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# 6 · Go-to-market

## Who buys first

The market is every business whose website is a brochure it cannot change. In practice the first fifty customers come from three places, in this order:

| Segment | Why they buy | Where to find them |
|---|---|---|
| **Local service businesses** | Hours, prices and photos change constantly; nobody updates the site; they are embarrassed by it. | The high street. Walk it. Every café, salon, garage, gym, clinic and shop with a bad website is a lead, and you can show them their own site on your phone. |
| **Sole practitioners and small professional firms** | Accountants, architects, therapists, tutors, trades. Their site is their credibility and it is five years old. | The operator's own network, LinkedIn, local business groups, the accountant who does your books. |
| **Clubs, associations, small charities** | A volunteer built the site and left. Events and news never go up. | One introduction leads to the committee, and the committee knows every other committee. |

Later: franchise branches, small hospitality groups, property agents, anyone with several small sites that should stay in step.

## The pitch, in the customer's language

Not "AI agent" and not "GitHub". Say this:

> *"You will have a website you can change by asking. You send a message, the change happens, you see it on your phone. I set it up properly and I keep it working. You own everything."*

Then show them a mock-up being changed live, in the chat, in under a minute. That demonstration is the whole sales process. Nothing else is needed.

## The offer that converts

Borrowed from the operating model this plan sits under: **ship it, give it away briefly, take it away, see if they miss it.**

1. **Rebuild their site in a day, free, on a preview URL.** From their public site and whatever they send. It costs the operator two or three hours and some tokens.
2. **Give them the customer session for two weeks.** Let them change things. Watch the change log.
3. **Take it away.** The preview goes dark on day fifteen.
4. **See whether they miss it.** The ones who call are the customers. The ones who do not were never going to pay, and you have lost an afternoon.

The conversion from a free rebuild they have actually used will be high, because the alternative is going back to the brochure.

## Positioning against the alternatives

| Against | Their position | Ours |
|---|---|---|
| Template builders | Rent forever for a tool you fight | You own the site; you change it by asking; you pay for what is done |
| Agencies | £3,000 to £15,000 and every change is a quote | Live in days for hundreds; changes in minutes |
| A freelancer | Good until they are busy or gone | The repository and the playbook outlive any one person, including us |
| Doing it yourself with an agent | Possible, and we will show you how | Most people want somebody accountable who has done it fifty times |

## Channels

- **Referral.** Every customer's footer says who looks after the site. Every monthly note asks for one introduction. A referred customer gets their first month free; the referrer gets a month free. This is the main channel and it compounds.
- **The demo.** Rebuild a local business's site unasked, send them the preview. Ten a month, two convert.
- **The sales site.** One page, built exactly the way the customer's will be, with the mock-ups live and the prices on it. See `mockups/sales-site.html`.
- **Partners.** Accountants, business coaches, co-working spaces and local trade associations see every small business at the moment it needs a website. A referral fee or a free site for the partner.
- **Content.** Publish the change logs of a few customers (with permission) as the marketing: *this is what a site that gets changed looks like.*

## Pricing posture

Publish the prices. All of them, on the sales site. The market this competes with hides prices behind a quote, and publishing yours is itself a differentiator, and the honest one.

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