One-on-one coaching
Direct access to Andrew while you build your SaaS.
Coaching is for founders who are doing the work and want someone practical in their corner: a second pair of eyes on the decisions, the plan and the product, from someone building software products himself.
Who coaching is for
- You have a SaaS idea and want to test it properly before you spend months building.
- You are part-way through an MVP and it keeps growing instead of shipping.
- You have launched, and customers are not arriving the way you expected.
- You are building with AI tools and want a workflow that produces something you can maintain.
- You would rather be told the uncomfortable thing now than discover it after launch.
Who it is not for
- You want someone to build the product for you. That is a partnership conversation, not coaching.
- You are looking for a guaranteed outcome. Nobody honest can sell you one.
- You do not have time to act between sessions. Coaching only works if the work happens.
Problems coaching addresses
The places founders get stuck.
No clear next step
Too many options, no way to rank them. We pick the one thing that matters this week.
An unvalidated idea
We design the cheapest test that would tell you whether anyone wants it.
An MVP that will not finish
We cut scope to the one job the product must do, and set a date.
AI builds that fall apart
We set up a build process: small steps, written specs, things tested before the next thing starts.
A launch with no customers
We work out who the first ten customers are and how to reach them by hand.
Pricing guesswork
We set a first price you can defend, and a way to learn whether it is wrong.
What the sessions cover
Whatever stage you are at, start there.
- 01Your idea, market and customer — who has the problem and what they do about it today.
- 02Validation — what evidence you have, and what evidence you still need.
- 03MVP scope and product decisions — what goes in version one and what waits.
- 04Planning and AI-assisted development — how to brief, build and test in small steps.
- 05Beta launch, testing and feedback — getting real usage and deciding what to fix.
- 06Pricing, positioning and messaging — what you charge and how you describe it.
- 07Customer acquisition — the first customers, then the first repeatable channel.
- 08Operations — the simple systems that stop the business depending on your memory.
How the process works
Five steps, no surprises.
- Step 1
Submit your application
A short form. It takes about five minutes and tells Andrew where you are.
- Step 2
Andrew reviews it
Every application is read by Andrew personally. Not every application is a fit.
- Step 3
A conversation, if it is a fit
Suitable applicants are invited to a call to talk through the product and what help would be useful.
- Step 4
Scope and pricing are agreed
You get a clear proposal: what coaching covers, how often, and what it costs. No obligation.
- Step 5
Coaching begins
Sessions start, with specific work agreed between each one.
What you can expect
Honest about what coaching is.
Straight answers
If the idea has a hole in it, you hear that first, with the reasoning.
Work between sessions
Each session ends with something specific to do. Progress is measured by what shipped.
Real examples
Advice comes from products Andrew is building, including the mistakes.
No guarantees
Coaching improves your decisions and your pace. It cannot promise customers, revenue or a successful product.
Pricing
Scope and pricing are agreed after your application, based on what you actually need.
Application
Apply for coaching.
About five minutes. Andrew Needham reads every application and replies by email. Applying is free and does not commit you to anything.
Not ready for coaching yet?
Read the course first. If you want someone to build the product with you rather than coach you through it, look at partnerships.