Meet the Founder

Hi, I'm Elise.

I've spent my career as a business analyst, sitting across the table from owners who knew their craft cold but couldn't get a clear read on their own business. They had the data. It was just locked in spreadsheets, accounting software, and their own heads, never adding up to a picture they could act on.

I built BABA to be the analyst in your corner: the one that watches the signals, flags what's drifting before it becomes a crisis, and helps you make the next decision with confidence. It's the tool I always wished I could hand my clients to keep working between our sessions.

Over the years I've trained in and drawn on a number of established business frameworks, among them EOS and Profit First, and BABA reflects that practical, owner-first way of thinking. It's less about any single methodology and more about giving you a steady, honest view of your own business.

Underneath all of that sits a formal discipline: business analysis, the structured practice of figuring out what a business actually needs (not just what it first asks for) and turning that into a plan worth acting on. That's the training BABA is built on. You won't see the vocabulary anywhere in the app; you'll just get the rigor, in plain English.

BABA is an independent product. Mentions of third-party business frameworks describe Elise's own training and practice and do not imply any partnership with, endorsement by, or affiliation with their respective owners.