A go-to-market strategy decides who you sell to, what you say to them, where you show up and how you’ll know it’s working. For seed to Series B AI startups, I build it with the founders in about four weeks and turn it into a 90-day plan the team can run.
AI products are easy to describe by what the model does and hard to describe by the problem they remove. Buyers shortlist by the problem. When the positioning is unclear, every channel underperforms: posts reach the wrong people, demos stall, and AI assistants describe you in someone else’s words.
Categories also fill quickly. A new AI category can go from empty to crowded within a year, so the startups that win early are the ones a buyer can place in one sentence: who it’s for, what it replaces and why it’s better for that buyer.
Interviews with recent customers and deals you lost, to learn how buyers describe the problem, what they compared you with and why they chose.
The companies and roles most likely to buy and stay, and who else is involved in the decision.
Your competitive alternatives, the value only you deliver, the buyers who care most about it, and the category frame that makes that value obvious.
The positioning turned into homepage copy, sales talk tracks and the founder’s point-of-view pillars for LinkedIn.
Two or three channels chosen for your buyer, launch moments mapped to your roadmap, owners, and the numbers to watch.
As soon as you are selling beyond friendly early customers: before a launch, before hiring a first marketer, or when demos keep stalling at “so what does it do?”
Positioning decides who the product is for, what it competes with and why it wins for that buyer. Messaging is the words you use to say that on your site, in sales and on LinkedIn. Positioning comes first.
Both are possible. Many teams run the 90-day plan themselves with a monthly check-in, and some keep me on to run the channels with them.
Introductions to five to eight customers and a few lost deals, access to your sales notes or call recordings if you have them, and about four hours of founder time across the month.
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