We brought together investors to discuss how to assess product teams and best guide them in their growth.
For investors, this isn’t a small concern. Product teams are the engine of any startup’s growth. When they work well, everything moves forward. When they struggle, even the best business ideas can fail.
But with the right approach, you can create product teams that deliver. Let’s explore what we shared at the breakfast, including frameworks, our product assessment matrix, and ideas you can use right now.
Why product teams struggle to scale
Assessing and scaling a startup brings new challenges at every stage.
1. Early stage (0–2M EUR): speed over structure
In the beginning, small product teams thrive on speed and intuition. They don’t need complex systems, everyone knows what’s happening. But this scrappy approach won’t scale as the company grows.
2. Growth stage (3–15M EUR): communication breakdown
As more people join, verbal communication stops being enough. Misalignment creeps in, iteration cycles slow, and teams can struggle to agree on priorities. The risk? Startups think hiring more people will fix the problem, but it usually makes it worse.
3. Scaling stage (20M+ EUR): friction and complexity
By now, startups are juggling silos, misaligned goals, and increasing inefficiencies. Operational excellence becomes essential, but teams ship features that fail to deliver outcomes and the connection between strategy and execution breaks down. Without clear leadership, growth slows dramatically.
dualoop’s 3Ps framework for assessing product teams
When we assess product teams, we don’t rely on guesswork. We use the 3Ps framework to pinpoint strengths, gaps, and opportunities:
1️⃣ People
Are the right players on the field?
Do teams have the right skills, roles, and responsibilities?
Is leadership capable of aligning and inspiring everyone?
2️⃣ Process
Are they playing to win?
Are workflows focused on outcomes and customer value?
Do teams collaborate effectively across departments like sales and marketing?
3️⃣ Product
Is the vision clear?
Is there a strong product strategy that supports company goals?
Are delivery cycles structured to balance innovation and speed?
Using stakeholder interviews and artifact reviews (roadmaps, backlogs, onboarding decks, etc.), we evaluate teams with the 3Ps Framework. It gives investors and founders a clear picture of what’s working, and what’s not.
“We treat organisations like products. We ask: what’s working, what’s not, and what changes are required to meet business goals?” - Timoté Geimer, CEO @ dualoop
Early signals of trouble
Not every problem is obvious. Here are subtle warning signs to watch for:
- The leadership trap: discussions focus on features, not solving customer problems and achieving business goals.
- Lost connections: product managers can’t explain how their work ties to company goals.
- Process paralysis: teams either rely too much on intuition or stick rigidly to outdated processes.
If these red flags show up, it’s time to act.
How to fix a struggling product team
Fixing product team challenges requires focus. Here’s how to address common problems:
1. Clarify the strategy
A good strategy links the company’s big vision to actionable goals. Make sure it’s clear, realistic, and regularly reviewed as the company grows.
2. Focus on discovery
Keep product teams close to the market and customers. Structured discovery (like interviews and user testing) helps validate strategic bets.
3. Balance short and long-term wins
Show immediate progress with quick wins while building a strong base for long-term success.
4. Hire for the stage you’re in
In early stages, hire “builders” who thrive on chaos.
In scaling stages, bring in leaders who can add structure and guide the team.
The product assessment matrix
When assessing product teams, intuition isn’t enough. You need data-backed insights to understand where teams excel and where they fall short. That’s where dualoop’s Product Assessment Matrix comes in.
It evaluates six critical areas helping you understand:
- Are teams balancing speed and quality in delivery?
- Is the product strategy aligned with company goals and market needs?
- Are leaders empowering their teams, or simply managing tasks?
“We often assess teams, but it’s great to see tools like the Product Assessment Matrix that go beyond intuition and provide a structured way to identify gaps.” - VC participant
What’s inside?
The Product Assessment Matrix focuses on six essential areas:
- Delivery: are they hitting deadlines without sacrificing quality?
- Discovery: are they deeply connected to customer needs?
- Strategy: does their roadmap reflect bold, clear priorities?
- Marketing: are they effectively positioning the product and driving adoption?
- Analytics: are they using data to track progress and make better decisions?
- Leadership: are leaders bringing teams together and helping them do their best work?
Curious to see how it works? Click here to download the slides for the full framework and examples.
“The Product Assessment Matrix gives you a clear picture of what’s working and what’s not so you can help teams reach their full potential.” – Timoté Geimer, CEO @ dualoop
Your next move
If you’re backing startups, ask these questions to assess their product teams:
- Are the team’s goals aligned with company strategy?
- Are they solving the right problems for customers and the business?
- Do they have the leadership and processes to scale?
Ready to take action?
Click here to download our framework slides and the full matrix to start assessing your portfolio’s product teams.
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Click here to get in touch and discuss how dualoop can unlock value for your investments.
