What we built, and what it produced, for the founders we've embedded with. Open any case for the detail.
Each case is the same discipline applied to a different moment: validate the foundation, then build and prove the engine before spending to scale it.
Eluum, an early-stage social and memory app, was weeks from its App Store and Play Store launch and about to make the most common early-stage mistake: spending on acquisition before it could measure any of it. There was no trustworthy view of the funnel, no single definition of what "working" would mean, and no way to tell a high-value user from a passing click. The constraint was visibility. The risk was spending into the dark.
We didn't start with ad spend. We embedded ahead of launch and built the instrumentation first, the unglamorous work that decides whether a launch produces real learning or just noise. When acquisition starts, every signup and every dollar is measurable, and the team is already aimed at the right customer.
"[Robin and Shanti] have already challenged some of our assumptions in the best possible way. One lesson that has really stuck with me: a demographic isn't a target audience. Building a startup is filled with uncertainty, and having experienced operators who ask the hard questions and help bring clarity is incredibly valuable."
Bilkay Rose, CEO & Co-Founder, Eluum
Oddli was ready to open new paid acquisition channels but had nothing to spend against. There were no agreed metrics or KPIs to separate a working channel from an expensive guess, and no benchmark for what a customer was actually worth. The risk was the common one at this stage: pour budget into channels on instinct, then find out months later that the math never worked.
We embedded for about 60 days and built the data foundation before scaling spend, then worked both halves of the equation: a measurement system and KPI set tied to a clear efficiency target, so every channel test had a pass or fail line, and a retention motion, because acquisition only pays off if the customers you buy come back.
"Velix helped us build the data foundations, metrics, and KPIs needed to scale into new acquisition channels effectively. It has allowed us to test and spend within our effective CAC goal confidently."
Ellie Chen, Oddli
Simply Bread was experiencing the classic "busy but stalled" operational paradox common in high-growth companies. The CEO was forced into every meeting just to ensure accountability. This constant drag stole 4+ hours of critical strategic time per week and was directly decelerating their path to Series A. The constraint was time. The risk was momentum.
We didn't deliver a report. We embedded to install the system, architecting the operational spine of the organization at the speed a growth-stage business requires.
Unique Minds was preparing for a critical funding round and needed to demonstrate capital-efficient unit economics for their B2C channel that would hold as they scaled. The problem: no reliable intent-to-pay signal existed at the pre-scale stage. The CEO could not commit runway capital to paid channels without a GTM playbook that first proved they could acquire sticky customers to test pricing and prove valid CAC and LTV signals. The constraint was proof. The risk was spending runway blind.
We embedded as the fractional GTM operator. The mandate was simple: de-risk the next capital investment by proving channel viability at a microscopic budget, not vanity scale.
Curious how we work, not just what it produced? The same three-step methodology runs under every case above.
See our methodology →A GTM Diagnostic is the fastest way to find out.
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