Writing
Practical articles on market research, ICP, go-to-market and automation for early-stage founders.
- How to get your startup cited by ChatGPT, Perplexity and Google AI Overviews: A plain-English guide to generative engine optimisation (GEO): what AI search engines look for, how to make your site readable to them, and how to write content they cite.
- How to choose your first ICP when your product could sell to everyone: A simple, data-backed way for early-stage B2B founders to compare industries and pick the first ideal customer profile to focus on.
- Product-market fit signals for early B2B startups: The practical signs that a B2B startup is approaching product-market fit, and the false signals that are easy to confuse with it.
- How to turn client testimonials into case studies people actually read: A simple structure for writing honest, relatable startup case studies from client feedback, without inventing results.
- A simple weekly dashboard for early-stage founders: Which numbers an early-stage founder should look at every week, how to keep the dashboard small, and how to make it update itself.
- How to qualify inbound leads with AI without annoying prospects: Using AI to score, route and respond to inbound leads faster, while keeping the experience helpful and human for the people who contact you.
- Build or buy: how to decide on internal tools at a small company: A decision guide for founders choosing between off-the-shelf software and custom internal tools, covering cost, fit, maintenance and risk.
- AI document processing for small teams: where it works and where it doesn’t: Practical uses of AI for reading, summarising and extracting data from documents in a small business, with the limits to plan for.
- Why you should document a process before you automate it: How to write simple process documents (SOPs) for a small team, and why doing this first makes automation cheaper and more reliable.
- Founder-led sales: a simple process from first call to signed deal: How early-stage founders can run a repeatable sales process before hiring a sales team: stages, notes, follow-ups and what to track.
- How to tell whether your positioning is working: The signals that show whether your startup’s positioning is clear: sales conversations, website behaviour, win rates and how customers describe you.
- How to research competitors when your market publishes almost nothing: A practical method for competitor research in defence, deep-tech and other low-visibility markets, using tenders, patents, hiring signals and event lists.
- When should a startup hire a consultant instead of doing it in-house?: A practical guide for founders deciding whether to bring in outside help for strategy, research or automation work, and how to get value from it.
- How to find government customers in India using public tenders: An introduction to GeM, the Central Public Procurement Portal and defence innovation programmes for startups selling to the public sector in India.
- How to build an outbound prospect list for a niche B2B market: A step-by-step method for building a focused, accurate outbound list when your target market is small or specialised.
- How to price a B2B product when there is nothing to compare it to: Practical ways for early-stage founders to set a first B2B price when the category is new: value, alternatives, and testing with real buyers.
- A competitive analysis template for startups: what to include: The sections a useful startup competitive analysis should have, from the competitor list to positioning gaps, and how to keep it current.
- What should a startup automate first?: A simple way to decide which tasks are worth automating in a small company, and which ones should stay manual for now.
- How to run customer discovery interviews that give you useful answers: Who to talk to, what to ask and what to avoid in early customer interviews, so you learn about real problems instead of collecting polite compliments.
- How to size a market without inventing numbers: Why bottom-up market sizing is more credible than top-down TAM figures, and a step-by-step way to build one from real data.
- How to write a positioning statement customers actually understand: A practical way to write startup positioning: who it is for, what it replaces, why it is different, with examples of what to avoid.
- What is a go-to-market strategy for an early-stage startup?: A clear definition of go-to-market strategy, what it should contain for a startup, and how to write one in a few pages instead of a few months.
- How Startups Are Shaking Up Industries With Daring Ideas: Why startups gain an edge through speed, scrappiness, and insight in a world shaped by AI and rapid change.