GTM Execution

First 10 customers, runbook

PitchPad's go-to-market motion is built around three channels and one cohort. The three channels are trade publications in the four launch categories (cleaning, painting, pest, lawn care), category-association partnerships (state painters' associations, pest-control trade groups, lawn-care chambers), and a deliberate founding-operator referral loop. The one cohort is the founding-100 program — the first hundred operators get founding-tier pricing locked for life ($79/mo per operator), concierge onboarding (one week in the truck), and a private channel with the founding engineer and Bill. Channel weight in months 1-6 is 60% trade-pub, 30% association, 10% inbound; that mix shifts toward association and operator referrals as the founding cohort matures. The buyer is the owner-operator personally — not a dispatcher, not a CRM admin — running $250K to $1.5M in annual revenue with one to four trucks. The trigger events that surface intent are: losing a warm lead to a competitor after a walk-through, paying for software the dispatcher uses but the truck does not, hiring a second truck and realizing the close-rate problem multiplies, and reading a trade-pub article about another operator hitting 70% on-porch close. The pricing motion runs three tiers under test (Founding $79/mo, Crew $129/mo/truck, Annual $790/yr) to learn how operators want to be billed; Founding is the wedge, Annual is the commitment test, Crew is the multi-truck graduation path. Concierge onboarding is the offer test: $99 white-glove setup, one week in the truck, rate-card hand-built per operator, monthly subscription starts after the first paid on-porch close. The 30/60/90 kill criteria: 30 days for two founding operators committed and onboarded, 60 days for first paid on-porch close in at least two categories, 90 days for six of ten founding operators reporting close-rate uplift. Below this summary the full 18-section operator playbook will render once the gtm-operator agent emits the per-section output; each section currently shows as a stub pending that output. The cold-outreach scripts (call, email, LinkedIn, partnership), the discovery questions, the objection-handling table, and the conversion-process scaffold all live downstream of the gtm-operator step and are deferred to a follow-up run. The investor brief financial-model tab carries the channel-CAC central case, the sensitivity to CPM compression, and the chargeback risk on the deposit flow — those numbers anchor the GTM cost ceiling.