Go-to-Market Strategy

Eat your own cooking. The berley trail IS the go-to-market.

Market Opportunity

TAM

NZ + AU professional service businesses

~400,000LOW

SAM

Spending >$2K/month on marketing, <20 employees

~40,000LOW

SOM

Wellington + Auckland, reachable via content + referral

~500MEDIUM

SOM is the only number that matters for Year 1. Even that requires proof.

For NZ/AU service businesses spending $2-5K/month on lead gen that produces 80% unqualified traffic, BerleyTrails builds positioning systems that attract qualified prospects before you pick up the phone. Unlike marketing agencies that sell execution without strategy, we start with fish psychology and build a berley trail that compounds.

Distribution Strategy

Channel	Role	CAC	Time	Priority
Own berley trail	Primary — eat our own cooking	$0 (time)	2-4 months	P0
Network referrals	Warm introductions	$0	After first success	P0
LinkedIn outreach	Direct approach	$200-500	1-2 months	P1
Cold email	Backup	$100-300	1 month	P2

AwarenessLinkedIn impressions

10K/month

InterestWebsite visits

200/month

ConsiderationDiscovery calls

5/month

DecisionProposals sent

3/month

PurchaseAudits sold

1-2/month

ExpansionAudit→retainer

30%

AdvocacyReferral rate

30%

All numbers projected. Zero actual data.

Pricing

Between pure consultant ($100-200/hr) and full-service agency ($5-15K/month).

Berley Audit

$1,500one-time

Fish psychology analysis, ICP mapping, content gap audit, berley strategy doc

8-10 hours

Recommended

Trail Builder

$2,500/month

Monthly strategy, content calendar, 4 berley pieces, performance review

15-20 hours/month

Ecosystem Architect

$5,000/month

Full ecosystem design, weekly berley, fish-ball tracking, network effect optimization

30-40 hours/month

Competitive Landscape

Competitor	Price	Weakness	Our Angle
Boutique marketing agenciesLimelight, Mint Design	$3,000-15,000/mo	Sell execution without positioning	We do positioning strategy first
Freelance content writers	$500-2,000/mo	No strategy. Volume without direction	We map the fish before writing the berley
HubSpot / marketing automation	$800-3,200/mo	Tool without strategy	We're the strategist that makes the tool work
Business coachesBusiness Mentors, The Icehouse	$200-500/session	Strategy without execution	We execute the strategy
AI content toolsChatGPT, Jasper, Copy.ai	$20-100/mo	Infinite content, zero positioning	AI is our production tool, not competitor
LinkedIn lead gen agencies	$1,000-3,000/mo	Spray and pray. Damages brand	Inbound > outbound. Attract > chase
PR agencies	$5,000-20,000/mo	Expensive, hard to measure	10x cheaper and 10x more measurable

High strategy + medium execution. No competitor starts with positioning.

90-Day Launch Timeline

Self-Proof

Weeks 1-4

Full fishing framework written
Dreamineering as Client Zero

Pilot

Weeks 5-10

3 pilot audits delivered
First retainer signed

Delivery >20hrs = kill

Prove

Weeks 11-12

Before/after metrics documented
Case studies published

No improvement = kill

Questions

If you could only prove one thing in 90 days, what would it be?

Which segment should get the first pilot — optimize for learning or revenue?
At what MRR does the NZ market become too small?
If referrals outperform everything, should you abandon the berley trail?