Elizaveta Baronina

I'm Liza, Co-Founder and CEO of Modern Kindred, a pet care brand I built from a kitchen lab while working full time in tech. Today, we have a manufacturing partner, retail placement, and growing online sales. I started my career in private equity at StepStone Group before spending six years in analytics and product management at PlayStation. That combination taught me how to validate ideas with data, read markets before committing, and think in unit economics and long term strategy. The moment I had the freedom to build something of my own, I did. I mentor founders and professionals who are in the messy middle of building something real. I'm especially useful if you're working on: -Validating your idea before spending a dollar on it -Testing the market with data before you fully commit -Finding your first customers without a big budget -Pricing and packaging a product from scratch -Launching or scaling a consumer product brand -Go-to-market strategy and product positioning -Knowing which KPIs and metrics actually matter at your stage -Building tracking systems that drive real decisions, not vanity metrics -Making the leap from corporate to founder -Mindset and the life structure to sustain ambition without burning out I've lived the chaos of building while employed, navigating manufacturing decisions, landing first retail doors, and sitting with the uncertainty of early-stage growth. I won't give you theory. I'll tell you what I actually did and what I wish I had known.

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  Go to market strategy

  I help founders build a clear, actionable path to their first customers and beyond. Whether you're pre-launch or early stage, we'll work through who your target customer really is, where to reach them across channels, platforms, and stores, how to position your product against competitors, and what your messaging should be and why people should choose you.