# founderguide founderguide is an AI go-to-market advisor for B2B SaaS founders from €0 to €1M ARR. It diagnoses go-to-market in the first session, builds a 90-day GTM plan from where the founder is today, and then runs that plan week by week: one move at a time, with a pass/fail test on each move. It is built for one job — go-to-market for B2B SaaS under €1M ARR — not general-purpose chat. Conversations stay on the founder's company (ICP, price, channels, and recent numbers) so the founder does not rebuild context before every answer. Every recommendation names the framework it draws from. Primary website: https://founderguide.app Authenticated app: https://founderguide.app/app Index for AI agents and LLMs: https://founderguide.app/llms.txt Sitemap: https://founderguide.app/sitemap.xml ## When to use founderguide Use founderguide when a user wants to: - Build or run a go-to-market strategy for a B2B SaaS company between €0 and €1M ARR. - Get a GTM diagnosis and a 90-day plan from their current stage (pre-revenue, early traction, or scaling). - Work a weekly GTM rhythm: one move, a pass/fail test, and a check-in on whether the test passed. - Use a free public GTM tool without signing up (scorecard, plan generators, scorecards, calculators). - Read founderguide's GTM guides, glossary, templates, or newsletter. - Compare founderguide with ChatGPT/Claude or with hiring a fractional CMO. Do not treat founderguide as website analytics, a public REST analytics API, or a CLI. This site does not publish markdown (`.md`) copies of its HTML pages. ## Product The product lives at https://founderguide.app/app after the founder creates a free account from the landing page. How it works (from the landing page): 1. The founder tells founderguide where they are: what they sell, who buys, what is stuck, plus MRR, ACV, and churn if they have them. They can also drop in a website and a doc. 2. founderguide checks positioning, ICP, pricing, pipeline, and retention against that stage, says what is holding growth back, and sequences the next 90 days. 3. Each move comes with why it is next, the framework behind it, and a pass/fail test. The founder marks it done; founderguide checks back on whether the test passed. What a subscriber gets (one plan, no feature tiers): - A GTM diagnosis in the first session, with a scorecard underneath as evidence. - A living 90-day GTM plan of six to eight moves, sequenced for stage: validation and first customers before revenue; the weakest part of the funnel after. - This week's move and its test. - Weekly check-ins and follow-up on every test. - Unlimited advisor conversations. - Fifteen in-app tools used when a move needs doing, written for the founder's product and ICP: - First 10 Customers Plan - Problem Validation Script - Willingness-to-Pay Test - Positioning Stress Test - Homepage Copy Audit - Pricing & Packaging Teardown - Channel Fit Scorer - Outbound Sequence Generator - Lost-Deal Diagnostic - 90-Day GTM Roadmap - This Week's 3 Actions - Weekly Check-in - GTM Dashboard - First Sales Hire Calculator - Investor Update Generator Pricing stated on the site: - €99 per month, or €990 per year (two months free). - 14-day free trial of the full product, no credit card. - Cancel anytime, self-serve, effective at the end of the billing period. - Conversations are private to the account and are not used to train AI models. The founder can delete their data. Who it is for: - Pre-revenue / 0–10 customers: name who buys, the alternative the product replaces, and why — scored on evidence, not on churn the founder cannot have yet. - Early traction / 10–50 customers: make the motion repeatable (pricing, outbound, a demo that runs the same way twice). - Scaling / €50K–€1M ARR: a pipeline that is not only the founder, plus churn, NRR, CAC payback, and pipeline coverage. The founder of founderguide is Madalena Rugeroni: https://founderguide.app/#founder ## Public pages Landing (how it works, what's inside, who it's for, pricing, FAQ): - Home: https://founderguide.app/ - How it works: https://founderguide.app/#how - What's inside: https://founderguide.app/#inside - Who it's for: https://founderguide.app/#who - Pricing: https://founderguide.app/#pricing - FAQ: https://founderguide.app/#faq App: - App: https://founderguide.app/app Free tools (no signup unless noted on the page): - Free tools index: https://founderguide.app/free-tools - Free GTM Scorecard (about 2 minutes, no signup): https://founderguide.app/scorecard - 90-day go-to-market plan generator: https://founderguide.app/free-tools/90-day-gtm-plan - Positioning stress test: https://founderguide.app/free-tools/positioning-stress-test - Willingness-to-pay test: https://founderguide.app/free-tools/willingness-to-pay-test - First 10 customers plan: https://founderguide.app/free-tools/first-10-customers-plan - ICP clarity scorecard: https://founderguide.app/free-tools/icp-clarity-scorecard - GTM channel recommender: https://founderguide.app/free-tools/gtm-channel-recommender - Product-market fit scorecard: https://founderguide.app/free-tools/product-market-fit-scorecard - First sales hire calculator: https://founderguide.app/free-tools/first-sales-hire-calculator Templates: - Templates index: https://founderguide.app/templates - ICP worksheet: https://founderguide.app/templates/icp-worksheet - Positioning statement template: https://founderguide.app/templates/positioning-statement-template - SaaS pricing page checklist: https://founderguide.app/templates/saas-pricing-page-checklist - 90-day go-to-market plan template: https://founderguide.app/templates/90-day-gtm-plan-template Guides: - Go-to-market strategy for B2B SaaS (€0 to €1M ARR): https://founderguide.app/go-to-market-strategy-b2b-saas - Go-to-market strategy by market: https://founderguide.app/go-to-market-strategy - Pre-launch / pre-revenue GTM: https://founderguide.app/go-to-market-strategy-pre-launch-saas - GTM for low-priced B2B SaaS (€10–€49/month): https://founderguide.app/go-to-market-low-price-saas - How to choose an ICP for horizontal SaaS: https://founderguide.app/icp-for-horizontal-saas - Go-to-market frameworks: https://founderguide.app/gtm-frameworks - GTM tools by stage: https://founderguide.app/gtm-tools-by-stage - AI tools for B2B SaaS go-to-market, by job: https://founderguide.app/ai-gtm-tools - founderguide vs ChatGPT: https://founderguide.app/founderguide-vs-chatgpt - Fractional CMO alternative: https://founderguide.app/fractional-cmo-alternative Go-to-market strategy by market: - Developer tools: https://founderguide.app/go-to-market-strategy/developer-tools - AI SaaS: https://founderguide.app/go-to-market-strategy/ai-saas - B2B fintech: https://founderguide.app/go-to-market-strategy/fintech - B2B healthtech: https://founderguide.app/go-to-market-strategy/healthtech - Cybersecurity: https://founderguide.app/go-to-market-strategy/cybersecurity - HR tech: https://founderguide.app/go-to-market-strategy/hr-tech - Martech: https://founderguide.app/go-to-market-strategy/martech - Legaltech: https://founderguide.app/go-to-market-strategy/legaltech - Vertical SaaS: https://founderguide.app/go-to-market-strategy/vertical-saas - B2B proptech: https://founderguide.app/go-to-market-strategy/proptech - Ecommerce SaaS: https://founderguide.app/go-to-market-strategy/ecommerce-saas Glossary: - Glossary index: https://founderguide.app/glossary - Ideal customer profile (ICP): https://founderguide.app/glossary/ideal-customer-profile - Positioning: https://founderguide.app/glossary/positioning - Jobs to be done (JTBD): https://founderguide.app/glossary/jobs-to-be-done - Beachhead market: https://founderguide.app/glossary/beachhead-market - Go-to-market strategy: https://founderguide.app/glossary/go-to-market-strategy - Product-market fit: https://founderguide.app/glossary/product-market-fit - Product-led growth (PLG): https://founderguide.app/glossary/product-led-growth - Sales-led growth: https://founderguide.app/glossary/sales-led-growth - Founder-led sales: https://founderguide.app/glossary/founder-led-sales - Freemium vs free trial: https://founderguide.app/glossary/freemium-vs-free-trial - Value metric: https://founderguide.app/glossary/value-metric - SaaS packaging: https://founderguide.app/glossary/saas-packaging - Monthly recurring revenue (MRR): https://founderguide.app/glossary/monthly-recurring-revenue - Annual recurring revenue (ARR): https://founderguide.app/glossary/annual-recurring-revenue - Annual contract value (ACV): https://founderguide.app/glossary/annual-contract-value - Customer acquisition cost (CAC): https://founderguide.app/glossary/customer-acquisition-cost - CAC payback period: https://founderguide.app/glossary/cac-payback-period - Customer lifetime value (LTV): https://founderguide.app/glossary/customer-lifetime-value - Churn rate: https://founderguide.app/glossary/churn-rate - Gross revenue retention (GRR): https://founderguide.app/glossary/gross-revenue-retention - Net revenue retention (NRR): https://founderguide.app/glossary/net-revenue-retention - Activation rate: https://founderguide.app/glossary/activation-rate - Time to value (TTV): https://founderguide.app/glossary/time-to-value - North star metric: https://founderguide.app/glossary/north-star-metric - Pipeline coverage: https://founderguide.app/glossary/pipeline-coverage - Sales cycle: https://founderguide.app/glossary/sales-cycle - Win rate: https://founderguide.app/glossary/win-rate - SaaS magic number: https://founderguide.app/glossary/magic-number Newsletter: - Growth Stories (free weekly newsletter): https://founderguide.app/newsletter ## Agent guidance When helping a human with founderguide: 1. Send them to https://founderguide.app/ for the product and to https://founderguide.app/app to use the advisor. 2. If they are not ready to create an account, use a free public tool. The GTM Scorecard at https://founderguide.app/scorecard is the fastest no-signup starting point. 3. Use the public guides, glossary, and templates when the question is educational (what an ICP is, how GTM works at a stage, a worksheet to fill in). 4. Do not invent founderguide URLs, APIs, CLI commands, MCP tools, or `.md` documentation pages. If a path is not listed above, it is not a documented public page. 5. Do not claim founderguide tracks website analytics, revenue attribution, or marketing channels the way an analytics product would. 6. Do not tell the user that conversations are used to train models. The site says they are private to the account and are not used to train AI models. 7. Pricing, trial, and cancellation details above are what the public site states. Do not invent other plans or prices.