Foundations
Playbook
Get your GTM, messaging, and growth basics right in 60–90 days.
Help early-stage B2B teams build clear positioning, a simple go-to-market plan, and a usable analytics foundation—so your next growth moves are deliberate, not random experiments.
Request scopeSee the SprintWho This Playbook Is For
Ideal for early-stage teams:
- Pre-revenue to ~$3–5M ARR
- B2B SaaS or high-consideration services
- Some customers or users, but growth is inconsistent
- Not fully sure which segment/channel is 'the one'
- Messaging, website, and sales conversations feel scattered
Core stakeholders:
Founder / CEOProduct LeadFirst Marketing / Growth HireSales / Revenue Lead (if in place)Outcomes AAJ Aims to Deliver
By the end of the Foundations sprint, you have:
Clear ICP & Problem Definition
Who you're for, who you're not for, and what urgent problem you solve.
Positioning & Messaging Basics
A simple, sharp narrative founders and sales can repeat consistently.
Focused Go-to-Market Plan (Next 90 Days)
1–2 primary segments, 1–2 core channels, and realistic activities.
Website & Conversion Foundation
A homepage/landing structure and CTAs that match your strategy.
Analytics & Feedback Loops That Don't Break
Basic tracking, simple dashboards, and a cadence to review what's working.
Sprint Structure (60–90 Days)
AAJ can compress or extend based on your stage and urgency.
Phase 1 — Clarity
Weeks 1–3
ICP, problem, positioning, and messaging.
Phase 2 — GTM Plan
Weeks 4–6
Channels, offers, website & funnel basics.
Phase 3 — Execution
Weeks 7–9/12
Light campaigns, feedback loops, and refinement.
Phase 1 — Clarity
Weeks 1–3: ICP, problem, positioning, and messaging.
1. Customer & Problem Clarity
2. Positioning & Narrative
3. Early-Stage Offer Design
Phase 2 — GTM Plan & Funnel Basics
Weeks 4–6: Channels, offers, website & funnel basics.
4. Channel & Activity Focus
5. Website & Funnel Foundations
6. Simple Nurture & Follow-Up
Phase 3 — Execution, Feedback & Refinement
Weeks 7–9/12: Light campaigns, feedback loops, and refinement.
7. Execution Support (Lightweight)
8. Analytics & Feedback Loops (Simple, Not Overbuilt)
9. Foundations Retrospective & Next 90-Day Roadmap
AAJ vs. Client Responsibilities
Clear ownership ensures nothing falls through the cracks.
| Client Typically Owns | AAJ Typically Owns |
|---|---|
| Product and roadmap decisions | Structured process and facilitation |
| Access to customers/prospects for interviews | ICP & problem synthesis from your data |
| Final decisions on ICP focus and offers | Positioning & messaging framework |
| Implementation of website changes (with AAJ guidance) | Website/landing structure & copy recommendations |
| Day-to-day outreach and sales activity | Simple GTM plan & activity calendar |
| Basic analytics framework and templates | |
| Sprint summary and next-90-day roadmap |
How to Engage AAJ
Three simple steps from intro call to focused roadmap.
Step 1Foundations Intro Call (30 min)
Learn where you are today (idea, MVP, or early customers). Clarify goals for the next 6–12 months.
Step 2Foundations Sprint Proposal
60–90 day scope mapped to this playbook: clarity → GTM → execution support.
Step 3Work the Plan Together
Weekly/bi-weekly working sessions. Clear decisions, simple execution, and a focused roadmap when you finish.
Ready to Build Your Foundation?
Send a short brief and we'll scope your Foundations Sprint.
Request scopeMore in Strategy & Positioning
Part of the Strategy & Positioning hub - see all 19 resources on this topic.
- Article: Category Design for Startups: Create a New Category or Win an Existing One?
- Article: How to Size Your Market: TAM, SAM and SOM
- AI agent skill: Messaging Framework
- AI agent skill: Positioning Statement
Also useful in Go-to-Market & Growth Planning, Analytics, Experiments & Budget.