Your tech can do ten things. That's the problem.
Technical founders often build flexible platforms that could serve multiple industries, workflows, or buyer types. That flexibility feels like an asset. In the early stages, it's a liability. Trying to pursue everything means positioning for no one, messaging that lands with nobody, and sales cycles that go nowhere. The first job is to pick one and this workshop is built to help you make that call with rigour, not guesswork.
Concrete outputs. Not just conversations.
A named beachhead use case
One clearly defined application to pursue first. Chosen through a structured elimination process, not gut feel. With the reasoning documented so you can explain it to co-founders, investors, and early customers.
An early adopter profile
A specific, actionable description of your first buyer. Specific enough that you know where to find them, what to say, and what would make them say yes to a pilot. Not a persona. A real target.
A 30-day validation plan
Concrete next steps to test your beachhead in the market, with named actions, conversation targets, and a clear decision point so you don't spin indefinitely wondering if it's working.
Someone who's actually done the work.
I'm Dom O'Brien. CMO at MATE Internet & Mobile, author of The Startup Marketing Playbook, and a fractional CMO to startups and scaleups across Australia.
I've spent 15+ years helping lean teams go from a product that works to a market that buys. The beachhead decision is one of the most consequential calls a technical founder makes. I've watched it go wrong a lot. This workshop is how I help you get it right.
AMI CMO of the Year finalist
300% customer base growth at MATE on a constrained budget
National retail launches for Microsoft and Telstra
Author · The Startup Marketing Playbook
Ready to find your beachhead?
Spots are limited each month. Send a note with a brief description of your technology and where you're currently stuck. I'll come back to you within a couple of days.