As Lead Product Strategist at Appetiser Apps, Jay brings rigorous product thinking and real founder experience to builders shaping what's next.
From raw idea to investable business — structured advisory across every stage that matters.
Cut through assumptions before they cost you. Real market signals, honest pressure-testing, and a clear verdict on what's worth building — before you spend a dollar.
Roadmap prioritisation, MVP scoping, design-to-market fit. Backed by 200+ shipped products and a team behind some of the region's biggest digital success stories.
Pitch decks that land, narratives that hold up under scrutiny. Built by someone who has raised capital, evaluated deals, and sat on both sides of the table.
Unit economics, pricing architecture, go-to-market sequencing. Built to generate revenue and margin — not just users and noise.
Decision fatigue, co-founder friction, the psychology of building under pressure. The work no one talks about — but that determines everything.
A fractional co-founder in your corner. One call away. Genuinely invested in your outcome — not just the next session.
8 questions. A personalised strategic report grounded in real founder patterns.
Take the diagnosticInstant valuation range for your digital product. Built for ambitious founders.
Calculate your valuationThe old model was transactional. JI Founders exists because the best founders need more than that — someone genuinely invested in their success across validation, fundraising, strategy, and the psychology of building. That's not a vendor. That's a partner.
Jay isn't just an advisor — he's a founder. He has raised capital, felt the weight of a cap table, and knows what it means to back an idea with everything you have.
As Head of Product at Threshold Capital, Jay evaluated and invested in growing SMEs — learning exactly what makes a business worth backing. While doing that, he was also founding Fintech Hub Europe, building from scratch himself. He knows what it feels like to pitch. And what it takes to get invested, as he's seen it from both sides.
Lead Product Strategist at Appetiser Apps — founded by Michael MacRae and Jamie Shostak — working on multi-million dollar products daily. From Central Europe to Australia and Indonesia. Two continents. One approach.
See Jay's full recommendations
View on LinkedInDeep-dives on what matters when building from zero — taught by people who've done it.
Melbourne and Denpasar. Real conversations, not networking theatre. Come for the ideas.
Tell Jay what you're building and where you're stuck. He'll be back within 24 hours — directly, no gatekeeping.
Connect on LinkedIn