GTM Foundations · 3 months
Who you're for, what makes you different, and what you say.
Three months, four days a month, with someone alongside you while you build. Not a document handed over. A person in the room while the decisions get made.
€5,000/mo · 3 months minimum · The first two weeks are a diagnosis you can stop after
01
Research
COVERED
02
Competition
COVERED
03
Segment, position & price
COVERED
04
Message
COVERED
05
Launch & enable
IN THE PRODUCT MARKETING FUNCTION
06
Measure & maintain
IN THE PRODUCT MARKETING FUNCTION
SOLID COVERED · DASHED NAMES WHERE IT LIVES INSTEAD
WHAT THREE MONTHS COVERS
Four of the six stages. Launching it and keeping it true are the other two.
Who this is for
Who this is for, and who it isn't.
This is for you if
- You're taking something to market and nobody owns how
- You can introduce me to five customers or prospects
- You want someone in the room while the decisions get made
- You want a decision, not options
This isn't for you if
- You need the whole function rather than one product taken to market. That's the Product Marketing Function build.
- You need launch tiering, an enablement build or a measurement layer as the point of the engagement. This covers stages 01 to 04.
- You have someone in-house who can run this and just want it built and handed over. That's a different engagement and it isn't currently on this site.
What you get
What gets built, month by month.
Month 1
Who you're for
5 CONVERSATIONS · YOU RUN THEM, I WRITE THE GUIDE
I write the question guide, you run five conversations, I synthesise what comes back.
See the full output →
1 SHEET · SCORED, WITH DISQUALIFIERS
Segments scored, with the ones to disqualify named rather than left open.
See the full output →
Month 2
What makes you different
1 SHEET · 3 COMPETITORS, EVERY CELL SOURCED
A competitive grid on three competitors, every cell sourced with a link and a date, or marked unknown.
See the full output →
1 SHEET · YOUR CLAIMS VS THEIRS
Which of your claims all three also make, and which only you can.
See the full output →
1 PAGE · 3 REJECTED, 1 KEPT
Positioning, with the options I rejected and why they lost.
See the full output →
1 PAGE · VALUE METRIC + TIER SKETCH
The value metric and an outline tier structure, with what each tier gates.
See the full output →
Month 3
What you say, and where it goes live
1 SHEET · PER BUYER, PER STAGE
A message for each buyer, every line tied to a proof point.
See the full output →
1 SHEET · EVERY CLAIM, RATED
Each line checked against the evidence behind it, and marked where there isn't any.
See the full output →
1 PAGE · REWRITE, NOT A READ
The decision written into the page itself, so a stranger meets it in public. Not the free two-day read of a page you already have: this is the rewrite, once the positioning and the claims are settled.
See the full output →
Five conversations you run are not five interviews I run. It's cheaper, it's faster, and you hear it first-hand, which is worth something on its own. It is not research-grade rigour and I'm not going to pretend it is. What it does is stop the positioning being argued from opinion.
- A weekly forty-five minutes in a fixed slot
- Async answered within one working day
- In the room for sales calls, investor calls and product arguments
- Decisions, not options. Consultants present three paths; I pick one and own it.
Not included
- Running campaigns
- Writing content on a cadence
- Managing agencies or your team
- Daily standups
- Designing assets
I build the system your team works against. Someone else works it.
How it works
How it works.
A fixed weekly slot, four days of my time a month, and the sessions where decisions get made. The first two weeks are a diagnosis: what's actually missing, and whether the rest of the engagement is worth buying.
Three at a time, and only one starting at once. Month one is the heavy month: the diagnosis, the segments, the positioning. Months two and three are lighter because the thinking is done. So a new engagement starts only when an existing one moves past month one. If there's a wait, that's why.
Proof
Where I've done this before.
Building a new checkout category from zero: definition, segmentation, and a six-stakeholder narrative.
Read it →
Video intercom across real estate, tech and healthcare. A competitor table with a counterpoints column, so a rep can use it live.
Read it →
Selling retirement planning to people who don't know they need it. Co-founded through Antler Dubai.
Read it →
What it costs
What it costs.
Price
€5,000/mo
Invoiced in
EUR
Duration
3 months minimum
Credited
Credited against the Product Marketing Function build if you start within three months
€5,000/mo a month, three-month minimum, then monthly. Stoppable after any month past the third.
The stop clause
The first two weeks are diagnosis. If the honest answer is that you don't need the rest, we stop there and you pay €2,500.
What this leads to
What this leads to.
The Product Marketing Function
All six stages installed, four of them automated, and someone on your team trained to run the whole thing.
Quoted after a call · Typically 3 months
Everything arrives with an expiry date
Every output carries the date it stops being reliable. A positioning statement outlives a battlecard; a competitive grid outlives neither. You'll know what needs revisiting and when, whether you do it yourself, put me on a retainer, or let it go stale on purpose.
A worked example
The same shape, already built.
The Saudi market entry plan I built for FoodVessel is the same shape as this engagement: best-fit customer split by buying motion, a positioning statement, a five-stage conversion model with named owners, a channel mix, and a funnel with its assumptions and sensitivities written down.
3
months, minimum
4
days a month
3
embedded clients at a time
Straight answers
Straight answers.
What does four days a month actually mean?
Roughly one day a week of my time on your business: a fixed weekly forty-five minutes, the sessions where decisions get made, the calls I sit in on, and the work between them. It isn't four consecutive days on site and it isn't hours you bank and spend later.
Why three months?
Month one answers who you're for. Month two answers what makes you different. Month three answers what you say, and puts it on the homepage. Each one needs the previous one settled, and settling it needs customer conversations that take weeks to arrange.
What happens after month three?
It continues monthly at the same rate, or it stops. Most of what's built is meant to be run by your team from month four, and the Maintenance Retainer covers the four parts that go stale on their own.
What if we want to stop?
The first two weeks are a diagnosis. If the honest answer is that you don't need the rest, we stop there and you pay €2,500. Past the third month you can stop after any month.
How is this different from the Product Marketing Function?
Foundations gives you the decisions, made with you, for one product taken to market. The Product Marketing Function build installs all six stages as a permanent function with the automation behind them, and takes ninety days.