Workflows
Market Sizing
Bottom-up TAM / SAM / SOM by segment, cross-checked against published figures, with a 5-year forecast, scenarios and sensitivity.
Use this workflowMarket Research
Market size and growth, trends, segments and personas, buying criteria, value chain, competitors, whitespace and an entry strategy.
Use this workflowCustomer Segmentation
Segments built from your website and market data — profiled, sized, scored on attractiveness and ranked for targeting.
Use this workflowCompetitor Benchmarking
Competitors compared on product, pricing, positioning, channels and customer reviews — strengths, weaknesses, gaps and what to do about them.
Use this workflowPricing Strategy
Current pricing and economics, competitor prices, willingness to pay and sensitivity, alternative structures, revenue and margin scenarios, and a recommendation.
Use this workflowLead Generation Plan
From your website and business model to ICP, targets, channel economics, campaigns, budget, an annual calendar, nurture journeys and KPIs.
Use this workflowCustomer Acquisition
Which segments to pursue through which channels: buying journeys, channel benchmarks, CAC and LTV, growth scenarios and a roadmap.
Use this workflowCAC & LTV Calculation
Unit economics by segment and channel: CAC, LTV, LTV/CAC and payback, the gaps, improvement scenarios and target thresholds.
Use this workflowCustomer Retention & Churn
Why customers leave, what it costs and how to keep them: churn benchmarks, risk points, drivers, revenue impact and a retention roadmap.
Use this workflowCampaign Strategy
Audience, proposition, channels, objectives, creative concepts, channel economics, budget, assets, timeline and measurement.
Use this workflowCampaign Performance
Why a campaign is under-performing and what to fix: baselines, competitor creative, channel and creative effectiveness, causes, impact and a testing roadmap.
Use this workflowChannel Performance
How each marketing channel performs and where the budget should go: benchmarks, channel economics, saturation, scenarios and the optimal mix.
Use this workflowMarketing Budget Allocation
How much to spend and where: a benchmark-based budget worked back from your target, channel mix, scenarios, a spending plan and KPIs.
Use this workflowPromotion Optimization
Which offer, discount depth and timing pay off: mechanics, baseline and incremental volume, cannibalization, break-even, ROI and the optimal promotion mix.
Use this workflowMarketing Funnel Optimization
Where customers drop off and why: stage conversion vs benchmarks, friction diagnosis, uplift and revenue impact, and an A/B testing roadmap.
Use this workflowContent Strategy
What content to create, for whom and in what order: audience, search demand, competitor gaps, pillars, scored topics and an editorial calendar.
Use this workflow