Go-to-market execution planner

*Assumptions stated up front: no data was given on current trial-to-paid rate or on how the six existing customers were acquired, so both are treated as unknowns to measure in month one rather than as inputs.* **Targeting & Positioning** ICP: independent bookkeeping practices of 2-10 staff who handle 30+ client accounts and still chase receipts by email. Pain is high-intensity and recurring — it lands every month-end and it is the reason their staff work late — which is what makes it worth paying to remove. Core message: "Receipts collected from your clients, chased and coded, before month-end closes." Key differentiator: the chasing. Competitors capture receipts once a client sends them; the unsolved problem is getting the client to send them at all. **Channel Strategy (ranked)** 1. Partner/referral through accounting software ecosystems — highest expected ROI. Your buyers already live inside one platform and trust its app directory. Low CAC, slow to start. 2. Bookkeeper communities and Facebook groups — this niche is unusually concentrated in a handful of active groups. Cheap, needs a real person participating, not ads. 3. Founder-led outbound to practices matching the ICP — controllable and immediate, but does not compound. 4. Paid search — deprioritised for now. The category terms are contested by well-funded incumbents and £15k will not buy a durable position. **Execution Roadmap** Days 1-30: interview all six existing customers; establish how each was acquired and what nearly stopped them buying. Instrument trial-to-paid. Submit the app directory listing. Founder does 20 outbound conversations. Days 31-60: publish the month-end chasing workflow as a written playbook and seed it in two bookkeeper communities. Ship whatever single onboarding fix the interviews surfaced. Continue outbound at 20/week. Days 61-90: double down on whichever of the top two channels produced a qualified conversation cheaper. Kill the other for the quarter rather than splitting a small budget three ways. **KPIs & Targets** Measure before you target: activation rate (first receipt chased within 7 days), trial-to-paid, and 90-day logo retention. The one number to set now is a CAC ceiling — with two founders and £15k, anything above roughly one-third of first-year contract value is not fundable at this stage. **Top 3 Execution Risks** 1. The app directory listing is the top-ranked channel and is entirely outside your control — approval timelines can consume the whole 90 days. Start it day one and do not build the plan's success on it. 2. Two founders cannot run outbound, content and partnerships at once. The roadmap above already assumes one of the three gets dropped at day 60; decide which deliberately rather than by exhaustion. 3. Six customers is not enough to confirm the ICP. If the interviews show they arrived by three unrelated routes, the channel ranking above is guesswork and should be rebuilt.