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How one founder went from sixteen tools to twelve paying customers.
Sam's story, and the method behind it.
With Waya's Experiments Platform, you will find fundable product-market fit in 12 weeks.
Sam's story, and the method behind it.
“The only thing that matters is getting to product-market fit; you don't have a business until you have a product that a lot of people want, and until you have that, time spent building the business around the product is pointless.”
Marc Andreessen, Founding General Partner, a16z
Waya's Experiments Platform tests multiple business assumptions – in parallel – with real customers.
Our continuous improvement engine iterates over the evidence data until you find the strongest PMF signal.
Waya turns your Business Case into a prioritized list of testable assumptions.
Waya creates marketing campaigns to test your assumptions with real customers.
Waya captures customer conversations and interactions and generates measurable insights.
Waya helps you accept or reject your assumptions, then run the next round of iterations.
The Waya Experiments Platform turns your Business Case and Mission & Values into ranked business assumptions, so you can start with the highest‑impact, lowest‑effort experiments.
Example assumptions.
Waya will increase your focus and lower your costs.
Illustrative stack. We pick together the right tools for your stage, and budget.
Experiments PlatformA system for finding product-market fit through structured experiments. You define your core assumptions — who your customer is, why they buy, what they experience, and how you reach them. Waya designs the tests with you, learns from your customer conversations, tracks every experiment, and uses the results to design the next round, until a strong PMF signal appears.
Solo founders and small teams of two to five people moving from an idea to their first paying customers. You don't need traffic, and most tests don't need any code.
Both. The platform runs the experiment loop. A Waya facilitator guides you through each stage and works with you on budget and resources.
Yes — that's exactly what it's built for. Early experiments run on outreach, conversations, landing pages, and small campaigns, and learn from what customers say and do, including whether they'll pay.
Those platforms tell you which variant won, for a product that already has users and enough traffic for statistics. Waya works before that: it tells you which assumption to test, designs the test with you, and learns from real customers.
Once you have a product and steady traffic, that's the moment to add one of those platforms. Waya comes before them, not instead of them.
Parts of it. Most founders who try end up with scattered notes, too many subscriptions, and assumptions that never get tested. Waya gives you a structured method, one record of assumptions and evidence, a team that pushes back, and a deliberately small tool stack. An AI summary or a simulated customer response never counts as validation.
Waya reads your Business Case and your Mission and Values, pulls your core business assumptions, and ranks them by impact vs. effort. You start with the high-impact, low-effort tests, the lowest-hanging fruit, before you spend on anything else.
Before anything launches, each experiment gets an hours cap, a cash cap, a deadline, and an agreed definition of success. Hours and cash are tracked separately, planned against actual, and experiments testing the same assumption share one budget.
Waya reuses the tools you already pay for, flags a new subscription only when a test truly needs it, and asks for your approval before any additional paid commitment.
You define success, failure, and inconclusive before the experiment runs, so the goalposts can't move. Stated interest is kept separate from real behavior like payment, and every conclusion links back to the customer evidence behind it.
Each assumption ends accepted, rejected, or inconclusive, with the evidence and cost behind it.
A ladder of evidence, each rung with a pass bar you set in advance: problem (customers describe the pain unprompted), demand (they sign up or book a call), commitment (a pre-order, letter of intent, or paid pilot), product love (at least 40% of active users would be “very disappointed” without it), and retention (usage holds over time).
You have a strong signal when commitment, product love, and retention pass for one clearly defined customer profile.
Waya builds the test assets — landing pages, interview guides, and copy for email, social, and ads — and runs approved campaigns inside your existing tools, with one consistent message and tracking setup. You approve publishing, outreach, and any spending before it happens. And it builds only what the test needs: if a landing page or a paid pilot can answer the question, you don't build the full product first.
It prepares you for it. Investors want evidence, not opinions. Waya gives you a record of the assumptions you tested, what customers said, intent-to-buy signals, and how your strategy changed as a result.
We currently run the Experiments Platform only inside 12 Weeks to PMF, where it powers weeks 4–12. Seats are limited to 5–7 founders per cohort.