Who we serve
Capital.
We work for the capital behind a company, whether it is a private equity fund, a venture investor or a corporation backing a venture of its own. Each sponsor has its own track, and the Diagnostic is the same for all of them.
Turnaround GTM
Private equity.
The company is behind plan, and the board wants a re-underwrite before the next investment committee meeting.
The Diagnostic answers the question the committee will ask, which is why the old case was wrong, and the Readout is written so that the deal team can take it to the investment committee. When the Readout calls for it, a turnaround engagement follows the sequence it sets out, at $20,000 to $50,000 a month for nine to 18 months.
Growth GTM
Venture capital.
The company is venture-backed or led by its founder, and its go-to-market needs to be built or rebuilt, with or without a sponsor.
A growth engagement builds the brand, the assets and the marketing and sales system in sequence, at $10,000 a month for three months and $5,000 a month after that if you want us to keep going. It doesn’t require the Diagnostic, though we would rather tell you what is wrong before we build.
Innovation GTM
Corporate venture.
The venture is backed by a corporation or incubated inside one, and its brand has to live alongside the parent’s.
A launch engagement starts by deciding how close the venture stands to the parent, whether it stands alone, is endorsed or is held at arm’s length, and then builds the brand and the go-to-market motion it needs to launch. Engagements start at $20,000 a month, and a venture that is already in the market and has stalled can start with the Diagnostic.
The Diagnostic
Start with what is true.
Whoever sponsors the work, the Diagnostic takes eight weeks at a fixed fee of $95,000.