VotingWorks GTM brain

category

market profile

• text: US election administrators must balance accurate ballot tabulation, accessibility, security and public confidence.
• text: Election equipment replacement competes for scarce county funds and requires certification and public trust.

personas

• title: County election director
  pains:

  • Replace aging voting equipment within a constrained public budget
  • Run accurate elections with limited staff and avoid preventable procedural mistakes
  • Explain results and equipment security to skeptical voters
• title: State election audit director
  pains:

  • Coordinate rigorous post-election audits across jurisdictions
  • Provide evidence that tabulation matches voter intent
• title: Election accessibility coordinator
  pains:

  • Provide accessible ballot marking while preserving a voter-verifiable paper record

icp

• text: US county and municipal election offices evaluating replacement voting systems, subject to state certification and procurement.
• text: State election agencies running statewide post-election audits; Arlo is used across multiple states.

message pillars

• text: Publicly inspectable technology supports election transparency.
• text: Independent testing and field verification support security assurances.
• text: The system is designed to reduce operational mistakes.
• text: Election officials can support accessible voting with a paper record.

objections

• objection: Can an open-source system be secure?
  response: Point to independent security testing, federal certification, and public inspection of the source, while addressing the jurisdiction's own security review.
• objection: Can a small nonprofit support real elections?
  response: Discuss deployments in New Hampshire and Mississippi, support arrangements, and relevant state approvals.
• objection: Why use machines instead of hand-counting?
  response: Explain the scaling and accessibility case while retaining voter-verifiable paper ballots and audits.

competitors

• name: Election Systems & Software
  why: Supplies certified voting and tabulation systems to election jurisdictions.
• name: Hart InterCivic
  why: Established voting system supplier competing for election equipment procurements.
• name: Dominion Voting Systems
  why: Voting system supplier competing in the same election equipment market.

influencers

• name: Ben Adida
  url: https://www.voting.works/blog/votingworks-news-1/votingworks-strengthens-board-with-two-new-appointments-24
  why: Co-founder and executive director speaking publicly about election technology.

keywords

• open source voting machines
• election tabulation systems
• risk limiting audit software
• voting system certification
• accessible ballot marking device
• county voting equipment

voice

• civic-minded
• plainspoken
• trust and evidence focused

signals

• text: County announces replacement of aging voting equipment or a voting system procurement.
• text: State plans to introduce or expand risk-limiting audits.

pricing

motion

channels

• election administration events
• press
• website

confidence

Founders

• name: Ben Adida
  title: Founder
  role: Founder