Alexander Estner

I help early-stage SaaS founders build & execute their Go-to-market foundation to grow from €0 to €1 million ARR 🚀

3 WAYS I CAN HELP YOU 👇
1️⃣ GTM Advisory - Work 1-on-1 with me in bi-weekly GTM sprints
2️⃣ GTM Audit - Get a 360° assessment of your current GTM status quo + custom action plan
3️⃣ GTM Content - Bi-weekly newsletter +  Daily LinkedIn posts + Free GTM Library

P.S. You will find the links to all 3 in the featured section.

Among other things, I help you with:
👉 Creating your early/ideal customer profile (ICP)
👉 Working on positioning, messaging & value proposition 
👉 Choosing the right pricing for your business (pricing model, value metric & packaging)
👉 Implementing the right sales strategy (sales-led vs. product-led)
👉 Mastering 2-3 growth channels to continuously generate new deals/trials
👉 Setting up the right tech stack in sales, marketing & customer success
👉 Building your commercial teams.

Send me a DM on LinkedIn or book a free 15-minute intro call to learn more about my offering.

Startup Consultant for B2B SaaS

As a freelance startup consultant, I help early-stage B2B SaaS Startups quickly grow their business with a powerful Growth Strategy 🚀


I work on both, strategic and operational, levels and help you with the following topics.

► For Founders (Launch to Seed Stage):
- Clarify, validate and stress test your business idea
- Win first paying customers and kickstart growth for your SaaS
- Develop and implement a powerful B2B SaaS Growth strategy
- Find product-market fit and close your first funding (business angels & seed)

► For Startups (Seed to Series A Stage):
- Accelerate your growth to 5M€+ ARR
- Review or implement a powerful B2B SaaS growth strategy
- Optimization of direct & indirect growth channels
- Create a growth team mentality, track the right KPIs, and set OKRs

► For more information:
- check out my website (www.alexestner.com)
- subscribe to my FREE weekly newsletter for founders & early-stage startups (https://startupbusinesstips.substack.com/)

► Interested?
- Send me a DM on Linkedin

GTM is overwhelming, but this checklist will change how you think about it.

This checklist is your roadmap from €0 to €1M ARR.

90% founders start with tactics, skip the foundations. Then wonder why nothing sticks.

But GTM isn't just "getting customers". It's a systematic approach with 10 interconnected foundations.

1️⃣ Ideal Customer Profile
2️⃣ Positioning
3️⃣ Value Proposition & Messaging
4️⃣ GTM Collaterals
5️⃣ Pricing
6️⃣ Sales Motion
7️⃣ Channels
8️⃣ Forecasting & Planning
9️⃣ Internal Operating Systems
🔟 CRM & Tracking

Use this checklist to see what's lacking in your GTM Foundations right now, and start working on it to scale from 0-1mil ARR. 

PS: A few months ago I did my GTM Foundations series, go check it out at MRR Unlocked if you need help with your foundations. 

Link in the comments.

alex-estner

JSESSIONID

li_at

Talks about #saas, #b2bsales, #saassales, #saasgrowth, and #saasmarketing

'Hands-on’ GTM Advisor | Helping SaaS & AI founders build and execute their GTM foundation to grow from €0 to €1 million ARR with less trial and error👇

If you're stuck and don't know what kind of content to create, 

Use this hack to get content ideas immediately..

It's simple - create content based on the stages of awareness 

𝗠𝗮𝘁𝘂𝗿𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

In this case, multiple competitors already exist for your product. Also, your ICP knows the category. They're comparing solutions.

Focus on creating content like:

-> Comparison pages (You vs. Competitor X)
-> Alternative pages (Best alternative to X)
-> Why you're superior for specific segments
-> Head-to-head feature breakdowns

You're not explaining the problem. You're helping them decide the best solution.

𝗘𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

Your category is rising but not yet standard. Your ICP is evaluating different approaches.

Focus on creating content like:

-> Why your category beats alternatives 
-> Category education ("What is X and why it matters")
-> ROI comparisons across approaches
-> Case studies showing category wins

You're not proving you're best. You're proving your category is the future.

𝗡𝗲𝘄 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗨𝘀𝗲 𝗖𝗮𝘀𝗲 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

You're building something new. Your biggest goal is to make the audience problem-aware.

Focus your content on:

-> Customer outcomes and pain points
-> Use case education ("Why doing X manually is costing you")
-> "New way vs. old way" breakdowns
-> Problem amplification before solution

You're educating the audience about the problem they are facing and how it is impacting them. 

Match your content to where your market actually is.

What stage is your market in?

P.S. Want to deep dive into content marketing. Check out the guide I've created with Matteo Tittarelli ⚡️ on mrrunlocked

B2B positioning, websites, launches & content | Duolingo streak keeper 🇯🇵

Let’s hear it from the founders who have successfully scaled their company from €0 to the 1€ million ARR and beyond.

In the latest mrrunlocked.com newsletter, 
I've asked 6 founders to share

❌ What went wrong and
✅ what worked

I asked each founder to share:

1️⃣ The painful mistake(s) they made in the 0-1 stage (that others should not make)

2️⃣ The best tips/things that worked for them.

You will learn from the insights of 6 amazing founders.

👉 Stefan Bader Co-Founder of Cello (Referral Software for SaaS)

👉 Andreas Michel Co-Founder of Ayunis / Locaboo (Software for municipalities)

👉 Hanno Lippitsch Co-Founder of Eversports (Software for sports venues)

👉 Simo Lemhandez Co-Founder of folk (The next gen of CRM)

👉 Adam Cleland Founder of asora (Software for modern family offices)

👉 Brice Maurln Founder of LGM For Sales & GTM (Software for Multi-Channel Outbound)

👇 What's your mistake or tip you wanna share?

P.S. The link to the full guide with all the insights is in the comments below.

CEO @ Cello | Referrals on Autopilot

Cello

Co-Founder & CEO bei Ayunis / Locaboo | SaaS 👨🏻‍💻 | GovTech 🚀

Ayunis / Locaboo

CEO at Eversports

Eversports

Co-founder @ folk CRM | Forbes 30U30

folk

CEO at asora | Software for the modern family office

asora

CEO chez LGM | Get more Replies with Multichannel Outbound.

LGM For Sales & GTM

I've asked 20+ experts on their best GTM advice for 0->1€ M ARR

We cover positioning, ICP, messaging, content, pricing, CRM/KPIs.

You will hear the best tips from experts, including

Anthony Pierri 
Jon Itkin 
Andrej Persolja 
Talya Heller G. 💡 
Matteo Tittarelli ⚡️ 
Toni Hopponen 
Douwe Wester 🟢 👉  
Björn W. Schäfer 
Ashley Herbert Popa 
Sara Stella Lattanzio
Romana Kuts  
Krzysztof Szyszkiewicz 
Rob Litterst 
Arnaud Belinga 🧊🔨 
Dirk Sahlmer 

And the best tips from founders, including
Andreas Michel 
Stefan Bader 
Adam Cleland 
Hanno Lippitsch 
Simo Lemhandez 
Brice Maurln 

The episode goes lives this sunday. 

👇 So sign up on mrrunlocked.com to get all tips in your inbox + a free gift: 50 top GTM infographics for free.

If you're struggling to find your ICP or 

don't know how to really go about it, 

Here's my 5-step process to find your actual ICP:

Step 1: Define "Winning Indicators"

Higher product engagement, better commercial health. strategic alignment. lower churn, higher NPS

Step 2: Collect Customer Data

Gather persona data, firmographics, product usage data. 

Step 3: First-Pass Segmentation

Start with obvious filters: industry, company size, geography.

Step 4: Deep-Dive Segmentation

Look for hidden patterns:

How different verticals use your product, who are the actual users vs. decision makers, and what are their main challenges 

Step 5: Pattern Recognition

Analyze segments against winning indicators using Excel/Sheets.

Your data doesn't lie. Your assumptions might.

Use the data you already have from your early customers to identify your ideal customers. 

Check out the whole process below 

If you want to understnad this in detail, check out our episode from MRR unlocked, link in the comments.

Most GTM playbooks are written for VC-backed startups.
So I asked Zdenko Zvada about underrated GTM tactics for bootstrapped founders

He's sharing the insights from 300+ conversations with bootstrapped founders.

My personal opinion: 
Most VC-backed startups should do the same - especially social listening, outreach to negative reviews, and staying longer in founder selling mode are key too.

When I work with founders, we mostly do this too.

But I'm curious: What other tactics work for you?

P.S. On Sunday, we're launching a full episode on mrrunlocked about GTM tactics for bootstrapped founders.

Bootstrapped GTM Tactics

If you're a first-time founder, GTM is tough. 

To help you, I have compiled 9 of my TOP Infographics that are most important for your GTM when you're going from 0 to mil ARR⬇️

1) GTM Myths 

-> You need to unlearn what you're doing wrong, before you even get started in the right direction!

2) 360-degree GTM audit

-> Use it to understand the current state of your GTM - to identify your starting point. 

3) 3 stages till 1 mil ARR

-> 0 to 1 mil ARR is not one, but three stages. Understand each stage to know what to expect in your GTM journey. 

4) GTM Foundations for SaaS

-> This is like a beginner's overview of everything that makes up GTM. Refresh your GTM concepts.

5) GTM Foundations Checklist 

-> This is where things start getting real. Keep this checklist in hand to track everything you need, to build your GTM Foundations.

6) Your ICP changes over time 

-> ICP is one of the most misunderstood concepts in GTM. Understand the nuances related to your ICP thoroughly. 

7) The Power of Niching Down

-> If you don't niche down right now, you won't be able to scale tomorrow.

8) How to find your ICP

-> Once you know that it is important to have 1 ICP, use these 3 steps to actually find your ICP.

9) 6 phases of founder-led sales 

-> Through this entire journey of 0 to 1mil ARR, know that you (the founder) have to be involved in sales. Learn it through the 6 stages of founder-led sales. 

Hopefully, these 9 will give you a headstart in your GTM. 

---
You can access all of these Infographics for free on https://lnkd.in/eKJXxGzE

I've asked 16 experts to share their best tip for 0-1€ million ARR

So let's hear what they recommend founders👇

 🎯 Positioning & Messaging

Anthony Pierri 
Nobody will care about your outcomes if they don’t know what product category you fit into. Choose one clear category or use case as your anchor and you’re already 80% ahead.

Jon Itkin 
Assess your market’s maturity before positioning. Early markets reward bold vision, mature ones need precision. Match strategy to reality, not someone else’s playbook.

Andrej Persolja 
Stay close to power users through a private channel like Slack. Their feedback shapes your roadmap, messaging, and what to double down on.

Talya Heller G. 💡  
Test your sales story before scaling; story-market fit comes first. Test with first 3–5 customers, pick a villain, frame the struggle, paint the payoff. Rewrite if it doesn’t close.

Matteo Tittarelli ⚡️  ️ 
Build a Messaging & Positioning Library early. It becomes the context engine for every campaign and asset.

Toni Hopponen 
Design your homepage like a traffic controller: green light for best-fit users, stop sign for others.

💬 ICP (Ideal Customer Profile)

Douwe Wester 🟢 👉  
Start with early customers and watch what they *do*, not what they *say*. Cluster high-signal users, define ICP from results, and update quarterly.

Björn W. Schäfer 
Treat ICP as an ongoing discipline. Segment by ROI, validate with data, and build an anti-ICP list.

Ashley Popa 
Niche down. Broad targeting kills traction. Focus on customers who upgrade and stay, then expand using the bowling-pin approach.

Alexander Estner (me)
Focus on your GTM foundation before scaling: know who benefits most, clarify how you’re different, and master turning pipeline into predictable, repeatable revenue.

✍️ Content Marketing

Sara Lattanzio 
Shape one sharp narrative tied to audience pain. Build in public, pick channels intentionally, and stay consistent. Distribution matters more than production.

 Romana Kuts 
Interview customers. Five calls beat fifty brainstorms. Start with one pain point, turn it into five angles and ten content pieces, reuse relentlessly, and track revenue impact.

💰 Pricing

Krzysztof Szyszkiewicz 
Treat pricing as a process. Set its purpose, differentiate by value metrics, and review quarterly.

Rob Litterst 
Keep pricing simple early. Validation > Perfection. Start with value-hacking to learn what people will pay, then move to growth- and profit-hacking.

📊 CRM & Tracking

Arnaud Belinga 
Before €50–100k ARR, just sell. After micro-PMF, pick a simple CRM tied to your channels and follow up relentlessly.

Dirk Sahlmer 
Track 3–5 metrics that drive better decisions. Focus on leading indicators like activation and CAC payback.

Bonus tip by Rob Kaminski 
1 product, 1 avatar, 1 channel, 1 tactic, for 1 year gives early founders the focus they need.

--
Want to deep dive into each tip? Check out the latest mrrunlocked episode. Link is in the comments.

Here's a list of partners, agencies, and consultants whom I’d highly recommend to every early-stage SaaS founder.

Over the past few years, I’ve built relationships with these amazing service providers.

If you’re a SaaS founder and need help with:

✅ Content & SEO
✅ Recruiting
✅ Paid Marketing (Google, LinkedIn)
✅ Design
✅ Sales
✅ Pricing

I’ll connect you with the right people.

You don't need to do a cold outreach, I'll help you with warm intros to vetted experts.

Content & SEO
--> Talk to Romana Kuts  and Ugljesa D. 

Website & Design
--> Talk to Florian Goertzen Tarik Yayla Tobias Giesen or Maximilian Fleitmann

Recruiting
--> Talk to Elvin Kingma Jan Mark Lingthaler Miguel Marques Dominic Blank 

Sales
--> Talk to Manuel Hartmann (post 1€ million) and Julius Dany (for SDR/cold calling)

LinkedIn & Google Ads
--> Talk to Christoph Schachner and Agata Krzysztofik 

Pricing Consulting (post 1€ million ARR)
--> Talk to Rob Litterst and Krzysztof Szyszkiewicz 

GTM advisory (post 1€ million ARR)
--> Talk to Björn W. Schäfer Daniel Zsolt Rényi  and Matteo Tittarelli ⚡️ 

Check the link in the comments to see the entire list of partners.

Btw, who am I missing on the list?

17 experts' tips turned into a 39-slide GTM masterclass for 0->1€ M ARR 👇 

You learn about:
✅ Positioning & Messaging
✅ Ideal Customer Profile
✅ Content Marketing
✅ Pricing
✅ CRM & KPI Tracking

Including tips from experts, including

Anthony Pierri
Jon Itkin 
Andrej Persolja
Talya Heller G. 💡
Matteo Tittarelli ⚡️ 
Toni Hopponen 
Douwe Wester 🟢 👉 
Björn W. Schäfer
Ashley Herbert Popa
Sara Stella Lattanzio
Romana Kuts
Krzysztof Szyszkiewicz
Rob Litterst 
Arnaud Belinga
Dirk Sahlmer
Rob Kaminski

👉 What tip can you share?

17 expert tips for 0 to 1€M ARR

For your content to work, 

you need 3 types of content to be in sync

TOFU → To get attention
MOFU → To build trust
BOFU → To convert

Most founders live in TOFU, which helps you get likes, but not so many conversions. 

Let's how each layer works:

1️⃣ TOFU (Top of Funnel) → Awareness content

-> This isn't about your product. It's about topics your audience actually cares about.

-> This builds your audience, helps you get reach, and generate engagement. 

Eg - The 5 biggest productivity myths that are slowing your team down”

2️⃣ MOFU (Middle of Funnel) → Consideration content

-> This is where you go deep. Real frameworks. Actual insights.

-> Content only you could write. Battle-tested stuff.

-> This is where trust happens. Your ICP thinks: "This person actually knows their shit."

Eg - How to reduce project delays by 30%, a step-by-step breakdown”

3️⃣ BOFU (Bottom of Funnel) → Conversion content

-> Show proof. Share results. Remove objections.

-> Social proof. Real outcomes. Clear next step.

Eg - “What happens when you ditch spreadsheets and manage projects the smart way”

Here's the ideal mix:
20% TOFU – Reach plays that pull in new eyes
60% MOFU – Deep, educational, ICP-focused
20% BOFU – Case studies, results, CTAs

Ivan Peric and I have created this framework to help you build your founder brand on LinkedIn. Use it the next time you're creating your content strategy.

Content Strategist & Founder @contentmotion.io | Ich baue eine Content-Agentur für B2B Tech

To optimize your SEO, use these high-intent keywords ⬇️

1. Pain Point/Problem Keyword
Example: “How to export contacts from LinkedIn” 

2. Pricing & Cost Keywords
Example: “Affordable CRM for solopreneurs”

3. Comparison Keywords
Example: “Notion vs. Asana” | “Best alternatives for HubSpot”

4. Competitor-Specific Keywords
Example: “HubSpot CRM vs. Salesforce”

5. Feature-Specific Keywords
Example: “CRM with VOIP calling”

6. Integration Keywords
Example: “Best payroll software that integrates with QuickBooks”

7. Product Category + Audience Keywords
Example: “Project Management software for law firms”

8. Benefit-Driven Keywords
Example: “How much time can I save with a virtual assistant?”

9. Educational Keywords
Example: “How to create a high-converting SaaS homepage”

10. Location-Based Keywords
Example: “Best invoicing software for German freelancers”

11. Template-Based Keywords
Example: “Best LinkedIn post templates for SaaS founders”

These money keywords focus on users who are already very much aware and ‘in the market’ and will help you make the most of your SEO investment.

I’ve been calling myself a solopreneur for over 4 years now.

So I was super excited when Stephanie Sgura asked me to be part of her solopreneurship movement.

In May 2026: Solopreneur Revolution - Live on Tour

The first Summit, that's 100% focused on Solopreneurship:
- Business, Marketing, Sales, AI...

(it's for the German-speaking community)

And I'm part of it 🎉

The best part:

You get early access to the secret pre-sale (4.-7. 12.)

🔹 lowest ticket prices ever

🔹 early Access to all Workshops (limited to 30 seats)

📍 I will be in Vienna myself. 

What you can expect from the summit:

→ Content & Insights for solopreneurs

→ Transformational workshops of successful solopreneurs

→ Networking with peers

→ Roasting Area to get feedback on your business

→ Limited to 200 tickets per event (Vienna & Berlin)

Who's interested in joining and meeting in Vienna?

🎟️ Comment or just send me a DM and I will send you the link to the secret pre-sale.

Over the last 12 months, I've created 50+ infographics on SaaS GTM.

The beauty of them is that they visually communicate the core concept.

Here are my top 10 on go-to-market for SaaS/AI founders 👇

Top GTM Infografics

3 massively underrated GTM tactics for bootstrapped founders⬇️

1. Mine negative reviews for leads

Every 1-star review tells you who is unhappy and if they'd pay to fix.

-> Search G2/Capterra/Reddit for competitors
-> Filter for 1-2 star reviews
-> Build a lead list from reviewer names
-> Reach out: "Saw you struggled with X. We built Y to solve it. Want a demo?"

2. Go where micro-communities live

Your first 100 customers won't come from ads. They'll come from Reddit, Slack groups, Discord.

-> Join 3-5 communities your ICP hangs in
-> Help for a week, share free resources
-> Mention your product when it fits
-> DM engaged members with trial invites

3. Get listed in directories

Capterra, G2, Product Hunt, AppSumo, get in front of buyers with intent. You can even build your own. They rank on Google, attract your ICP, and drive traffic to your product.

—
If you want to learn how to execute each of these tactics, check out the latest episode of MRR Unlocked where Zdenko Zvada talks about these in detail. Link in the comments.

Lead magnets are evolving from traditional whitepapers and e-books.

Here's a list of different formats you can use to create high-quality lead magnets for your SaaS 

𝟭. 𝗧𝗲𝗺𝗽𝗹𝗮𝘁𝗲𝘀, 𝗚𝘂𝗶𝗱𝗲𝘀 & 𝗘-𝗕𝗼𝗼𝗸𝘀
Instant utility. Copy-paste and go.

- Email templates (lemlist )
- Sales coaching guides (Grain )
- Website optimization e-books (Webflow)

𝟮. 𝗖𝗼𝘂𝗿𝘀𝗲𝘀 & 𝗠𝗮𝘀𝘁𝗲𝗿𝗰𝗹𝗮𝘀𝘀𝗲𝘀
Higher commitment = higher intent leads.

- Video selling masterclass (Vidyard )
- Video creation course (Tella )

𝟯. 𝗘𝘃𝗲𝗻𝘁𝘀 & 𝗪𝗲𝗯𝗶𝗻𝗮𝗿𝘀
Live interaction builds stronger relationships.

- Sculpt Conference (Clay )
- SaaS Happy Hour (Paddle )

𝟰. 𝗖𝗮𝗹𝗰𝘂𝗹𝗮𝘁𝗼𝗿𝘀
Quantify the problem. Make the pain tangible.

- Webinar ROI calculator (Livestorm )
- Equity dilution calculator (Cake Equity)

𝟱. 𝗠𝗶𝗻𝗶 𝗧𝗼𝗼𝗹𝘀
Quick wins. Solve one micro-problem fast.

- LinkedIn headline generator (@Taplio)
- Webcam test (Livestorm)
- AI conversation rank checker (Octolens)

𝟲. 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗥𝗲𝗽𝗼𝗿𝘁𝘀 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵
Original data = credibility + shareability.

- State of Meetings (Calendly)
- SaaS Pricing Report (Valueships)
- GTM Benchmarks (ChartMogul )

All these companies have amazing lead magnets you can take inspiration from. 

Keep in mind, though, different formats solve different problems at different buyer stages. 

Match format to your ICP's most urgent need.

Check out how to create and distribute your lead magnets: https://lnkd.in/ePHrCjDE

---
P.S. Want my best lead magnet? Get 50+ free GTM assets on https://lnkd.in/exxgARTi

How to create a GTM slide for your pitch deck

Investors can smell fluff from a mile away; you can't woo them with fancy GTM channels. They need real proof of 

✅ What has worked in the past 
✅ How do you plan to scale it 

Include these 2 sections in your GTM slide to make it foolproof 

1️⃣ Current scenario

- Show how you've built a repeatable growth engine 
- Mention how you've been acquiring customers today

2️⃣ Plan to scale 

- Chart out your exact plan to scale the engine you've built currently 
- Show how you'll acquire the next set of customers

Basically, reassure investors that 

✅ You've got the blueprint to utilize the funding 
✅ You're ready for growth

---
Majd Alaily has written an entire guest post about how to make the best pitch deck (11 slides) for your startup. This is only 1 slide of the deck. Check out the whole episode at MRR Unlocked. Link in the comments.

3x Founder | ex-Google | Design Thinking | Let's Launch, Grow, Fundraise For Your Startup Together.

11 slides of a winning pitch deck👇

If you're struggling to get funded, you can start by redoing your pitch deck

Here are the 11 most important slides of a pitch deck - 

(in the right order)

1️⃣ Problem 
2️⃣ Solution
3️⃣ Unique Value 
4️⃣ Traction
5️⃣ Competition
6️⃣ Market
7️⃣ Revenue Model
8️⃣ Ambition
9️⃣ Team 
🔟 GTM
1️⃣1️⃣ Ask

If you're skipping any of these slides, you're not giving investors all the information they need to make a decision. 

Check out the carousel below to see the summary of each slide. 

---
Majd Alaily has written an entire episode on "Why pitches fail" for MRR Unlocked. Check the link in the comments to see the full episode.

This week, I've worked with a founder on case studies for their SaaS.

I took some notes on the key points 👇

We all know that social proof is key.

But to get the most out of social proof, I recommend to apply these 5 core principles.

1️⃣ Follow a structure

👉 Your case study should follow a clear structure.

I like this one:
✅ The Customer’s Story – who they are & what they do.
✅ The Challenge – what problem they faced before using your SaaS.
✅ The Solution – how your product helped solve that problem.
✅ The Results – quantifiable impact (metrics, revenue growth, time saved, etc.).
✅ Quote & Image – a strong testimonial (quote + image)
✅ Call-to-Action – Clear next steps for readers.

2️⃣ Customer Interview questions

You get a good case study if you ask the right questions.

- What challenges did you face before working with X?
- Why did you decide to search for a solution?
- Have you tried other solutions before X?
- What was your experience with X?
- What has changed since you implemented X?
- Would you recommend X to others? If yes, why, and to whom?

3️⃣ Each case study = 1 angle

Before you write the case study, think about the 'narrative'.

Do you want to write about the impact of your solution.

Or how easy the onboarding is?

Or how company type X benefis from it. 

Over time you're building a library of different case study types.

This makes them super powerful.

👉 Example:
- A new prospect has concerns on migration --> Share them a case study on how easy the migration was.
- A prospect is unsure if your product is a good fit, as they fear they are too small --> Share how another client (same size) benefits from using it

4️⃣ Create multiple assets

👉 Turn your customer interview in multiple assets.

This can be a video case study, written case study, quotes, snippets...

5️⃣ Distribute your assets

Don't make the mistake to create nice case studies and then forget about using them.

Few tactics: 
👉 Dedicated case study page
👉 Wall of love
👉 Featured Section of your Linkedin
👉 Linkedin posts
👉 Sharing in your outbound messages
👉 Part of your demo follow-up email

How do you think about case studies?

P.S. Want to deep dive into case studies? Together with Romana Kuts I wrote a full guide on mrrunlocked

Founder @ SaaStorm + B2B SaaS SEO, LLMO & Content Advisor + Certified Content Engineer (@ AirOps’25)

5 recommendations to better organize your pricing page menu 👇

1️⃣ Keep Plan Names Simple
Don’t overthink naming.
Clarity beats creativity. 

Start with what people expect to see:
Free, Basic, Starter, Standard, Pro, Premium, Plus, Teams, Business, Enterprise.

2️⃣ Show the Monthly Cost
Display the monthly cost right below the plan name (even for annual billing). 

Tie it clearly to your pricing metric so users immediately understand how cost scales.

3️⃣ Include the Billing Period
Always indicate how billing works. 

A toggle above the pricing grid (monthly ↔ yearly) is the standard and most intuitive approach.

4️⃣ Highlight Key Features and Usage Limits
After naming and pricing, call out the core features and usage thresholds for each plan. 

Keep it concise — aim for about five items max. Focus on what truly drives pricing or differentiates plans.

5️⃣ Add Clear CTAs
Every plan needs a specific next step.

For free or PLG plans: “Get Started.”

For sales-led motions: “Request a Demo” or “Contact Sales.”
Different plans can have unique CTAs depending on your GTM model.

These are the essentials. If you can convey all key details across these elements, you don’t need anything extra. Keep it focused and simple.

Wife & Mother of 7 | Venture Capital | Scientist | TOP 30 Patent Drafters | United States Patent Examiner | Violinist | Polyglot | STEM Children's Author | #1 LinkedIn Global Influencer in Innovation/IP Law

Kathryn Vatt is a scientist, former USPTO Examiner, and devoted wife and mother of seven, with over 25 years shaping the future of innovation. Recognized as one of the Top 30 Patent Drafters and Prosecutors and the #1 LinkedIn Global Influencer in Innovation/IP Law, Kathryn has built a career at the intersection of science, law, and business—helping inventors, startups, and global companies turn creativity into competitive advantage.

A graduate of the University of Pennsylvania (B.S. Biology) and Johns Hopkins University (M.S. Biotechnology), Kathryn is currently pursuing her Juris Doctor in Patent Law at the Franklin Pierce School of Law, one of the world’s leading IP programs. Her rare cross-disciplinary background gives her both the scientific insight and the legal strategy to protect ideas at the highest level.

At the USPTO, Kathryn examined thousands of patent applications, conducted exhaustive prior art searches, and made determinations that shaped industries and influenced global innovation. After leaving the Patent Office, she founded Vatt IP Management, where she develops bulletproof IP strategies, drafts airtight applications, and supports litigation teams in defending patents. She also mentors engineering and life science students through Arizona State University’s Edson Entrepreneurship + Innovation Institute and judges international startup competitions, nurturing the next generation of innovators.

Her entrepreneurial vision extends to her ventures:

My Startup Shield™, a founder-focused program that helps startups secure their innovations before they pitch. It protects ideas at the earliest, most vulnerable stage and positions founders to raise capital with confidence

My AI Examiner™, the world’s first proprietary patent search platform that combines examiner-trained AI Patent Examiners with Kathryn’s own human review. Unlike conventional tools, it doesn’t just search faster—it “thinks like an examiner,” offering inventors and startups clarity, precision, and strategy.

MyKidVentors™, a STEM-inspired children’s book series born from her seven children’s real “What if?” questions. Through these imaginative stories, she nurtures curiosity in the next generation, showing that every big invention begins with a single question.

For Kathryn, the same motherly instinct that guides her family fuels her professional mission: to protect, guide, and nurture startups with care, strategy, foresight, and integrity. She believes innovation doesn’t just start in labs or boardrooms—it starts in the curious minds of those brave enough to ask, “What if?”

Kathryn V.

OREOS FOR MOTHER’S DAY

At a small neighborhood shop, a man quietly changes lives.

He gives free food to kids who show him their grades...a reward not just for doing well in school, but for trying, for caring, for showing up.

In this video, one young boy steps up to the counter, offered the chance to choose anything he wants.

Today, he picks milk, bread, eggs...and cookies for Mother’s Day.
And the shop owner...touched by that choice...adds a bouquet of flowers for him to bring home.

Neither of them realizes that what just happened will be remembered for years.
Because kindness like that doesn’t end at the counter...it multiplies.

Every act of generosity plants a seed:
A child whose confidence blooms.
A parent who feels seen and loved.
A community reminded that humanity still shines bright.

So here’s to the everyday heroes: the ones who lift others quietly, who give without expecting anything in return.

You may never see the full impact of your kindness...but someone’s world is brighter because of you. 


------
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Kathryn Vatt

WHEN FLOWERS ARE A GIRL'S BEST FRIEND

Sometimes the simplest acts hold the greatest power.

In this video, a man walks through the city, bouquet in hand, stopping strangers just to tell them they’re beautiful, and to give them flowers. You can see it in their faces: surprise, disbelief, then pure, radiant joy.

It’s such a reminder that kindness doesn’t need a reason.
It doesn’t need to be planned, perfect, or lavish.
It just needs to be given.

We don’t always know what someone is carrying…
what loss they’re grieving, what loneliness they’re feeling,
or how long it’s been since they were told they mattered.

A few words.
A small gesture.
A moment of genuine care.
It can shift someone’s whole day,
and maybe even their outlook on life.

So today, let’s be the reason someone smiles.
Compliment a stranger. Send the message. Give the flower.

Because in a world that often moves too fast,
kindness slows us down just enough to remember what matters most. 💛

------
If you enjoy my posts please follow me:
Kathryn V.
Founder, VATT IP Management
Founder, My AI Examiner™
Founder, My Startup Shield™
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WHEN FORMULA AND DIAPERS ARE A MOM'S BEST FRIEND


You never really know what someone is carrying
when they’re standing right beside you.

The weight behind their smile.
The fear behind their silence.
The quiet calculations they’re making
just to get through the day.

And sometimes…
what feels like an ordinary moment to you
becomes a miracle to someone else.

A breath they didn’t think they were allowed to take.
A burden they didn’t know how to set down.
A reminder that they haven’t been forgotten.

As we step into the holidays,
a season full of light, but also full of longing,
may we be gentler with each other.
More patient.
More aware.

Because one small act,
one unassuming choice to be kind,
one moment of seeing someone fully…
can change the entire shape of their season.

And sometimes...
of their life. 💛

FINDING YOUR BEAU


Founders don’t burn out because they’re weak.
They burn out because they care deeply…
because they carry the weight of a dream
long before anyone else can see it.

And sometimes the way back
isn’t to grind harder
or push through the exhaustion...
it’s to let something new in.

A fresh idea.
A different perspective.
A person or moment that brings light back into the work
and reminds you why you started.

You are not done.
You are not fading.
You’re simply waiting for your spark to find you again.

And it will...
often in a way you never saw coming. 💛

WHEELS IN THE SAND

On a quiet stretch of beach, a group of dogs takes off toward the water...
some rolling on tiny wheelchairs,
some balancing on prosthetics,
all of them carrying stories of loss.

But today, they are free.
These are the dogs the world once gave up on.
The ones who were told their best days were behind them.
The ones who were expected to sit on the sidelines of life.

But she wanted more for them.
She wanted them to have another chance.
She believed they still deserved joy, dignity, and a full life...
not in spite of their disabilities,
but because every life has value.

And so she turned compassion into innovation.
She found wheelchairs small enough for tiny bodies.
She fit prosthetics with patience and care.
She created solutions not to impress the world,
but to restore the world to them.

And when those dogs reach the shoreline...
when their wheels carve happy trails in the sand,
when their paws meet the waves...
you realize something:
This is innovation at its best.


------
If you enjoy my posts please follow me:
Kathryn V.
VATT IP Management
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THE MAGICAL CHAIR


In a quiet salon somewhere in the world, a hairstylist welcomes women into his chair...
women who have carried life on their shoulders,
women who deserve to feel beautiful without needing a reason.

And with gentle hands and genuine kindness,
he transforms them.

Not just their hair…
them.

You can see it in their faces:
the way their eyes suddenly shine,
the smile that takes over their whole expression,
the way they sit a little taller, remembering a version of themselves they thought they had lost.

And something beautiful happens next…
their joy reflects right back into him.

He lights up.
He laughs.
He gets emotional right along with them…
because their joy becomes his joy.
It is pure, contagious happiness...the kind that can only come from lifting someone else.

He’s not just doing makeovers.
He’s restoring confidence.
He’s offering dignity.
He’s reminding people of their own light.

All through kindness.
All through care.
All through choosing to make someone else’s day a little brighter.

And maybe that’s today’s lesson:
We all have the power to change someone’s life…
not by doing something big,
but by helping them see the beauty they forgot was theirs.


------
If you enjoy my posts please follow me:
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THE SWEETEST PIGGYBACK RIDE EVER


Some vacations are about places.
Others are about people.

About the ones who don’t see a limitation...
they see a human being who deserves the full experience.

What moved me most about this moment
wasn’t the strength it took to carry another person.

It was the instinct.
The, "of course I’ll help you."
The, "you’re not missing this."
The, "we’ve got you from here."

And when others stepped in...
hands reaching out without hesitation...
it became something even bigger than one kind act.

It became community.
It became dignity in motion.
It became humanity at its best.

This is what the world looks like
when people choose compassion over convenience.

When they don’t ask,
“Is this my responsibility?”
but instead say,
“This matters.”

May we all be the kind of people
who clear the sand for someone else.
Who carry when the path is too heavy.
Who make sure no one is left behind
when joy is waiting on the other side. 💛

SPOIL THE WAG DAY

Today is Thankful For My Dog Day...
a day that asks us to pause
and really feel the quiet, steady love
that our dogs bring into our lives.

Because it’s easy to move through our days
and miss the little things they do...
the small gestures that speak louder
than any words ever could.

Like the way they greet us at the door
as if we’re a gift they’ve been waiting for.
Or the way they curl up beside us
when our heart is heavier than we’re willing to admit.
Or how they watch us...
really watch us...
with eyes that seem to say,
“I’m here. You’re not alone.”

Dogs love with a purity
that asks for nothing but presence in return.
They sit with us in our silence.
They celebrate with us in our joy.
They somehow know
when to nudge us outside for fresh air,
and when to press their head into our lap
because they sense we need grounding.

They don’t care about our accomplishments.
They don’t measure our worth.
They simply choose us,
every single day,
in the simplest, most beautiful ways.

And that’s what makes this day matter.
It’s a chance to honor the companion
who teaches us what loyalty really looks like,
what unconditional love truly feels like,
and how healing it can be
to be understood without needing to speak.

So today, do something extra for your sweet pup...
a longer walk,
a special treat,
a gentle brushing,
a moment of stillness where you just sit together.

Because our dogs give us
their whole heart,
their whole presence,
their whole life.

And being thankful for them
is the easiest thing in the world. 🐾💛



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NON-ARTIFICIAL STEPPING STOOLS


I read a great Substack today, Unicorn Parents, and I couldn’t agree more with David Y.: in a world racing toward AI, the thing that will matter most for our children is what makes them beautifully, unmistakably human.

Not their speed.
Not their efficiency.
Not their ability to compete with machines.

But their ability to love.
To serve.
To lead with heart.

And then I saw this video and it felt like the perfect illustration of that truth.

A little girl is washing her hands at the kitchen sink…and you suddenly realize why she can reach it:
Her older brother is already on the floor beneath her,
quietly acting as her stepping stool,
holding still so she can stand on his back without falling.

Then another brother walks in, sees what’s happening,
and immediately drops to the ground beside him…
positioning himself so that when she steps down,
she’ll land safely on his back too.

Then they switch.
They laugh.
They treat her tiny struggle like a chance to lift someone they love, literally.

It’s playful.
It’s innocent.
And it’s the kind of kindness that takes your breath away.

Because this is something no machine can ever replicate:
The instinct to serve without being asked.
The joy of helping someone else rise.
The quiet pride of being the reason someone feels safe, supported, and seen.

AI might shape the future of work.
But our children...the way they care for each other and the communities they build...
that is what will shape the future of the world. 💛

Check out David Y.'s full article here: https://lnkd.in/g75sVRfe

If you haven’t followed David Y.’s work before, treat this as your invitation.
I love how he describes Unicorn Parents:

“Each week, I share practical insights and reflections to help you build a profitable business without missing the magic at home. If you’re serious about winning at work while raising great kids, you’ve come to the right place. This is a community built for ambitious parents who want both.”

It’s rare to find someone who understands the reality of building something meaningful at work while nurturing something even more meaningful at home. Thank you, David Y. 🙏 

------
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CONES OF LOVE


It’s recess time...
and while most kids run toward the playground,
a teacher walks toward one child.

Gently, he lifts him from his wheelchair
and helps him sit in a chair to begin their practice.

Step by step, they move together...
weaving through cones, building strength, building courage.

And when the boy reaches him on his own,
he falls into his teacher’s arms…
a hug filled with trust, pride, and pure joy.

But what makes this scene just as powerful
is what’s happening around them.

The other children gather close.
They witness compassion in action.
They see what patience looks like.
They learn what love can do.

And without a single lecture or lesson plan,
this teacher is shaping them too...
quietly teaching kindness, empathy, and the truth that every person deserves a chance to rise.

Because sometimes the most powerful lessons
don’t happen at a desk or in a book…
they happen in moments like this.

One teacher.
One child.
One act of love that changes everyone who sees it. 💛


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NO MORE POOL WATER


With Thanksgiving just days away,
I find myself thinking about the people
who make this world softer, safer, and more beautiful
just by the way they choose to love.

People like the couple in this video.
They didn’t walk past suffering.
They didn’t turn away because it was inconvenient,
or because they were on vacation,
or because helping would take time and effort and heart.

They saw a life that needed them...
and they stepped in.
They cared when they didn’t have to.
They stayed when it got hard.
They fought for a little dog
who had no one else to fight for her.

They crossed countries,
sat through vet visits,
endured uncertainty,
and carried her through treatments
that would have scared most people away.

Not for recognition.
Not for praise.
Just because compassion whispered,
“Do something,”
and they listened.

It’s easy to talk about love.
It’s easy to talk about kindness.
But living it...
especially when it costs you time, comfort, and ease...
that is something sacred.

And today,
I am thankful for people like this.
People who choose empathy.
People who open their hearts wide.
People who make room for the vulnerable,
the hurting,
the overlooked.

They are the quiet heroes among us.
The ones who remind us that goodness still wins.
The ones who show us what love looks like in action.

As we continue into this week of gratitude,
may we notice them.
May we celebrate them.
And may we strive to be more like them...
people who don’t just pass through the world,
but leave a trace of kindness wherever they go. 🧡🐾


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✨ Founder Friday Spotlight: Kevin Jurovich ✨

Today I want to highlight someone who represents everything this series is meant to celebrate: courage, reinvention, resilience, integrity, and the kind of leadership you don’t just notice…you feel the moment he walks into a room.

Kevin Jurovich.

He is the person founders call when the noise gets too loud, the pressure gets too high, and the path forward feels impossible. The person who helps you breathe again. The one who guides people through big decisions not with ego, but with grounded wisdom and the kind of kindness you can see in his eyes.

And he took that instinct...that rare ability to steady others...and built something extraordinary from it.

That “something” is Hubble.
A platform reshaping how startup due diligence, fundraising, and investor-founder trust actually works.
Not performatively.
Not theoretically.
But practically.
Systematically.
Intelligently.
Humanely.

If you’re a founder, you need to know what Hubble is doing.
If you’re an investor, you can’t afford not to.

But what makes Kevin stand out...what makes him someone truly exceptional...isn’t just what he’s building.

It’s who he is.

A founder with heart.
A leader with humility.
A thinker who listens before he speaks.
A builder who cares deeply about the people he serves.
A human who shows up for others again and again, even when he doesn’t have to.

The founder journey isn’t linear. It’s filled with highs, lows, pivots, and pressure…
but how you show up for people can stay steady.
And Kevin shows up every single time.

If you want to see what real grit, real vision, and real integrity look like in a founder...explore what he’s building at Hubble.

Some people build companies.
Some build movements.
Kevin is building both.

Here’s to extraordinary humans building extraordinary things.
Happy Founder Friday, Kevin. It’s an absolute honor to know you and be part of the incredible community you’re building. ✨

FROM CRACK TO QUACK


He found a broken balut egg...something most would have thrown away.
But instead, he chose kindness.

He rebuilt what was broken, nurtured what seemed lost…
and watched life begin again.

What hatched wasn’t just a duckling...it was a reminder that love and care can turn even the most fragile beginnings into something extraordinary. 💛



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THE MAGIC OF MEETING IN REAL LIFE

There’s something special about meeting someone you’ve only ever known through screens:
the messages, the Zoom calls, the Slack threads...
and then suddenly, there they are… right in front of you.

That was my Sunday with Sasha from Hubble. 💛

We were supposed to meet earlier this week at a Hubble meetup,
but schedules got in the way
(and yes…I was so bummed to miss her while she was visiting from London).

After Thanksgiving, I checked in...
“Are you still in AZ?”
She was.
She leaves Monday.
And just like that, we planned a little coffee walk.

What I thought would be a short visit
turned into hours of talking about life,
our journeys,
our dreams,
and of course…how incredible the Hubble community is. 😊

And here’s the thing:
It’s no surprise she’s Hubble’s Head of Community.
Sasha makes you feel cared for the second you meet her.
Warm, thoughtful, deeply present...
she embodies everything community is supposed to feel like.

Just look at this sweet handwritten card from Sasha and the Hubble team.
Yes, handwritten.
Old-school.
Intentional.
The kind of gesture that says,
“I see you. I appreciate you.”

There are big things that make the Hubble community special...
the platform, the vision, the mission...

And then there are little things.
The impromptu meetups.
The unexpected kindness.
The way people within this network make you feel at home.
Sasha does that effortlessly.

Feeling grateful today for community, connection,
and the beautiful real-world friendships that start online
and only get richer in person.

Thank you, Sasha Cayward.
My heart is full. 💕

🌟 FOUNDER FRIDAY: Michele Costa of GoSadi

Some meetings just feel meant to be.

Thanks to our amazing mutual friend, Bettina Briz (who truly has a gift for connecting the right people at the right time), I finally got to meet Michele in person. 

From the moment we started talking, it felt effortless.
Then came the most unexpected surprise:
our shared connection to Naperville.

We both lit up talking about Anderson’s Bookshop
and, of course, Two Bostons...
the happiest dog treat store on earth.
It made the world feel wonderfully small in the best possible way.

Michele is the co-founder of GoSadi, a platform helping fiber artists create, sell, and organize without getting tangled in tech - but what struck me most wasn’t just what she’s building.

It was her.
Her warmth.
Her kindness.
Her energy that somehow leaves you feeling lighter, inspired, and excited about what’s possible.

After our meeting, she sent me the sweetest message about our Naperville connection being “serendipitous.”
And she was right.

Because this work we do isn’t just about building things.
It’s about the people we meet along the way...
the unexpected threads (pun intended 😉 ) that connect us, and
the communities that form in the spaces between.

Michele is one of those people who makes the world brighter simply by being in it. I’m grateful our paths crossed, and I can’t wait to cheer on everything she’s creating. 

Here's a special Two Bostons video…
just for you, Michele. 🐾💛

THE THANKSGIVING LINE-UP

Today, homes everywhere are filling with familiar scenes:
the cool cousins, the football fans, the honorary chefs,
the picky eaters, the Black Friday planners,
the ones keeping the kids entertained,
and the uncle who always ends up in a food coma before dessert.

Thanksgiving has a way of gathering all the characters we love.
And I hope this video makes you laugh…
a little humor, a lot of personality,
and a reminder that family, in all its beautiful chaos,
is something to be grateful for.

But holidays hold many stories.

For some, today is full of laughter.
For others, it’s a quieter kind of day.
Maybe someone you love isn’t at the table this year.
Maybe you’re missing a voice, a chair, a presence.
Maybe this holiday feels different…or a little heavier.

Wherever you are:
in a full, lively home,
in a peaceful, quiet one,
or somewhere in between…
I hope today brings you something gentle:
a warm moment,
a good laugh,
or a memory that makes you smile.

I’m especially grateful today for the friendships born right here on LinkedIn.
The serendipitous connections,
the kind messages,
the “small-world” moments that turned strangers
into mentors, supporters, and friends.

This community has brought some of the kindest, brightest souls into my life,
and I’m thankful for every conversation,
every encouragement,
every bit of humanity we’ve shared along the way.

Wishing you a day filled with love, grace, gratitude,
and the reminder that your presence matters…
today and always.

Happy Thanksgiving, friends. 🧡


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taplio

The Battle

Alexander Estner

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The Battle

Alexander Estner

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alexander Estner's LinkedIn Performance

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