Product & Technology Execution for PE and Growth-Stage Software
I help growth-stage and PE-backed tech-enabled companies align their product and engineering with the investment thesis and navigate the AI disruption that is reshaping how software is built and sold.
Erik de Kroon — Value Creation Advisor
The problem
Product and technology in most software companies fail to execute the investment thesis at the required speed.
Similar problems typically surface:
Technology spend increases without a clear link to growth or margin. The company lacks a clear AI strategy and impact asssessment.
What I change
I translate the investment thesis into product roadmaps and engineering priorities the organisation can actually deliver.
That means concentrating engineering capacity on the few initiatives that drive growth and margin, removing work that doesn't, and making trade-offs explicit at leadership level.
It also means assessing competitive exposure to AI, and helping leadership prioritise the right AI investments in the right order.
The result is a simpler, more focused product portfolio and faster, strategy-aligned execution.
How I work
I work in three phases:
Rapid Diagnostic(4–6 weeks)
Identify execution risks and immediate improvements
Value Creation Roadmap
Translate the investment thesis into a realistic plan
Execution Support
Ensure delivery happens and momentum is maintained
Why me
White paper
The Execution Gap in PE-Backed Software
Why portfolio companies struggle to execute the investment thesis through product and technology, including:
- where engineering capacity is lost
- why too many initiatives slow execution
- how product complexity destroys value
- what changes actually improve delivery
Discuss your situation with Erik