I write the plan down before I start
Before I send anything, I read your site and the companies you are up against, and write the plan down. You get a few sentences. The long version is a click away.
I do the homework first
I read your product the way a new head of growth would on their first day: what you do, who it is for, who else sells to those people. The plan comes in two lengths. The short one is for you. The long one is what I work from.
- I read your site, then the companies selling near you
- A few sentences for you, the long version underneath
Who you are up against
The angle I took
Open-source-curious, watching the bill
The plan changes when the numbers do
I revisit it as replies and posts come back, and move weight toward whatever is working. When a call is big enough to be yours, I write it up and ask.
- Every version of the plan is kept
- Big calls come to you as a question
What I changed
Email is getting 3 replies for every 1 from social.
Moving weight to email.
I read your market on the first day, and keep reading it while I work.
Why I do what I do
I read first
Your product, your buyers and your competitors, before anything else.
A plan you can read
Plain words in a document you can open any time.
Everything traces back
Each action points at a line in the plan.
Old versions stay
You can see what I used to think, and when I changed my mind.
I ask about the big ones
Spend, positioning, a new channel. Those come to you first.
A reason on every action
Why I wrote that email, tied back to the plan.
How strategy works
I read
Your site, your market, and the companies selling near you.
I write the plan
A wedge, the people to go after, and the channels to use.
I work and adjust
Every day, and I move weight toward whatever replies.
What people ask me
Can I see the plan?
Yes. I write it in plain words and keep every version, so you can always read what I am working on, what changed, and which result caused the change.
What if I disagree with your approach?
Leave me a note and I take it from there. Big calls also come to you as a decision to approve or decline, and a declined proposal is dropped.
How does the plan change?
As replies and posts come back, I revisit it and shift weight toward whatever is working. I write down what changed and why.
Are you just guessing?
I read your product and your market first, and every action carries the reason behind it. Early on I am working from less, and I say so.
The rest of what I do
Wake up to work you didn't do
Paste your URL and go back to building. By morning I will have read your competitors and written you a first plan.