from complexity

Feeling stuck as you scale?

Moving fast, but lacking direction?

Early-stage teams often defer the "boring" stuff: clean data, clear priorities, aligned strategy.

It works until it doesn't.

You're making decisions on broken metrics, shipping features that don't move the needle (or worse - move the wrong needles!), and wondering why the team feels stuck.

I will handle the mess so that you can focus on your vision, selling, and raising.

Book a free intro call

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What I provide

Data Foundations

Without good data foundations, you're flying blind.

Robust analytics implementation so that you can trust your decisions
Reporting for your investors/board and dashboards that guide you without overwhelming
Move faster with a test-and-learn culture

Product Clarity

(Re-)Align your team around what matters. Ship the right things, faster.

Powerful, coherent strategy to get your team and product aligned
Tightly-scoped MVPs and manageable backlogs so that you hit your timelines
Clear product specs and tickets to reduce wasted effort and 'rework'

Hands-On Execution

Free up your time so that you can focus on what you're best at.

Get your team running smoothly with rituals taken care of (standups, retros, planning, etc.)
Build the best possible team through coaching, hiring evaluation and team shape analysis
Tooling and process improvements, with AI/LLM expertise to speed up your team

Consulting Options

Data Focus

(10 days minimum project length)

Analytics audit, tracking fixes, dashboards, reporting, foundations for future good practice

Advisory

(<2 days per week)

Strategy, prioritisation, alignment. Guidance with minimal hands-on work

Hands-On

(3+ days per week)

Embedded in your team: ceremonies, tickets, shipping alongside you

Full Scope

(3+ days per week, 8 weeks minimum project length)

All of the above — fractional Product Lead + Data Lead combined

About Aidan Goodall

Product Leader

Experience leading product and analytics teams at early-stage start-ups and scale-ups.

I've built zero-to-one and helped launch and grow early stage start-ups and scale-ups to millions of users.

Data Specialist

With a background in data science and analytics, data expertise is at the core of everything I do.

I will share my strong theoretical and practical knowledge of AI and LLM tooling to help improve the efficiency of your team.

Extreme Generalist

As a generalist, I will think holistically, bringing together hands-on data, marketing, growth, UX and engineering experience as an all-rounder product generalist.

This makes me an incredibly efficient resource for your team.

9+ years' experience in start-ups

Focus Areas

I specialise in HealthTech and consumer products with habit-building mechanics—think health, fitness, wellness, behaviour change.

I also work with B2B SaaS and other early-stage teams that are getting stuck.

Experience

Joy NHS-partnered HealthTech

Anya NHS-partnered HealthTech

Lendable Consumer FinTech

Moonlit B2B SaaS (web3)

HelloRelish Health/Wellness (Relationship Health)

ClearScore Consumer FinTech