PRODUCT MARKETING RESIDENCY
Gertrud Karu
Product and market fit focused business professional with a background in managing teams of engineers. Looking for product marketing residency in fast paced growth environment to collaborate in building a massively successful product.
PRODUCT MARKETING RESIDENCY
Gertrud Karu
Product and market fit focused business professional with a background of managing teams of engineers. Looking for product marketing residency in fast paced growth environment to collaborate in building a massively successful product.
Proposal
Product marketing is a specific and necessary business activity that helps companies move fast and grow. However, in early-stages it rarely justifies a full-time position. Through residency the company is able to take full advantage of my creativity, experience and know-how at a capacity most suited for their operations.
Proposal
Product marketing is a specific and necessary business activity that helps companies move fast and grow. However, in early-stages it rarely justifies a full-time position. Through residency the company is able to take full advantage of my creativity, experience and know-how at a capacity most suited for their operations.
Operationally
Consultancy-based agreement for 4-6 months
Full trust, non-disclosure agreement
No commitment, no pain in ending contract
Delegate uncomfortable conversations to the outsider
Project & documentation management
Education & knowledge transfer in business
Business Outcomes
Homepage and product pages with target market messaging
Market report with defined customer profiles for highest growth margin
In-depth understanding of what the competitors are doing and where they could be undercut
Research & analysis backed positioning statement
Strong differentiation & strategy for building a competitive advantage
Clear value proposition with product-market fit metric led business activities and projects
Full alignment between departments with strategic goals
Operationally
Consultancy-based agreement for 4-6 months
Full trust, non-disclosure agreement
No commitment, no pain in ending contract
Delegate uncomfortable conversations to the outsider
Project & documentation management
Education & knowledge transfer in business
Business Outcomes
Homepage and product pages with target market messaging
Market report with defined customer profiles for highest growth margin
In-depth understanding of what the competitors are doing and where they could be undercut
Research & analysis backed positioning statement
Strong differentiation & strategy for building a competitive advantage
Clear value proposition with product-market fit metric led business activities and projects
Full alignment between departments with strategic goals
Suggested projects
The residency will be tailored to meet specific business objectives, with each project structured to achieve these goals. Here are some of the projects that could be proposed for further scoping.
Suggested projects
The residency will be tailored to meet specific business objectives, with each project structured to achieve these goals. Here are some of the projects that could be proposed for further scoping.
Competitive Analysis
Comprehensive competitor research, where their value propositions, products and messaging are analysed. Creating a good understanding about the opportunities, trends and best practices.
Website & Messaging Overhaul
After developing a positioning and understanding the key differentiators, we build a messaging framework that becomes the basis for homepage and the following product and use-case pages.
Positioning & Differentiation
Gathering data from current sales, channel marketing and product feedback we build up the customer painpoint map. On top of which a positioning will be created.
Positioning & Differentiation
Gathering data from current sales, channel marketing and product feedback we build up the customer painpoint map. On top of which a positioning will be created.
Product-market fit Workshops
PMF is a big process that involves all departments. I'll do the knowledge transfer and help teams set up their frameworks for consistent hunt and hitting targets.
Key points
1
Track record of transformational change management
2
Ability to deliver measurable business results
3
Bandwidth to successfully scale teams and processes
4
Cross-functional expertise spanning technical and business domains
1
Track record of transformational change management
2
Ability to deliver measurable business results
3
Bandwidth to successfully scale teams and processes
4
Cross-functional expertise spanning technical and business domains
Areas of specialisation
Market segmenting
Messaging
Positioning
Product management
Competition analysis
Workshop facilitation
Additionally:
I'm available to help teams with project management, building and managing documentation and managing engineering teams.
Market segmenting
Messaging
Positioning
Product management
Competition analysis
Workshop facilitation
Additionally:
I'm available to help teams with project management, building and managing documentation and managing engineering teams.
Experience
Founder
Entroopia
Accelerator for early-stage startups, focused on technical solo founders. Helping entrepreneurs move fast through the ideation and validation process, understanding the relationship between product and the market.
Built a functional product-market fit framework
Product-market fit is very little talked about compared to its importance in the success of a startup. In reality it’s a process that can be done by teams easily if they are willing to learn, change their mindset and use defined frameworks.
Facilitated dozens of strategic workshops
The only way to understand the company and its operations is to bring in the whole specter of opinions. Every department has a unique vision to contribute. Providing the templates and facilitating the conversation companies were able to define clear next steps.
Developed a program to build a go-to-market strategy
In scaling motions companies find it challenging to formalise their GTM strategy both internally and for external stakeholders. For that I developed a program to help teams collaborate and align their activities with the least resistance and ready to be presented.
Consulted startups in value proposition development
Startups seem to put a lot of effort and resources into developing expensive products, but seem detached from the value a customer can quantify in using their product. Looking at customer profiles, competitors and conducting a value assessment via problem quantification analysis.
Founder
Entroopia
Accelerator for early-stage startups, focused on technical solo founders. Helping entrepreneurs move fast through the ideation and validation process, understanding the relationship between product and the market.
Built a functional product-market fit framework
Product-market fit is very little talked about compared its importance in the success of a startup. In reality its a process that can be done by teams easily if they are willing to learn, change their mindset and use defined frameworks.
Facilitated dozens of strategic workshops
The only way to understand the company and its operations is to bring in the whole specter of opinions. Every department has a unique vision to contribute. Providing the templates and facilitating the conversation companies were able to define clear next steps.
Developed a program to build a go-to-market strategy
Every product comes with a different problem that we’re solving, which means that every product has a different usecase. Just click on the product to read more about its purpose and the time when you’d most benefit from it.
Consulted startups in value proposition development
I’ve talked to 20+ early-stage startups about their value proposition development — educated the founders
Growth & Operations Manager
Cosafe Technology
Took a complicated multi-purpose role, where as reporting directly to the COO, my goal was to step into departments to identify and remove problems slowing down company efficiency and growth.
Positioning & messaging on the Brazilian market
Completely differing from the Swedish market, Brazil needed to be approached individually. We worked in collaboration with the BR sales to identify most viable verticals tailoring their positioning, developing separate sales playbooks and wrote messaging to address the market.
Developed the EU GTM Strategy along COO
Achieving the early product-market fit on SWE market, company looked to multilply that success on the EU market. Operations was managing both Marketing and Product strategies, leaving it up to me and the COO to formalise the plans and start the localisation process.
Helped define and launch 18+ projects in 8 months
Taking on the temporary role of General Project Manager to off-load the CTO. Overseeing that all projects were defined and correctly prioritised. Pushing for delivery and remaining within the scope.
Reduced software release cycle by 50%
In the framework of the go-to-market process reducing the speed to market was included and needed to be implemented in the engineering processes. Mitigating infrastructural risks to enable company scalability.
Growth & Operations Manager
Cosafe Technology
Took a complicated multi-purpose role, where as reporting directly to the COO, my goal was to step into departments to identify and remove problems slowing down company efficiency and growth.
Positioning & messaging on the Brazilian market
Due to lack of experience of product management in the department I was assigned a developer team for daily management as SCRUM master, Product Owner and occasionally Product Manager. Our team collaboration was made an example for the rest of the teams.
Developed the EU GTM Strategy along COO
Spanning across product, engineering, sales and customer success it was my role to identify opportunities and align the departments to achieve results.
Helped define and launch 18+ projects in 8 months
Taking on the temporary role of General Project Manager to off-load the CTO. Overseeing that all projects were defined and correctly prioritised. Pushing for delivery and remaining within the scope.
Reduced software release cycle by 50%
In the framework of the go-to-market process reducing the speed to market was included and needed to be implemented in the engineering processes. Mitigating infrastructural risks to enable company scalability.
Catsy Cat Studio