01
Activation engineering
Time-to-aha mapping, onboarding sequence rewrite, and the empty-state work that determines whether your trial converts.
Vertical SaaS, PLG, mobile apps
Activate, retain, expand — without rewriting the roadmap.
We pull on the unsexy levers — onboarding, expansion revenue, churn — that move ARR without forcing engineering to rebuild.
Stack we work with
- Stripe
- Mixpanel
- Amplitude
- Posthog
- Customer.io
What we do
Three levers, one engagement.
No multi-pillar transformation deck. We focus on the three operational levers that move the needle in saas & apps — and we ship.
02
Expansion revenue
Pricing pages, packaging, seat-expansion mechanics, and the upsell prompts that don't read as upsell prompts.
03
Churn diagnostics
Cohort-by-cohort churn breakdown, save-flow rebuild, and the lifecycle messaging that re-anchors value before renewal.
What it looks like
Recent results.
Three engagements. Real shape, anonymized for confidentiality.
−22%
30-day churn
Vertical SaaS at $4M ARR cuts 30-day churn 22%
Field-services SaaS. Rebuilt onboarding sequence around first-week activation milestones; added in-app prompts tied to feature usage.
2.0×
Trial → paid
Mobile studio doubles trial-to-paid via paywall AB
Lifestyle app, ~400k MAUs. Ran 6-paywall test sequence over 8 weeks; locked in winner with annual-default + family-plan upgrade.
+17pp
Net revenue retention
DevTools company lifts NRR from 104% to 121%
Mid-market DevTools. Repackaged seats vs. usage, introduced expansion prompts at usage thresholds, retrained CSMs on QBR motion.
FAQ
Common questions.
Seed or post-Series-A?
Both, but the engagement looks different. Seed: positioning + early activation. Post-A: cohort retention, expansion, packaging.
How do you work with our engineering team?
We write specs your PMs would write — exact change, exact metric, exact rollout. We do not ship code into your codebase.
PLG, sales-led, or both?
Both. We've shipped wins on pure PLG, classic sales-led, and the increasingly common PLG + sales-assist hybrid.
Pricing pages and packaging?
Yes — usually one of the highest-leverage 30-day wins for B2B SaaS. We don't redesign your pricing page; we change what's on it.
Free audit
Get my free SaaS audit.
Tell us where you're stuck. We'll come back with a one-page audit covering the highest-leverage 30-day moves for your operation — no sales pitch, no signup, no auto-emails.
- Reply within one business day.
- One-pager covering 30/60/90 levers.
- Walk-through call only if you ask for one.