Truenorth helps startups & SMEs achieve their full potential. It increases their prospects of business success, fund-raising and valuation. It operates as part of its clients' organization, helping in developing & executing effective strategies. Truenorth plays the role of a thinker, a mentor, and most importantly, a doer.Truenorth believes that investment by customer (in the form of business) is perhaps as important as the investment by an investor. Therefore, it endeavours to bring the first few customers to a startup. It focuses on developing product strategy that is oriented towards customer's implicit and explicit needs. It understands client's strategic positioning, defines value proposition, and identifies most important customer pain points, targets highest value segments in the addressable market, makes the right introductions into those segments, pitches to the customer as part of the team and secures clients for them.Startups go through many stages of evolution, each with its own distinct & specific requirements. Founders have to navigate through these. Truenorth lends them a helping hand. While each firm has its own vision, product, technology & target customer, the management issues are often similar. It offers solutions which are customised to the specific requirements of each startup, based on its vision, business model, evolution stage, & resource availability. It helps startup imbibe right processes & practices from the start to avoid growth pangs subsequently. Truenorth helps the client achieve all the critical balances - balance between long-term objectives and short-term imperatives, between academic rigour and practical effectiveness, and between speed of execution and achieving perfection.The most important resources available with the startup and SME clients – people, time & cash – are often limited; it is beneficial to take advantage of Truenorth's experience & capabilities.