Launching VIN Fraud Check — 0 to $100K+ ARR in 90 Days
CARFAX Canada had no product in the VIN fraud detection space — a gap growing as used-vehicle transactions moved online. I owned the full product lifecycle: discovery, build, GTM, and iteration.
$100K+Revenue in first 3 months
Day 1All financial KPIs exceeded
3Teams aligned: Mktg, Eng, Legal
The Situation
As online used-vehicle transactions surged, VIN fraud became a growing pain point for consumers and dealers. CARFAX Canada had strong data assets but no dedicated fraud detection product. Competitors were beginning to fill the gap — creating both a business risk and a time-sensitive opportunity.
PARADE Breakdown — expand each step
No VIN fraud detection product existed. Fraudulent listings were growing online and CARFAX had no dedicated offering — leaving revenue and market position on the table.
Without acting, CARFAX risked losing first-mover credibility in a trust-critical category while competitors built their own solutions.
PM owning the full product lifecycle — discovery, ideation, build, launch, and post-launch iteration — for VIN Fraud Check end-to-end.
Led discovery to define user needs and MVP scope. Drove cross-functional GTM execution aligning marketing, engineering, and legal around clear financial KPIs. Managed the Agile build-and-release cycle throughout.
Pushed for an MVP launch over a fully-featured product. Real market signal on willingness to pay would let us iterate faster than any amount of internal planning. Embedded legal early — VIN data has compliance implications that derail late-stage launches.
$100K+ in revenue within the first 3 months. Immediately exceeded all financial KPIs set for go-to-market. Became a flagship new product line for CARFAX Canada.
Key PM Competencies Demonstrated
Product vision & scopingMVP thinking under pressureCross-functional GTM alignmentLegal stakeholder managementAgile delivery ownership