Unlock Your
Product-Market Fit
The Startup Hub
For Accounting Tech
De-risk and accelerate your journey alongside the most forward-thinking accountants in the UK, Australia & New Zealand
Where do most startups go wrong and how do we help?
Wrong Accountants
Talk to traditional accountants or those irrelevant to problem area
Bad Questions
Ask leading questions which result in biased insight
Superficial Research
Fail to uncover the deep pain points and problems
The Traditional Outcome
Solution looking for a problem
Wrong Accountants
Talk to traditional accountants or those irrelevant to problem area
Bad Questions
Ask leading questions which result in biased insight
Superficial Research
Fail to uncover the deep pain points and problems
Ideal Accountants
Learn from innovative leading accountants
Structured Analysis
Leverage structured, moderated research calls
Quality Research
Extract high value, in-depth, honest feedback
Solution built on a foundation of the most significant pain points in the market
STEP 2: Concept Validation
DO USERS SEE VALUE IN YOUR PROTOTYPE?
False Validation
Commit to a solution based on unvalidated core assumptions
Sunk Cost
Invest significant resources too early making it difficult to pivot
Low-Value Features
Build ‘cool’ features that don’t solve problems
The Traditional Outcome
MVP that doesn’t meet customer needs
False Validation
Commit to a solution based on unvalidated core assumptions
Sunk Cost
Invest significant resources too early making it difficult to pivot
Low-Value Features
Build ‘cool’ features that don’t solve problems
Leverage No-code
Accelerate learning through fast, low-cost product iteration
Strong Validation
Test solution concepts before committing significant resources
Focused Development
Prioritise features based on user-led insight
Lean MVP focused on must-have functionality
Step 3: Product Validation
Does your product deliver value?
Blind Spots
Overlook key areas that block users from obtaining value
Underdeveloped
Launch a half baked solution that doesn’t address real pain points
Fail to Deliver
Overpromise and underdeliver, disappointing pivotal early users
The Traditional Outcome
Burn crucial bridges and damage brand reputation
Blind Spots
Overlook key areas that block users from obtaining value
Underdeveloped
Launch a half baked solution that doesn’t address real pain points
Fail to Deliver
Overpromise and underdeliver, disappointing pivotal early users
Independent Perspective
Challenge analysis with an objective third-party to surface key gaps
Deliver Value
Test beta product thoroughly to ensure it is proven to alleviate pain points
Strong Relationships
Build trust and forge long-term relationships with influential accountants
Peace of mind your product has been stress tested before go-to-market
Step 4: Market Validation
are your first organic users willing to pay?
Ineffective Marketing
Highlight features that accountants don’t care about
Wasted Money
Pay for advertising and events that don’t deliver results
No Success Strategy
Disappoint early adopter users who fail to extract desired value from the product
The Traditional Outcome
High CAC marketing initiatives, low conversion rate and high churn
Ineffective Marketing
Highlight features that accountants don’t care about
Wasted Money
Pay for advertising and events that don’t deliver results
No Success Strategy
Disappoint early adopter users who fail to extract desired value from the product
Cut Through Noise
Differentiate marketing by focusing on pain points
Targeted Partnerships
Optimise customer acquisition channels to accelerate growth
Success Strategy
Maximise the value obtained by users, enhancing retention
Cost effective strategy to validate product-market fit before full go-to-market
Product-market fit never achieved inhibiting long-term scalability
Focused Solution
Solution that solves problems
Loyal Champions
Committed group of early adopters
Product-Led Growth
A product accountants love
Start your journey with EAH
Start your journey with EAH
Who do we work with?
Startups that are developing a solution for accountants and/or their SME clients.
Early-Stage
- Idea stage seeking validation
- MVP or Beta product ready for testing
Mature
- Struggling to achieve product-market fit
- Considering a new product or roadmap
Expanding
- New to the accounting industry
- Exploring AU, NZ or UK markets
Pricing
Choose your currency ?
Your Goal
Validate my idea and test my assumptions
Outcome
Idea Validation
Market research to stress test underlying assumptions, validate the problem significance and understand the opportunity size
Your Goal
Validate my concept and prioritise my beta roadmap
Outcome
Concept Validation
Product research to rapidly iterate on the proposed solution concept to validate it alleviates identified pain points and fits
Your Goal
Test my beta product with real users
Outcome
Product Validation
Beta testing to ensure product delivers intended value, and remaining gaps and blockers are identified before go-to-market
Your Goal
Launch my product alongside industry influencers
Outcome
Market Validation
Bespoke and cost effective go-to-market strategy to obtain initial organic traction and validate early product-market fit
As a startup you may be eligible to claim all or part of the cost as part of applicable Government Grants or the R&D Tax Incentive.
This is not tax advice, please speak to your accountant to understand your specific situation.
All plans include
Structured and independent support, including moderation of all research calls
Access to recordings of all customer research calls
Unique frameworks and tools to develop your messaging and positioning, customer success, pricing and more
Outcome based pricing so you don't have to worry about time on the clock
Flexibility to adjust objectives and timelines at any point based on your needs
Access to our private accounting tech founder Slack group
What is the process?
Risk free evaluation process, no payment until interest from accountants has been confirmed
Look for the ‘Contact Us’ button on the website to express your interest.
Any founder or startup can apply.
The application form covers:
1. Problem & product
2. Stage & priorities
3. Vision
This is a quick and easy way to help set the scene for our first catch-up.
We will review your application and then coordinate a catch-up, which is an opportunity for both parties to evaluate the fit.
This stage ensures:
1. You are focused on a problem area that is relevant to accountants
2. We are able to facilitate a programme that will offer you value
3. You have the right approach and mindset required to be successful
This also helps to ensure founders have a clear understanding of the value and process of the EAH and is a good fit for their goals.
Initial Proposal
Following evaluation we will provide an initial proposal outlining structure, cost and timeline. This is not yet a formal commitment, it just ensures everyone is on the same page.
The information gathered in the evaluation is presented to our accountants.
Accountants are given a week to review it on their own time. They then vote for the startups that they would like to work with. Accountants are given no incentives to participate with any particular startup.
This stage ensures:
1. Only the accountants who have experienced the problem first hand are participating.
2. You are able to obtain initial validation from our community before paying anything.
This is a unique part of our process that is critical to maximising engagement with your group of accountants.
If there is sufficient interest from our accounting community, we will talk through the results with you before providing a final proposal.
This stage ensures:
1. You get an understanding of the firms who will be involved in your programme (before committing)
2. You have a final opportunity to make tweaks and adjustment to the goals and objectives
Final Proposal
The final proposal will reflect the initial proposal, with any required adjustments.
Once signed you will receive an invoice for the upfront portion, and then the programme begins!
Once you commit, we begin the bespoke programme which is designed specifically for your goals.
Most programmes involve a combination of research group workshops and 1-2-1 calls with accountants, all of which are moderated and facilitated by us to maximise the value you obtain.
All programmes include review (middle) and summary calls (end) to track progress against objectives, and make adjustments if desired. You are paying for outcomes, we want to be accountable for delivering them.
For early-stage startups:
For certain early-stage programmes we also include foundation and development sessions to share our domain expertise and help founders with messaging, positioning, pricing, sales, success, and more!
We look forward to working with you!
What do our founders say?
Startups we have worked with
FAQ
The earlier in your journey the better.
We want to help you avoid the common pitfalls, rather than pull you out of them (although we can help there as well).
But no matter what stage you’re at or your goals, it never hurts to begin the conversation.
We want the process to be risk-free for startups, that’s why our evaluation process is absolutely free.
Commitment is required only after being presented to our accountants and reviewing the exact number and profile of firms interested in being involved with research sessions as part of stage four in our application process.
For the Develop, Test and Launch offerings it is possible to offset some of the cash cost in return for an equity stake.
We will never accept a total of more than 5% as we believe it will leave you in a disadvantage should you choose to raise at a later date.
We know early-stage startups need to be very careful with the use of their time and capital. That’s why before you commit to anything we have a presentation to our accountants.
This ensures you know exactly how much interest there is before you commit to anything.
Once you commit, we begin your bespoke programme which is focused on achieving your specific goals.
Most programmes involve a combination of research group workshops and 1-2-1 calls with accountants, all of which are moderated and facilitated by us to maximise the value you obtain.
For certain early-stage programmes we also include foundation and development sessions to share our domain expertise and help founders with messaging, positioning, pricing, sales, success, and more!
Not at all.
We support founders in preparing for, facilitating and moderating the research calls with accountants.
This ensures you can focus on listening, and avoid falling into bad (but human) habits, such as; selling, asking leading questions, and getting defensive.
It’s all about obtaining real, brutally honest feedback that is going to help you long-term.
We will help ensure you come to each call well prepared, with an agenda and line of questioning. We then provide the independent and objective third party perspective to ensure you extract maximum value.
We are currently building partnerships with product designers and developers that align with our process that we can refer founders to (as a seperate cost). We are flexible if you already have developers you work with and we take into account development cycles as part of our overall process.
We are currently building a network of investors who are knowledgeable of accounting tech space and believe in our framework and values.
We strongly believe that raising money isn’t a sign of success, traction with the market is a much better indicator, and therefore our primary goal.
We only connect startups with investors when it serves a clear purpose and is optimal for the startup to help achieve their goals.
Our community of accountants want to work with founders who want to work with them, to shape the next generation of accounting tech.
As a result, our approach is not about short-term sales, we focus on creating lasting relationships between accountants and startups.
So although ‘intros’ and ‘pitches’ are off the table, the startups who work with the Early Adopters Hub accounting community long-term, are well placed to win those accountants as clients in the future.
Contact Us
Not sure? Contact us to have a chat
If you have a question, don’t know if you meet our criteria, or you are further in the journey but could still use our support, complete this contact form and we will get in touch.
