01
Test before you invest
Identify the smallest useful experiment before committing major time, money, or scale.
Clarity before commitment
Spend more time moving forward.
Less time rebuilding.
For founders and teams making high-stakes decisions
I help companies identify what to test, what actually works, and what to do next. Finding the smallest steps that unlock bigger leaps and more confident decisions.
The problem
Most expensive mistakes start as reasonable assumptions.
Founders and teams rarely waste money because they are careless. They waste money because they commit before they have enough signal.
They build too much too early. They scale marketing before knowing which audience matters. They launch features before confirming demand. They mistake enthusiasm for evidence. They spend the whole budget on the first version, leaving no room to learn.
Good experimentation is not about slowing down. It's about learning cheaply before the expensive decision.
What I do
I help teams reduce uncertainty before they commit.
Identify which assumption matters most
Clarify the decision actually being made
Surface the evidence that's missing
Define what can be tested before building, scaling, or spending
Design the smallest useful experiment
Distinguish real signal from confidence
The goal is simple: better decisions before bigger spend.
Three ways I help
Before, after, and the systems in between.
02
Measure what worked
Separate signal from noise after a launch, campaign, product change, or strategic investment.
03
Improve decision systems
Design measurement, incentives, and AI-supported workflows that help teams make clearer decisions instead of reinforcing bad assumptions.
Common situations
Problems I'm often brought in for.
"We're about to spend heavily on ads but don't know which audience will actually convert."
"We want to build an MVP but aren't sure what needs validating first."
"We have too many ideas and no clear prioritization."
"We're getting signal, but don't know if it's real."
"We want to expand, but don't know if the economics work yet."
"We're building features before confirming demand."
"We're spending too much before learning enough."
How I work
Focused sessions designed to create clarity quickly.
Engagement components
- Pre-read or context review
- Focused strategy session
- Assumption mapping
- Experiment design
- Prioritization support
- Written recommendations
Practical, high-leverage, and immediately actionable.
You leave with a clearer understanding of
- what to test first
- what not to build yet
- where the real risk sits
- what signal is missing
- how to spend the next tranche of money more intelligently
In practice
Find the decision hidden inside the idea.
A founder planning a new product or campaign often starts with the obvious question:
"How do we build this?"
But the better question is usually:
"What do we need to learn before building this?"
The goal is not to avoid ambition. The goal is to protect it from waste.
Before heavy ad spend
The smarter move may be a smaller validation step that identifies which audience responds first — before committing budget across many.
Before building a platform
The smarter move may be testing whether the desired user behavior happens manually at all — before engineering anything.
About Zoé
Statistician and decision scientist.
Zoé van Havre specializes in experimentation, measurement, and strategic decision-making under uncertainty.
Her work focuses on helping teams distinguish real signal from noise before making expensive strategic commitments.
Read more about Zoé →Background
- Experimentation and measurement leadership at Booking.com
- Scaled experimentation capability at LATAM Airlines
- Two PhDs in statistics and applied mathematics
- Work across technology, aviation, healthcare, and optimization systems
Primary offer
Strategic Decision Session
For founders and teams facing an important product, growth, or investment decision.
Best suited for
- MVP and product decisions
- Growth strategy
- Customer targeting
- Pricing questions
- Expansion plans
- Feature prioritization
- Product validation
- Experimentation planning
Deliverables
- Clarified decision framing
- Assumption mapping
- Recommended tests
- Prioritization guidance
- Experiment suggestions
- Written follow-up summary
One focused session. A clearer next step.
Book a Strategy SessionBefore you commit
Before you spend more,
get clearer.
If you're about to build, launch, scale, hire, or invest in a direction you aren't fully sure about — let's identify the smallest useful step before the expensive commitment.