Make customers say YESSS!

We help businesses build offers which customers say "yes" to.

We helped to deliver a complete acceleration program focused on traction serving 30 startups in the Miami Algorand Accelerator.

We helped BdA to completely reposition a new savings product using Jobs To Be Done market insight, and build a waiting list of 1000+ prospects in < 3 weeks.

We identified an underserved customer Job, created a new data-backed value prop, and helped the team launch a live pilot in < 12 weeks.

We helped Wealthify to design and validate a new set of product features with their target segment so that they could go to market with confidence.

We identified an overlooked business opportunity and launched a no-code pilot for a completely new offer with to 50 active businesses in 8 weeks.

Brands that trust us

Problems we solve

You want to reach a new segment—fast: You’ve identified a promising audience, but your current proposition doesn’t speak their language. We help you reposition, repackage, and test something they’ll actually respond to.

You want to sell something new to people you already serve: You’ve earned trust—now you want to expand what you offer. We help you design and validate the right next product for your existing customer base.

You’re starting from scratch: New segment, new offer, no roadmap. We help you define what problem you’re solving, build early traction, and avoid building the wrong thing.

You sound like everyone else: You’re in the market—but you’re not standing out. We help you cut through the noise by becoming the one thing your audience is actually looking for.

Who we help

Established Businesses Ready to Evolve
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You’re established in your space with a strong track record—but your message and positioning don’t reflect the value you deliver. We help you revamp your proposition and start attracting your target audience with better clarity, confidence, and differentiation.

How we help
We revamp your value proposition using Jobs To be Done market insight so that you can clarify your marketing message and make it easy for your prospects to say yesss!

Corporate Product & Innovation Teams
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You’ve got internal support—but before anyone signs off, you need proof. We help you build early-stage traction to validate new propositions, secure corporate sponsorship and move faster through internal gates.

How we help
We help you bring new products and services to market with real traction – not just plans – using our Traction First startup playbook.

Late-Stage Startups

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You’ve got traction with your core proposition but you are looking for growth opportunities We help you test new segments or offers with focus and speed—without distracting your core team or diluting your main business.

How we help
We identify underserved segments and unmet needs in the market, and capitalise on them with new offers that can help you grow your revenues and userbase.

Accelerators & Venture Builders

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It’s not about pitch practice—it’s about progress. We help your startups achieve real traction that translates into turnover, growth, and investability.

How we help
We whitelabel our startup community (40+hours of video content outlining our proven method + coaching) to give startup founders / venture leads in your ecosystem the tools and mentorship they need to knock it out of the park long before Demo Day – with real traction.

Case Studies

Read more about the way we have helped our clients to make more customers say Yesss!.

Finanz Butik

From bespoke service to packaged product Gen X actually buys.

We helped Finanz Butik reposition their offer from a bespoke, service-heavy approach to a simple, structured solution tailored for Gen X investors.Instead of selling flexibility, we packaged the offer into three clear pathways—LEND, BUY, DEVELOP—designed to meet the needs of risk-conscious clients looking for clarity, speed, and trust.

Banco del Austro

Reinventing saving for the small saver.
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BdA wanted to help small savers—but traditional interest-based products weren’t cutting through. We repositioned the product around a prize-linked savings model—a behavioural nudge proven to boost engagement among everyday savers.Instead of promising better rates, we offered a chance to win outsize prizes by saving regularly. Within 3 weeks, over 1,000 small savers joined the waitlist—clear proof of demand for a more engaging way to save.

Remitly

Escaping the race to the bottom.

Remittance is a crowded space—price-driven and increasingly commoditized. Remitly came to us looking for a new revenue stream: a value-added service that could differentiate them from their competitors and which their existing users would actually want. We identified an underserved customer Job, built a targeted waitlist, and helped shape a pilot proposition around it.With demand validated upfront, their team was able to build and launch a working product in record time—opening up a new opportunity for growth without chasing decreasing margins.

Credicomer

Turning informal use into a formal product.
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Credicomer noticed something unexpected: their consumer credit products were being used by small, informal businesses. We helped them reframe the opportunity—not as misuse, but as an underserved segment looking for access to working capital. Together, we built a new credit product designed specifically for these businesses—not just to lend money, but to help them organise their cashflow and grow their line of credit over time. We launched a no-code pilot with over 50 active businesses in just 8 weeks, gathering real usage data and opening up a new segment with structured growth potential.

Algorand Miami Startup Accelerator

From accelerator to a vibrant community of traction-gaining startups.

We supported three Algorand Foundation Accelerator cohorts, working closely with early-stage startups to refine their offer, connect with the right audiences, and build early traction. The goal was speed — getting to signal fast. Through focused positioning and go-to-market coaching, founders built momentum early. One startup grew a 400,000-user waitlist before launch.

Kroger Money Services

Helping unbanked customers manage money — and shop smarter.

Kroger spotted a major opportunity: millions of unbanked Americans still paid their bills in cash, often juggling irregular income with fixed due dates and multiple trips to payment counters. Using Jobs To Be Done, we uncovered how exhausting and time-consuming this process really was and helped Kroger design a new product that turned Kroger into not just a grocery stop — but a smarter, more convenient way to manage their finances.

We're JP and Darren from Who's Fabio?

We’ve spent the last decade helping corporates, startups, and accelerators bring new propositions to market. Not just products, but offers people actually want—designed around what customers are trying to achieve, not just what teams want to build.

Between us, we’ve designed and sold everything from concrete, train tickets, and steel beams to investment products, loans, apartments—and yes, even fridges. We’ve worked across fintech, mobility, proptech, and beyond—on everything from internal venture pilots to full go-to-market launches.

That commercial, real-world experience taught us what actually drives traction: clear value, sharp positioning, and fast feedback from real users.We turned that into a method we call The Recipe—and it’s how we help our clients move faster, with less guesswork.

What is the Recipe?

The Recipe is the fastest way we know to turn bold ideas into products that gain real traction—without wasting months (or millions) on the wrong things.

Originally shaped by the realities of early-stage startups, we’ve since applied it successfully with corporate innovation teams and scale-ups alike—helping them launch products that drive revenue, unlock new segments, and deliver measurable user growth.

What is so different about this recipe?

We design propositions people actually want: Using Jobs-to-Be-Done research, we uncover what your audience is really trying to achieve and how they struggle today—then shape your offer around that outcome.

We prove demand before you build: We build a waiting list of real, motivated users to show there’s a market willing to buy—before you write a single line of code.

We launch a real pilot, fast: Using no-code and low-code tools, we help you run a live pilot—so you can gather evidence of Product-Market Fit within 12 weeks, not 12 months.

The Recipe

A waiting list

A list of people who have signed up as early adopters

A master plan

A strategy to create exceptional equity value

A live pilot

A working no-code or low-code product with active users (not just a prototype)

Get The Book

Traction First is the result of over a decade spent building, launching, and raising capital for new ventures.It’s a practical system that shows you how to apply The Recipe in five clear steps—backed by real-world case studies from our clients and well-known ventures you’ll recognise.

Whether you’re a founder, product lead, or innovation team, this is how you cut through the noise and build products that gain real traction.

Get the book

What They Say

Featured Corporate: Rewire

Rewire was competing in an overserved market. They wanted to bring a new proposition to market that would allow them to differentiate and grow. We helped them clarify which market and target segment to focus on, and then designed, tested and iterated a new proposition. As of this writing, Rewire are now live in market with a pilot.

Featured Accelerator: AMA

Who’s Fabio? teamed up with Rokk3r to run the Algorand Miami Accelerator in 2021 and 2022 to serve the cohort of 10 startups with on-demand mentoring, weekly group coaching, pitch prep and our Traction First toolkit. Stay tuned for what’s coming in 2023!

Featured Startup: Outflo

“Every single time I think about a product, I won’t even begin until I’ve done interviews. It make sense.… Now I see where I need to pivot and move towards.”

Outflo is the new way to start conversations with sales prospects. As of this writing Sam is mid-pilot and raising a first round of funding.

More Testimonials

“We came to JP and Darren with what we thought was a good idea. They helped us identify which ideas were the best ones and how to narrow it down to something that could be developed into a mobile app and become effective.”

– Lars Ronning, CEO, Ailuna

“Working with Who’s Fabio? has been invaluable to SailTies and an enjoyable experience! It really helped us to shine the light on the problem we were solving and focus our efforts to prepare a successful and insightful beta release. Further to this, the team’s advice has been spot on when preparing to pitch for investment.”

–Tom Guy, Founder, SailTies

"10/10 - unreal stuff. Your speed, execution and process were highly impressive ... your results even better."

–Logan, Founder, Topia

"If you want the fastest way to validate a problem, design a value proposition, validate with users and design your business model, burning as little runway as possible, then use this method."

– Stephen, Founder, Get My Equipment

"…from six main features down to two killer features that everyone wants; and a completely new outlook on how to bring the solution effectively to market.”

– Tony, Founder, PROmotion

“No one has been able to distill our customer's problem so succinctly and in so little time before. JP and Darren were able to significantly reduce our execution risk with a compelling product to deliver on our strategy.”

–Mutaz Qubbaj, CEO, Squirrel

"We had always struggled to build a product that engaged and retained users. The end result was a solid product strategy that the entire company has embraced.”

– Ben, Founder and CEO, CoGo

"The biggest benefit was the structured approach… We used their recipes as the core of what we did... They were what I needed.”

– Callum, CEO and Founder, Whyness

"We would not be here with the app in our hands, with already paying members and a clear path to investment – and a real business – if it wasn’t for Darren and JP.”

– Skye, Co-Founder, MySimpleHQ

Who is Who’s Fabio?

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JP Luchetti aka PASSION

JP has worked on hundreds of new products for startups, venture builders, VCs, SMEs and FTSE 100 businesses, including Invesco, Intelliflo, Hermes, National Express, Sony, HBO, ESPN, Coca-Cola, GE and many more. He is a Venture Partner at Mr. Pink - A LATAM-based early-stage VC, and Venture Design Lead at Rokk3r, a Miami-based venture builder. JP was previously a Board Director at Mubaloo – a leading mobile app development agency in Europe, and a founder at IPH – a mobile app development agency in Argentina with offices in Miami and Mexico. Also, 9% of startups fail because they lack Passion. True story.