- Audience: Client-side insight teams in larger organisations are the first private-beta audience. Agencies stay visible as a secondary audience, but they are not the operating default.
- Core promise: The story should centre research that travels: isolated studies becoming a trusted body of evidence the business keeps learning from.
- Moat: The sharpest contrast is that <un>peel owns the research lifecycle, from design and collection through connection and sharing, rather than just storing work produced elsewhere.
- Evidence posture: Use speed, relevance/value pressure, governed spread, and insight travel as validated pains. Treat defensibility and confidence as product promises to prove in demos, not as validated buyer fears.
- Beta motion: The near-term motion is founder-led, warm-account, and high-touch. The website orients the conversation; the beta only needs to be credible, controlled, and honest about what is still maturing.
GTM readiness
GTM readiness checklist.
The official working page for founder review: scan readiness, check the current GTM thesis, review the decisions and approvals, then inspect the launch areas that need work.
Required now: 12 open / 9 doneHelpful in beta: 11 open / 3 doneFor broader GA: 4 open / 0 done
Current GTM thesis
The simple operating stance
Founder calls
Immediate Decisions to be made
Approvals
Things that need to be approved
GTM checklist
Expand a launch area to see the full checklist
Ready for beta67% readyMarket and ICP
We know who private beta is for first: in-house research teams at larger companies. Agencies are still relevant, but they are not the main focus right now.
Still needs: We still need clearer outreach language, proof examples, and demo stories that speak directly to that first buyer.
Ready for beta67% ready
Market and ICP
We know who private beta is for first: in-house research teams at larger companies. Agencies are still relevant, but they are not the main focus right now.
Still needs: We still need clearer outreach language, proof examples, and demo stories that speak directly to that first buyer.
| Done | Item | Status | Phase |
|---|---|---|---|
Required for warm-account private betaThe true minimum needed to share the website, sell into known customer relationships, and run a controlled beta safely. | |||
| Done | Enterprise insight teams confirmed as the first buyer The first beta audience is already set: enterprise client-side research teams. Read detail for Enterprise insight teams confirmed as the first buyerThis decision is already made and should not be reopened for private beta. It gives the website, proof, and demo one clear audience to serve. | Ready for beta | Foundation |
Helpful during betaUseful hardening work that makes the motion cleaner and more repeatable while beta is underway, but does not need to block the first warm-account launch. | |||
| Still to do | Tailor outreach, proof, and examples to the first buyer Make sure the sales message, proof points, and examples clearly speak to enterprise client-side insight teams. Read detail for Tailor outreach, proof, and examples to the first buyerThis item is about buyer fit, not demo structure. The job here is to make sure outreach, proof, examples, and follow-up material feel like they were made for enterprise client-side insight teams. The separate 'Write the demo path' item is about the order and structure of the walkthrough itself. What's still missing
| In progress | Early selling beta |
| Done | Write down that agencies are secondary The secondary-audience rule is now written down so agencies stay visible without diluting the main beta story. Read detail for Write down that agencies are secondaryThis rule is now captured in a short reference note so messaging, outreach, and sales material can all treat agencies as secondary rather than co-primary. | Ready for beta | Private preview |
In progress30% readyBrand, Positioning, and Website
The website story is strong, but the company identity behind it is not fully settled yet.
Still needs: We still need clear founder decisions on the name, the parent-brand line, and the company wording people will see.
In progress30% ready
Brand, Positioning, and Website
The website story is strong, but the company identity behind it is not fully settled yet.
Still needs: We still need clear founder decisions on the name, the parent-brand line, and the company wording people will see.
| Done | Item | Status | Phase | Workstream |
|---|---|---|---|---|
Required for warm-account private betaThe true minimum needed to share the website, sell into known customer relationships, and run a controlled beta safely. | ||||
| Still to do | Put together the basic company info customers need Prepare the minimum legal and company details a customer expects before taking the offer seriously. Read detail for Put together the basic company info customers needIn practice this means clear company wording, contracting identity, a short company description, and footer copy that does not feel provisional or unfinished. What's still missing
| Blocked | Private preview | Brand and company setup |
| Still to do | Get approval for Musgrave brand references The current website names Musgrave Group, SuperValu, Centra, and La Rousse Foods; those references need explicit approval before broader sharing. Read detail for Get approval for Musgrave brand referencesThis is a permission item, not a copywriting item. Declan likely needs to help push the approval path so the site is not relying on unapproved customer or brand references. What's still missing
| Blocked | Private preview | Website and public presence |
| Still to do | Decide how the parent brand shows up Choose the exact way <un>known or Empathy Research is referenced in early customer-facing material. Read detail for Decide how the parent brand shows upThis is the short brand line customers will see on the website, deck, and outreach. Once it is chosen, it should be used consistently everywhere instead of changing from page to page. What's still missing
| In progress | Foundation | Brand and company setup |
| Still to do | Finish the website cleanup items Resolve the remaining proof, screenshot, navigation, and polish issues before sharing the site more widely. Read detail for Finish the website cleanup itemsThis is the last-mile cleanup that makes the site feel intentional rather than obviously still under construction. What's still missing
| In progress | Private preview | Website and public presence |
| Done | Keep the current site story as the beta baseline Use the current website narrative as the main public story unless there is a strong reason to reopen it. Read detail for Keep the current site story as the beta baselineThis means treating the current website story as the source of truth for private beta. Changes should now be tightening, proof, and polish changes, not another wholesale rewrite. | Ready for beta | Foundation | Website and public presence |
| Done | Agree the one-line description The working beta hero stack is now set: a short website headline plus the fuller positioning line and supporting line. Read detail for Agree the one-line descriptionThe website now uses a shorter, faster headline while keeping the fuller positioning line and supporting line available underneath and in founder-led material. The alternative headline and main-line options are still kept in the artifact for founder review.
| Ready for beta | Foundation | Category and positioning |
| Done | Lead with today’s reality, not the full future vision Keep the public story grounded in what is real now while still hinting at the larger platform direction. Read detail for Lead with today’s reality, not the full future visionBuyers should come away understanding what the product already does, not just what it may become later. This keeps the beta story credible. | Ready for beta | Private preview | Category and positioning |
Helpful during betaUseful hardening work that makes the motion cleaner and more repeatable while beta is underway, but does not need to block the first warm-account launch. | ||||
| Still to do | Freeze the beta name Decide whether <un>peel is the name we will keep through private beta and apply the same naming rules everywhere. Read detail for Freeze the beta nameCustomers should not see one name on the site, another in proposals, and a third in contracts. This item is about stopping that drift before it becomes confusing. What's still missing
| Blocked | Early selling beta | Brand and company setup |
| Still to do | Turn the positioning into sales-ready proof claims Turn the positioning into a few simple claims the founder can use in demos and sales conversations. Read detail for Turn the positioning into sales-ready proof claimsA first draft of the proof claims now exists. The next step is founder validation and tightening before those claims are used in the deck, one-pager, and demo.
What's still missing
| In progress | Private preview | Category and positioning |
Needed for broader GAWork that matters once the goal shifts from controlled relationship-led beta to broader public availability and repeatable market motion. | ||||
| Still to do | Add the extra company and legal polish before wider launch Before the site reaches beyond a warm beta audience, add the missing company and legal confidence signals. Read detail for Add the extra company and legal polish before wider launchThis is the step that moves the website from credible private-beta presence to something safer for broader public visibility. What's still missing
| Blocked | Early selling beta | Website and public presence |
In progress50% readyOffer, Product, and Pricing
The beta offer is clearer now and the first pricing material exists, but pricing rules and entitlement logic still need tightening.
Still needs: We still need the public pricing stance, cleaner entitlement rules, and a firmer rule for how this curated beta offer becomes repeatable beyond named-brand access.
In progress50% ready
Offer, Product, and Pricing
The beta offer is clearer now and the first pricing material exists, but pricing rules and entitlement logic still need tightening.
Still needs: We still need the public pricing stance, cleaner entitlement rules, and a firmer rule for how this curated beta offer becomes repeatable beyond named-brand access.
| Done | Item | Status | Phase | Workstream |
|---|---|---|---|---|
Required for warm-account private betaThe true minimum needed to share the website, sell into known customer relationships, and run a controlled beta safely. | ||||
| Still to do | Decide how openly we talk about price Choose whether beta pricing is shown publicly, discussed in conversation only, or shared as rough ranges. Read detail for Decide how openly we talk about priceThis decision affects the website, the sales deck, and how quickly prospects understand whether the product is likely to fit their budget. What's still missing
| Blocked | Foundation | Pricing and commercial model |
| Done | Show what customers can actually buy in beta For brand-name beta customers, the full designed product set can now be offered in beta in return for a usable quote if the work goes well. Read detail for Show what customers can actually buy in betaThis is now the working beta rule. The point is to use live beta access to learn across the whole system, while being honest that maturity still varies and that this is curated beta access rather than broad general-availability packaging.
| Ready for beta | Foundation | Platform and SKU architecture |
| Done | Create simple pricing material for conversations Put together a short commercial explainer that helps the founder talk through pricing without improvising. Read detail for Create simple pricing material for conversationsThe founder pricing conversation sheet now exists, so this minimum checklist item is complete. The next layer, if we want it, is turning the same material into a deck appendix, FAQ, or proposal section. | Ready for beta | Private preview | Pricing and commercial model |
| Done | Platform story scoped to current maturity The platform story already stays ambitious without implying every tool is equally mature today. Read detail for Platform story scoped to current maturityThis is effectively in place already. The main job now is to keep future website, pitch, and proposal material aligned with that same honest scope. | Ready for beta | Early selling beta | Platform and SKU architecture |
Helpful during betaUseful hardening work that makes the motion cleaner and more repeatable while beta is underway, but does not need to block the first warm-account launch. | ||||
| Still to do | Match product scope to plans and access rules Tie the product map to real plans, access levels, and usage rules. Read detail for Match product scope to plans and access rulesIn simple terms, if we say there are tiers or bundles, the product and commercial setup need to behave that way too. What's still missing
| In progress | Private preview | Platform and SKU architecture |
| Still to do | Connect pricing to real commercial rules Make sure plans, limits, and contracts line up with how we say pricing works. Read detail for Connect pricing to real commercial rulesCustomers should not hear one pricing story and then discover the product or contract cannot actually support it. What's still missing
| In progress | Private preview | Pricing and commercial model |
In progress14% readyProof, Pilots, and Onboarding
We have real product proof and real pilot activity, but not yet a simple repeatable way to show that proof and onboard customers.
Still needs: We still need reusable proof, a cleaner onboarding plan, and a simple scorecard for what a successful pilot looks like.
In progress14% ready
Proof, Pilots, and Onboarding
We have real product proof and real pilot activity, but not yet a simple repeatable way to show that proof and onboard customers.
Still needs: We still need reusable proof, a cleaner onboarding plan, and a simple scorecard for what a successful pilot looks like.
| Done | Item | Status | Phase | Workstream |
|---|---|---|---|---|
Required for warm-account private betaThe true minimum needed to share the website, sell into known customer relationships, and run a controlled beta safely. | ||||
| Still to do | Define the first-customer journey Write down the default steps from “yes” to first value in the beta. Read detail for Define the first-customer journeyThis should show what happens after a customer agrees to try the product, including setup, onboarding, support, and early milestones. What's still missing
| In progress | Foundation | Onboarding and pilot operations |
| Still to do | Choose the proof format by product Decide which products need full case studies, which need customer reviews, and which can rely on internal dogfood evidence for now. Read detail for Choose the proof format by productSome products need a proper before-and-after story because the claim is about changing a workflow or business outcome. Others only need a short quote or usability proof because the claim is about a specific delighter. This item turns that into a simple proof plan. What's still missing
| In progress | Private preview | Proof and credibility |
| Still to do | Define what a successful pilot looks like Agree the simple scorecard that tells us whether a pilot is going well and whether it should convert. Read detail for Define what a successful pilot looks likeThis keeps pilot reviews grounded in clear signals instead of gut feel and helps the team know when to extend, convert, or stop. What's still missing
| In progress | Private preview | Onboarding and pilot operations |
| Done | Lead with how the product works, not big promises Make sure early materials show the mechanism clearly so people understand what the product actually does. Read detail for Lead with how the product works, not big promisesFor private beta, concrete workflows are more believable than sweeping outcome claims. People need to see how the product helps, not just hear that it does. | Ready for beta | Foundation | Proof and credibility |
Helpful during betaUseful hardening work that makes the motion cleaner and more repeatable while beta is underway, but does not need to block the first warm-account launch. | ||||
| Still to do | Turn pilot activity into reusable proof Rewrite what we have learned from early customer work into short proof snippets we can reuse. Read detail for Turn pilot activity into reusable proofThis means moving from scattered notes and live conversations to portable proof that can appear in the website, deck, or one-pager. What's still missing
| In progress | Private preview | Proof and credibility |
| Still to do | Prepare the demo environment and training plan Decide what environment, sample data, and training rhythm we use for beta customers. Read detail for Prepare the demo environment and training planThis helps every pilot start from a repeatable setup instead of being reinvented from scratch each time. What's still missing
| In progress | Private preview | Onboarding and pilot operations |
Needed for broader GAWork that matters once the goal shifts from controlled relationship-led beta to broader public availability and repeatable market motion. | ||||
| Still to do | Get permission to use named proof later Secure customer permission for references, quotes, or results that can support broader launch later on. Read detail for Get permission to use named proof laterThis is not the first blocker for private beta, but it matters once we want stronger public credibility and more formal external proof. What's still missing
| Blocked | Early selling beta | Proof and credibility |
In progress14% readyDemand and Sales Readiness
We know the likely sales motion, and the first proof-claims, pricing, and one-pager drafts now exist. What is missing is the polished founder sales kit.
Still needs: We still need the full sales deck, the demo path, and founder validation on the proof claims and one-pager.
In progress14% ready
Demand and Sales Readiness
We know the likely sales motion, and the first proof-claims, pricing, and one-pager drafts now exist. What is missing is the polished founder sales kit.
Still needs: We still need the full sales deck, the demo path, and founder validation on the proof claims and one-pager.
| Done | Item | Status | Phase | Workstream |
|---|---|---|---|---|
Required for warm-account private betaThe true minimum needed to share the website, sell into known customer relationships, and run a controlled beta safely. | ||||
| Still to do | Build the sales deck Create the main deck the founder can use to explain the product in a clear, repeatable way. Read detail for Build the sales deckThe website already contains much of the story. This item is about turning that story into a portable conversation asset for real customer meetings. What's still missing
| In progress | Foundation | Sales motion and demo readiness |
| Still to do | Write the demo path Define the exact 15 to 20 minute demo flow so every conversation follows the same strong path. Read detail for Write the demo pathThis is about the structure of the walkthrough itself: what opens the demo, what screens appear in what order, where proof gets reinforced, and how the conversation closes. It is separate from the ICP item above, which is about making the message and examples feel right for the chosen buyer. What's still missing
| In progress | Private preview | Sales motion and demo readiness |
Helpful during betaUseful hardening work that makes the motion cleaner and more repeatable while beta is underway, but does not need to block the first warm-account launch. | ||||
| Still to do | Approve the buyer follow-up one-pager copy Approve the content for a short buyer-facing follow-up asset before it becomes a designed page, PDF, or shareable link. Read detail for Approve the buyer follow-up one-pager copyA first copy draft now exists. The next step is founder validation and tightening of the message, claims, pricing posture, and CTA before the copy is turned into a polished follow-up asset. What's still missing
| In progress | Foundation | Sales motion and demo readiness |
| Still to do | Pick the first two ways we will find beta customers Decide the main channels for private beta instead of trying lots of things at once. Read detail for Pick the first two ways we will find beta customersIn practice this is likely founder outreach and warm introductions, but it should be written down and treated as the actual plan. What's still missing
| In progress | Foundation | Demand channels |
| Still to do | Turn the ICP into outreach language Convert the customer profile into clear outreach messages and a simple sequence of proof. Read detail for Turn the ICP into outreach languageEach contact should quickly understand why this matters to them and what evidence we have so far, without reading a strategy document. What's still missing
| In progress | Private preview | Demand channels |
| Done | Prepare answers to common questions A combined objection-handling FAQ now exists and provides the baseline internal answer set for common sales questions. Read detail for Prepare answers to common questionsThe objection-handling FAQ now packages category, stack, competitor, pricing, trust, pilot, and procurement answers in one internal sheet, so this minimum checklist item is complete. The next layer, if we want it, is turning parts of it into external follow-up material, a proposal appendix, or a more formal trust and procurement pack once those inputs exist.
| Ready for beta | Private preview | Sales motion and demo readiness |
Needed for broader GAWork that matters once the goal shifts from controlled relationship-led beta to broader public availability and repeatable market motion. | ||||
| Still to do | Decide what content supports beta selling Choose what lightweight content we will create to support outreach, credibility, and follow-up. Read detail for Decide what content supports beta sellingThis is not a full content machine. It is just enough material to help founder-led selling work more smoothly. What's still missing
| In progress | Private preview | Demand channels |
Blocked33% readyTrust, Legal, and Launch Operations
The planning and reporting structure now exists, but wider beta selling is still held back by legal setup and trust basics.
Still needs: We still need clear company identity, basic procurement answers, and a trust pack strong enough for safer selling beyond tightly controlled founder-led pilots.
Blocked33% ready
Trust, Legal, and Launch Operations
The planning and reporting structure now exists, but wider beta selling is still held back by legal setup and trust basics.
Still needs: We still need clear company identity, basic procurement answers, and a trust pack strong enough for safer selling beyond tightly controlled founder-led pilots.
| Done | Item | Status | Phase | Workstream |
|---|---|---|---|---|
Required for warm-account private betaThe true minimum needed to share the website, sell into known customer relationships, and run a controlled beta safely. | ||||
| Still to do | Publish the minimum legal and trust basics Put the basic company, privacy, and legal details in place so the product looks safe enough for beta conversations. Read detail for Publish the minimum legal and trust basicsThis is the minimum layer that helps a warm customer feel they are talking to a real business rather than an internal experiment. What's still missing
| Blocked | Foundation | Trust, legal, and procurement |
| Still to do | Prepare the DPA and procurement answers Create the standard documents and answers enterprise buyers ask for once interest becomes serious. Read detail for Prepare the DPA and procurement answersThis includes a DPA path and a short FAQ on how data is handled, who the contract is with, and what buyers should expect. What's still missing
| Not started | Private preview | Trust, legal, and procurement |
| Done | Lean launch stages are now defined The warm-account beta checklist is now split into what is required now, what is helpful during beta, and what can wait for broader GA. Read detail for Lean launch stages are now definedThis is now the working operating model for the GTM board. The important thing is to keep future checklist work mapped back to these three launch stages so the list stays honest about what truly blocks warm-account beta versus what is later hardening work. | Ready for beta | Foundation | Launch governance and measurement |
Helpful during betaUseful hardening work that makes the motion cleaner and more repeatable while beta is underway, but does not need to block the first warm-account launch. | ||||
| Still to do | Create the baseline metrics view Set up a simple place to track the numbers and signals that show whether launch prep and beta activity are progressing. Read detail for Create the baseline metrics viewThis can start small. The point is to track progress consistently, not to build a giant dashboard on day one. What's still missing
| In progress | Private preview | Launch governance and measurement |
| Done | Set a weekly GTM review rhythm The weekly GTM review cadence is now defined through a reusable template and agreed operating rules. Read detail for Set a weekly GTM review rhythmThe meeting now has a default 30-minute structure, named attendees, standard account and metrics fields, separate artifact versus product gap tracking, and a transcript-plus-AI workflow for turning the conversation into a reusable operating record.
| Ready for beta | Private preview | Launch governance and measurement |
Needed for broader GAWork that matters once the goal shifts from controlled relationship-led beta to broader public availability and repeatable market motion. | ||||
| Still to do | Explain security and governance in buyer language Turn internal trust thinking into a simple external story buyers can understand quickly. Read detail for Explain security and governance in buyer languageThe goal is not a huge trust centre yet. It is a clear explanation of data handling, controls, and accountability in plain language. What's still missing
| In progress | Early selling beta | Trust, legal, and procurement |