Herbal Research, Inc.
Founded an e-commerce company focused on selling herbal supplements online, using Miva Merchant, one of the early e-commerce platforms of the era.
About Assaf
Business Experience Shaped the Framework. Life Shaped the Why.
I’ve spent over 25 years building businesses, solving operational problems, and helping entrepreneurs move forward with greater clarity and control.
25+ YearsBuilding businesses
Founder & CEOWebtrixPro
Advisor & MentorEntrepreneurs & leaders
How I Help Founders
What My Experience Can Help You Do.
I help founders identify what is really holding the business back, make stronger decisions, build systems that reduce dependency, and create more control over the business and their time.
Get Clear
Find the real problem before jumping to the solution.
Decide with Confidence
Know what matters, what comes next, and what can wait.
Build More Control
Create stronger systems, accountability, and visibility.
Create More Freedom
Reduce how much the business depends on you for everything.
Consistency turns the framework into results.Better decisions and better systems matter only when they become repeatable action.
How I Think
Clarity Before Solutions.
Across more than two decades of building companies, one pattern has repeated itself: business owners often jump to the solution before they are clear on the real problem.
Another hire. Another platform. Another campaign. Another automation. Another strategy.
Sometimes those are the right answers. But not until the real constraint is understood.
MY STARTING POINT
I don’t start with the solution. I start by finding the real problem.
That is why my work begins with clarity. What is actually holding the business back? Where is the founder creating dependency? What decision is being avoided? What needs to change in the owner, the business, or both?
The Journey
Built Through Experience, Not Theory.
My perspective comes from building businesses, working with teams, solving operational problems, mentoring entrepreneurs, and seeing firsthand what happens when growth outpaces structure.
Rank Advisor, Inc.
Founded an Internet marketing agency focused on Search Engine Optimization (SEO) and Pay-Per-Click (PPC) marketing.
Adventurix, LLC
Co-founded a marketplace for avid sportsmen and outdoor enthusiasts looking for adventure trips and experiences.
WebtrixPro, Inc.
Founded WebtrixPro to help businesses solve operational problems through software, digital systems, automation, AI, and technology.
13 Hats, LLC
Co-founded a real-time customer feedback platform for physical businesses, using their Wi-Fi environment to capture customer feedback while the customer experience was still happening.
ATIDIM Mentorship Program
Began mentoring entrepreneurs through the ATIDIM Mentorship Program, helping founders gain clarity, make stronger decisions, build better systems, and grow as leaders.
Owner Mode™
Those years of building companies, solving operational problems, and mentoring entrepreneurs now come together in Owner Mode™: Clarity → Confidence → Control → Consistency → Freedom.
What Success Should Create
Money Is a Tool. Freedom Is the Goal.
I still believe in ambition, profitable companies, growth, wealth, and opportunity.
But the point of success is not to become trapped by the business you created.
The business should eventually create more choices: how you spend your time, where you focus your energy, what you build next, and how present you can be for the people and experiences that matter most.
Get Clear.
→
Gain Confidence.
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Take Control.
→
Stay Consistent.
→
Unlock Freedom.
Time is not guaranteed.
That lesson changed how I think about business, family, ambition, and freedom.
Why Time and Freedom Matter to Me
This Philosophy Is Personal.
My belief in time and freedom is not a business slogan. It comes from life experience.
Losing my sister, my brother-in-law, and my brother-in-law’s father taught me something I wish I never had to learn: time is not guaranteed.
That experience did not make me less ambitious. It changed what I believe ambition is supposed to create.
I still want to build successful companies, make money, create opportunity, and pursue growth. But I also believe success should support the life you are building, not consume it.
Money is a tool. Freedom is the goal. And time is the real currency.
The Roles That Shape Me
Business Is Only One Part of the Story.
Entrepreneurship, mentorship, family, and community leadership all influence the way I think about responsibility, trust, time, leadership, and the kind of impact worth building.
Entrepreneur
More than two decades of building and operating businesses taught me how different reality looks from theory.
Advisor & Mentor
I enjoy helping entrepreneurs see what they are too close to see themselves, then turning that clarity into action.
Community Builder
Building communities taught me that strong organizations depend on trust, shared responsibility, and creating opportunities for other people to lead.
Husband & Father
Family is one of the reasons freedom matters. Success should create the ability to be present for the people and experiences that matter most.
Two Connected Roles
Transform the Owner. Transform the Business.
Owner Mode™ Advisory and WebtrixPro are connected, but they do different jobs. Owner Mode™ begins with the founder and the real problem. WebtrixPro becomes relevant when the solution requires systems, automation, AI, or custom technology.
Transform the Owner.
See the real problem, make stronger decisions, lead with greater clarity, and reduce the business’s dependency on you.
Clarity→Confidence→Control→Consistency→Freedom
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STRATEGY TO EXECUTION
Transform the Business.
Build the systems, automation, AI, integrations, and technology required to make the operating model stronger and more scalable.
Systems→Automation→AI→Technology
The Principles Behind the Work
What I Believe.
These beliefs shape how I think about business, leadership, systems, responsibility, growth, money, time, and execution.
Owner Mode™
Get Clear. Gain Confidence. Take Control. Stay Consistent. Unlock Freedom.
If the business is growing but your role has not changed with it, start by getting clear on what is actually holding you and the company back.