01 / Built around your business
Where the opportunity sits
A startup needs to test its offer and buying journey before committing to a broad marketing programme. The starting point is to identify where that decision becomes difficult, then agree which part of the journey deserves attention first.
02 / Built around your business
What the work can include
A focused offer and audience hypothesis, a clear landing page, one measurable acquisition test and a review of demand quality. The scope is agreed around your current systems, operating capacity and priorities. Each deliverable should have an owner, the information needed to complete it and a clear review point.
01 / Fit
Explain who the product helps and why.
Start with the workflow and audience, then show what a useful evaluation involves. Make requirements and limitations visible before a visitor books time or starts an account.
- Choose a specific customer problem and a focused route to reach that audience.
- Use real product information.
- Explain setup and integration dependencies.
- Separate demo requests from suitable opportunities.
The working decision
Explain who the product helps and why.
Use real product information.
02 / First value
Define the milestone beyond account creation.
Agree the action that signals an initial useful outcome. Inspect the steps, questions and dependencies between entry and that milestone with the team that owns the product.
- Use a clear page and genuine product information to learn what prospects understand.
- Confirm the event and eligible population.
- Make help available at the point of friction.
- Assign ownership of product changes.
The working decision
Define the milestone beyond account creation.
Confirm the event and eligible population.
03 / Continued use
Look for a continuing reason to use the product.
Review usage and customer feedback by a consistent cohort. Coordinate useful education, support and commercial communication without treating every reminder as a retention improvement.
- Combine customer feedback with measured behaviour before the next experiment.
- Keep usage and paid continuation distinct.
- Match messages to the customer’s situation.
- Review the period and limitations of the cohort.
The working decision
Look for a continuing reason to use the product.
Keep usage and paid continuation distinct.
03 / Built around your business
Build around how your customers choose
1. Define the first audience
Choose a specific customer problem and a focused route to reach that audience.
2. Test the explanation
Use a clear page and genuine product information to learn what prospects understand.
3. Measure a meaningful action
Agree whether an enquiry, purchase or activation is the next useful signal.
4. Learn from the response
Combine customer feedback with measured behaviour before the next experiment.
04 / Built around your business
Measure the decisions that matter
Qualified demand and activation with small-sample limitations made explicit. Start with a reliable baseline and keep early interactions separate from completed outcomes. Review the results against your capacity and the costs included in the plan, so the next decision is based on useful business information.
Do we need a full marketing retainer immediately?
Not necessarily. Begin with a defined problem and a scope that fits the stage of the business. Expand when the evidence supports the next investment.
Send everyone to a demo?
Choose the route that fits the product and buying process. A complex evaluation may need a person; a straightforward use case may benefit from a direct trial.
Judge growth by registrations alone?
Track whether suitable users reach value and continue. Keep sign-ups, activation, paid conversion and expansion visible as separate stages.
Qualified interest
Demo, consultation or trial requests meeting the agreed audience and use-case criteria.
Enquiry context, qualification and evaluation records.
Initial value
Eligible users or accounts reaching the agreed first useful milestone.
Product or delivery events checked against the milestone definition.
Paid progression
Qualified evaluations becoming paid relationships within the stated window.
CRM and billing records, reported separately from trial starts.
Continued value
The defined starting cohort continuing useful activity or a paid relationship.
Usage, customer feedback and billing records for the cohort.
05 / Built around your business
How the engagement starts
Share your website, target market and the main point where growth is getting stuck. We review the existing journey and the information your team can provide, then recommend a defined starting scope. The proposal separates agency work, advertising spend and third-party costs. It also identifies your team’s responsibilities, access requirements and review points.
A useful page or journey
Validation plan showing hypothesis, test, decision and next step.
Information your team supplies
Current service or product facts, coverage and availability, plus the details needed to support “Test the explanation”.
Implementation & ownership
Agree who makes the changes and who handles the next step when a customer is ready to “measure a meaningful action”.
A defined review
Review qualified demand and activation with small-sample limitations made explicit. Record the period, source and the next action the findings support.
Before we start
Questions about the work
Do we need a full marketing retainer immediately?
Not necessarily. Begin with a defined problem and a scope that fits the stage of the business. Expand when the evidence supports the next investment.
What determines cost and timing?
The target market, the amount of work, access to the right systems and the review process all affect the scope. We explain the deliverables and dependencies in the proposal.
