For the first few years of a startup, most founders are the product manager. You’re the one figuring out what customers need and what to build to meet those needs — all while raising money, managing staff, buying biscuits, and just trying to keep the lights on.

Most days you feel like you’re fire fighting a stream of bugs and features requests, pulling you into the weeds, even though you know your real value comes when you have the space to think strategically. It’s exhausting knowing that every decision you make could be pivotal, and yet you’re stuck in the weeds.

A coaching program gives you the space, tools, and perspective to step out of the chaos and into clarity – designed to give you the clarity to prioritise what really matters, the confidence to say no to what doesn’t, and the tools to make informed product decisions that move the needle.

Coaching programs are bespoke, but here’s an example of a program created for a startup founder on a mission to achieve product market fit within the next 12 months.

Program Overview

Goal: Help founders confidently build products that meet user needs, feel human, and evolve with changing demands.

Duration: 12 weeks

Program Features

1. Coaching Sessions: Weekly 1-hour one-on-one sessions.

2. Workshops: Interactive sessions on topics like JTBD, prioritisation, or user testing.

3. Resources: Templates, checklists, and guides for product development.

4. Email Support: Ongoing support for questions and quick feedback between sessions.

Program Structure

Week 1 Discovery & Alignment

Purpose: Understand the founder’s vision, challenges, and product stage.

Activities:

1. Kickoff session to define goals and expectations.

2. Review of the founder’s current product idea, business model, and market assumptions.

3. Clarify key outcomes for the program.

Deliverables: Personalised coaching plan with milestones.

Week 2-3 Customer Insights & Market Fit

Purpose: Identify and validate customer needs using JTBD and other frameworks.

Activities:

1. Teach founders how to conduct effective customer interviews.

2. Analyse competitive landscape and market trends.

3. Map out customer journeys and key pain points.

Deliverables:

1. A well-defined customer persona or JTBD statement.

2. Clear insights from real customer interactions.

Week 4-5 Product Strategy & Prioritisation

Purpose: Focus on building the right product with the right features.

Activities:

1. Co-create a product roadmap aligned with user needs and business goals.

2. Teach prioritisation techniques (e.g., RICE, Kano, or MoSCoW frameworks).

3. Review MVP (Minimum Viable Product) plans.

Deliverables:

1. A clear, actionable product roadmap.

2. Defined MVP with measurable success criteria.

Weeks 6-7 Design & Prototyping

Purpose: Bring ideas to life with low-risk iterations.

Activities:

1. Guide founders in creating wireframes or prototypes.

2. Test prototypes with potential users and iterate based on feedback.

3. Ensure product reflects both functional and emotional needs.

Deliverables:

1. Usable prototype or wireframes.

2. Feedback report from user testing.

Weeks 8-9 Execution Support

Purpose: Help founders transition from planning to development.

Activities:

1. Support founders in collaborating with developers and teams.

2. Provide strategies for agile implementation and iteration.

3. Address blockers and provide solutions.

Deliverables:

1. Clear development and testing strategies.

2. A plan for iterative product releases.

Weeks 10-12 Launch & Beyond

Purpose: Equip founders to launch successfully and sustain growth.

Activities:

1. Define launch plans and success metrics.

2. Teach methods to gather and analyse post-launch feedback.

3. Guide founders in setting up a sustainable product development cycle.

Deliverables:

1. Launch plan with clear success metrics.

2. Post-launch feedback and iteration framework.

Add-On Options

1. Deep-dive customer research (done-for-you service).

2. Team workshops for larger startups.

3. Ongoing coaching after the program ends (monthly check-ins).