Who we are

Strategic studio for ambitious visions

Habo partners with organizations to deliver expert strategic planning, market insights, and consumer intelligence.

Our name stands for "Haute Altitude, Basse Ouverture" (High Altitude, Low Opening). A parachuting technique which consists in free-falling at high altitude from a wide perspective and opening the parachute at low altitude to land on a precise target.

This is how we work.

Starting from a broad view of the landscape of possibility, we zero in on specifics with precision to transform business problems from complex to clear.

We craft strategies at the intersection of marketing and finance.

We create bridges between insights and strategic planning.

We work with teams and organizations as true partners.

We create custom plans of action that hit the target, are tangible, and ready to activate.

We transform business challenges into action across
4 areas of expertise.

1

Strategic planning

Development and optimization of business strategies and models

We develop and optimize business strategies and ensure business models are aligned with the vision. We make sure our clients are positioned to achieve their ambition and objectives. We help them build the structure they need to generate and manage their growth.

Our planning process is structured in 7 main phases:

  1. Clarification of the business objectives
  2. Internal and external diagnosis
  3. Alignment on the long-term vision
  4. Identification of the business strategy and strategic imperatives
  5. Definition of the action plan
  6. Financial modelization
  7. Implementation and optimization
2

Marketing research and insights

We help companies and brands put consumers at the center of their decision-making process. Consumers understanding is key to optimize performance and sales. Our approach is to understand the consumers and to make insights actionable in order to ensure our clients’ model is suited to answer their customers needs.

Primary research

  • quantitative marketing research (surveys)
  • qualitative marketing research (focus groups and interviews)
  • ethnography/netnography

Secondary research

  • market analysis
  • market potential evaluation
  • geo-marketing analysis
  • trend analysis
3

Marketing and brand strategy

We accompany our clients in the definition of the marketing strategy and its ability to meet the business objectives of the organization. We bridge the gap between marketing strategy and business strategy to ensure resources are efficient and effective.

  • Brand positioning and brand strategy
  • Rebranding and development of brand identity
  • Development and implementation of a marketing plan
  • Development of a communication plan
4

Financial strategy and optimization

Our perspective of finance is the view of an organization as a motor for value creation. We help our clients ensuring their business model generates value with our precise comprehension of their model and our advanced expertise in financial modeling.

We optimize financial structure by helping clients to become more efficient. We also accompany our clients with a potential sale or acquisition to realize their objectives.

What makes us different.

We represent a meeting of the minds. Marketing and finance. Consumer perspective and business model.

Top Line Revenue generation Consumer vision Marketing expertise

Bottom Line
 Optimization of profitability Business vision Finance expertise

Ready to jump?

Meet the team.

Florent Bayle-Labouré

Co-founder and Strategic advisor

Florent has 15 years of experience in brand management and marketing in the entertainment, media, and telecommunications industries. After starting his career in advertising agencies, he joined Cirque du Soleil where he became in charge of the management of the brand globally and orchestrated its diversification. From there he took on Vice President of the Fido brand in Canada, then Head of Marketing for Mishmash, a Montreal-based investment fund with interests in various media and entertainment companies.

Florent holds two Bachelor’s degrees – marketing and management (France) and international business (England). He also holds a Master’s degree in marketing (Canada).

Pierre-Luc Gladu

Co-founder and Strategic advisor

Pierre-Luc is an expert in finance and strategy. He is also experienced in building and optimizing business models. In the course of his career, he worked for several companies and investment funds such as Cirque du Soleil, Lune Rouge and Mishmash. His experience led him to serve on different boards of directors and committees for non-profit organizations and private companies.

Pierre-Luc holds a Bachelor’s degree in finance (Canada, England). He also holds a Master’s degree in strategy (Canada).

Alexis Bouchard

Manager, Finance and strategy

Alexis started his career in investment finance with the Teachers’ Pension Plan in Toronto for nearly 4 years, during which time he developed his expertise in financial modeling, among many other skills. He then entered politics where he managed the parliamentary office of a member of the House of Commons in Ottawa. He then returned to corporate finance and strategy by joining the strategic performance management and special projects team at belairdirect, an insurance company in Montreal. He further developed his experience in business strategy and corporate finance, working on many major corporate projects.

Alexis holds a Bachelor’s degree in economics and mathematics (Canada) and a Master’s degree in financial economics (Canada).

Afaf El Haddioui

Analyst, Marketing intelligence

Afaf brings 10 years of experience in market research and data analysis. She began her career at Kantar TNS, a global market research and market information group where she conducted research projects for global FMCG brands. She then joined Findasense, a global digital advertising agency where she oversaw the analysis and social listening team, thereby completing her proficiency in market research tools with a strong experience in digital analysis techniques.

Afaf holds a Master’s degree in marketing (Marocco).

Yanick Archambault

Analyst, Marketing intelligence

Insight-Fuelled Creativity. Yanick believes that the key to unlocking the creative and commercial potential of a project is through a meaningful understanding of its audience, and he’s come to this conclusion thanks to more than 7 years of professional experience in marketing research and strategy.

Before joining Habo, Yanick worked as an insight seeker and strategist at Sylvestre & Co. where he led various empathy-building projects using different methodologies including online discussion boards, ethnography and co-creation projects.

An expert in qualitative research and a trained moderator, Yanick interacts with people from all walks of life to understand their needs, desires and realities and translates these human truths into business strategies. He turns the insights that he gains from these explorations into clear, actionable directions that enable brands and products to find resonance with their audiences.

Yanick holds a bachelor’s degree in marketing (Canada).

Catherine Fournier

Analyst, Marketing and strategy

Catherine has more than 5 years of professional experience in the entertainment industry. Before joining Habo, she worked as a Marketing and Development Analyst at Moment Factory. During her past experiences, Catherine was responsible for carrying out market analysis, digital marketing, user behavior analysis as well as the deployment of the business strategy.

Catherine holds a Bachelor’s degree in marketing (Canada) and a Master’s degree in strategy (Canada).

Hugo Cachera

Business analyst

Hugo has an international academic and professional background. He first worked for Central Group, an international retail conglomerate of Thai origin, where he was involved in the group’s business development. He then contributed to the development of several digital and operational strategies at Würth Industrie in France and PriceGuru.mu in Mauritius. During his master’s degree at HEC Montreal, he specialized in innovation and knowledge management.

Hugo holds a bachelor’s degree in international business (France) and a master’s degree in international business (Canada).

Ziad Abou Nader

Analyst, Finance and strategy

Ziad has an accounting and finance background. He started his career in financial audit at Deloitte for nearly 3 years, where he enhanced his knowledge in accounting and understanding of financial statements. He then shifted his career into corporate development, with a focus on performance monitoring, feasibility studies, and project assessment. Through this job, he developed skills in corporate finance, valuation, and financial modeling.

Ziad holds a Bachelor’s degree in business administration (Lebanon) and a Master’s degree in Accounting and Finance (England).

Camila Almanza

Project manager

Camila has been building her career in major corporations like SNC-Lavalin, Cirque du Soleil and Mishmash. Through her professional experience, she gained expertise in project management, operations and administration, supporting teams as well as senior management of the organizations where she worked. Camila’s commitment to improving processes is second to none, but her dedication, her willingness to help and her tireless energy make her an invaluable asset to the teams she works with.

Camila holds a Bachelor’s degree in translation (Canada) and she is currently pursuing post-graduate studies in business administration (Canada).

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