Zero → PMF: Find what works before you scale

Startups and new ventures are hard. The strategy shouldn’t be.

Early-stage founders are under pressure from day one. You're building, selling, hiring, pitching—all at once. You're expected to show traction before you even know if what you're building works.

A lot of effort gets wasted. Wrong features. Wrong customers. Wrong timing. You need clarity before you can scale. Most don’t get it early enough.

That’s where I come in.

What does 0 → PMF actually mean?

This phase gets thrown around a lot—but it’s often misunderstood.

I break it down into two parts:

0 → MVP: Find a real problem. Build something usable. Get paying customers. Not free users. Not interested leads. Paying customers. Without that, you're still guessing.

MVP → PMF: Learn from those early customers. Tighten your value proposition. Focus your delivery. Focus your numbers. Experiment fast. Repeat what works.

And remember—PMF isn’t fixed. External conditions shift. What worked six months ago may not work now. Product-market fit is a moving target.

The real problem

Most startups don’t lack ideas. They lack focus.

You’re moving fast, but it’s not always clear where or why. Your product, your messaging, your growth efforts—they’re not pulling in the same direction.

If you don’t know:

Who you’re really for

What you solve

Why you're different

…you’ll end up spending time and money without much to show for it. And investors notice. They want to see progress, not just activity.

What I help with

I help founders build a Go-To-Market Foundation. It’s a fast, focused process that cuts the noise and gets to what matters.

In 4–6 weeks, we:

Talk to your team and users

Map out what drives customer action

Build a strategy that’s clear and sharp

Create a simple growth model with financial logic

Define a focused 6–12 week execution plan

This is hands-on. No slides. No fluff. Just structured work based on what’s real.

Why me?

I’ve been there. I founded and led Tørn, a venture-backed startup that grew fast and failed hard. I’ve worked across tech, design, marketplaces, and sustainability.

I bring structure and straight talk. I know what it feels like to be in the mess—and how to find your way out.

I also work with investment firms who want their portfolio companies to reach PMF faster, with less burn. My approach helps teams get aligned, focused, and investor-ready.

Let’s get to work

If you're:

Spinning your wheels

Spending without results

Guessing what will stick

Let’s talk. We can start with a low-risk pilot. In weeks, you’ll have a clearer plan, better focus, and real momentum.

No fluff. Just traction.