Tech & Change by Feltenmark

Three Ways to Get Your Product Focus Back

From scattered roadmaps to measurable business results

Prioritization Diagnostic

Fast, focused engagement that delivers clarity in 1-3 weeks.

→ Business value quantified per initiative

→ Clear, ranked top-3 list everyone agrees on

→ Decision model you can use going forward

Outcome: Know what to build and why - with numbers that back it up.

Interim VP Product / Head of Product

Hands-on product leadership during transformation, growth, or recruitment (3-12 months).

→ Reset roadmap and ways of working

→ Build or rebuild product organization

→ Establish governance and decision-making

→ Deliver measurable business results

Fractional CPO

Strategic product leadership without a full-time hire (according to agreement, typically 1-2 days/week).

→ Product strategy and vision

→ Roadmap prioritization and alignment

→ Coaching product managers and teams

→ Stakeholder management and reporting

How It Works

From chaos to clarity in four steps

1

Diagnose

30-minute call to understand your situation. No sales pitch - just listening to where you're stuck and what's been tried.

2

Propose

Concrete proposal within 48 hours. Either a 1-3 week diagnostic to find focus, or stepping in directly as interim/fractional product leader.

3

Execute

We step in and get to work. Measurable prioritization, clear decisions, business outcomes. No long commitments, no empty buzzwords.

4

Deliver

Clear ranked list, decision model, and roadmap your leadership team actually agrees on. Or rebuilt product organization that delivers value.

About

Helping companies focus on what actually drives revenue

We work with companies that have digital development - SaaS, fintech, construction tech, enterprise platforms - where leadership knows something is broken but can't quite put their finger on what.

Typically 20-200 employees, already spending significant money on development but not seeing the results they expected.

30+ years of experience across travel tech (TUI Group), fintech platforms, construction intelligence, and multi-system integrations.

We don't do empty buzzwords or endless workshops. We bring order to chaos through measurable prioritization, clear decision models, and business outcomes - not just shipped features.

4

Nordic markets aligned

10→3

Scattered to focused

30+

Years experience

Mikael Feltenmark

Most teams don't have a speed problem. They have a focus problem

I've spent 30 years watching talented teams work incredibly hard while their products move sideways. Not because they lack capability, but because ten initiatives compete for the same attention when they should have three.

That's the problem I solve. I step in as interim product leader and help teams make fewer, better decisions through simple, measurable prioritization. No frameworks for the sake of frameworks — just honest math and clear trade-offs.

If your roadmap is packed but nothing's moving — we should talk.

// Core Competencies

Measurable Prioritization (WSJF / Cost-of-Delay)

Roadmap Transformation

Platform Consolidation & API Strategy

Product Organization Building

Trusted by Decision-Makers

Feedback from executives and stakeholders I've partnered with

“

Mikael and I have worked together twice, and in both cases, Mikael has contributed a lot with his product and technical knowledge. He quickly navigates new environments, both in terms of people and organisation, technology and architecture. Mikael is good at achieving real change. A process improvement does not just stop at a PowerPoint presentation, it is transformed into concrete results that make workflows smoother and focus on actual delivery. His curiosity and commitment mean that he always strives for results while contributing with a positive attitude.

Åsa Fogelin Head of Development and Test Collaborated twice — Wasa Kredit & AARO

“

Our product management needed to find new ways of working to create better structure, clearer priorities, and a more unified way of evaluating our work. Micke took the initiative to clarify principles for our ways of working, creating understanding of what’s important in our daily work and helping us prioritize going forward. As part of this, he also developed a model and practical tool for more systematically evaluating and prioritizing maintenance work and bugs. This contributed to greater alignment within the team around what matters, better prioritization, and also freed up time for more forward-looking work.

Emelie Carlsson Chief Product Officer AARO Client & CPO — AARO

“

What makes Mikael so special is his deep knowledge and understanding of technology combined with that he really understands user needs. I hope to be working with Mikael sometime again.

Valentino Rongione Head of Customer Development Promedia Worked on different teams

“

I give Mikael the highest recommendations. We worked tight and very well together. Me as the technical lead and Mikael as responsible for the financial side of the project.

Jonas Reimers Team Leader / Lead Developer Bombardier Worked on the same team

“

Excellent project manager and very sensitive team leader. Fun to work with and very professional.

Magnus Lindberg Independent Consultant Technical Leadership, Coaching & Consulting Reported directly to Mikael

Client Results

Real outcomes from real engagements

Travel Tech, Nordic

Challenge

€2B in digital sales to protect across four Nordic markets, while migrating from four local platforms to one centralized group platform. Pandemic, wars, and travel industry crisis created constant pressure. Dozens of stakeholders with urgent business needs competing for limited development capacity.

What we did

Built a prioritization model that let the Nordic MD request a ranked top-10 list for the region, consolidated against group direction. Enabled successive transition to centralized UK-coordinated teams while keeping Nordic requirements driving priorities.

Result

Four competing markets aligned around one backlog. Revenue protected through transformation. Nordic priorities stayed relevant despite centralization.

SaaS Company, Fintech

Challenge

Bug triage was a time sink. Each bug bounced between tech leads, testers, and teams for weeks before anyone decided if it even needed fixing.

What we did

Built a lightweight prioritization model that let bug triage make priority decisions independently, without pulling in tech leads and development teams.

Result

Triage decisions went from weeks to minutes. Development teams freed up to build forward instead of sitting in endless bug discussions.

Financial Services

Challenge

Regulatory requirements consumed most development capacity. Mandatory, non-negotiable. The remaining time was fought over by multiple business areas all demanding fixes, adjustments, and features.

What we did

Created a structured prioritization framework for the non-regulatory backlog, with clear principles for evaluating and ranking competing requests.

Result

Team aligned on what matters. Better use of limited discretionary development time. Less noise, more delivery.

Ready to get your product focus back?

Book 30 minutes with me. I'll listen, you decide if I can help. If it feels right, we'll get to work.

When everything is priority, nothing gets done.

Three Ways to Get Your Product Focus Back

Prioritization Diagnostic

Interim VP Product / Head of Product

Fractional CPO

How It Works

Diagnose

Propose

Execute

Deliver

About