConversionWorkflow design

▸ Quantified metrics for this case to be added — drop the numbers in and this card gets the same charts as the others.

[ 02 ]

The Operating
Model

One consistent pattern runs across every case — from research to disciplined delivery.

Start with field research, user interviews, process mapping, and analytics.
Decompose vague business problems into measurable product bottlenecks.
Connect roadmap decisions to funnel, revenue, retention, and unit economics.
Build or improve product analytics before scaling decisions.
Lead cross-functional teams through delivery cadence and stakeholder alignment.
Treat operational complexity as part of the product — not a back-office issue.
[ 03 ]

Skillset

The toolkit behind the cases — product craft paired with a modern AI-assisted build stack.

AProduct & Leadership

Roadmap development Backlog prioritization Unit economics & P&L Product metrics & analytics Market & competitor research User research & interviewing SQL Team leadership Business-process development Stakeholder relations

BAI-Assisted Build Stack

Claude Code ChatGPT Codex Vercel Cursor

Comfortable shipping working software with AI in the loop — from prototype to deployed product — which keeps discovery, iteration, and delivery tight.