Looking to make its way onto the global stage from Amsterdam, the customer insights startup Reveall is pivoting to focus instead on product management tools with enough firepower to take the fight to emerging US product roadmapping players, think ProductBoard or Aha, that have successfully monetised in this area stateside.
The change in approach will see Reveall unlock new software features all targeted toward product discovery, which it describes as the process of validating each feature project independently - based on a "deep understanding of customer problems" - to avoid resources being exhausted on sprawling roadmaps of questionable ROI value.
Too often, Reveall says, it's the case that project teams get distracted by what the competition is doing, and whether they've integrated enough feedback from their existing userbase.
Reveall was inspired by its own product discovery experience, says company CEO and co-founder Ferdinand Goetzen.
"By doing our own product discovery, we realised that what many product teams needed help with the most was product discovery," Goetzen says.
"While other product management tools obsess with adding endless ideas to already unmanageable backlogs and building roadmaps that never get met, we wanted to actually help make the discovery process easier."
The pivot comes 18 months after Reveall was launched and follows venture funding from its main backers: Fortino Capital and Dutch Founders Fund. Reveall's existing clients include the Dutch postal carrier PostNL, Signify, Cradle and WestLotto.