What do I do once I've built it?
A working build is the easy half. The program's go-to-market track takes you from there to a named customer, a defensible price, and a pilot that converts: ten workouts, each ending in a real conversation with a real prospect, plus the people who make those conversations happen.
Who You Talk To
Distribution and revenue are not solved in a document. Every part of this track is anchored in conversations with mentors, prospects, an audience, and eventually investors.
Mentors who have sold this kind of thing
The same mentors who review your demos also push on your positioning, your price, and your pilot terms, on Slack throughout and on weekly calls if you have added 1-on-1 mentorship. They have been on both sides of the discovery call.
Field experiments with real prospects
Every go-to-market workout ends by taking its output out of the document and into the world: cold-reading your positioning to strangers, three focused calls with people who fit your customer hypothesis, quoting the same price to five consecutive qualified prospects. Pass and fail signals are written down before you make the call.
The public demo room
Your final demo goes in front of several hundred people from our community and network: practitioners, founders, and sometimes angel investors or corporate directors. Builders regularly land follow-up meetings from that room, which is the first real distribution channel most of them get.
A no-stakes investor conversation, when you are ready
The last workout in the track sends you into one investor conversation with a specific ask, a named milestone, and a walk-away number, after you have decided whether raising is even right for this business.
Your Personalized Journey
Some builders reach this question in week four. Others arrive on day one already holding a product. Sherpa-B treats go-to-market as a stage your project enters, diagnosed from where you actually are, and the workouts run on your numbers.
Go-to-market is a phase you move into, not a track you are assigned
Sherpa-B organizes your work into three Zones: Build, Reach, Monetize. Nobody is put on a numbered go-to-market track by cohort. The Reach and Monetize Blocks open as your project is ready for them, and your coach recommends the move when your build and your calendar say it is time.
Already past MVP? The same program still fits
If you arrive with a working product and no customers, or a few customers and no pricing logic, the Build Blocks are not where you spend your time. You start where your risk actually is: positioning, first-customer hypothesis, outreach, pricing. The workouts read your real numbers, including your live bank balance and your last three closed deals, not a template.
Each workout hands its output to the next
The positioning brief from the first workout is the input to your customer hypothesis; the replies from your manual outreach sprint are the input to your outreach engine; your discovery-call pain statements are the input to your price. Skip nothing and you end with a linked chain of evidence, not a folder of frameworks.
Off-ramps are legitimate outcomes
A field experiment that fails routes you back to the workout that needs revisiting, with exactly one variable to change. If the cash math says venture capital is structurally wrong for your business, that is a valid and valuable result, and the remaining steps reframe around the path you actually chose.
The Go-To-Market Sequence
Ten workouts, in the order the decisions actually depend on each other, each a five or six step procedure you run in your coding agent. The last step of every one is a field experiment with pre-registered pass and fail signals, so the framework never gets to grade itself.
- 1
Positioning Workshop
/w1-positioning-workshopWho you are for, against which alternative, and why that alternative loses. Ends in a locked one-sentence positioning statement and a cold-read experiment on people who have never heard of you.
- 2
Cash & Capital Strategy
/w2-cash-capital-strategyRunway, unit economics, minimum viable deal size, and a named funding path, stress-tested against your actual bank balance before any tactic is chosen.
- 3
ICP Hypothesis Canvas
/w3-icp-hypothesis-canvasA falsifiable first-customer hypothesis specific enough to name ten real humans who fit, then three focused conversations designed to break it.
- 4
Unscalable Acquisition Playbook
/w4-unscalable-acquisition-playbookFirst customers by hand: map the access you already have, write ten genuinely personalized messages, run a time-boxed sprint, and score it against a 30% reply-rate bar.
- 5
Outreach Engine Builder
/w5-outreach-engine-builderOnly after manual signal exists: turn what actually got replies into a repeatable message architecture, follow-up cadence, and volume model that fits your real hours.
- 6
Discovery Call Framework
/w6-discovery-call-frameworkPrepare for one specific upcoming call, ask questions that cannot lead the witness, and leave with a dollar-quantified pain statement. Three recorded calls get scored on how little you talked.
- 7
Objection Navigation & Closing
/w7-objection-navigation-closingClassify every objection before responding, rebuild the gap so the buyer's own pain answers it, and close toward a named person doing a named thing on a named date. Debriefed on three real calls.
- 8
Pricing Experiment Framework
/w8-pricing-experiment-frameworkA price you can defend in three sentences, anchored to what the problem costs your customer, then quoted to five consecutive qualified prospects with the framing frozen.
- 9
Pilot-to-ARR Playbook
/w9-pilot-to-arr-playbookDesign the pilot before it starts so it converts instead of becoming indefinite free work: customer-owned success metrics, an opt-out trigger, payment terms that protect your runway.
- 10
PMF Signal Dashboard
/w10-pmf-signal-dashboardFive measurable signals (retention curve, the 40% test, organic versus pushed growth, revenue quality, default alive) and a pivot trigger written in advance, re-scored after 30 days.
- 11
Talk to Investors (When You're Ready)
/bonus-talk-to-investorsThe bonus, last on purpose. Decide whether to raise at all, then walk into one investor conversation with traction evidence, a specific ask, and a walk-away number.