Rafaela Seixas — Product Strategy & Direction

The Problem

Most tech products fail not because of bad engineering — but because of the wrong direction.

Many companies start developing a product without real clarity about what they're building. Features get added without criteria. Priorities shift every week. No one validated whether real demand exists for what's being created.

The technical team builds what's technically possible. Sales tries to sell what exists. But no one stopped to ask: does this solve a real problem? Would anyone pay for it?

Months later, the investment was made. But the product never found its market. The problem isn't lack of technical capability. It's lack of product direction.

What I Do

I work at the hardest moment in a product's life — when there's no clarity yet.

I step into the problem, organize the direction, and structure the path forward. When the project calls for it, I oversee execution within the defined scope.

Diagnosis

I understand the real scenario — what exists, what's missing, where the risk is. I identify what's stuck and what needs to change.

Structuring

I define what to build, in what order, and for whom. Priorities based on market reality, not internal opinions.

Validation

Before investing in development, I verify whether real demand exists and whether people would pay for what's being built.

My edge is clear: after 26 years working across technical, commercial, marketing, and product roles — and building and leading development teams across four industries — I can quickly identify what has real market value and what doesn't, before the investment happens.

Is This For You?

This is for you if...

→Your company wants to create a tech product but doesn't know where to start

→Your technical team is building without clear product direction

→Your product exists but has no clear positioning or defined priorities

→You need to structure the path before investing in development

→Your company wants to create something new but doesn't know what the market actually needs

→You feel like you're investing in features without knowing if anyone would pay for them

How It Works

Three ways to work together

Strategic Session

50 minutes. I understand your scenario, identify the key risks, and point you in the right direction. No generic advice — a real analysis with someone who's been on the technical, commercial, and customer side.

Value credited toward a full project if we continue.

Product Structuring

4-8 week engagement to define the complete strategy: what to build, for whom, in what order, and how to reach market. Deliverable: structured, validated product plan.

Execution support defined separately by scope.

Strategic Oversight

Ongoing support to ensure execution follows the defined direction. Periodic meetings, delivery reviews, and course corrections. Monthly retainer, minimum 3 months.

Why Me

26 years building across four industries and three countries.

IoT platforms shipped in under a year

30d

From zero to MVP delivered for testing

50+

Countries where I've assessed market needs and negotiated directly

Rafaela Seixas started working in technology in 2000, at a time when there were very few women in technical roles. She focused on learning, building, and understanding how things actually worked.

Her early years were in telecom, moving across technical, commercial, and marketing roles. She led teams, worked on the transition to VoIP when it was still new in Brazil, and learned how complex technical products are positioned and sold in practice.

She later moved to England. The company she joined had no operations outside the UK, and she became responsible for opening and developing markets across Europe, the Middle East, and Africa, working directly with partners in different countries and contexts.

In Spain, she took on operational leadership at a Web3 startup. The product lacked structure and clarity, so she redefined positioning, reorganized the model, and closed a recurring contract that significantly exceeded the original target.

Back in Brazil, I co-founded an IoT company. In under a year, I delivered two functional platforms. I developed an MVP approved by a public emergency service in less than 30 days. I built the team and led the creation of the product, website, commercial strategy, and pilot installations.

After working across different roles, industries, and markets, a pattern became clear. Most products do not fail because teams cannot execute. They fail because the product should not have been built that way in the first place. That is where she focuses today.

I help companies decide what to build — before they waste time and money building the wrong thing.

Most tech products fail not because of bad engineering — but because of the wrong direction.

I work at the hardest moment in a product's life — when there's no clarity yet.

This is for you if...

Three ways to work together

26 years building across four industries and three countries.

Your product needs direction. Let's talk.

Get in touch