A 6-week, founder-friendly engagement that picks the right beachhead, sharpens your positioning, picks the channels with the best unit economics, and sequences the launch — so you stop spraying marketing dollars and start compounding revenue.
We've audited four "failed launches" this year. The problems were never the product. They were always the same four GTM bugs.
"We serve businesses of all sizes" = we serve no business well. Messaging gets generic, ads under-perform, sales calls take 8 weeks instead of 3.
Twitter, LinkedIn, blog, podcast, paid search, paid social, outbound, events, partnerships, PR — running half of them, mastering none. CAC stays high, conversion stays low.
R499/mo "feels right." Or "competitor charges R1,200, we'll undercut at R899." Neither is grounded in willingness-to-pay, ACV, or unit economics. Margin erodes.
Trying to sell a R8k/mo product via self-serve checkout (too expensive for credit-card-pop). Or trying to sell a R299 tool via 6-week sales cycle (too cheap to justify the cost).
A GTM strategy that's missing one element is a leaky bucket. The canvas is our diagnostic + design framework — we co-build it with you across the engagement.
The narrow, specific, beachhead segment we go after first. Defined by industry, size, role, pain, willingness-to-pay — not "businesses that want growth."
What category you're in, what alternatives the buyer compares you to, why you win when they choose.
The 30-second pitch. The hero copy. The cold-email opener. All from the same core promise.
The 2–3 channels where ICP buyers spend time. Modelled by CAC, payback, and time-to-meaningful-volume.
The plan tiers, the price points, the trial offer — all calculated from willingness-to-pay research.
PLG, sales-led, hybrid — matched to deal size + buyer complexity. North-star KPI + 4 leading indicators.
Most founders define their ICP too broadly. That makes positioning vague, channel selection inefficient, and sales calls long. Sitect's ICP definition is uncomfortably specific — and that's the point.
Every channel gets scored on the same four lenses. The output isn't "use all 8" — it's "go deep on 2–3, ignore 4, run a small experiment on 2." Disciplined focus.
The biggest GTM error we see: a sales-led motion on a R299 product, or a self-serve checkout on a R12k/mo product. They never work. The deal size dictates the motion.
The product sells itself. Free trial / freemium → in-app upgrade. Marketing drives sign-ups; product drives conversion. No SDRs, no demos at the low end.
Self-serve onboarding, but a human nudges high-intent leads through a 15-min demo. Best for mid-market SaaS. Most SA scale-ups land here without realising.
Outbound + inbound, qualified by SDRs, closed by AEs. Multi-stakeholder deals, longer cycles, but high ceiling. Required for enterprise SA, mid-market with complex buying.
Not a 200-slide deck. Six punchy, usable artefacts your team can ship from on Monday. You own everything.
The narrow segment, the trigger events, the anti-ICP, the buyer personas. Based on real interviews — not internal vibes.
One page: who you're for, what category, what you replace, your unique value props, your proof points. Drop into your hero copy on Monday.
30-sec elevator pitch, 5 web headline variants, 5 cold-email openers, 10 objection responses. All voice-matched to your brand.
The 2–3 channels we recommend, why they beat the others, what budget to allocate, what to test first. With a 90-day experiment plan.
2–4 plan tiers with prices grounded in willingness-to-pay research. Trial offer design. Enterprise pricing logic. Sensitivity to assumptions.
Week-by-week launch plan. What ships when. Who owns each block. KPIs to track. The "go-no-go" decision criteria at each gate.
You'll spend ~10 hours across the engagement — 4 hours in research + interviews (week 1–2), 4 in workshops (week 3–4), and 2 in launch prep (week 6).
Competitor analysis, market sizing, category maturity. Where the opportunity actually lives.
10–15 customer + prospect interviews. We do them; you observe. Honest, not your-marketing voice.
2-day exec workshop. ICP, positioning, message, channels, pricing — co-designed with your team.
Willingness-to-pay validation in real conversations. Pricing model finalised. Trial offer designed.
30/60/90-day sequencing, ownership, KPIs. Hand-over presentation. 30-day check-in scheduled.
Aggregated from clients we engaged 6+ months ago. Your numbers will be yours — these are the order-of-magnitude bracket to plan against.
Fee fixed in writing. The strategy is yours — implementation is your choice (your team, a specialist agency, or us). We charge for build separately so there's no implicit upsell.
If yours isn't here, request a 30-min discovery call — same senior who'd run the engagement, no junior, no sales pitch.
Drop your current pitch deck or one-pager into our form. Within 48 hours one of our senior partners will come back with a written critique: the 3 biggest GTM bugs we see, the riskiest assumption, and whether a full engagement is the right next step (sometimes the answer is "fix this first, then talk to us").