Trusted advisors to early-stage technology-based founders

Know in 90 days whether your product has a real market.

You have a great product. But if you can't explain who it's for and why they need it, nothing else works. That's what we fix, together.

See The PMF SprintCheck if it's right for you

Most founders build before they listen.

You've shipped. You've pitched. You've iterated. But traction is inconsistent, customers say they love it but don't come back, and your team can't agree on who you're actually building for.

This isn't a product problem. It's a customer clarity problem. And it's costing you runway, energy, and conviction.

The founders who find product-market fit aren't luckier, they're more rigorous about who they're talking to and what those conversations actually tell them.

Raised by founders we've guided
$25M+
Companies helped find their market
15
Client satisfaction
100%

The PMF Sprint — 90 days to clarity.

The Product-Market-Fit (PMF) sprint. Three phases. Twelve weeks. A clear answer at the end.

  1. Phase 01 · Weeks 1–2

    Assumptions Audit

    We surface every assumption baked into your product, your pitch, and your roadmap. You'll see clearly what you know versus what you've been hoping is true.

  2. Phase 02 · Weeks 3–8

    Discovery Sprints

    You do the interviews. We design them — the right questions, the right personas, the right structure. I coach you through every round so the signal is real, not confirmation bias.

  3. Phase 03 · Weeks 9–12

    Synthesis & Direction

    We turn the evidence into clarity: who your real customer is, what problem you're actually solving, and whether the signal says scale or pivot.

Right fit. Wrong fit.

For you if

  • Post-MVP founders who have a working product but inconsistent traction
  • Founders who feel stuck on who their real customer is
  • Teams with 6–18 months runway who can't afford to guess
  • Mission-driven founders building something that matters beyond the return

Not for you if

  • Pre-idea founders who haven't built anything yet
  • Founders with strong recurring revenue who already know their market
  • Founders who want someone to do the interviews for them — you do the talking, we guide the listening
  • Founders seeking a co-founder or operator — this is focused advisory, not fractional execution

Is the PMF Sprint right for you?

Three quick questions. Answer honestly about where you are today — you'll see a recommendation based on your responses.

  1. Question 1

    We've shipped a product but our traction is inconsistent.

  2. Question 2

    Our team can't agree on who our real customer is.

  3. Question 3

    We have raised funds (Grants, Friends/Family, Angels, VCs)

  4. Question 4

    We have 18 months or less of runway.

Enrique Shadah

About

Enrique Shadah

Founder, Expert Collective

I am an operator, not a theorist. As an adjunct instructor at MIT with deep experience guiding early-stage companies from fuzzy idea to funded reality, I thrive in guiding hard-tech founders through the tough path of early stage company building.

I am not an expert in your industry, but on the process of finding a market for your technology. That distinction matters. You know your space. I know how to help you listen to it.

I've helped founders raise capital, discover customers they didn't know existed, and walk away from ideas that would have consumed years. Honesty is one of my core values.

  • $35M+ in capital raised by my clients
  • 50+ early-stage companies guided
  • MIT adjunct instructor & mentor
  • MIT Excellence Award (2016) and MIT Infinite Mile Award (2026)

From the field.

Writing on customer discovery, value proposition, and finding your real market.

All insights

Ready to find your real market?

Apply for the next cohort. We'll tell you honestly whether the PMF Sprint is the right fit — and what to do if it isn't.

No pitch. No pressure. Just an honest conversation about where you are.

Apply now