Houman Ashrafzadeh

Hey, I'm the entrepreneur behind Padium and Urban Greens. After a significant stint in banking, I pivoted to entrepreneurship, driven by a knack for spotting and exploiting niche markets with innovative solutions. With Padium, located in Canary Wharf, London, I initiated a padel revolution, blending passion for the sport with a clear vision of its untapped potential. Supported by visionary investors like Spotify's Martin Lorentzon, we're on a trajectory to establish Padium as the largest and most premium padel brand in the UK. Our facility is not just about playing padel; it's about elevating the experience, welcoming everyone from beginners to professionals, and setting a benchmark in quality and inclusivity. Then there’s Urban Greens (https://urbangreens.co.uk/) , my first successful venture – it came from seeing how many people wanted fast, but still healthy, food options. Starting this business, I wanted to offer quick, tasty, and good-for-you meals to busy city folks. We currently have 4 branches in London. My way of doing business is pretty straightforward but flexible. It’s about planning well, really getting involved in developing the brands and the team, and growing step by step. Moving from banking to starting my own companies has been all about bringing new, quality options to the market and making sure they’re open and welcoming to everyone. I’m here to build businesses that make a difference and to help others find their path too.

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  Building a team

  I’ve learned that a team thrives in an environment that values innovation, inclusivity, and open communication. Cultivating such a culture encourages creativity, fosters mutual respect, and empowers team members to bring their best ideas and work to the forefront.

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  Go to market strategy

  Having successfully launched ventures like Padium and Urban Greens, I've honed my ability to not just ideate but strategically plan every aspect of a business's introduction to the market. This includes segmenting target markets, positioning the brand, and planning entry tactics that align with both short-term objectives and long-term vision.

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  Idea validation

  My success in identifying untapped markets, such as the premium padel club niche in the UK and the demand for healthier fast-casual dining, demonstrates a keen understanding of consumer needs and trends. This sensitivity is crucial for assessing the potential success of new ideas.

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  Pricing strategy

  I focus on aligning pricing with the value proposition of the product or service. This means considering not just the cost-plus margin but how the offering stands out from competitors and meets a unique need for customers. For instance, the premium experience at Padium is reflected in its pricing, which communicates the high value and unique benefits it offers to members.

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  Trello

  5 years of experience

  My journey with Trello, though I'm not an advanced user, has been incredibly rewarding. The software's intuitive interface, featuring easily manageable boards and lists, streamlines project management and task organization.

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  Restaurants

  Co-founder of UrbanGreens.co.uk, a fast-food salad chain based in London. We currently have four locations in Kensingtom, St. James Park, Canary Wharf, and St Pauls. Happy to chat with anyone looking to get mentorship on setting up an investable restaurant (that's built for scaling).