Strikingly GTM brain

category

market profile

• text: Small businesses and solo creators need credible web presences without hiring a developer or managing hosting.
• text: Website builders compete on speed and usability as well as ecommerce features and design flexibility.

personas

• title: Small business owner
  pains:

  • Needs an affordable professional website without learning to code
  • Needs to collect leads or sell a small product catalog
• title: Freelancer or independent creative
  pains:

  • Needs a portfolio and contact form quickly
  • Cannot spend billable hours maintaining hosting and design
• title: Early-stage founder
  pains:

  • Needs a landing page to validate an offer quickly
  • Requires a domain and simple lead capture before hiring a web team

icp

• text: Solo operators, freelancers and small businesses launching simple branded sites or small stores; customer company size is not specified.
• text: Early-stage organizations and creative projects with limited engineering and design resources and a need to publish rapidly.

message pillars

• text: Publish a site quickly.
• text: Remove technical and design barriers.
• text: Sell directly from the website.

objections

• objection: Will a simple builder support selling online?
  response: The built-in store supports payments, shipping and coupons; product limits and transaction fees vary by plan.
• objection: Will I outgrow the design tools?
  response: Evaluate the editor and paid features against your needs; greater customization may warrant comparing other builders.

competitors

• name: Wix
  why: Competing hosted site builder with a broad app and design ecosystem.
• name: Squarespace
  why: Competes for small business and creative website projects.
• name: Webflow
  why: Visual site builder competing for users seeking more design control.

influencers

• name: David Haisha Chen
  url: https://techcrunch.com/2013/02/13/strikingly/
  why: Co-founder who discussed the company's mobile-first site-building approach.

keywords

• no code website builder
• small business website builder
• free website builder
• portfolio website builder
• build online store
• mobile friendly website

voice

• Encouraging and upbeat
• Plain-spoken
• Focused on ease and speed

signals

• text: A business is launching its first website or replacing an outdated one without an in-house developer.
• text: A creator wants to accept orders, signups or inquiries from a simple branded site.

stack

• Stripe
• PayPal

pricing

motion

channels

• SEO
• affiliate marketing
• reseller partners
• content marketing

confidence

Founders

• name: David Haisha Chen
  title: Founder/CEO
  role: CEO
• name: Teng Bao
  title: Founder/CPO
  role: CPO
• name: Dafeng Guo
  title: Founder/CTO
  role: CTO