Consulting

Product leadership, for a fixed scope and a defined outcome.

I build the product function at software companies that have outgrown running product on instinct — and tie every product investment to a revenue or margin outcome the board can see.

Schedule 20 minutes

Or email joe@productdetroit.com.

Symptoms

You may recognize some of this

Every meaningful product decision still routes through one person. Usually the founder, sometimes the largest customer. It worked for years. It is now the constraint on how fast the company can grow, and everyone can feel it except the person in the middle of it.

There's a roadmap, but nobody can explain it in business terms. Which items win new business, which protect the base, which defend margin, which are table stakes nobody gets credit for. Every prioritization argument starts from zero, and the loudest voice usually wins.

Sales is making promises product hasn't validated. Deals close on commitments that arrive in engineering as a surprise, and the next quarter gets consumed absorbing them.

Decisions get made on opinion because there's no evidence. Nobody can say whether the last release is being used, by whom, or whether it changed retention. Every roadmap argument is a matter of taste.

Engineering capacity is the ceiling. Real customer problems die in the backlog, not because they were wrong but because capacity was finite. Product spends its judgment on triage instead of on what's worth building.

Something was acquired and nobody knows what to do with it. The deal closed. The product, pricing, contract, and migration questions did not.

The board is asking about AI and the answer isn't ready. Or worse: AI features shipped, adoption is climbing, and gross margin is drifting in a direction nobody has modeled.

Fit

Who this is for

  • B2B software companies, roughly $10M to $300M in ARR.
  • PE-backed, founder-led, or recently both. Most of my work follows an investment, a founder transition, or an acquisition.
  • An executive sponsor who wants the real answer, not confirmation of one they already have.
  • Willingness to change how decisions get made, not just what's on the roadmap.

Engagements are fixed scope and fixed fee, with a defined outcome. I quote a number after a discovery call, once I understand what has to be true when I'm finished. I'd rather do one thing completely than be loosely attached to five.

I take on a small number of clients at a time, and every engagement ends with your team running what was built. If it only works while I'm there, it didn't work.

Engagements

Where I usually start

Diagnosis

Most engagements begin here, and it's a complete piece of work on its own.

Product diagnostic

2 weeks

You know something is wrong with how product operates but the diagnosis is contested. Or you're about to invest in a new hire, a reorg, or a platform bet, and want an outside read first.

I work with your product, engineering, sales, and executive team, read the roadmap and the last two quarters of delivery, and sit in on the meetings where decisions actually get made. You get a written assessment of what's constraining product, what it's costing in revenue or margin terms, and a sequenced plan — including what you should do yourselves.

Operating machinery

The systems that make product decisions repeatable after I leave.

Product investment governance

4–6 weeks

You have a product team and a roadmap, and still can't answer a board question about why you're building what you're building. Adding something mid-quarter costs nothing, so everything gets added.

I install an annual product investment plan aligned to the budget and strategy you already build — denominated in capacity rather than a list of initiatives, because a list absorbs infinite additions and a fixed pool cannot. Alongside it, a product-led quarterly business review in two halves: what was planned versus completed and whether the work produced the outcome it was funded to produce, then next quarter's plan with tradeoffs worked live until there's executive commitment.

Two safeguards keep it from decaying: a written tiebreak naming who decides when executives don't align, and a defined path for genuine in-quarter change.

Best installed in Q3 or Q4, alongside next year's planning cycle.

Product instrumentation and customer signal

6–8 weeks

You cannot answer basic questions about your own product — which capabilities are used and by whom, which customers are at risk and why, what the field is losing deals on.

I instrument the product for usage and adoption, stand up in-app feedback and CSAT, and bring together the signal you already generate but don't synthesize: support themes, win/loss reasons, churn and expansion patterns. The instrumentation is the easy half. The work that matters is defining what each signal means, what thresholds trigger action, and how the evidence feeds your investment decisions — so it changes what gets funded rather than filling a dashboard nobody opens.

This is not a tool implementation. The platform — Pendo or another — is an input. What I install is the decision system around it.

Product function build

90 days

There is no product function, or there are product managers without an operating model around them. Often following an investment, a founder transition, or a step-change in scale.

Operating model, governance, roles and hiring profiles, planning and prioritization rhythm, discovery practice, and the tooling to support it — built alongside your team rather than handed over as a design, because a product function that arrives as a document does not survive its first quarter. You end with a working function and either a hired product leader or a credible plan to hire one.

In the seat

Fractional CPO

1–2 days/week · 3-month minimum

You need senior product leadership in the room now — for a board cycle, a transition, a turnaround, or while you search for a permanent CPO.

I hold the seat: strategy, roadmap, executive and board communication, team leadership, and the hard calls. I represent product to your board and your investors, and I set a successor up to inherit something that works rather than a vacuum.

Advisory retainer

Monthly · 3-month minimum

Standing access for a CEO or product leader. Regular working sessions, board and investor preparation, and availability between them.

Transactions

Post-acquisition product integration

8–12 weeks

A deal closed and the product questions are open: portfolio strategy, overlap, pricing and packaging, contract structure, migration path, and what to tell customers and the field.

I run the product side of integration and leave you with a decided strategy that has an owner and a timeline, not a set of options.

Pre-deal product diligence

3–5 days

You're evaluating an acquisition and need a product read that goes past the demo and the deck.

Roadmap credibility, technical debt exposure, product organization strength, pricing durability, retention and expansion mechanics, and the realistic cost and timeline of integration — in a written memo with the risks that matter and the questions worth asking before signing. An AI readiness assessment can be added.

The AI layer

AI reaches the P&L in three places

AI is how this work gets done now, and it's a third place product decisions reach the P&L. It augments every engagement above and is rarely the whole of one — but it is often the reason a company calls.

Most companies have someone watching one of the three. Engineering cost — capacity, velocity, the development lifecycle — usually sits with the CTO. Revenue — differentiated features that win deals — sits partly with product. Cost of goods sold — inference expense against gross margin — frequently sits with no one, until it shows up in a valuation conversation.

That third one matters more than it appears. SaaS businesses are valued on 75 to 85 percent gross margins. AI features convert fixed-cost revenue into variable-cost revenue. Bundle inference into an existing seat price to drive adoption, which is what nearly everyone does, and the business quietly moves toward a different multiple bracket. For a sponsor-backed company, that isn't a product problem. It's a thesis problem.

I work on this from the product and P&L side rather than the infrastructure side. Pricing a feature whose cost moves with usage is a different discipline from pricing a seat, and most product leaders have never had to do it.

AI P&L diagnostic

3 weeks

Where AI sits in your product today, what it costs per feature, per customer, and per workflow, what it's doing to gross margin, and where the exposure is concentrated.

AI-native software development lifecycle

8–10 weeks

Baseline current adoption, redesign the lifecycle around AI-assisted development, drive adoption across teams, and hand over a measurement framework.

I run this model myself, in the open. See the build log.

AI monetization and margin

6–8 weeks

Cost model, packaging architecture — bundled, credit-based, or tiered — a cost-reduction roadmap built with engineering, and a margin governance rhythm so the gains don't erode.

Process

How we'd start

First

A conversation

Twenty minutes. You describe what's happening; I tell you whether it's something I can help with and what I'd want to look at. No deck.

Then

Mutual NDA

Before we discuss anything specific to your business. Happy to work under your paper.

Finally

A written proposal

Scope, deliverables, timeline, what I need from you, and a fixed fee. If the honest answer is that you don't need me, you'll get that instead.

Scope

What I don't do

Not UX or design services. Not fractional CTO or engineering management. Not machine learning infrastructure. Not cloud cost tooling. Not recruiting. Not a strategy deck that ends at the deck.

Method

How I work

Fixed scope, fixed fee, defined outcome. You should know what you're buying and when it's finished.

A small number of clients. This work requires being genuinely present.

Your people run it after I leave. If it only works while I'm there, it didn't work.

Straight answers. Including when the answer is that the problem you asked me to solve isn't the one you have.

Start with a conversation.

Twenty minutes to describe what's happening and hear whether it's something I can help with. If there's a fit, you'll get a written proposal with a fixed scope and a fixed fee.

Schedule 20 minutes

joe@productdetroit.com · 248.285.2821