Product strategy that holds up.
A roadmap, narrative, and decision system that can survive customers, investors, the board, and the next round of growth.
( Fractional CPO )
Makeyoursuccessfeelinevitable.
Half of Series A startups never raise a Series B. Most stall between traction and repeatability. I embed with your team to sharpen product strategy, fix operating cadence, and make product carry more of the growth and fundraise story.
( What we do )
Embedded product work for the moments where advice is not enough.
Operating cadence for sharper teams.
Planning rituals, PM coaching, and product-engineering habits that raise output without defaulting to another reorg.
AI-native operations that stick.
Practical workflows across discovery, planning, delivery, and support, grounded in production experience rather than tool hype.
GTM alignment before scale breaks it.
A tighter connection between what the product can do, what sales can sell, and what the market values enough to buy.
( Results )
Snippets of my past work
$4M → $8M ARR in nine months and a Series B raise.
With 12 months of runway left, I was brought on to improve the production of the development team, hit gross margin and scale targets, and expand the product landscape. At the end, production per engineer improved 47% YoY, grew integration adoption from 10% to 90% of customers, and improved gross margin by 5pp.
Scaling from Seed to B
Starting as a solo product manager, I grew the product function to five PMs and 25 engineers as we transitioned to Series A, then Series B. I expanded our telemedicine offering from NY to nationwide, launched a mental health product from 0 to 1, and integrated with a national insurance provider.
Building 0 to 1
Building a prescription home delivery service was no small feat, I led the team to do it in 9 months. We provided a convenient, low cost, 2-day delivery service for medicines millions of patients dependended on.
( About Koico )
I am Urim Choi.
I am a product executive with more than a decade leading teams across VC-backed startups, from early product-market fit through Series B. I have lived through five fundraising events across six startups and helped close two Series B rounds as a product leader.
Koico Advisory is a fractional CPO practice based in Seattle, built for founders in the transition from traction to repeatability: when product, engineering, GTM, pricing, margins, and fundraise narrative all need to get sharper at the same time.
10+ years
Product leadership across startups and scaled teams.
6 startups
Operating experience across multiple funding stages.
( Writing )
On product thinking.
What a product roadmap has to prove before a Series B.
Investors read the roadmap as evidence about the team. What yours needs to prove, and the questions it has to survive in diligence.
The operating cadence I look for in AI-native product teams.
The rituals, tools, and decision loops that separate teams using AI from teams built around it.
Why product strategy fails when GTM hears a different story.
When sales tells one story and product tells another, both lose. How to keep the narrative aligned as the team scales.
( FAQ )
Common questions.
What is a fractional CPO?
A senior product executive who joins your leadership team part time. Same scope as a full-time CPO: strategy, roadmap, team, and board. Without the full-time cost or the six-month search.
When does it make sense to bring one in?
Most clients bring me in between Series A and B. Traction is there, the team is growing, and product decisions start carrying real money. If the roadmap or the fundraise story is the bottleneck, it is time.
How does an engagement work?
I embed with the team: planning, roadmap reviews, board prep, and the product decisions in between. I keep two to three active clients at a time so every engagement gets real attention. It starts with a 30-minute intro call.
How is this different from an advisor?
Advisors give opinions. I do the work with your team: the strategy doc, the roadmap, the board slides, and the hard tradeoff calls.
( Let's talk )
Bring product leadership into the room before the next stage forces the issue.
The intro call is 30 minutes. No pitch deck. We will talk through the business, the team, and where product is creating leverage or slowing it down.