“Everybody is showing you how to vibe code apps. Nobody is showing you how to sell your vibe-coded app.”

Hey, I’m Abe.

AI has made software faster and less expensive to build. It has not made it easier to know what is worth building, why someone would choose it, or how to turn it into something people want to buy.

That is where I come in.

I help founders make the product, customer, positioning, and execution decisions that make a SaaS easier to notice, choose, and buy. That may mean finding the idea that makes a generic product obviously better, deciding who it should speak to, changing what gets built, improving the offer, or identifying something buyers expect but cannot yet find.

I am a Computer Engineer with more than 20 years of experience across software companies, startups, agencies, and enterprise projects. Today, I work directly with AppSumo on product due diligence and quality, evaluating SaaS products before they launch.

That combination gives me an uncommon view of both sides. I understand what can be built and how it gets built, but I also see how products compare when buyers have dozens of alternatives competing for their attention and money.

I help founders turn what they build with AI into something people want to buy. That work begins before the first line of code and continues through the product, positioning, offer, and buying experience.

“Most founders fall into Build-First Blindness. They rush into tools, developers, and AI before they have decided what is worth building, who it is for, why anyone would choose it, and what would make it obviously better than the alternatives. By the time they confront those questions, they may already have spent months and thousands of dollars building a product that is difficult to explain and even harder to sell.

I work with early-stage founders, helping them define the opportunity, decide who the product is for, why those customers would choose it, and what needs to be built before committing time, capital, or code. Then I help turn that thinking into something people want to buy, a product that is meaningfully different from day one and speaks directly to the right customers.”

– Abe Challah

I evaluate hundreds of SaaS products through my work with AppSumo, seeing each one beside alternatives competing for the same customers, attention, and budgets.

This has taught me what buyers respond to, what feels interchangeable, what creates doubt, what founders commonly overlook, and what gives a product a credible reason to be chosen.

I bring that marketplace perspective to every product decision, so early-stage founders are not building from assumptions alone. They can decide what deserves to be built, what needs to change, and what will make the product easier to notice, choose, and buy.

Many SaaS products are useful, but still look and sound like dozens of alternatives.

I help founders uncover the specific idea, workflow, or product decision that makes their SaaS meaningfully different and obviously better for a particular customer.

Finding that difference is the work. It is rarely obvious, and once uncovered, it can change what gets built, how the product is positioned, and why buyers choose it.

3️⃣ Customer and Positioning Judgment

A product can be useful and meaningfully different, yet remain difficult to sell when the founder has not decided exactly whose first choice it needs to become.

“Who could use this?” is the wrong question. Almost anyone could use most software.

The better question is: Who should care enough to choose it, pay for it, and keep using it?

I help founders answer that question, then position the product around what those buyers are trying to accomplish and why this is the right choice for them.

Most founders can only compare their SaaS with the handful of competitors they know.

I have evaluated hundreds of SaaS products across categories and seen what happens when they reach buyers. That gives me a much wider frame of reference and helps me recognize patterns a founder may not see from inside the product.

I use that marketplace experience to pinpoint why a SaaS is not becoming the buyer’s choice and which change deserves attention first.

A promising product direction is only useful if it can be built and delivered without wasting time, money, or effort.

I have spent more than 20 years designing, evaluating, and integrating software across startups, agencies, and enterprise projects.

That experience allows me to pressure-test decisions from both sides: Will this give buyers a better reason to choose the product, and can an early-stage company deliver it sensibly?

I help founders turn commercial thinking into clear product priorities, so they know what to build now, what can wait, and why.

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