Most startups don’t fail because of poor execution — they fail because founders build for the wrong customer or solve the wrong problem. This program is designed to close that gap early.
Across three in-person sessions, you’ll step inside the customer discovery process: who you’re really building for, how to generate high-signal conversations, and how to translate raw insight into a clear value proposition and confident next decision. You’ll leave with a defined Ideal Customer Profile, a validated Unique Value Proposition, an evidence log, and a concrete plan for what to do next.
Led by Kristina Milke—General Partner at Sprout Fund and GrowthX coach—this program brings a rare investor-operator lens to early-stage validation. Kristina evaluates dozens of startups each year and knows firsthand what separates founders who find product-market fit from those who don’t: early, rigorous customer discovery.
Participation is limited and application-based—only 10 companies will be selected for this cohort.
Kristina Milke
General Partner, Sprout Fund
Kristina is an experienced angel investor, CPA/Chartered Accountant, and MIT REAP Edmonton Team Member. She is a General Partner at Sprout Fund, investing in early-stage Canadian B2B SaaS companies, and a coach with GrowthX. Kristina has spent her career in aerospace and technology companies like Intuit and Investopedia.
A longtime supporter of Alberta's innovation space, Kristina is passionate about mentorship. She is a founding mentor with the ThresholdImpact Venture Mentoring Service at the University of Alberta and actively supports initiatives like Edmonton Women in Finance and Women in Leadership. Her work extends to advising a broad range of technology startups and scaling enterprises. Her thoughtful approach and deep community involvement make her a trusted voice in Alberta's growing tech ecosystem.
WHAT YOU'LL DO
Over three sessions, you’ll move from ideas to evidence:
- Define and test your Ideal Customer Profile
- Run high-quality customer conversations that generate real insight
- Identify patterns and signals from the market
- Build a clear Unique Value Proposition and Unique Selling Proposition
- Make a grounded decision on what to do next (go / pivot / refine)
This is not a lecture series—it’s a working program where you actively test and build your business.
Session Details
Session 1: Define Your Customer
- Identify your key assumptions
- Define your Ideal Customer Profile (ICP)
- Map customer pain points and alternatives
- Build your initial outreach and recruiting plan
Between sessions:
Test multiple ICPs and begin engaging potential customers.
Session Date: Wednesday, May 13 (1PM – 3PM)
Session 2: Customer Conversations & Market Signals
- Learn how to run high-signal customer interviews
- Avoid bias and leading questions
- Capture and interpret real market evidence
- Define early market milestones
Between sessions:
Conduct 6–8 customer conversations and identify patterns.
Session Date: Wednesday, May 27 (1PM – 3 PM)
Session 3: Value Proposition & Next Steps
- Develop your Unique Value Proposition (UVP) and Unique Selling Proposition (USP)
- Translate insights into clear messaging
- Design your first customer experiment
- Decide: go, pivot, or refine
Session Date: Tuesday, June 9 (10AM – 12 PM)
What You’ll Walk Away With
- A clearly defined Ideal Customer Profile
- A validated Unique Value Proposition and Unique Selling Proposition
- Real customer insights and an evidence log
- A focused customer acquisition approach
- A clear next step for your business
Who Should Apply
Ideal companies:
- Early-stage tech founders (solo or teams)
- Working on a product concept, MVP, or pivot
- Willing to test assumptions and engage directly with customers
Cohort size is limited to 10 founders to ensure meaningful feedback, peer learning, and direct engagement.
Selection Process & Key Dates
This is a competitive, high-impact program limited to 10 founders. Selected participants will also receive two 30 minute 1-1 coaching sessions with Kristina. Applications will be reviewed, and shortlisted candidates may be interviewed to ensure a strong cohort fit.
Timelines:
- Application deadline: April 29, 2026
- Selection Review: April 29 – May 4, 2026
All applicants will receive an update on the status of their application on or before May 6, 2026
