GO TO MARKET IS HOW IT BECOMES A COMPANY.
Most programs end at "it works." Ours ends at "someone paid." Three sessions, three deliverables, and outreach to your first 10 customers sent before you graduate.
Session 8
Who you sell to, and where
Session 9
What you charge, and your first 10
Session 10
Demo Day — live launch
FIVE QUESTIONS. ONE PAGE. NO MARKETING DEGREE.
Go-to-market is the plan for how your product reaches paying customers. It's not a brand, a logo, or a 40-slide strategy deck. It's five answers you can write on one page and act on next Tuesday.
WHO EXACTLY IS THE BUYER?
Role, situation, the trigger that makes them look for you this week
WHAT DO YOU SAY TO THEM?
One sentence that names the problem, the category, and why you're different
WHERE DO YOU FIND THEM?
One channel, chosen with evidence, with a weekly number you control
WHAT DO YOU CHARGE?
One price, one plan, one upgrade path — and why free-forever is a trap
HOW DO YOU KNOW IT'S WORKING?
One North Star metric, wired into analytics before Demo Day
EVERY SESSION ENDS WITH SOMETHING YOU
DIDN'T HAVE WHEN YOU WALKED IN.
Two hours each. No lecture longer than 20 minutes. You work on your product, in the room, with Richard and the cohort.
SESSION 8 · WEEK 3
POSITIONING & YOUR CHANNEL
Decide who you're for and the one place you'll go find them.
Homework
Draft your outreach message and landing-page headline from the positioning statement.
You leave with: Your ICP, a positioning statement, one channel with a weekly quota
Ideal customer profile
One paragraph: role, company size or situation, the trigger event, what they use today.
Positioning statement
"For [ICP] who [problem], [product] is a [category] that [benefit]. Unlike [alternative], we [difference]." Read aloud, torn apart, rewritten.
Bullseye
Rate all 19 traction channels, test 3 on paper, commit to ONE with a number you control — "30 cold DMs a week," not "get 10 signups."
SESSION 9 · WEEK 4
PRICING, METRICS & YOUR FIRST 10
Set the price, wire the dashboard, then hit send — in the room.
Homework
Follow up on every message. Book three calls before Demo Day.
You leave with: A price, analytics running, and 10 personal messages already sent
Pricing
One price, one plan, one upgrade path. Anchor high. Why "free forever" kills non-technical founders.
The one metric that matters
Pick your North Star and three supporting numbers. PostHog or Mixpanel installed live, with the engineers on hand.
Your first 10 customers
Ten real, named people. One personalized message each, written and sent before the session ends. Replies start arriving before Demo Day.
SESSION 10 · DAY 30
DEMO DAY — LIVE LAUNCH
Five minutes on stage, in front of investors and operators from Richard's network.
Then the launch post goes live, on stage. Not drafted — published.
You leave with: A launched company and a 30-day plan for what happens next
Every founder presents the same six things, in order:
The live product — real URL, real demo, no slides
Positioning statement, one sentence
Your channel and your weekly quota
Your price
What happened with the first 10 — replies, calls, any revenue
The 30-day plan after tonight
SPREAD ACROSS FIVE CHANNELS AND NONE OF THEM WORKS.
The Bullseye method (from Traction, by the founder of DuckDuckGo) forces a decision most first-time founders avoid. You look at all 19 channels — including the ones you'd never consider — test the top three on paper, and commit to one for four to six weeks.
For most founders in this program, the inner ring ends up being direct sales, an existing community where your buyer already gathers, or building one. That's fine. What matters is that you arrive there with evidence, not a default.
RATE ALL 19 CHANNELS — 10 MINUTES
Score each 1–5 on "could this get me my first 100 customers?"
TEST 3 ON PAPER
Cheapest possible experiment: the action, the reps, what counts as a signal, the cost
COMMIT TO ONE, WITH A WEEKLY QUOTA
An input you control — 30 DMs, 5 coffees, 2 community posts — for 4–6 weeks before you switch
Go to market strategy to
acquire your first customer
Go to market launch plan
Post-launch 90-day plan
- In the launch plan:
Bullseye (Weinberg) — picking your channel
Later, in your 90-day plan:Paid ads
- In the launch plan:
Get / Keep / Grow (Blank) — the customer relationship model
Later, in your 90-day plan:SEO and content
- In the launch plan:
The Mom Test — outreach that gets honest replies
Later, in your 90-day plan:Brand strategy
- In the launch plan:
Using AI to draft ICPs, cold messages, and landing copy in minutes
Later, in your 90-day plan:Fundraising decks
- In the launch plan:
Manual before scalable — the same rule Richard used at Coding Dojo
Later, in your 90-day plan:Product Hunt as a strategy
LEAVE WITH A PRODUCT AND YOUR FIRST CUSTOMERS.
Phase 3 is the last four sessions of a 10-session, 4-week program. $3,500 per founder, max 15 per cohort, Seattle evenings.