Expertise · Product Strategy
ProductStrategy
The difference between a product that exists and a product that wins is strategy. I help you build the latter.
Too many startups build the wrong product. Too many enterprises launch products nobody uses. I bring the strategic discipline of someone who has launched products in global markets — combining business vision, technical competence, and customer obsession. I've launched products that worked and products that didn't. Here's what I learned: strategy isn't optional.
When You Need This
When Product Strategy Makes the Difference
Idea Without Clarity
You have an idea but don't know where to start building. Market research, competitive analysis, and value proposition design turn vision into a buildable plan.
Product Without Traction
Your product exists but isn't gaining traction. The problem isn't usually the technology — it's the positioning, the audience, or the feature priorities.
Expanding Into New Markets
You're expanding into a new market or segment and need to adapt your product without losing what makes it valuable in your core market.
Pivot Point
You need to pivot but aren't sure in which direction. Data-driven pivot analysis that tests assumptions before you burn runway.
Features Without Outcomes
Your product team is shipping features but not outcomes. Roadmaps that prioritise business impact over engineering convenience.
Products I've Shaped
From SaaS to Government Digital Services
SaaS Platforms
Subscription products with recurring revenue models. Product-led growth strategies, onboarding optimisation, and feature prioritisation based on retention data.
Marketplace Products
Two-sided and multi-sided marketplace strategy. Managing the chicken-and-egg problem, liquidity, and network effects.
Enterprise Software
Complex B2B products with long sales cycles. Aligning product development with enterprise buying processes and integration requirements.
Government Digital Services
Digitising public services with accessibility, security, and citizen experience at the core. Understanding procurement and compliance requirements.
AI-Powered Applications
Products with AI at their core. Designing user experiences that leverage AI capabilities without overwhelming users with complexity.
My Approach
From Discovery to Market Success
Market & Customer Discovery
Who is your customer? What problem are you really solving? Competitive landscape analysis that reveals gaps and opportunities — not just a list of competitors.
Value Proposition Design
What makes your product uniquely valuable? Positioning that resonates with your target audience and differentiates you from alternatives they're already using.
MVP & Validation
Define the minimum viable product that tests your riskiest assumptions. Build-measure-learn at speed — not a 12-month development cycle before any customer feedback.
Roadmap & Prioritisation
Strategic product roadmap aligned with business goals. Ruthless prioritisation using impact vs effort frameworks. What you choose NOT to build is as important as what you build.
Go-to-Market Alignment
Product strategy doesn't end at launch. Pricing, packaging, channel strategy, feedback loops — ensuring the product engine and the growth engine are synchronised.
Product management is execution — backlogs, sprints, releases. Product strategy is decision-making — what to build, for whom, why, and critically, what NOT to build. I operate at the strategic level that determines whether your product succeeds or fails.
Perspective
“People don't know what they want until you show it to them.
Steve Jobs
Co-Founder, Apple
FAQ
Common Questions
Product management is about execution: managing backlogs, running sprints, coordinating releases. Product strategy is about decisions: what to build, for whom, why, and what not to build. I operate at the strategic level — helping founders and CEOs make the decisions that determine success or failure.
Through a combination of customer interviews, market analysis, competitive positioning, and rapid prototyping. The goal is to test your riskiest assumptions with real data before committing significant resources. I help you build the smallest possible experiment that answers the biggest possible question.
Yes — this is one of the most common engagements. I audit your product against the market, identify positioning gaps, analyse user behaviour data, and recommend strategic pivots or feature prioritisation changes that reignite growth.
Absolutely. Pre-revenue is often where product strategy has the highest impact — getting it right before you've spent your runway on the wrong features. I help define the MVP, validate the market, and align the product with a viable business model.
Focused engagements typically run 4–8 weeks for strategy development. Ongoing advisory for product evolution can continue for 6–12 months. The duration depends on complexity and whether we're starting from scratch or optimising an existing product.
Let's Connect
Build Products That Win
Whether you're validating a new idea or rethinking an existing product, I bring the strategic clarity and market experience that turns good products into market-leading ones.