Complete go-to-market strategy from zero to first 1000 users

# Go-to-Market Strategy: FormFlow **Product:** FormFlow — AI-powered form builder that converts 3x better than Typeform **Target:** B2B SaaS companies (Series A-C) with high-volume lead capture needs --- ## 1. Positioning Statement "FormFlow is the AI form builder for growth teams who are tired of losing leads to ugly, slow forms. Unlike Typeform and Google Forms, FormFlow uses real-time AI to adapt questions based on user behavior — increasing completion rates by an average of 3.1x." **Positioning framework:** - **Category:** AI-powered form builder - **Target:** Growth teams at SaaS companies (50-500 employees) - **Differentiator:** Real-time AI adaptation (questions change based on how users interact) - **Proof point:** 3.1x higher completion rates in beta testing across 47 companies --- ## 2. Ideal Customer Profile ### Firmographic | Attribute | Criteria | |-----------|----------| | Company size | 50-500 employees | | Stage | Series A through Series C | | Industry | B2B SaaS, fintech, edtech, healthtech | | Revenue | $5M-$100M ARR | | Tech stack | Uses HubSpot, Salesforce, or Segment | | Geography | US, UK, Canada, Australia (English-first markets) | ### Psychographic **Job title:** Head of Growth, Growth Marketing Manager, Demand Gen Lead **Daily frustration:** "I know our forms are killing our conversion rate but I don't have engineering resources to fix them" **Current tools:** Typeform (too expensive at scale), Google Forms (too ugly), custom-built (too slow to iterate) **Buying trigger:** Just missed quarterly lead target, or preparing for a new product launch **Decision process:** Growth lead evaluates → shows results to VP Marketing → VP approves annual contract ### Anti-persona (who we DON'T target) - Solo founders (too small, high churn) - Enterprise (>5000 employees — sales cycle too long for our stage) - Non-tech companies (won't appreciate AI features) --- ## 3. Channel Strategy (Ranked by Expected ROI) ### Tier 1 — High ROI, Do Immediately **1. Product-led growth (PLG)** - Free tier with "Powered by FormFlow" badge on every form - Every form submission is a distribution event — respondents see the brand - Estimated viral coefficient: 0.3 (every 10 users bring 3 more) - Cost: $0 incremental **2. Content + SEO** - Target comparison keywords: "Typeform alternatives," "best form builders 2026," "how to increase form conversion rates" - Publish 2 blog posts/week: 1 SEO-optimized, 1 thought leadership - Create "Form Conversion Rate Calculator" as a free tool (link bait) - Expected timeline to ROI: 3-6 months, but compounds forever **3. LinkedIn organic** - Founder posts 3x/week (personal brand > company page) - Topics: form conversion data, A/B test results, growth team war stories - Engage in comments of target ICPs' posts daily - Expected timeline: 30 days to pipeline ### Tier 2 — Medium ROI, Start Month 2 **4. Integration partnerships** - Build HubSpot, Salesforce, Segment integrations - Get listed in their marketplaces (free distribution to their user base) - Co-marketing webinars with integration partners - Expected timeline: 2-3 months to launch, ongoing pipeline **5. Paid acquisition (targeted)** - Google Ads: bid on competitor brand terms ("Typeform pricing," "Typeform vs") - LinkedIn Ads: target "Head of Growth" at Series A-C SaaS companies - Budget: 40% of paid budget on Google, 60% on LinkedIn - Target CAC: <$400 (LTV/CAC ratio >5:1) ### Tier 3 — Longer-term bets **6. Community building** - Launch "Form Conversion Playbook" newsletter (weekly, free) - Host monthly "Conversion Teardown" live session (audit a subscriber's forms live) - Build a Slack community for growth practitioners **7. Influencer seeding** - Identify 30 growth influencers on LinkedIn/Twitter with 10K-100K followers - Offer free annual plans in exchange for honest reviews - No scripted endorsements — authenticity matters more than reach --- ## 4. First 90-Day Launch Plan ### Pre-launch (Weeks -4 to 0) | Week | Action | Milestone | |------|--------|-----------| | -4 | Finalize landing page, pricing page, docs | Pages live | | -3 | Seed 50 beta users from personal network | 50 active accounts | | -2 | Collect 5 case studies with conversion data | Case studies published | | -1 | Set up analytics (Mixpanel, Google Analytics, HubSpot) | Tracking verified | | 0 | **Launch day** | Product Hunt, social, email blast | ### Launch Week (Week 1) - Product Hunt launch (aim for top 5 of the day) - Founder posts on LinkedIn, Twitter, Hacker News - Email to beta users asking for upvotes + reviews - Live demo webinar (record for future use) - **Target:** 500 sign-ups ### Weeks 2-4: Activate - Onboarding email sequence (7 emails over 14 days) - In-app guided tour to first form creation - Personal outreach to every sign-up who creates a form (founder does this) - **Target:** 200 active users (created at least 1 form) ### Weeks 5-8: Retain & Convert - Publish weekly blog posts (SEO + thought leadership) - Launch integration with HubSpot - A/B test pricing page (test annual vs monthly emphasis) - Start LinkedIn ad campaigns - **Target:** 500 active users, $5K MRR, 10 paying customers ### Weeks 9-12: Scale - Hire first growth marketer - Launch referral program (give $50 credit, get $50 credit) - Host first "Conversion Teardown" live event - Submit to G2, Capterra for reviews - **Target:** 1,000 active users, $15K MRR, 40 paying customers --- ## 5. Pricing Strategy | Plan | Price | Target | |------|-------|--------| | **Free** | $0/mo | Solo users, evaluation (100 responses/mo, FormFlow badge) | | **Growth** | $49/mo | Small teams (5,000 responses/mo, AI features, remove badge) | | **Pro** | $149/mo | Growth teams (unlimited responses, A/B testing, analytics, integrations) | | **Enterprise** | Custom | Large teams (SSO, SLA, dedicated support, custom AI training) | **Justification:** - Free tier is the PLG engine — every form is a billboard - $49 is below Typeform's $59/mo for comparable features (competitive wedge) - $149 unlocks the AI differentiation — this is where the margin lives - Annual billing: 2 months free (20% discount encourages commitment) --- ## 6. Key Metrics by Stage | Stage | Primary Metric | Target | Secondary | |-------|---------------|--------|-----------| | Week 1-4 | Sign-ups | 500 | Activation rate (created form) | | Week 5-8 | Active users | 500 | Free-to-paid conversion | | Week 9-12 | MRR | $15K | Net dollar retention | | Month 4-6 | Payback period | <6 months | CAC/LTV ratio | --- ## 7. Budget Allocation ($30K/quarter) | Category | % | Amount | Notes | |----------|---|--------|-------| | Content & SEO | 30% | $9,000 | Writer ($4K), tools ($1K), freelance ($4K) | | Paid acquisition | 35% | $10,500 | LinkedIn ($6K), Google ($4.5K) | | Tools & infrastructure | 15% | $4,500 | Analytics, email, CRM | | Events & community | 10% | $3,000 | Webinar tools, community management | | Influencer seeding | 10% | $3,000 | Free plans + outreach coordination | **Note:** This assumes the founder handles 60% of marketing activities in the first 90 days. After month 3, hire a growth marketer ($80-100K/year) and shift founder time to product and sales.