Eudaimonia Ventures
Advisory for early-stage B2B SaaS
Helping founders find product-market fit and grow without setting fire to the cap table.
An independent advisory practice working with a small number of pre-seed to Series A founders at any one time. Founded by Harri Thomas — co-founder of Respondent (acquired 2020), ex-Facebook UX research.
I — The Practice
About
Eudaimonia Ventures is an independent advisory practice for early-stage B2B SaaS founders. The work focuses on the problems that matter most between pre-seed and Series A: finding product-market fit through real customer research, closing the first customers, building a bootstrapped go-to-market motion, and raising capital on terms the founder can live with.
The practice takes on a small number of engagements at any one time. Every engagement is run personally by the founder, Harri Thomas, drawing on a decade of operating experience inside research-led SaaS businesses.
II — The Founder
About the founder
I co-founded Respondent, a B2B research marketplace, in 2016. We started by handing flyers out on the street to recruit our first research participants — and from there grew the business to 30+ employees, eight figures of annual GMV, and customers including IBM, Microsoft, Uber, and Airbnb. We raised $6M in venture capital along the way, followed by me selling my stake in the business to private equity in 2020.
After that, I was interim Head of Research & Strategy at Picnic, where I helped the team close a seed round and set up their research practice. I then joined Meta as a Senior UX Researcher leading integrations for Workplace (covered in The Verge, CNBC, GeekWire, and PCMag).
I then started Elephants, a social goals app. I raised a pre-seed round at pre-product stage and hit 100k installs in six months after launch, but it didn't catch on the way we'd hoped, and we shut it down after 18 months.
I now run Eudaimonia Ventures full-time, working with a handful of founders I genuinely think I can help. Most recently: a B2B SaaS I joined at seed to lead growth — running the growth team and building the metrics that helped propel them to a successful Series A with some of North America's best known investors.
Co-founder, Respondent (acquired 2020) · Ex-Facebook UX Research · Founder, Elephants · Published in The Guardian, UX Collective, Hackernoon
III — Practice Areas
Practice areas
I. Product-market fit through customer research.
Most pre-PMF founders are guessing in public. Eudaimonia helps founders build a research practice — interviews, signal hunting, synthesis — that turns guesses into evidence. This is the work the founder has spent a decade doing.
II. Bootstrapped go-to-market.
When a startup can't outspend its competitors, it has to out-think them. The practice helps founders identify zero-cost acquisition channels, string together cheap tools, and find the 20% of effort that produces revenue.
III. Pre-seed to Series A fundraising.
Across the founder's own companies and advisory engagements, rounds raised span pre-seed through Series A: three at Respondent (pre-seed through Series A), the seed at Picnic (as interim Head of Research & Strategy), the pre-seed at Elephants, and most recently a Series A B2B SaaS supported through Eudaimonia. The practice helps founders decide whether to raise at all, build a story that resonates with the right investors, and avoid the worst founder-investor traps.
IV. Working with AI as a founder.
Most founders are using AI like a faster Google. The leverage is in the workflows — what gets researched, how things get written, how the team sells, how decisions get made. Eudaimonia helps founders build a small set of AI workflows that move the business. No prompt libraries. No "AI strategy" decks.
V. Knowing when to kill it.
Failure is underrated as a teacher. The founder has shut a company down. When founders are staring at a hard call about whether to keep pushing, Eudaimonia helps them think it through honestly.
IV — Engagements
Engagements
I. Working session.
A focused ninety-minute conversation on a specific problem the client brings. The client leaves with a written summary, a recommended next step, and a follow-up note one week later. Best for a single decision or a stuck point.
II. Sprint.
A four-week engagement with a defined outcome. Typical examples include standing up a customer research practice, designing a fundraising narrative, or building a bootstrapped go-to-market plan. Weekly working sessions, async support throughout. Best for shipping one important thing well.
III. Advisor.
A monthly retainer, approximately four hours of work per month, async-first. The practice takes on two advisor engagements at a time. Best for founders who want a senior outside operator alongside them over the long haul. By application.
All engagements are contracted formally and scoped to the work. Pricing is shared after an initial conversation. The practice takes on a small number of pro-bono engagements each year for mission-aligned founders.
V — Clients
Selected clients
Great Question (UX research) · Hakkawise (e-commerce aggregation) · Plus a number of seed-stage SaaS founders we work with under NDA.
VI — Testimonials
Testimonials
4.99 average rating across 100+ founder conversations
Harri is one of those advisors I keep going back to. He understands what it's like to bootstrap a business and what it's like to run a VC-backed business. He also has a keen eye for business models and how well they can meet customer needs.
Harri prepared thoroughly. He was very clear on where his experience and expertise lay and what he was qualified to comment on, and provided critical insights on a topic fairly new to me that will shape our strategic decision-making.
Our conversation centred around equity deals with strategic partners — a topic I had no experience with. Harri broke down the complexities, shared industry best practices, and highlighted red flags I needed to know. What stood out was his ability to balance praise with constructive feedback — recognising where I was performing well, and pushing me on what I needed to ponder more deeply.
Harri is open, friendly, and hugely knowledgeable — but even better than that, he cut through all the noise and got to the crux of our challenge. His suggestions were like a light going on; I literally started working on them the second the session finished.
From the get-go, Harri was warm and easy to speak to. We shared our founder journeys and the setbacks that shaped us. As a consumer-app founder himself, he gave me real feedback on framing my investor pitch and competitor landscape. If you're looking for someone knowledgeable and approachable, Harri is the person.
Harri took the time to ask questions before the meeting so he could understand our situation properly. He's genuinely interested in solving problems, and draws from a wealth of knowledge and experience to address them with both solutions and probing questions.
VII — Inquiries
Inquiries
Eudaimonia Ventures works with a limited number of founders at any one time. To inquire about an engagement, please share a brief note about the company, its stage, and the problem you're trying to solve. All inquiries receive a response within 48 hours.
Or reach the founder directly: LinkedIn · hello@eudaimoniaventures.com