Product strategy that holds up.
A roadmap, narrative, and decision system that can survive customers, investors, the board, and the next round of growth.
Fractional Product Executive
ProductleadershipfortheSeriesAtoBtransition.
Koico works with founders scaling from traction to repeatability. I embed with the team to sharpen product strategy, improve operating cadence, and make product a stronger part of the growth and fundraise story.
What we do
Embedded product work for the moments where advice is not enough.
The goal is not dependency. The goal is a product organization that can make better decisions, explain them clearly, and execute with less founder drag.
Operating cadence for sharper teams.
Planning rituals, PM coaching, and product-engineering habits that raise output without defaulting to another reorg.
AI-native operations that stick.
Practical workflows across discovery, planning, delivery, and support, grounded in production experience rather than tool hype.
GTM alignment before scale breaks it.
A tighter connection between what the product can do, what sales can sell, and what the market values enough to buy.
Results
What the work has changed.
Client names stay private until approved. The launch site keeps the cases concise and replaces anonymized labels as permissions come in.
$2M → $9M ARR in nine months.
Launched the first new product in six months, rebuilt the sales narrative, supported strategic deals, and helped close the Series B.
First product hire through Series B.
Built the product function from scratch, scaled to five PMs and 25 engineers, and helped make product the story investors funded.
56% more ticket throughput.
Rolled out AI-native workflows and an autonomous bug triage agent while improving PR volume, uptime, and team NPS.
About Koico
I am Urim Choi.
I am a product executive with more than a decade leading teams across VC-backed startups, from early product-market fit through Series B. I have lived through five fundraising events across six startups and helped close two Series B rounds as a product leader.
Koico is built for founders in the transition from traction to repeatability: when product, engineering, GTM, pricing, margins, and fundraise narrative all need to get sharper at the same time.
15+ years
Product leadership across startups and scaled teams.
6 startups
Operating experience across multiple funding stages.
2-3 clients
Limited active engagements to stay embedded.
Writing
On product thinking.
The blog index is ready for launch. These entries are placeholders until the first essays are ready to publish.
01
What a product roadmap has to prove before a Series B.
A placeholder essay for the launch version of the site. The final piece will connect roadmap quality to fundraise readiness.
02The operating cadence I look for in AI-native product teams.
A placeholder essay for the launch version of the site. The final piece will cover practical rituals, tools, and decision loops.
Fit
This is intentionally not for everyone.
Good fit.
Series A/B, B2B SaaS, meaningful traction, high-stakes product questions, and a team ready to change how decisions get made.
Not a fit.
Pre-seed idea validation, pure services businesses, individual contributor backfill, or companies looking for a passive advisor.
Let's talk
Bring product leadership into the room before the next stage forces the issue.
The intro call is 30 minutes. No pitch deck. We will talk through the business, the team, and where product is creating leverage or slowing it down.