Sheldon Naidoo

About

I’m Sheldon, Founder of PMF Lab—a strategic consultancy that helps SaaS startups validate product-market fit and reach the next level with confidence. By uniting hands-on MVP strategies, data-driven user research, and an active investor network, I guide ambitious founders toward traction and funding with less guesswork and more real-world proof. My focus is on de-risking launches, streamlining onboarding, and tracking critical metrics. I help accelerate growth and retention through clear positioning and effective churn reduction. Once a product shows strong traction, I can bridge the gap to potential VCs and angels, providing analytical insights that halve time-to-PMF for startups. If you’re a SaaS founder or a VC seeking vetted SaaS deals, let’s connect to drive your vision forward.

Experience

• Founder · Product-Market Fit Lab | Apexx.ai | Digital Elite Marketing Agency2017-10-01 –

  Founder and CEO of multiple ventures: Product-Market Fit Lab, a SaaS Advisory firm and Venture Capital program; Apexx.ai, an all-in-one CRM & Marketing Software for SMEs; and Digital Elite Marketing Agency, focusing on Marketing Strategy for B2B entities. Operated in South Africa, China/Hong Kong, and currently in Miami, Florida.

• Brand Executive · British American Tobacco2016-03-01 – 2017-09-01

  Responsible for the Rothmans Pall Mall brand in Southern Africa, played a crucial role in the successful launch of the Rothmans Switch brand, developed and implemented brand strategies and campaigns that quadrupled the yearly share target.

• Trade Marketing Executive · British American Tobacco2014-11-01 – 2016-02-01

  Led development and execution of national marketing campaigns and was part of the global team implementing SAP systems. Contributed innovative ideas to enhance operations and developed solutions to meet targets.

• Regional Planner · British American Tobacco2012-10-01 – 2014-10-01

  Managed cost efficiencies and internal control procedures, worked with Territory Sales Managers, and provided insights to Area Managers to ensure informed decision-making.

• Sales Representative · British American Tobacco2012-04-01 – 2012-09-01

  Executed brand and trade marketing strategies, increased retailer engagement, signed 90 new clients in three weeks, and participated in training initiatives.

• Marketing Communications Manager · JBN International2009-04-01 – 2012-03-01

Education

• Digital Marketing InstitutePostgraduate Degree, Digital Marketing
• Center of ExcellenceHigher National Diploma, Social Media Marketing
• University of KwaZulu-NatalMaster of Business Administration (MBA), Marketing/Marketing Management, General
• University of South Africa/Universiteit van Suid-AfrikaBachelor of Commerce (BCom), Marketing/Marketing Management, General

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