Critical review of your current PMF & GTM
Understand why your momentum isn't where you want it to be. Identify blind spots in your plan, and how to obtain the right data.
Stop going on founder side quests
A structured and focused approach to PMF. Weekly check-ins and a systematic GTM. Frameworks backed by my own PhD research.
Startups I worked with got into:
Jeroen Coelen
PhD on PMF
Mentored 350+ startups
MEET
Doctor Market Fit
What changes in four weeks
Structured process to find PMF
Weekly check-ins help to filter signal from noise and update the GTM on the go. Supported by tested frameworks.
Towards a systematic GTM motion
Understand why your customer buys from you. Create the foundation of a GTM motion that actually works.
The Market Fit Sprint
I do prep to hit the ground running. Then we do four iterations on your GTM.
Week 12h prep + 2h live
Audit + kickoff
I review your deck, data and interviews first. Then a 2h kickoff: we kill side quests and pick the beachhead.
Weeks 2 – 430m live / week
Mentoring
Weekly call + async DMs answered in under 4 hours. We review how your GTM plan is landing and adjust.
Week 5Final call
Continue or hand off
Your call: get a monthly mentoring subscription, or continue by yourself.
Week 1Week 2Week 3Week 4Week 5
Audit + kickoffMentoringContinue or hand off
Pricing
2-Hour Market Fit Diagnosis
€750
discounted rate · excl. VAT
- ▸2h audit of your current PMF & GTM
- ▸2h live diagnostic session
- ▸Clear pointers on product-market misfit
- ▸Likely culprits of ineffective GTM
100% of the audit fee credits toward the Sprint if you continue.
Schedule free intake4-Week Market Fit Sprint
€950
discounted rate · excl. VAT
- ▸Everything in the 4-hour Market Fit Diagnosis
- ▸Three additional weekly 30m calls
- ▸Continuous support in iterating on your PMF & GTM
- ▸Unlimited DMs for the full month
3-Month Partnership
€1750
discounted rate · excl. VAT
- ▸Everything in the Sprint
- ▸Two additional months of weekly check-ins
* See FAQ for early-stage eligibility.
All Market Fit Sprint alumni can continue with monthly mentoring at €550/mo early-stage · €950/mo normal rate. Average startup stays 4.3 months.
350+ startups helped to market.
A random sample from the catalogue, anonymised for discretion.
AIAI that analyses microscope images to speed up and standardise lab result interpretation
B2CBite-sized learning app that teaches wine tasting and knowledge through daily playful lessons
B2B SaaSAutomated market analytics that help venture capital investors spot and assess opportunities faster
B2B SaaSSoftware that helps e-commerce sellers manage operations and grow sales across marketplaces
AIAgentic AI that takes repetitive HR work off people teams' plates, from intake to follow-up
B2B SaaSSoftware for large organisations to roll out new laptops and phones smoothly to employees
B2B SaaSSecure, hassle-free login and access management built for law firms and legal teams
AIAgentic AI product that automates multi-step business processes for B2B operations teams
AIAI voice assistant that documents care in the ambulance so paramedics can focus on patients
Founders who stopped side-questing.
Unstuck from zero customers to one hundred
“After working for months on my innovative bike lock, Jeroen helped me to focus on getting my product to market. He held me accountable to doing things that move the needle, and see through the noise. At the end of my collab with Jeroen, I reached 100+ sales, and felt comfortable to continue by myself. With a philosophical tangent here and there, he's helped me to get unstuck and ahead as a founder.”
Charlie · Scoot Boot
Bike lock with 120dB alarm · Chicago
Focus, accountability, and momentum
“You can easily convince yourself a side quest is worth it. Jeroen asks the tough questions to keep your eyes on the prize. He drives velocity through weekly accountability and focusing on the right things. It keeps you away from distractions.”
Yasir · NoSocial
AI recruiting platform · Amsterdam
Additional brain
“Jeroen is an additional brain. Someone who shares your ambitions, has relevant experience and knowledge, and can provide support at a deeply personal level. Sanity checks when you need them.”
Julia · Badge
Remote work platform · Lisbon
Validate my direction
“Jeroen is my sounding board for strategic decisions. Our calls help me validate my direction, sharpen my ideas, and identify the next improvements. It keeps me moving forward with confidence.”
Menno · Noa
Intelligent voice for recruiting · The Netherlands
Now doing sales calls confidently
“I needed a structured approach to scale my sales calls and tactics for smoother conversations. With Jeroen’s input, I walked into those meetings feeling more confident than ever.”
Philipp · Rollouter
Enterprise hardware management SaaS · Switzerland
Actionable advice with relevant examples
“10/10 would recommend. Jeroen helped me get better focus on what's the most important priority. Asks the right questions to dive deep and gives very actionable advice with real examples based on the many startups he worked with.”
Jayson · Marvel
Agentic AI for insurance · Amsterdam
Sanity checks and action points
“Jeroen is the best! Helpful insights and sanity checks. Walked away with action points we are excited to execute on. Would recommend for any founder.”
Eric · Ailixr
Educational AI platform · Hong Kong
Learn to think like a startup
“By working with Jeroen, I've learned how to turn big ideas into small experiments. This increased momentum and focus for our startup. We now know what works, without spending 6 months of building it.”
Caroline · Grape Genius
Duolingo for wine · Rotterdam
Mindset shift to the customer
“He helped me to shift my mind away from what I offer to focus on the customer. From supply to demand. This has helped me to sharpen my value proposition immensely.”
Dylan · Bildung Academy
Self-development programs for adults · Amsterdam
Hard and honest feedback
“Jeroen doesn't beat around the bush. He highlighted what customer information I missed in a direct way, I immediately knew where to focus. That's the kind of feedback I prefer to hear, cold and early.”
Javier · Nummary
Investment intelligence platform · Madrid
Patient intake
Three quick questions
The doctor will see you soon. I only work with founders I can genuinely help. These three questions help me.
Step 1 / 3
Do you have paying customers yet?
FAQ
Candid answers.
Did you ever have a startup?+
I launched my first business when I was 14, helping senior citizens with computer problems. Ran a modest (web)design agency during my studies. My first actual startup never exited the business plan writing phase. In the second startup, we built for 1.5 years and then launched, got 1500 downloads, and usage flatlined. We built something people didn't want, without a working revenue model.
Who gets a discount?+
Startups that don't have a lot of resources. These are bootstrapped startups, startups without external funding (FFF, angel, VC, or grant), and pre-revenue startups. I define pre-revenue as <€1000 MRR.
What is your PhD on? Can I read some?+
Early-stage startups. I see startups as a design object. I'm investigating how entrepreneurs design successful startups. And nope, our mentoring will not be part of our research—unless we specifically agree to that. My book is finished later this year. I'll post about on my Substack or LinkedIn.
I don't have the resources, do you do equity?+
No, I don't. You don't want me on your cap table for three months of work, trust me. Given the early-stage risk, the equity share I require to make it worthwhile to me is not in your favour. You may pay in tranches, and I offer discounts for pre-revenue, bootstrapped startups.