Phase 1 · Month 1 · fixed fee
GTM Foundation: two reports and a website, in 30 days
For MSPs and IT services companies. We identify which of your services carry the most demand against the least competition, build an SEO-optimised website against those opportunities, and project what deploying it is worth in meetings and revenue.
- Duration
- 30 days
- Deliverables
- Three
- Commitment
- Month 1 only
What you receive
- Opportunities Report 01
- SEO-optimised website, ready to deploy 02
- GTM Foundations Impact Report 03
All three owned outright, whatever you decide next.
The deliverables
Three things, delivered inside one month
Not a strategy document and a set of recommendations. Two pieces of analysis and a finished asset you can put live.
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Deliverable 1
The Opportunities Report
Of everything your firm could sell, which offers carry the most demand against the least competition. We assess every service you deliver, then document the three strongest as land-and-expand offers.
- The three highest-opportunity offers, ranked
- The size of each opportunity, described in plain terms
- The keywords that reach each one, and who currently ranks
- A validated price point per offer, in the $5,000–$10,000 range
- An explicit finding on whether local search applies to your model
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Deliverable 2
The website
Built against those opportunities and carrying your existing branding — not a template and not a wireframe. Delivered complete and ready for you to deploy.
- An SEO-optimised home page positioned on the strongest opportunity
- A dedicated, individually optimised page for each of the three opportunities
- All copy written from the research and reviewed by you
- Technical SEO throughout: structure, speed, metadata, structured data
- Analytics, conversion tracking and enquiry routing configured
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Deliverable 3
The GTM Foundations Impact Report
What the work is projected to be worth, expressed in meetings and revenue rather than in rankings — so the investment can be assessed on expected return.
- Where your current website ranks today
- Where it is projected to rank once the new site is deployed
- The further ceiling available with best practice applied
- Cited industry conversion benchmarks applied at every step
- Search to visit, visit to meeting, meeting to revenue, revenue to long-term engagement
Why the analysis precedes the build
The conventional sequence is inverted. A provider decides it requires more enquiries, commissions a website, and the site is built around the services the firm happens to list — which are the same services every competitor lists. Traffic may increase. Enquiries do not, because the pages are competing for terms the firm cannot win on, describing offers indistinguishable from the alternatives.
Determining which offers carry real demand against weak competition is therefore not preparatory work. It decides what the website is for. A site built against three validated opportunities is a different asset from a site built against a service list, even where the two look similar.
We do not take generic copy and generic offers to market. That is what the first two stages exist to prevent.
Why the projection is stated in revenue
Ranking positions are not a business outcome. A report promising first-page visibility says nothing about whether the engagement was worth commissioning.
So the Impact Report carries the projection through to the figure that matters. Cited industry averages are applied at each conversion step — search impressions to website visits, visits to booked meetings, meetings to closed revenue, and initial revenue to longer-term engagement — so the projected outcome is stated in the same terms you would use to assess any other investment. The benchmarks are cited rather than asserted, so you can check them.
Samples
What the reports look like
Both deliverables below are illustrative samples for a fictional firm. They show the structure, the level of detail and the way conclusions are stated — not results we have produced.
Deliverable 1 — Opportunities Report
Northway IT
Local search relevance
Relevant — service area concentrated in three counties
Roughly two thirds of demand for this firm's services carries local intent, so map visibility and review volume gate the result. Where a provider sells a specialised service nationally, this section returns the opposite finding and the strategy changes accordingly.
The three opportunities
| Opportunity | Demand / mo | Competition | Validated price |
|---|---|---|---|
| Co-managed IT for in-house teams | 1,240 | Medium | $6,500 |
| Microsoft 365 security hardening | 880 | Low | $7,500 |
| HIPAA compliance readiness assessment | 390 | Low | $9,000 |
Ranked by demand against competitive difficulty, not by volume alone. Each is shaped as a land-and-expand offer and priced against what comparable firms currently charge.
Opportunity 1 — co-managed IT, in detail
Why this one. Northway already supports four organisations with internal IT staff and retains them longer than any other segment, at a higher margin. The market term is searched consistently and the pages currently ranking are thin service listings from generalist providers.
Who it is for. Organisations of 100+ seats with one overextended IT manager — too large to outsource entirely, too small to build a team.
Price. $6,500 for the initial engagement, validated against six comparable offers in adjacent markets. Positioned as the entry point to a full co-managed agreement.
| Keyword | Searches / mo | Top-ranking page strength |
|---|---|---|
| co-managed it services | 720 | Weak |
| co managed it support | 310 | Weak |
| it support for internal it teams | 210 | Moderate |
| Total addressable demand | 1,240 |
Deliverable 3 — GTM Foundations Impact Report
Northway IT
Ranking projection
| Target term | Today | After deployment | With best practice |
|---|---|---|---|
| co-managed it services | Not ranking | 11–16 | 4–7 |
| microsoft 365 security | Not ranking | 14–20 | 5–9 |
| hipaa compliance it | 38 | 9–14 | 3–6 |
| Brand name | 1 | 1 | 1 |
"With best practice" assumes an authoritative reference presence, managed LinkedIn content, consistent outbound and active reputation management alongside the deployed site.
From rankings to revenue
- Monthly search demand across the three opportunities 2,510 Combined volume from the Opportunities Report
- Clicks to the site at projected positions 188 Applying published click-through rates by ranking position
- Enquiries and booked meetings 9 Applying benchmark B2B visit-to-enquiry conversion
- Closed engagements 2 Applying benchmark meeting-to-close rate for professional services
- Initial revenue per month $14,500 At the validated prices in the Opportunities Report
- Expanded annual value $96,000 Applying benchmark land-and-expand rates to ongoing agreements
Every rate above is cited rather than asserted. The projection is a model, not a guarantee — it shows what the identified demand is worth if benchmark conversion holds.
What raises the ceiling
- An authoritative, citable reference presence for the firm
- Managed LinkedIn content aimed at the same three opportunities
- Outbound to the accounts that match each opportunity
- Sustained review generation across the service area
These are the difference between the "after deployment" and "best practice" columns above. The report quantifies each so the next investment can be prioritised.
Sequence
The four stages of Month 1
Select any stage for its inputs, method and deliverable.
Phase 1
GTM Foundation
- 01 Capability intake Your services, site and market, and whether local search applies.
- 02 Report 1 Opportunity analysis The three offers with the most demand and the least competition.
- 03 Website Website build An SEO-optimised site on your branding, one page per opportunity.
- 04 Report 2 Impact modelling Projected rankings, and the revenue those rankings imply.
You receive two reports and an SEO-optimised website ready to deploy.
- If you stop here Both reports and the website are yours to deploy. No further cost, no licence, no claw-back.
- If you continue We execute against the opportunities the research identified.
Phase 2
Growth Engine
Scope
Everything included
- Capability and margin assessment across your service lines
- Demand and competition analysis for every service you offer
- Identification and ranking of the three strongest opportunities
- Land-and-expand offer design for each opportunity
- Price validation against current market rates
- An explicit finding on the relevance of local search
- Keyword mapping per opportunity
- An SEO-optimised home page built on your branding
- A dedicated optimised page for each of the three opportunities
- All website copy, written and reviewed
- Analytics, conversion tracking and enquiry routing
- Current ranking baseline and post-deployment projection
- Best-practice ceiling modelling
- Revenue projection using cited industry conversion benchmarks
Built for MSPs and IT services companies
- MSPs and IT services firms at roughly $2–5M in annual revenue
- Growth presently dependent on referral
- Technical strengths that have never been marketed
- Capacity to service new clients on arrival
- Willingness to lead with a defined offer
FAQ
Frequently asked questions
What does the GTM Foundation cost?
A fixed fee, determined by the number of services in scope and the scale of the website. We quote after the first call and before any work begins. There is no hourly billing and no variation without a written change of scope.
Do we own the reports and the website?
Entirely. Both reports and the complete website — copy, build, structure and analytics — are yours at the end of the month, with no licence, no proprietary platform and no claw-back. You are free to deploy the site yourself, hand it to your own developer, or act on the reports with another firm.
How are the three opportunities selected?
By ratio, not by volume. Every service you offer is assessed for search demand against the competitive difficulty of ranking for it. The three that combine the strongest demand with the weakest incumbents become the opportunities. Each is then shaped as a land-and-expand offer and the pricing is validated against what the market currently pays, so the figure in the report is defensible rather than aspirational.
Why are the offers priced between $5,000 and $10,000?
That range is where a land-and-expand offer functions. It is substantial enough to constitute a genuine engagement rather than a trial, and small enough for a prospective client to approve without a procurement process. It establishes the relationship on which larger managed services agreements are subsequently built — which is why the Impact Report models initial revenue through to longer-term engagement rather than stopping at the first sale.
How much of our time does it require?
Approximately four to six hours across the first fortnight: a kickoff session, interviews with you and one or two technical leads, access to client and financial data, and a review of the draft copy. Two further review checkpoints follow. We require your knowledge rather than your labour.
Is local search always part of the analysis?
No, and assuming it is would be an error. Some firms sell into a defined geography where local visibility decides everything; others — often IT services companies selling a specialised capability — sell nationally, where local optimisation is effort spent in the wrong place. Whether local search is relevant to your model is established during intake and stated explicitly in the Opportunities Report.
Are we obliged to continue afterwards?
No. Continuing into execution is a separate decision, made once the work has been delivered and reviewed. The separation is deliberate: you assess the quality of the analysis against finished deliverables rather than against a proposal describing them.
Begin with one call
Thirty minutes covering your services, your client base and your market. You will receive a candid assessment of where your strongest opportunity most likely lies, before committing to anything.