Get clarity on who your product is for — before you build more.

You have users. Some of them love it. The rest went quiet. This 8-week engagement tells you why the gap exists, who your best customers actually are, and what to do about it. $12,000–$18,000.

Book a Call → See what’s included ↓

30 minutes. You’ll leave knowing whether your user base has the signal this engagement needs.

AUDIT → INTERVIEWS → GTM → ANALYTICS

Signal Audit Everything you have reviewed and mapped before interview 1
JTBD Interviews 8–12 structured calls. Real reasons people bought, in their words.
PMF Diagnostic Scored across 4 dimensions with evidence — not a feeling.
Positioning Brief One answer to “how are you different?” for every person on the team.
GTM Plan 90-day playbook, 1–2 channels, live dashboard from delivery day.

8 weeks · fixed scope · $12,000–$18,000

Eight weeks from now

Clarity

You have a specific answer to “who is your best customer?” Backed by 8–12 interviews and a scored PMF diagnostic — not a planning meeting. A specific person, a specific situation, a specific job to be done.

Alignment

The whole team tells the same story — on the website, in the sales pitch, in the investor deck. Because everyone is working from the same positioning brief, not the version from the last all-hands.

Momentum

The next 90 days have a specific plan: 1–2 channels, a week-by-week playbook, and a live dashboard already measuring. You stop building for users you haven’t figured out yet. You start compounding on the ones who already love it.

THE SIGNAL SYSTEM

Nine deliverables. Everything needed to go from “we think we have PMF” to a plan with evidence behind it.

S
Signal
Audit existing data before interview 1
I
ICP
Form falsifiable hypotheses, not aspirational segments
G
Gather
Structured JTBD interviews with four forces
N
Navigate
Score PMF across four levels with evidence
A
Articulate
One positioning answer for the whole team
L
Launch
GTM plan, experiments, analytics, readout
Research · Week 1
Customer & Signal Audit

Everything you already have — CRM, tickets, usage data, past conversations — mapped for patterns before a single interview.

  • 3 testable ICP hypotheses before interview 1
  • Patterns from 6 months of existing signal
  • Interview screener finalised from day 3
  • Nothing starts from zero
ICP · Week 2
ICP Hypothesis Map

2–3 specific, testable profiles — firmographics, trigger event, job to be done, current alternative.

  • Falsifiable hypotheses, not aspirational segments
  • Each profile tested against interview data
  • Growth hire inherits a clear target
  • No “figure out who to go after”
Research · Weeks 3–4
JTBD Interview Synthesis

8–12 structured interviews using the four forces method. The real reasons people bought, in their own words.

  • Push / pull / anxiety / habit mapped per interview
  • Exact language for landing page and sales copy
  • Why they bought — not what they clicked
  • Interview recordings yours permanently
Diagnostic · Week 4
PMF Diagnostic Report

Sean Ellis survey + retention cohort analysis + JTBD scoring across a four-level PMF framework — scored with evidence, not opinion.

  • 40%+ threshold confirmed or gap identified
  • Weakest PMF dimension named precisely
  • Investor-ready PMF number
  • “Do we have PMF?” answered with data
Positioning · Week 4
Positioning & Messaging Brief

April Dunford’s five-component framework applied. One answer to “how are you different from X?” for every person on the team.

  • Competitive alternatives mapped and ranked
  • Unique attributes tied to real customer value
  • Website, sales pitch, investor deck all aligned
  • Prospects stop getting confused by inconsistent messaging
GTM · Weeks 5–6
GTM Channel Plan + 90-Day Playbook

1–2 validated channels with week-by-week actions, a messaging matrix per ICP, and pre-defined success metrics.

  • Channel selection backed by evidence
  • Week-by-week actions, not a backlog
  • Messaging matrix per ICP hypothesis
  • Week 12: you know whether the thesis held
Validation · Week 6
Experiment Backlog (5–8 tests)

Structured experiments with hypotheses, success thresholds, and runtime estimates — designed to validate PMF assumptions within 30–60 days.

  • Chosen by evidence, not meeting persuasion
  • Each test falsifiable with a clear pass/fail threshold
  • 30–60 day runtime per experiment
  • Dashboard tells you the answer as it happens
Analytics · Weeks 6–7
Analytics Instrumentation + Live Dashboard

PostHog or Amplitude tracking activation, retention, engagement depth, and Sean Ellis survey trigger — live from delivery day.

  • Live before the engagement ends
  • Cohort data by ICP from week 1
  • Retention segmented by hypothesis
  • Growth conversation shifts from narrative to data
Delivery · Week 8
Final Readout

15–20 slides: ICP, PMF score, positioning brief, 90-day GTM plan, experiment backlog, and analytics confirmation.

  • One document for full team onboarding
  • Investor due diligence pre-answered
  • North star for the next 90 days
  • New hire can onboard to the strategy in an afternoon

THE TIMELINE

Eight weeks. Four phases. A live dashboard on delivery day.

WEEKS 1–2
Signal Audit + ICP Hypothesis Formation

Every existing data source reviewed and mapped. ICP hypothesis map built from patterns in your CRM, tickets, usage data, and past conversations. Interview recruitment and screener finalised — you approve the list before outreach begins.

WEEKS 3–4
Interviews + PMF Diagnostic + Positioning

8–12 JTBD interviews conducted and synthesised. PMF diagnostic completed — Sean Ellis survey deployed, retention cohorts analysed, four-level framework scored. Positioning brief produced and reviewed with your team before GTM planning begins.

WEEKS 5–6
GTM Plan + Experiment Backlog + Instrumentation

GTM channel plan and 90-day outreach playbook finalised. Experiment backlog built with hypotheses and success criteria. Analytics instrumentation implemented — live dashboard measuring from this week, not after the engagement ends.

WEEKS 7–8
Validation Pass + Final Readout

First 2–3 weeks of outreach reviewed against plan. Dashboard data assessed. Final readout delivered. Everything handed over — analytics, documents, playbook, interview recordings. You own all of it permanently.

Six questions you can’t answer today. All six answered at the end.

TodayAfter week 8
Who it’s for “B2B SaaS companies” or “SMBs that need X.” 2–3 specific, testable profiles — firmographics, trigger event, job to be done, current alternative.
PMF status “We think so.” “Early adopters love it.” Scored across four dimensions with evidence. A real answer — above or below threshold.
Why people buy “It solves the problem better than alternatives.” 8–12 interviews, four forces mapped. The real reasons, in their own words.
Next 90 days “We need to do more marketing / talk to more customers.” 1–2 channels, week-by-week actions, messaging matrix, 5–8 validation experiments.
Analytics Signup counts. No activation or retention tracking. Live dashboard — activation, retention, engagement depth, PMF survey trigger.
How you pitch it “We help [broad segment] with [vague problem].” Five-component positioning brief. Every person on the team tells the same story.

IS THIS YOU?

Built for early-stage founders with paying users and unanswered questions.

Pre-Seed
Paying users, but no pattern yet
$0–$100K ARR

Why this fits

5–20 paying users. Some are very engaged, but you can’t explain what the best ones have in common. Before you invest in a channel, hire a growth person, or pitch investors, this engagement tells you who the product is actually for.

What you leave with

  • Who your best customers are — and why
  • What job they’re hiring the product to do
  • Which channel is most likely to reach more of them

You go into your seed raise knowing your ICP — with data, not a theory.

Seed
Ready to scale — but which ICP?
$100K–$300K ARR

Why this fits

Growth has been word-of-mouth and founder network. You need a repeatable acquisition channel but can’t commit until you know which ICP to focus on. The first investor asking “who is your ICP and how do you know?” is the trigger.

What you leave with

  • ICP confirmed before you commit channel spend
  • Positioning brief your sales team can actually use
  • GTM plan built on validated hypotheses, not assumptions

You answer “who is your ICP and how do you know?” before the next investor asks.

Any Stage
Growth was easy. Now it’s flat.
Plateau · $0–$500K ARR

Why this fits

Early growth came easily. The last 3 months have been flat. You’re not sure if it’s the market, the product, the channel, or the ICP. This engagement diagnoses which layer is the real constraint — and builds the plan to get unstuck.

What you leave with

  • The real constraint identified — not guessed
  • Experiment backlog targeting that specific constraint
  • Live dashboard measuring whether it’s moving

You leave knowing what’s actually broken — and with a plan that addresses that specific thing.

What we need from you

Read-only access to your analytics platform (PostHog, Amplitude, Mixpanel, or similar)
CRM export or access — customer list for interview recruitment
Support ticket history from the last 6–12 months
15–25 customer contacts for interview outreach (warm intros or names)
2–3 hours per week from the founder or product lead for reviews and decision gates
Product access — a user account or a guided walkthrough in the first week

Not the right fit if: you have fewer than 10 paying users. This engagement needs real user behaviour and enough customers to reach interview pattern saturation. Pre-product companies should start with the free teardown or the DNA Analyzer.

THE PROCESS

What happens after you click.

01
30-minute call

We assess your user base, data access, and customer list size. You leave knowing whether the signal is there for this engagement to work — and what the scope looks like if it does. No pitch. No deck.

02
2-page proposal

Specific scope: interview count, analytics platform, deliverable list, timeline. Price confirmed. Nothing ambiguous. If it’s not the right fit, we’ll say so before you sign anything.

03
The 8-week engagement

Four phases: signal audit + ICP hypotheses → interviews + PMF diagnostic → positioning + GTM plan → experiment backlog + dashboard live. Weekly review session at each phase gate.

04
Full handover

All 9 deliverables delivered. Dashboard live and measuring. Interview recordings and synthesis yours permanently. You run the next 90 days independently — no ongoing dependency.

What this costs — and what it would cost to source it separately.

What’s includedStandalone market rate
Customer & signal audit~$2,500
ICP hypothesis map~$2,500
JTBD interview synthesis (8–12 interviews)~$8,500
PMF diagnostic report~$3,500
Positioning & messaging brief~$5,000
GTM channel plan + 90-day playbook~$4,500
Experiment backlog (5–8 tests)~$2,000
Analytics instrumentation + live dashboard~$3,500
Final readout & investor-ready synthesis~$2,000
Sourced separately~$34,000
This engagement — one-time, 8 weeks$12,000–$18,000
$12,000–$18,000
One-time · 8 weeks · fixed scope
  • Customer & signal audit
  • ICP hypothesis map — 2–3 specific, testable profiles
  • JTBD interview synthesis (8–12 interviews)
  • PMF diagnostic — scored with evidence
  • Positioning & messaging brief
  • GTM channel plan + 90-day outreach playbook
  • Experiment backlog — 5–8 validation tests
  • Analytics instrumentation + live dashboard
  • Final readout — 15–20 slides
Fixed scope — no surprise invoices Everything yours at handover Not a deck — a live system
Book a Call →

ProductQuant runs 2–3 active engagements at a time. Book a call to check current availability.

The cost of 3 more months without this clarity: Every sprint your team runs without a confirmed ICP is partially aimed at the wrong user. Every channel dollar spent without a validated GTM hypothesis converts at a fraction of what it could. Most early-stage companies building for 6 months without confirmed PMF don’t lose the revenue they could have had — they lose the compounding that would have started 6 months earlier.

Questions.

Or book a call →
We’ve done some customer discovery already. Does that help?+
Yes — we start from what you have. The signal audit in week one reviews your existing research, CRM notes, and conversations. If you have strong qualitative data, we spend less time in broad discovery and more time in hypothesis validation and GTM planning. Prior work accelerates the engagement; it doesn’t create rework.
Who conducts the customer interviews?+
Jake conducts the interviews using the four forces JTBD framework — push, pull, anxiety, habit. You facilitate introductions to existing customers (or provide contact details for warm outreach). For cold recruitment, we provide the screener and can support external recruitment if needed. Eight to twelve interviews is the minimum for pattern saturation. We scope the exact number based on your customer list size on the initial call.
What if the PMF diagnostic shows we don’t have PMF?+
That’s a valuable outcome, not a failure. Most early-stage companies going through this process discover partial PMF — strong on one dimension (the JTBD resonates) and weak on another (the channel fit or activation). The diagnostic identifies which dimension needs work, and the experiment backlog is built to close it. Knowing precisely where you don’t have PMF is more actionable than guessing that you might.
What if we don’t have 15–25 customers to interview?+
Ten paying users is the minimum for this engagement to produce reliable patterns. Below that, the signal audit can still surface findings, but the interview synthesis will be thinner — and we’ll say so on the initial call rather than take the engagement and under-deliver. If you’re below that threshold, the DNA Analyzer and the free teardown are better starting points.
How is this different from hiring a user researcher or a PMF consultant?+
A user researcher delivers findings. A PMF consultant delivers a framework and recommendations. This engagement delivers both — plus the analytics instrumentation that makes the findings measurable going forward, and the GTM plan and experiment backlog that translate the findings into specific actions. At the end of week 8 you have a live dashboard, a signed-off positioning brief, a 90-day playbook, and interview recordings you own permanently. Not a report that sits in a folder.
How much time does this require from our team?+
2–3 hours per week from the founder or product lead — one weekly review session at each phase gate and turnaround on approvals within 24 hours when things need to move. For the interviews: you facilitate the introductions and provide the customer list, Jake runs and synthesises the calls. No steering committee, no weekly status decks.
How quickly can we start?+
Kickoff within 2 weeks of signing. The engagement runs 8 weeks from kickoff, with the live dashboard and final readout delivered at the end of week 8.

WHO’S DOING THE WORK

Jake McMahon, founder of ProductQuant

Jake McMahon · Founder, ProductQuant

Jake McMahon

8+ years building growth systems inside B2B SaaS · Bachelor’s in Behavioural Psychology · Master’s in Big Data

Eight years as a product leader inside B2B SaaS companies — product manager, growth lead, head of product, from seed-stage to $80M ARR. He kept watching smart teams make the same mistake: good tools, real talent, no system connecting any of it.

Each quarter started from scratch — same debates, same guesses, same wasted research. Growth was whoever shouted loudest in planning, not what the data showed. The problem wasn’t the people. It was that nobody had built the system that connects the pieces.

ProductQuant is what he’d hire if he were still an operator — rebuilt as a service. There’s no team of junior analysts. Jake conducts the interviews, builds the positioning brief, instruments the analytics, and delivers the readout himself.

What he won’t do:

  • Promise revenue numbers he can’t verify
  • Hand you a strategy deck and disappear
  • Recommend work you don’t need
  • Build something that only works if you keep paying him

The most common question at this stage: “Could our growth PM do this if we gave them time?”

One PM cannot simultaneously run 8–12 user interviews using a rigorous four forces methodology, score PMF across four dimensions with cohort data, build a positioning brief, design a 90-day GTM plan, and instrument live analytics — while also managing the roadmap. This is a full 8-week sprint with dedicated focus. The question isn’t capability. It’s whether you want them spending 6 months building toward it, or using the output from week 2.

Teams Jake has worked with

monday.com
Payoneer
thirdweb
Guardio
Gainify
Canary Mail

Know who your product is for before you scale it.

A 15-minute call is enough to assess whether your current user base has the signal this engagement needs — and what the scope looks like if it does.

Book a Call → See all offers →