90 Day Build Overview
Week 1
Kickoff & audit
90 minutes. Product, roadmap, vision, and every customer touchpoint you already have.
Week 2
Customer calls
Five interviews. I run them, you introduce them.
Week 3
Win/loss review
Closed-lost reasons, support tickets, sales call notes.
Week 4
The Fifty
Fifty questions across six competitors, every cell sourced.
Week 5
Segmentation
ICP scored from won-and-retained accounts, not from a wishlist.
Week 6
Positioning workshop
90 minutes. Three to four viable directions, argued against real alternatives.
Week 7
Internal decision
You meet without me and choose a direction.
Week 8
Constraint named
Positioning, messaging, pricing, launches or enablement. One of them is the bottleneck.
Week 9
Messaging workshop
90 minutes. Per persona, per funnel stage, every line tied to proof.
Week 10
Frameworks installed
Populated with your market, not a template.
Week 11
Automation wired
Four of the six stages start maintaining themselves.
Week 12
Handover
Your nominated owner runs a full cycle while I watch.
About twelve hours of your team's time across three months.
The Function Build · 90 days
A product marketing function, built from zero and handed over running.
Six stages installed, four of them automated, and a team trained to run all of it. For companies with no product marketing function, or one that's become a content desk.
€35,000
≈ AED 149,000
SERIES A · MULTIPLE SEGMENTS, OR A SECOND PRODUCT
Pricing tiers: based on your annual revenue, and the resulting complexity and impact
PAYABLE ACROSS THE THREE MONTHS · AED SHOWN FOR REFERENCE, INVOICED IN EUR
Timeline: 90 days
Twelve weeks of live and async work. Three workshops of ninety minutes each, five customer interviews I run myself, and a handover month where your team drives while I watch. Everything between sessions is on me.
Deliverable 1: The Fifty
Fifty questions across market, product, positioning, marketing, sales and company, filled for you and up to five competitors. Every cell carries a URL and a date, or is explicitly marked unknown. Re-runs on a cadence and reports only what changed.
Deliverable 2: Product Oracle
Two pages per product. Spec, metrics, limitations, packaging, and personas including the anti-persona. The single source of truth that stops four teams describing the product four ways.
Deliverable 3: The Messaging Matrix
One line per persona per funnel stage, each tied to a proof point. Claims that cannot be supported get marked as unproven rather than quietly shipped. Audits your live site and decks for drift.
Deliverable 4: Launch Tiers
Every release scored 1, 2 or 3, each tier triggering a fixed activity checklist with owners and a critical path. Without it, every launch gets negotiated from scratch.
Deliverable 5: Trust Metrics
Five OKRs measuring research coverage, sales confidence and funnel movement, not assets shipped. Pulls its own numbers.
Deliverable 6: The Half-Life Map
Every asset mapped to its owner, its destination and its refresh cadence. Flags what has gone stale before a prospect finds it.
GTM Foundations
3 weeks · €9,500
For early-stage startups. One launch, one market, one motion. Stages 01 to 04.
PRE-SEED TO SEED
The Function Build
● You're here90 days · from €25,000
For companies past first traction. All six stages, installed permanently with the automation behind them.
SEED TO SERIES B+
Not sure? If you're pre-seed or seed and the question is "how do we take this to market", start with Foundations. If you have customers, a sales motion and nobody owning the story, you need the function. three-minute assessment
The six stages, in order.
01
Research
Market, customer, and the alternative you're really losing to.
Customer interviews, sales call review, win/loss analysis, review mining and the market map. Includes the null alternative: the spreadsheet, the status quo, doing nothing. Usually the competitor that wins most often, and the one nobody researches.
Output
The evidence base
● Automated02
Competition
Fifty questions, six competitors, every cell sourced.
A structured grid across market, product, positioning, marketing, sales and company. Every cell carries a URL and a date, or is explicitly marked unknown. No silent blanks.
Output
The Fifty
● Automated03
Segment & position
Who you're for, who you're not for, and what you're better than.
ICP definition, beachhead selection, personas split by user, decision-maker and blocker. Positioning argued against real alternatives rather than a template filled in.
Output
ICP and positioning statement
○ Judgment04
Message
What to say, to whom, with what proof behind it.
A message per persona per funnel stage, each line tied to a proof point. Claims that cannot be supported get marked as unproven rather than quietly shipped.
Output
The Messaging Matrix + Product Oracle
● Automated05
Launch & enable
How big is this launch, and what does sales actually need?
A tiered launch process, the activity checklist each tier triggers, sales playbook, battlecards, and objection handling built from objections that actually get raised.
Output
Launch Tiers
◐ Half06
Measure & maintain
Prove it worked, and stop it going stale.
OKRs measuring research coverage, sales confidence and funnel movement rather than assets shipped. Plus the asset register that tracks when each thing expires and who owns it.
Output
Trust Metrics + The Half-Life Map
● AutomatedTHE DELIVERABLES
What you're holding on day 90.
Six documents, populated with your market rather than a template. Every one of them is something a person on your team opens and uses, not a strategy deck that gets archived.
Product Oracle
2 PAGES PER PRODUCT
Spec, metrics, limitations, packaging and personas, including the anti-persona. The single source of truth that stops four teams describing the product four ways.
The Half-Life Map
1 SHEET · EVERY ASSET YOU OWN
Every asset mapped to its owner, its destination and its refresh cadence. Positioning doesn't break. It quietly stops being true, so the useful question is when each asset goes stale and where it lives.
Launch Tiers
1 SHEET · 3 CHECKLISTS · 27 ACTIVITIES
Every release scored 1, 2 or 3, each tier triggering a fixed activity checklist, owners and critical path. Without it, every launch gets negotiated from scratch.
The Fifty
1 SHEET · 50 QUESTIONS × 6 COMPANIES
Fifty questions across market, product, positioning, marketing, sales and company, filled for you and up to five competitors. Every cell sourced with a URL and a date, or marked unknown. No silent blanks.
Trust Metrics
1 DASHBOARD · 5 OKRS
OKRs measuring research coverage, sales confidence and cross-functional trust, not assets shipped. Everyone else counts output. Output is the half that got cheap.
The Messaging Matrix
1 SHEET · PER PERSONA, PER STAGE
Per persona, per funnel stage, every line tied to a proof point, so claims can be checked rather than repeated.
ALL SIX ARE YOURS. NO LICENCE, NO PLATFORM, NO DEPENDENCY ON ME.
What's still running on day 91
Who it's for
Good fit
- No product marketing function, or one person drowning in requests
- You have customers and a sales motion, even a small one
- Someone will own this after I leave
- You want the function to outlast the engagement
Not a fit
- You need one launch or one market sorted, not a whole function, which is GTM Foundations
- Nobody internally will own it afterwards
- You want me to stay indefinitely
- Pre-product, with nobody to interview
Straight answers.
Why ninety days?
Thirty gets you documents. Sixty gets you documents nobody uses. The third month is where the team learns to run it, which decides whether any of it survives.
What do you need from us?
About twelve hours across three months: four workshops, introductions to five customers, and access to your existing material. I do the work between sessions.
Who owns it afterwards?
Whoever you nominate on day one. If that person doesn't exist yet, say so before we start, because it changes what I build.
How do I choose between Foundations and the Build?
By what you're missing. Foundations answers "how do we take this one thing to market" and suits pre-seed and seed. The Build answers "who owns product marketing here and how does it keep running", which only becomes urgent once you have customers, a sales motion and repeat objections.
Can we start with Foundations and upgrade later?
Yes, and several people should. Foundations covers stages 01 to 04, so the Build picks up from there rather than repeating it. I'll credit the Foundations fee against the Build if you start within three months.
What if the tiers don't match our stage?
Pick by revenue and complexity, not by headcount or the round you raised. One product sold into one market is the first tier regardless of funding. Tell me what you sell and to whom and I'll tell you which one applies.
Do you work with our existing agency or freelancers?
Yes. I build the strategy and the frameworks they execute against. Most of the time that makes them more useful, because they stop guessing what the story is.
What if the positioning we land on is wrong?
Then we find out in month two rather than month twelve, which is the point of doing research before messaging. Positioning is a bet, and I'll show you the alternatives I rejected and why.
Book a call.
Thirty minutes. Tell me what's not working and I'll give you an honest read on whether the Function Build is right, or whether something smaller is.
NO SEQUENCE, NO NURTURE, NO FORM.