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The solo founder's go-to-market playbook

A field guide for the job after shipping

Find your next GTM decisionBrowse the chapters

Your route to GTM

The chapters follow four decisions.

  1. Chapters 1–8

    Prove there's something worth distributing

    Can you prove somebody cares enough to act?

  2. Chapters 9–14

    Choose how you'll reach people

    Can you name one way to reach people who might care?

  3. Chapters 15–23

    Build channel capability

    Can you get good enough at that channel to learn from it?

  4. Chapters 24–29

    Turn activity into a system

    Can you turn each week into evidence for your next decision?

The field guide

You can read it in order or go straight to the part you need. Each phase has one job; the chapters take you through it.

Phase 1Prove there's something worth distributingFind out whether somebody cares enough to act, then choose who you're building and pricing for.
01ValidationRead
02Your first customerRead
03Ideal customer profileRead
04Niching downRead
05PositioningRead
06Buying psychologyRead
07FeedbackForthcoming
08PricingRead
Phase 2Choose how you'll reach peopleChoose a route that fits your product, your customers and the time you've got.
09Distribution fundamentalsForthcoming
10Choosing a distribution channelForthcoming
11Starting with people you can reachForthcoming
12Founder-led salesForthcoming
13Building in publicForthcoming
14Launches and Product HuntForthcoming
Phase 3Build channel capabilityBuild enough skill in the channels you've chosen to learn what works.
15RedditForthcoming
16XForthcoming
17LinkedInForthcoming
18Blog content, SEO, and GEOForthcoming
19Email marketing and SubstackForthcoming
20Cold outreachForthcoming
21TikTok and InstagramForthcoming
22PinterestForthcoming
23Communities and partnershipsForthcoming
Phase 4Turn activity into a systemTurn what you've learned into a weekly GTM rhythm you can keep running.
24GTM operationsForthcoming
25Nurturing interestForthcoming
26Measuring what mattersForthcoming
27Collecting and using feedbackForthcoming
28Deciding whether to continue, change, or stop a channelForthcoming
29Building a repeatable weekly GTM rhythmForthcoming

Each chapter ends with work you can use.

You'll finish with a worksheet, a prompt, the terms introduced in the chapter and a clear note on where you still need a person to make the call. Sources sit beside the claims they support; every diagram has a text version.

Find your next GTM decision

The reading leaves a paper trail.

Each decision becomes a plain Markdown file: evidence, buyer, position, price, channel, and the rhythm that holds them together.

The seven Markdown files produced by the playbook

  1. 01evidence-log.mdChapters 1 and 7
  2. 02first-customer-brief.mdChapter 2
  3. 03icp.mdChapters 3 and 4
  4. 04positioning.mdChapter 5
  5. 05pricing.mdChapter 8
  6. 06channel-decision.mdChapters 9 and 10
  7. 07weekly-cadence.mdChapters 24–29
One working folder. Seven files you can keep using after the reading ends.

Alice Bull

Founder at Romy. Romy watches the market and prepares the go-to-market work for founders who build alone; this playbook covers the decisions a person still has to make.