Set up the systems. Run the business.

Website, social, CRM, automations — designed, built, and handed off. Scoped projects, not monthly retainers. Modern tools, AI where it helps, nothing you don't need.

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No long-term contracts. Real implementation. You own what we build.

What I Do

Services

Business Foundations

Website, Google Business Profile, social accounts, Meta Business Suite. The baseline stack your business needs to operate online — set up correctly the first time, so you're not relearning it later.

Marketing & Sales Systems

Strategy plus setup. CRM selection and configuration (HubSpot, GoHighLevel, or simpler tools when appropriate), sales funnels, content workflows, lead capture and follow-up. Designed to run after I'm gone — not hold you hostage to a retainer.

Operational Consulting

Ownership transitions, systems and tools audits, brand and operational alignment. For existing businesses that need to reset, upgrade, or hand off cleanly.

AI Tools & Automation

For clients ready to go deeper. AI tool selection, workflow design, agentic automations, custom builds when warranted. I'll tell you honestly where AI helps and where it's hype.

Selected Work

Recent Projects

01
Operational Consulting Ownership Transition Social Media Setup

Yoga Studio, Alpharetta, GA

A local yoga studio going through a change of ownership. The new owner inherited a business she believed in but had no documentation for — accounts she didn't have access to, a website on a platform nobody remembered choosing, and social media assets scattered across two people's logins.

What I Did

  • Mapped the full operational stack the previous owner had been running
  • Transferred social media accounts and admin access to the new owner
  • Identified the website platform and set up access
  • Stood up a clean social media operation (Meta Business Suite, posting workflow, scheduling)
  • Consulted through the operational transition — on-site, in the studio
Outcome The handoff between owners became an actual handoff, not a guessing game. The new owner runs the studio without relying on the former owner for basic operational questions.
02
AI Tools & Automation Operational Upgrade Custom Build

Little Sponges

Natalia at Little Sponges came in with a messy HubSpot and a lot of questions about AI. What started as a CRM audit turned into a full operational upgrade.

What I Did

  • Audited HubSpot and delivered a prioritized recommendations presentation
  • Migrated her daily workflow from ChatGPT to Claude, including Claude Code for agentic tasks
  • Set up a modern AI tool stack — ElevenLabs for voice, video generation tools, agentic workflow design
  • Designed and built a custom AI-powered Spanish learning app to demonstrate what's possible for her business
Outcome Natalia is now running her AI-enabled operation herself. The consulting kick-started her technical fluency — which was the real goal.

How I Work

Process

01

Discovery

Understand the business, map the workflows, and find where time and money are being lost.

02

Plan

Scope the engagement, sequence the work, pick the tools, set expected outcomes. You see the plan before we build.

03

Build

Configure, set up, test — in real conditions, not a demo environment.

04

Handoff

Training, documentation, access transfer. You run it from here. I'm available for scoped follow-ups, not recurring fees.

About

Built by an operator, not a consultant.

Forma is led by Polina Denissova — a former corporate finance professional who now runs Mindful Owl Yoga, a boutique yoga studio she built from the ground up.

That combination matters. I've read the financials and run the business. I've bought the software and written the onboarding emails and fixed the booking system at 9pm on a Saturday. That's why Forma exists — because most small businesses don't need another "strategy consultant." They need someone who knows what the day actually looks like, and where to start.

I work with small businesses on scoped projects: foundations, systems, strategy, and the AI and automation layers that actually help. I don't do monthly retainers and I don't do vanity decks. I set things up so you can run them.

Connect on LinkedIn →
10+
Years in corporate finance & business operations
2
Businesses built and operated from the ground up
100%
Project-based engagements. No retainers.

Let's set up the systems so you can run the business.

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Contact

Let's talk.

Most business owners don't know what they need to automate or fix — they know what's not working. Tell me about the business and where it's breaking down: bottlenecks, lost leads, reports that take hours, financials you can't see clearly. I'll figure out what to fix. You'll hear back within one business day.

No spam. No long-term contracts.