If you're feeling pressure to scale, but don't have a repeatable formula yet, you likely have weak PMF.
There's a common stall out period for most startups between $100k and $10M in revenue. This is by far the hardest stage of the PMF journey — 87% of startups expire before ever reaching $10M ARR.
You've hit the pavement hard to get your first customers, but the tactics that got you from 0 to 1 are not what'll get you from 1 to 10.
The first thing you have to do is strengthen PMF. This requires founders to harness their emotional intelligence and make counterintuitive decisions like firing customers, reducing service levels, and niching down before scaling up.
These are unique-to-PMF operating challenges and they are the hardest decisions successful startups ever make.
For Climate Tech Founders of seed to series b B2B software startups, this short course will serve as your personal PMF guru.
Achieving strong pmf requires founders to make counterintuitive decisions and tear down parts of the business they just painstakingly built.
This includes firing customers, reducing service levels, and niching down before scaling up — some of the hardest decisions successful founders ever make.
-> 12 modules you can take in any order
-> Summary decks & deep dive videos
-> Examples & frameworks
-> Unlimited access for you/your team
Prior to running my own advisory firm, Alternate Future, I spent almost two decades leading product at startups and growth stage companies.
My operational experience ranges from:
-> Pre-seed to series e
-> Pre-revenue to $100M in ARR
-> 1 to 1000 in headcount
My current portfolio of clients is climate-centric as is this course. I have specific, in the trenches experience with:
-> Carbon Management
-> Scope 3 Supply Chain Engagement
-> Decarbonization
-> Energy Information
-> Climate Risk
-> Carbon Removal & MRV
I've worked across product mediums that include:
-> SaaS
-> Platforms
-> AI/ML
-> Analytics
-> Marketplaces
I help founders with product, gtm, and scaling.
And now, with this course, I'm making that more accessible.
See what my partners say about me 👇
“Peter’s approach to PMF cuts right through the BS and has enabled me and my team to maximize our speed of learning. With his help, we established a PMF team, ran a design partner program, and landed our first customers in less than 4 months. He is very deft and has a very soft touch, but is constantly pushing us and nudging us and challenging us. He is our personal PMF coach and knows exactly what we need to hear and when we need to hear it.”
“Peter’s philosophy around startup building helped us think deeply and execute intelligently around our moat and network effects. We were at a PMF crossroads and needed to expand beyond our original core product for the first time. His unique perspective gave us a roadmap through ambiguous moments and helped us create a stickier product, drive network-based revenue, and land strategic investment. The coaching he provides to me and the team is invaluable."
"We acquired a startup to build a ‘Kayak for coworking’ alongside our core business. Peter was VP of Product for the acquired company and stayed on to help us figure out how to push past where the business had plateaued pre-acquisition, at about $1.5M in GMV. Peter had a rare combination of informed optimism, clarity of thought, and stick-with-it-ness. He diagnosed what was blocking product/market fit and built our strategy for where we should take the business. He is a methodical decision maker who whittles away at hairy problems — and is also super fun to work with."
I’ve introduced Peter to many True Portfolio founders and have witnessed the deep value these relationships have fostered in achieving stronger product-market fit. His sound operating guidance straddles the line between philosophy and tactics in a way that really speaks to founders. I’ve received tons of positive feedback from founders that Peter provides unique perspectives throughout the startup journey, especially when there are so many unknowns in where to devote energy. I’d recommend Peter to founders looking to improve their product/market fit, and for so much more.
I've been through a shitload of PMF attempts and have tons of practical advice that you can operationalize the moment after we meet to improve your product/market fit.
My clients and partners love me and what I've been able to help them achieve.
The executive summaries are a great starting place to drill into your core needs and create an action plan to level-up your PMF.
The deep-dive videos are a great thing to share with your team and revisit as your PMF journey unfolds.
Your product's stage and medium are what matters the most in terms of relevancy of this course to you. As long as you're in b2b software and have a few paying customers, this course will be helpful to you.
It's also helpful for
- Founders in any b2b software context.
- Startup execs or startup product teams.
- Product innovation teams inside larger companies.
This course saves you time, helps you avoid mistakes, and unlocks the full potential of you and your startup. That's invaluable. More literally, experienced consultants charge $250-$750/hr+equity and if you bring one on your spend will quickly exceed the cost of this course.
If you take the course and it's not what you expected let's hop on a call and see if I can make it right. If not, then I would be happy to refund you.
You know it. Your board knows it. Your investors know it. The only thing that matters is getting to PMF.
But every founder I talk to says some version of this:
PMF can be crazy ambiguous and startups can achieve varying degrees of it. That's a hard thing for founders to live with.
You have paying customers and positive engagement. Users tell you they'd be disappointed if you took your product away. You're seeing signs of PMF. Congrats, you're way, way ahead of the pack (for real).
And you're worried you don't have solid enough metrics for your next raise.
These are all indicators of weak PMF. It is the most challenging stage of the startup journey — you've found initial success but need to level-up to survive.
Manually deliver value to customers -> Find patterns -> Automate -> Sell -> Repeat.
And while these tactics are critical, they're nothing without an awareness of where you're at in the PMF journey and a willingness to make counterintuitive decisions to get to the next stage.
Have you ever looked at another founder that is just a couple stages ahead of you and thought "wow they really have the magic touch?" Well, good news. It's not magic.
Achieving strong PMF requires you to tear down parts of the business you just painstakingly built. You must reduce your startup's surface area to form a solid foundation to scale on top of.
These are some of the hardest decisions successful founders ever make. Decisions often infused with strong emotions.
This is hard. Really hard. But this is what separates startups.
Everyone needs help with this, and that's why I created this course.
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