Product Lead in B2B SaaS, based in Semarang, Indonesia. A decade of moving from code to co-founding to product leadership, now helping founders, product managers, and teams make clearer product decisions.
I started as a founder before I fully understood what "product" really meant. Two ventures taught me the lessons that books rarely do: timing, focus, and building with limited runway.
Then I spent the next seven years at Mailtarget, an Indonesian email infrastructure company, growing from frontend developer and growth analyst to project manager, and now Product Lead.
That path left me with a habit I still rely on every day: looking at a product decision from the builder's side, the business side, and the customer's side at the same time.
Can we build it, should we build it, and will anyone actually care?
Outside work, I organize Google Developer Groups Semarang and mentor through Bangkit Academy, 1000 Startup Digital, and Techstars Startup Weekend. Teaching is how I keep my own thinking honest.
Discovery, prioritization, delivery, release, and measurement. I've done each part hands-on, so I know where things usually break between them.
Build or buy, how to change a pricing model, when to keep going and when to stop. Pragmatic first, simple but scalable.
The same insight needs to land differently with engineers, leadership, sales, and clients. I help shape the message for each of them.
Pick the one that sounds most like you.
For product managers in their first few years, especially those without a mentor at their company.
Format: 45 to 60 minute sessions. Bring a real situation, and we'll figure out what's actually going on.
Book a mentoring sessionFor founders and early-stage teams building B2B products, usually before they have a dedicated product lead.
Format: a one-off strategy session or ongoing periodic advisory.
Start with a strategy sessionFor product, engineering, and cross-functional teams.
Format: half-day or full-day, in person or remote.
Plan a workshopFor events, communities, campuses, and company sessions.
Format: keynotes, talks, panels, and fireside chats.
Invite me to speakReal decisions, still running in production, or lessons I still carry.
Rebuilt a core support tool in-house instead of renewing a vendor contract. Still running in production today.
Build or buyLed the cross-functional transition from free trial to freemium. Still the pricing model in use.
PricingRestructured sprint and release cycles so the team could ship more often without trading off quality.
DeliveryShipped products end to end, including an email tracker and a CRM integrated with the sales and analytics stack.
End to endCo-founded an IT consultancy and a SaaS analytics platform, and learned when to push and when to walk away.
Founder yearsThe first session usually has more questions than advice, because the real problem is rarely the one on the surface.
You'll leave with something you can try next week, not a framework to memorize.
If something isn't working, I'll say so, and we'll figure out what to do about it together.
Master's in Computer Science, Universitas Dian Nuswantoro
Product School and Pendo.io, in product strategy, discovery, analytics, and AI for product management
Organizer of Google Developer Groups Semarang since 2019
Whether you're a PM figuring out your next step, a founder deciding what to build next, or an organizer looking for a speaker, I'd love to hear what you're working on.
Or write directly to hi@denyervan.com