3 min
Why early-stage startups should validate GTM before building
A breakdown of how early-stage startups can reduce commercial risk through market validation, customer insights, and positioning.
Yuliia Krupenko
Yuliia Krupenko is a growth and commercial strategy leader with 14+ years driving market expansion for digital technology companies across Europe, the UK and LATAM. She spent 9 years at BlaBlaCar — one of Europe's most recognised mobility platforms, scaling to 100M+ users across 20+ markets — leading international strategy at scale, and has since held senior leadership roles at UK insurtech and fintech companies, building new revenue channels, market entry, and product-led growth. Her work sits at the intersection of commercial strategy and scaling digital technology products — helping companies validate markets, build positioning, and grow sustainably.