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01
Days 1–30
Discovery & Audit
Stop guessing. Start knowing.
Week 1 · The Deep Dive
Market & Competitive Intelligence
Before we touch positioning or pipeline, we map the terrain. The goal is whitespace, not a feature checklist.
- 01AI Landscape Mapping — 20 direct competitors + 10 adjacent players. Identify whitespace.
- 02Category Analysis — is Haptik creating a new category or competing in an existing one?
- 03Pricing Intelligence — analyze 15 competitor pricing pages. Find gaps in packaging/tiers.
- 04Review Mining — scrape G2, Capterra, TrustRadius. Extract pain points and 'wish list' features.
- 05Win/Loss Analysis — interview 5 won + 5 lost deals from the past 12 months.
Deliverable · Competitive Intelligence Report + Category Opportunity Matrix.
Week 1 · Customer
ICP Archaeology & JTBD
At $500K ARR, you have 10–30 paying customers. That's not a sample — that's a population. Talk to all of them.
- 01Existing Customer Deep Dives — 45-minute interviews with 100% of paying customers.
- 02Jobs-to-be-Done interviews — understand the progress customers are trying to make, not just features.
- 03Build 3 ICP hypotheses — firmographics, psychographics, and trigger events (what happens 90 days before they buy?).
- 04Anti-ICP Definition — who should we explicitly NOT sell to? Pre-PMF, saying no matters more than saying yes.
Deliverable · ICP Scorecard + JTBD Insight Report + Customer Interview Library.
Week 1 · Brand
Brand & Messaging Audit
- 01Does the website pass the 5-second test? Can a stranger explain Haptik in 5 seconds?
- 02Run 5-second tests with 50 strangers via UsabilityHub or similar.
- 03SEO audit — technical SEO, keyword gap analysis, backlink profile.
- 04Social presence audit — LinkedIn, X, YouTube. Consistency, engagement, authority signals.
Deliverable · Brand Audit Scorecard + Messaging Gap Analysis.
Week 1 · Stack
Tech & Data Audit
- 01Martech audit — map every tool. Identify redundancies, gaps, integration failures.
- 02Data hygiene — is the CRM clean? Is attribution possible? (At $500K ARR, probably not. Fix this.)
- 03Analytics setup — GA4, Mixpanel/Amplitude, heatmaps (Hotjar), session recordings.
- 04Attribution foundation — UTM discipline, first-touch/last-touch tracking, lead source taxonomy.
Deliverable · Martech Architecture Map + Data Hygiene Report.
Weeks 2–3 · Synthesis & Strategy
The PMF Diagnostic Workshop
The Sean Ellis Test — survey all active users: "How would you feel if you could no longer use Haptik?" (Very disappointed / Somewhat / Not). Target: >40% "very disappointed."
Build instrumentation for cohort retention if it doesn't exist. Design a continuous monthly PMF tracking survey.
Deliverable · PMF Scorecard + Survey Instrument.
The Strategy Document
- 01SWOT analysis — AI-specific: regulatory risk, model dependency, data privacy.
- 02TAM/SAM/SOM — bottom-up, not top-down fantasy.
- 03GTM hypothesis — PLG, SLG, Hybrid, or Channel-Led?
- 0490-day priority matrix — urgent/important across all initiatives.
Deliverable · Strategic GTM Plan v1.0.
Week 4 · Foundation Building
Minimum Viable Marketing Stack
- 01CRM: HubSpot (free) or Pipedrive. Clean, tagged, automated.
- 02Email: Mailchimp/ConvertKit/HubSpot for nurture sequences.
- 03Analytics: GA4 + Google Search Console + Looker Studio dashboard.
- 04Automation: Zapier/Make + OpenAI API for lightweight AI workflows.
- 05Content: Notion (calendar), Canva (design), Loom (video).
Deliverable · Marketing Stack Architecture + Setup Complete.
The Demo Rescue Project
Before we build new funnels, fix what's broken.
- 01Demo request page audit — clear CTA, short form, social proof?
- 02Calendly/Chili Piper — instant booking, no email ping-pong.
- 03Confirmation sequence — automated email + SMS reminders reduce no-shows by 30–50%.
- 04Post-demo follow-up — standardized template + nurture track.
Deliverable · Demo Conversion Optimization Playbook.