In my years as a Silicon Valley investor and ex-product designer, I saw brilliant minds create groundbreaking tech innovations. But something was off. Too often, I'd watch founders with game-changing tech struggle to convey their value. Their pitches fell flat. Their products, despite being superior, failed to resonate and gain traction.
That's when it hit me. The problem wasn't just about pitches or products. It was about the entire journey—from the first click on a website to the final handshake in a boardroom. Sales or fundraising — tech, traction, valuation—nothing mattered if the conversion journey is broken.
Building a startup is like building a bridge for users. Most technical startups have strong foundations. But their conversion journey —across product, website, messaging, sales, and fundraising—are broken.
That insight sparked Formatif's mission: helping technical founders transform innovations into market-ready ventures. Because the most powerful technology isn't just the most advanced—it's the one that's understood in value.
We bring in a holistic blend of ex-venture capital, product strategy, design thinking and conversion design expertise to help technical founders build market-resonating ventures.
Sarah Tan
Founder, Formatif
