GTM checklist

What we need now for warm-account beta, and what can wait.

This view now separates the true minimum needed to introduce the platform to known customer relationships from the useful hardening work that can happen during beta and the broader GTM work that matters closer to general availability.

Required now: 10 open / 9 doneHelpful in beta: 11 open / 3 doneFor broader GA: 4 open / 0 done

GTM pillar

Market and ICP

Required now: 0 open / 1 doneHelpful in beta: 1 open / 1 doneFor broader GA: 0 open / 0 done

Open pillar detail

Market and ICP checklist
Done	Item	Status
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. Open details for Enterprise insight teams confirmed as the first buyer This 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
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. Open details for Tailor outreach, proof, and examples to the first buyer This 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 Rewrite the outreach opener so it speaks directly to enterprise client-side pressure, not a generic research-tech audience. Choose two or three proof points that feel specific to enterprise insight teams. Make sure the one-pager and deck describe the buyer clearly instead of sounding broad or abstract. Feed those buyer-specific choices into the final demo script once the demo path is locked.	In progress
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. Open details for Write down that agencies are secondary This 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. Related drafts Agency secondary-audience ruleOpen artifact	Ready for beta

GTM pillar

Brand, Positioning, and Website

Required now: 3 open / 3 doneHelpful in beta: 2 open / 0 doneFor broader GA: 1 open / 0 done1 blocked now

Open pillar detail

Brand, Positioning, and Website checklist
Done	Item	Status	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. Open details for Put together the basic company info customers need In 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 Confirm the legal and company wording customers should see. Write the short company description for website and sales material. Add the right company and footer wording to public-facing pages and documents. Make sure procurement-facing copy matches the real contracting setup.	Blocked	Brand and company setup
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. Open details for Decide how the parent brand shows up This 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 Choose the exact endorsed-brand line to use in beta. Apply that same line to the website, deck, one-pager, and outreach copy. Remove any older brand wording that conflicts with the chosen line.	In progress	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. Open details for Finish the website cleanup items This is the last-mile cleanup that makes the site feel intentional rather than obviously still under construction. What's still missing Replace any weak or placeholder screenshots and visuals. Tighten proof, trust, and CTA sections where the story still feels thin. Check navigation, page flow, and mobile polish before wider sharing. Remove any unfinished wording that still reads like internal draft copy.	In progress	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. Open details for Keep the current site story as the beta baseline This 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	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. Open details for Agree the one-line description The 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. Answer faster. Defend the work. Validate the answer. (Current website preference) <un>peel is a research platform that helps insight teams keep up with demand without sacrificing quality. (Working fuller line) Supporting line: It gives teams the second set of eyes they need to produce their best work. (Working support line) Answer faster. Keep the quality. Build on what you know. Answer faster. Stay rigorous. Build on what you know. Answer faster. Miss less. Build on what you know. <un>peel is a research platform that helps insight teams do their best work. <un>peel is a research platform built to keep research at the highest standard. Related drafts One-line description optionsOpen artifact	Ready for beta	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. Open details for Lead with today’s reality, not the full future vision Buyers 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	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. Open details for Freeze the beta name Customers 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 Confirm whether <un>peel is the beta name we are keeping. Apply the same naming rule across the website, artifacts, proposals, and contracts. Remove any wording that still makes the name look undecided or temporary.	Blocked	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. Open details for Turn the positioning into sales-ready proof claims A 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. We help teams catch weak research earlier. We keep confidence visible while the work is still live. We help teams validate answers after the study by keeping evidence connected and traceable. AI help stays tied to the evidence instead of becoming a black box. What's still missing Review the draft claims with the founder and remove any lines that feel too strong. Choose the final short set of proof claims for sales use. Thread the approved claims into the deck, one-pager, and demo. Related drafts Sales-ready proof claimsOpen artifact	In progress	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. Open details for Add the extra company and legal polish before wider launch This is the step that moves the website from credible private-beta presence to something safer for broader public visibility. What's still missing Add the fuller company and legal confidence signals needed beyond warm beta traffic. Make sure privacy, terms, and company details feel production-grade. Check that broader public visitors can quickly understand who is behind the product and how to engage safely.	Blocked	Website and public presence

GTM pillar

Offer, Product, and Pricing

Required now: 1 open / 3 doneHelpful in beta: 2 open / 0 doneFor broader GA: 0 open / 0 done1 blocked now

Open pillar detail

Offer, Product, and Pricing checklist
Done	Item	Status	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. Open details for Decide how openly we talk about price This 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 Choose the beta pricing posture: public, indicative ranges, or conversation only. Apply that same choice to the website, deck, and founder talk track. Make sure the team knows when and how price is introduced in sales conversations.	Blocked	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. Open details for Show what customers can actually buy in beta This 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. Surveys Discussion Groups Guided Interviews Insight Navigator Research Architect Research Guard Trust Centre Ask for a usable quote if the customer gets value and is comfortable giving one. Related drafts Beta product mapOpen artifact	Ready for beta	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. Open details for Create simple pricing material for conversations The 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. Related drafts Pricing conversation sheetOpen artifact	Ready for beta	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. Open details for Platform story scoped to current maturity This 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	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. Open details for Match product scope to plans and access rules In 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 Decide what the real beta plans or bundles are. Define what access each plan actually unlocks. Set the usage rules or guardrails that stop the packaging from being hand-wavy. Make sure product entitlements and commercial wording match.	In progress	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. Open details for Connect pricing to real commercial rules Customers should not hear one pricing story and then discover the product or contract cannot actually support it. What's still missing Check that pricing tiers match the real plan structure. Check that any limits, seats, or usage assumptions can actually be supported. Make sure contracts and commercial language do not contradict the pricing sheet.	In progress	Pricing and commercial model

GTM pillar

Proof, Pilots, and Onboarding

Required now: 2 open / 1 doneHelpful in beta: 2 open / 0 doneFor broader GA: 1 open / 0 done

Open pillar detail

Proof, Pilots, and Onboarding checklist
Done	Item	Status	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. Open details for Define the first-customer journey This should show what happens after a customer agrees to try the product, including setup, onboarding, support, and early milestones. What's still missing Write the step-by-step path from signed-up beta customer to first value. Define who does what during setup, onboarding, and support. Make the early milestones visible so each pilot starts the same way.	In progress	Onboarding and pilot operations
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. Open details for Define what a successful pilot looks like This 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 Choose the small set of signals that define a healthy pilot. Decide what counts as ready to convert, extend, or stop. Write those rules into a simple pilot scorecard the team can actually use.	In progress	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. Open details for Lead with how the product works, not big promises For 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	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. Open details for Turn pilot activity into reusable proof This 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 Pull the strongest proof moments out of current pilot notes and conversations. Rewrite them into short, reusable proof snippets. Place those snippets into the website, one-pager, and deck where they help the story most.	In progress	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. Open details for Prepare the demo environment and training plan This helps every pilot start from a repeatable setup instead of being reinvented from scratch each time. What's still missing Choose the default demo or pilot environment customers will see. Decide what sample data or starter material is needed. Set the training rhythm so onboarding does not have to be reinvented each time.	In progress	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. Open details for Get permission to use named proof later This 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 Identify which customers or pilot outcomes are strong enough to ask permission on. Decide what kind of proof we want: quote, logo, named reference, or result. Ask for permission in a way that feels proportionate and easy for the customer to approve.	Blocked	Proof and credibility

GTM pillar

Demand and Sales Readiness

Required now: 2 open / 0 doneHelpful in beta: 3 open / 1 doneFor broader GA: 1 open / 0 done

Open pillar detail

Demand and Sales Readiness checklist
Done	Item	Status	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. Open details for Build the sales deck The 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 Turn the website story into a tighter slide sequence for live conversations. Choose the core proof, product, pricing, and pilot slides. Add the approved one-line and proof claims so the deck feels consistent with the rest of the GTM. Review and tighten the first founder-ready draft.	In progress	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. Open details for Write the demo path This 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 Choose the opening story and setup for the walkthrough. Decide the exact screen order for the 15 to 20 minute path. Mark where the strongest proof claims should be reinforced during the demo. Define the closing step and the follow-up ask at the end of the demo.	In progress	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	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. Open details for Pick the first two ways we will find beta customers In 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 Choose the first two acquisition paths for private beta. Write down why those two paths come first and what is being deprioritized. Turn that choice into a simple working outreach plan.	In progress	Demand channels
Still to do	Build the one-pager Create a short follow-up document that can be sent after meetings or shared internally by prospects. Open details for Build the one-pager A first founder one-pager draft now exists. The next step is validation and tightening so it can be used confidently after live conversations. What's still missing Review the first draft with the founder. Tighten the wording so it is sharper and easier to forward internally. Make sure the one-pager matches the approved positioning, proof claims, and pricing posture. Related drafts Founder one-pagerOpen artifact	In progress	Sales motion and demo readiness
Still to do	Turn the ICP into outreach language Convert the customer profile into clear outreach messages and a simple sequence of proof. Open details for Turn the ICP into outreach language Each 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 Write the first outreach opener for the chosen buyer. Choose the order in which proof should appear in outreach and follow-up. Create the simple follow-up sequence that turns interest into a meeting.	In progress	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. Open details for Prepare answers to common questions The 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. Internal-first format for founder, sales lead, and outreach owners. Includes short answers, longer answers, proof hooks, and watch-outs. Covers both direct objections and qualifying questions that should be asked before answering. Related drafts Objection-handling FAQ and cheat sheetOpen artifact	Ready for beta	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. Open details for Decide what content supports beta selling This is not a full content machine. It is just enough material to help founder-led selling work more smoothly. What's still missing Choose the minimum content set that actually helps beta selling. Decide what is needed now versus what can wait until later. Tie each content asset to a real sales use, not just a marketing wish list.	In progress	Demand channels

GTM pillar

Trust, Legal, and Launch Operations

Required now: 2 open / 1 doneHelpful in beta: 1 open / 1 doneFor broader GA: 1 open / 0 done2 blocked now

Open pillar detail

Trust, Legal, and Launch Operations checklist
Done	Item	Status	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. Open details for Publish the minimum legal and trust basics This 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 Finalize the minimum company and legal wording buyers should see. Make sure privacy, terms, and company details no longer read as provisional. Add the trust basics needed for warm beta conversations on the live site.	Blocked	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. Open details for Prepare the DPA and procurement answers This 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 Draft the DPA route or template buyers can be pointed to. Write the short procurement FAQ covering contracting, data handling, and buyer expectations. Make sure the founder can answer the first round of diligence questions without improvising.	Not started	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. Open details for Lean launch stages are now defined This 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	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. Open details for Create the baseline metrics view This can start small. The point is to track progress consistently, not to build a giant dashboard on day one. What's still missing Choose the small set of metrics and signals worth tracking now. Create the first working baseline sheet or view. Populate it with the current starting numbers so progress can be judged over time.	In progress	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. Open details for Set a weekly GTM review rhythm The 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. Default attendees: founder, Desmond, CTO, and head of sales / sales lead. Default agenda: metrics, accounts with movement or blockers, objections and gaps, then decisions and actions. Capture method: meeting transcript plus AI-generated draft, then Desmond review and cleanup. Template path: reporting/founder-gtm/reviews/weekly-gtm-review-template.md	Ready for beta	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. Open details for Explain security and governance in buyer language The 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 Choose the simple buyer-facing trust story we want to tell. Translate internal governance and security thinking into plain language. Package that story in a lightweight format the founder can share in conversations.	In progress	Trust, legal, and procurement