SuretyNow GTM brain

category

market profile

• text: Businesses buy license, bid, performance and payment bonds to satisfy an obligee's project or regulatory requirements.
• text: Bond premiums vary by bond type and applicant; SuretyNow shops multiple surety companies and supports online payment.

personas

• title: Small construction contractor or owner
  pains:

  • Needs a bid or performance bond before a project deadline
  • Must find the right bond and affordable premium without delaying work
• title: Auto dealership owner
  pains:

  • Needs a bond to meet licensing requirements
  • Wants a quick renewal and clear guidance about required coverage
• title: Construction finance or project manager
  pains:

  • Must arrange performance and payment bonds for awarded work
  • Needs responsive service and modifications when project requirements change

icp

• text: US contractors pursuing public or private work that requires bid, payment or performance bonds.
• text: US small businesses with state or local license and permit bond obligations, including auto dealers.

message pillars

• text: Make bonding fast for time-sensitive applicants.
• text: Help applicants identify the bond required by the obligee.
• text: Shop across surety companies for customers.

objections

• objection: I do not know which bond or amount my project requires.
  response: Start with the obligee's written requirement and ask the broker to help identify the appropriate bond before applying.
• objection: A bond may be expensive or take too long to issue.
  response: Request a quote early; SuretyNow shops carriers and says most bonds can be issued the same or next day after payment, subject to the case.

competitors

• name: Lance Surety Bond Associates
  why: Surety bond provider serving similar business buyers.
• name: JW Surety Bonds
  website: https://www.jwsuretybonds.com/edu/consumer-guide-to-surety-bonds.pdf
  why: Surety bond agency educating and serving bond buyers.
• name: SuretyBonds.com
  why: Online surety bond provider and broker alternative.

influencers

• name: Jay Xiao
  url: https://suretynow.com/author/jay-xiao
  why: Co-founder and published surety bond author.

keywords

• contractor surety bond quote
• performance and payment bond cost
• bid bond online
• auto dealer bond
• contractor license bond
• same day surety bond

voice

• Plainspoken and reassuring
• Speed and value oriented
• Service focused

signals

• text: A contractor is preparing to bid on public work or has won a project requiring performance and payment bonds.
• text: A business is applying for or renewing a license with a bond requirement.

pricing

motion

channels

• SEO
• online quotes
• LinkedIn
• contractor events

confidence

Founders

• name: Bruce Chi
  title: Founder/CEO
  role: CEO
  bio: Previously worked as a McKinsey consultant and Indeed product manager, I led a team of offshore engineers to build an Upwork competitor differentiated by a focus on graphic design. Was an economics major in college but mastered advanced Spanish through extensive travels across Latin America. I enjoy reading about geopolitics, spelunking, and perfecting my freestyle stroke.
• name: Jay Xiao
  title: Founder/President
  role: Founder
  bio: Co-founder @ SuretyNow