Decks get presented. Files get executed.
GTM advice for AI startups delivered as context files that feed your team, your agents, and your automation.
Sound familiar?
services.md
Gather, distill, execute.
Every service runs the same way. We talk with the right people. We record everything. We turn what we heard into instructions. We optimize them for your tech stack so they feed your agents directly. Everything keeps working after we're gone.
Positioning
“People don't know what we do.”
What we do together
We talk with you, your team and your customers. We record everything. We find the hook that's already in how you describe the company. It's the message that makes people pause and remember.
Founder sales
“We're still founder selling.”
What we do together
We listen to your recorded calls and sit in on live ones. We work out what you do that wins. Then we write it down so you can configure your agents to scale it.
What you keep
- playbook.md
- how-to-prep-a-call.md
- how-to-write-a-sequence.md
- how-to-follow-up-a-call.md
- sales-readout.md
Pilot design
“Our pilots aren't converting.”
What we do together
We sit in on your pilots and talk with the people in them. Then we design your next pilot or redesign the one that's running. The goal is a pilot you can replicate, scale and convert.
In-person GTM
“We don't have a system for in-person GTM.”
What we do together
We go to the conference with you. We pitch and listen. We record what buyers say. You get a readout and a checklist. Your agents run the checklist before, during and after every event. Dinners and drinks are part of it.
how-we-work.md
Ambiguity in, context out.
Start with strategy.
Are you in a red ocean or a blue ocean? Is the market crowded? Or do you have to teach it what you are? The answer decides what goes in the file.
Work one problem.
A focused engagement on the thing in your way: your positioning, your sales calls, your next pilot, your next event.
Write the instructions.
We install them as Agent Skills and in your Claude or ChatGPT projects. CLAUDE.md imports them if you work from a repo. We connect them to your CRM, email and call recorder. Your team runs them on real work before we finish.
Keep them current.
Every file has an owner and a review date. Each new engagement updates what the last one left. Decks expire. Files compound.
about.md
Who you'll work with
Fernando Pizarro has spent 15 years in startups. He has worked in every seat from individual contributor to CEO. His GTM work spans the US, Korea, Singapore and China.
He co-wrote some of the books SaaS teams learned to sell from. Now he's writing the version for AI companies. This time it ships as files. He's AI GTM Advisor at Alchemist Accelerator and the author of the B2U framework.
- Blueprints for a SaaS Sales Organization
- The SaaS Sales Method series
- Farm Don't Hunt, with Guy Nirpaz
- Survival to Thrival, with Bob Tinker and Tae Hea Nahm
His startup years include PapayaMobile (IPO 2015), Spoon Radio, and Winning by Design. Before startups: Disney, Discovery Networks, National Geographic, and Yahoo.
writing.md
Ideas
Some problems we're still working out in public. “Our users love us, but their companies don't convert” is one of them. That's the B2U framework.
Your first file starts with one conversation.
Twenty minutes. You'll leave knowing whether you're in a red ocean or a blue one. You'll know what that means for how you sell.
Book a 20-minute call