Playbook
Launch Product
The work this situation takes, including the parts that are easy to miss. Start with any one.
Targeted press list of reporters to pitch
A deduplicated, well-formed list of reporters who cover your space, each with a publication, a valid email, and a sample-article link.
Press release with every element a reporter needs
A complete, structurally-correct release: headline and subhead, a dated dateline, a strong lead, attributed quotes, a stat in the body, a boilerplate, a contact, and a media-kit link, all under the length cap.
Feature-advantage-value messaging ladder mapped to personas
The buyer gets a complete messaging framework JSON: feature->advantage->value rows, grouped value themes, and a persona x theme matrix with a use case and benefit in every required cell, plus the 1/2/5-sentence summaries.
Normalized competitor comparison scorecard
The buyer gets a structured comparison grid where every named competitor has the same set of fields populated (domain, site traffic, G2 rating, authority rank, positioning phrase, ease-of-use note, specific weakness), with the metrics validated as in-range.
Whole-product specification
A structured whole-product specification listing the core technology plus the accompanying components that complete it, each mapped to a customer need.
Demand-gen lead-stage definition register
The buyer gets a register where each required lead stage (e.g. MCL, MEL, MQL, SQL) has a definition, a funnel phase, an owning team, an entry criterion, and a lead-score threshold, with thresholds increasing down the funnel.
Investor due-diligence answer register
A complete, category-balanced register of answers to the standard investor due-diligence questions, ready to drop into a data room.
Structured monthly investor update
A structured monthly investor update with the executive summary, detail sections, and the always-required burn-and-runway figures present.
Financing-round closing checklist
A structured closing checklist covering each step of a priced round, with status and the minimum-commitment gate enforced.
Core-capability gap register
A structured register comparing required capabilities to current capabilities, flagging each gap with a fill strategy.
Seven-sentence investor elevator pitch
A structured seven-sentence elevator pitch with each required element present and each placeholder filled.
Strategic acquirer target register
A structured register of candidate acquirers, each with a valuation basis, an acquisition rationale, and named contacts.
Three-stage fit evidence register
A fit evidence register compiling your progress across the three VPC fit stages, each stage backed by typed, described evidence.
Also part of this playbook, opening soon:
- Write the launch announcement
- Build a press kit