<un>peelFounder GTM

A small public launch

We have built enough to let the market decide.

The research does not prove that customers want this exact platform. It does show that the problems are real. We have built a substantial set of products and supporting assets around those problems. The simplest way to learn whether people want it is to put it online and see whether they sign up, pay and keep using it.

01The problems are clear

Research with customers shows the same problems coming up again.

02We built around them

The main products and the assets needed to support them already exist.

03Demand is still unknown

We do not yet know who will sign up, pay or keep using it.

04The launch can stay small

The current team can run it without pulling others away from their work.

Decision requestedAgree to a small public launch—not a new sales team or a larger group-wide project.

01

Why this platform exists

We know what teams are struggling with.

Phase 1 did not ask whether people wanted this exact platform. It showed four clear problems: research needs to be faster, the quality still needs to be high, findings need to reach more people and AI needs to help without taking the researcher out of the process.

01Ready now + more coming

Answer faster without cutting corners

What teams told us

Speed, scale and agility scored 8/10 in Ireland and 9/10 in the UK. Buyers were broadly satisfied with research quality; the frustration was pace.

What we built
  • Quant Surveys
  • Discussion Groups
  • Guided Interviews
  • Trust Centre
  • Research Guard
02Navigator delivered · Segment Lens September

Make insight travel beyond the debrief

What teams told us

Embedding insight scored 8/10 in Ireland and 7/10 in the UK. The problem was not how research was done; it was how findings reached the rest of the business and stayed useful.

What we built
  • Insight Navigator
  • Segment Lens
03Ready now

Spread access without losing control

What teams told us

Participants wanted more people to use research, but warned that dashboards and self-service tools can become tiring, strip away context and lead people to the wrong conclusion.

What we built
  • AI Summaries
  • Authentication, roles and permissions
04Ready now + more coming

Use AI throughout research without losing the researcher

What teams told us

Teams were trying general AI tools, but few had a clear, repeatable way to use them across the research process.

What we built
  • Research designResearch Architect and Research Guard
  • FieldworkGuided Interviews
  • Analysis and reportingAI Summaries
  • Finding and reusing researchInsight Navigator and Segment Lens
What this does—and does not—tell us

It tells us the problems are real and that what we have built is aimed at them. It does not tell us how many people will sign up, what they will pay or whether they will keep using it. A small public launch is how we find that out. Foresight and innovation were also high priorities, but they are not the first problem this launch is trying to solve.

02

What we have built

This is everything we have built up over time.

This is more than a list of features. We have built products, the secure systems behind them, customer and market knowledge, websites, sales material and a team that knows how to run it—all aimed at the problems described above.

20

major assets ready or already planned across four groups

Products

Nine tools for running research and making better use of the findings.
09

  • Quantitative research platform

    Build, send and analyse surveys, then download or share the results.

    Ready
    9 ready · 2 near-ready11 components

    Build surveys, add logic and review them with colleagues

    Ready

    Run and check surveys in multiple languages

    Ready

    Run one study across as many audiences as needed

    Ready

    Send email invitations and test them before launch

    Ready

    Build and save custom crosstabs

    Ready

    Set detailed quotas and track them while fieldwork is live

    Ready

    Split questions or answer options evenly between participants

    Ready

    Summarise survey results and ask questions with links to the source

    Ready

    Download results as CSV, Excel, SPSS or a report

    Ready

    Buy PureSpectrum sample from inside the survey platform

    Ready September 2026

    Send participants to a specialist platform for more complex research

    Final QA

  • Discussion Groups

    Run online discussions, invite participants and turn their responses into clear findings.

    ReadyDirect Upload and multi-audience deployment ready
    6 ready · 2 in final QA8 components

    Set up and moderate online discussion activities

    Ready

    Guide participants through activities and collect their responses

    Ready

    Run one study across as many audiences as needed

    Ready

    Send email invitations and test them before launch

    Ready

    Summarise the main themes, highlights and opportunities

    Ready

    Upload invite lists directly or add participants one at a time

    Ready

    See all participants, label them and review individual responses

    Final QA

    Download a PDF summary

    Final QA

  • Guided Interviews

    Run one-to-one interviews with an AI moderator and analyse many conversations at once.

    Ready

  • Panel solution

    Manage the people who take part in research, from invitations and profiles to rewards and study access.

    Ready

  • Trust Centre

    Checks survey-response quality while fieldwork is running and flags answers that may need review.

    Ready

  • Insight Navigator

    Keeps past research in one place so people can find answers, see the source and reuse what the company already knows.

    Delivered · development QA remaining

  • Segment Lens

    Gives people across the company direct access to research-based personas while the research team keeps control of the underlying data.

    Planned · September 2026

  • Research Guard

    Checks and improves questionnaires before fieldwork, helping less experienced researchers produce work to a senior standard.

    Planned · October–November 2026

  • Research Architect

    Turns a brief into a research plan and first draft, then keeps the source material and findings together.

    Planned · December 2026

What makes the platform work

The secure sign-in, customer setup and testing needed to run the platform.
04

  • Secure sign-in and access controls

    Gives people a secure way to sign in and controls what each person can see and do.

    Ready

  • Separate platform for each customer

    Each customer gets their own separate version of the platform, so their data is not mixed with anyone else's.

    Ready

  • Automated customer setup

    Lets the team create and prepare each customer's separate platform quickly and consistently.

    Ready

  • Automated product testing

    Runs hundreds of checks to make sure the platform's most important tasks continue to work.

    Ready358 functional tests validating 571 test cases

Website, sales and market work

The research, website and sales material needed to put the platform in front of buyers.
05

  • Public website

    Explains the products, pricing and offer, and gives customers a clear route to sign up.

    Ready

  • Product demo website

    Shows people what the platform and its products look like before they buy.

    Ready

  • Customer and market evidence

    Direct product feedback and customer interviews that show the problems the platform is trying to solve.

    Ready

  • Competitor research

    Research into the companies and products we will compete with.

    Ready

  • Sales and launch groundwork

    Pricing, positioning, naming, proof, sales material and launch planning already developed.

    Ready

Proof and people

A paying customer and a team that knows how to run and support the platform.
02

  • Paying customer

    At least one customer already receives enough value from the platform to pay for it.

    Ready

  • Product and engineering team

    Nine people who already know the product, the technology, the research process and the customers.

    Ready
03

A notable change in strategy

We no longer need to build an enterprise sales team before we launch.

The original plan depended on hiring salespeople, coordinating promotion across the group and asking the founder and wider team to help sell it. The new plan lets the current team put the platform online and learn from real signups without waiting for any of that.

Previous launch model

Enterprise-first

Hire an enterprise sales team and get the wider group ready to sell and promote the platform before putting it fully in public.

  • Hire people to sell to large organisations
  • Ask the founder and wider team to help promote and sell it
  • Run live demos and support longer buying processes
  • Coordinate a group-wide launch before we know the level of demand
Current launch model

Low-touch public release

Put the existing platform online with a simple seat-based subscription and see who signs up.

  • One public offer for one to five seats
  • Customers can sign up, pay, enter the platform and cancel without a sales call
  • Desmond runs LinkedIn, advertising and day-to-day promotion
  • The other businesses can help promote it later, when they are ready
What changedThe old plan asked us to invest in a sales operation before we knew the level of demand. The new plan lets us test demand first.

The platform can stay live while other work continues. Desmond runs the first promotion; the wider businesses can join later without holding up the launch.

04

Definition of launch

A customer can find it, buy it, enter it and use it.

Launch has a simple meaning: the platform is public and a customer can understand it, pay for it and start using it. It does not mean every planned product is finished, we have hired a sales team or the whole group must promote it at once.

  1. 01

    The website and offer are public.

  2. 02

    A customer can understand the price, what is included, the limits and the support they will receive.

  3. 03

    They can start a subscription or trial with a card for one to five seats.

  4. 04

    Their own separate platform and administrator account are created for them.

  5. 05

    They can invite colleagues and complete a real research project.

  6. 06

    They can manage seats and payments, cancel if needed and know who to contact for help.

We connect the working product to a public offer, keep it available, run a small campaign and let signups, payments and use show whether demand exists.

05

What is left

There is a clear list left, and every item has an owner.

We do not need to build another product or hire a sales team. We only need to finish the practical work that lets customers sign up, pay and use what already exists.

07release tasks

Every task sits with the current platform team and the people already involved.

  1. 01

    Finish the customer and compliance paperwork

    Complete the security, privacy, data-handling and customer trust documents needed for the live platform.

    Owner: Gary
  2. 02

    Set up Stripe

    Let customers subscribe, pay, receive invoices, manage billing and cancel online.

    Platform team
  3. 03

    Connect signup to each customer's platform

    Make sure every new organisation and user is sent to the correct separate platform.

    Platform team
  4. 04

    Test signup end to end

    Test the full journey from the website and payment through account setup, sign-in and first use.

    Platform team
  5. 05

    Finish the self-serve demo

    Add a short walkthrough so people can understand the existing demo without someone presenting it live.

    Platform team
  6. 06

    Finish and publish the website

    Add the approved name, offer, legal wording and proof, complete the final checks and publish it.

    Platform team
  7. 07

    Run the launch campaign

    Run the agreed LinkedIn and paid promotion, track signups and use a waitlist after ten organisations.

    Platform team

Release boundary

Small enough for the current team to run. Public enough to test real demand.

  • One public per-seat offer
  • One to five seats per organisation
  • Ten-organisation initial cap
  • A fixed advertising budget
  • No custom builds for early customers
  • No work required from another group business
06

Decision register

Five decisions from Declan, then the team takes it from there.

These are the only decisions needed for this smaller launch. Once they are agreed, Desmond and the platform team can finish the work without drawing the founder or wider businesses into day-to-day delivery.

  1. 01

    Put the platform live

    Needs Declan
    Decision needed

    Approve a small public launch that the current team can run without hiring a sales team or asking the other group businesses to take on work.

    Recommended answer

    Launch publicly, stop at ten organisations for the first release and do not promise custom work.

    What happens next

    Desmond and the platform team finish the release, run it and report what customers actually do.

  2. 02

    Use one simple seat-based offer

    Needs Declan
    Decision needed

    Approve one subscription for one to five seats, including the launch price, what is included and the support customers will receive.

    Recommended answer

    Start with one easy-to-understand offer instead of creating enterprise packages before we know what people want.

    What happens next

    The team adds the agreed offer to the website, payment flow and customer setup.

  3. 03

    Confirm the public name and proof

    Needs Declan
    Decision needed

    Confirm the name and brand we can put on the public website, and which customer examples or claims we are allowed to publish.

    Recommended answer

    Use the current direction for this launch unless there is a specific reason it cannot go public.

    What happens next

    The team applies the approved name, brand and proof to the website and launch material.

  4. 04

    Confirm who sells it and approve the online terms

    Needs Declan
    Decision needed

    Confirm which company the customer buys from and approve the privacy, terms, data-processing documents and signatures needed for online sales.

    Recommended answer

    Use one clearly named seller and complete only the documents needed for this self-service offer.

    What happens next

    Gary and the platform team finish the paperwork and add it to the signup and payment journey.

  5. 05

    Set the advertising limit

    Needs Declan
    Decision needed

    Approve the maximum amount Desmond can spend testing LinkedIn and other paid promotion.

    Recommended answer

    Start with a small fixed budget and pause or use a waitlist once the first ten organisations have signed up.

    What happens next

    Desmond runs the campaign and reports signups, paying customers and use of the platform.

Once these five decisions are made, the launch belongs to Desmond and the platform team. No new sales hires and no work from the other businesses are required.