GTM Advisory for Jetplan
About Jetplan
Jetplan helps electrical contractors plan installations digitally and collaborate more efficiently on projects.
When we started working together, Jetplan was already serving around 900 customers and had built strong traction within the electrical industry.
As the team prepared for the next stage of growth, they wanted to invest more heavily in marketing and eventually bring on dedicated GTM talent.
Before doing so, they wanted to build a stronger GTM foundation that could scale beyond founder-led growth.
The Challenge
When we started working together, Jetplan had already built strong traction. However, many GTM decisions, customer insights, and messaging still lived inside the founder's head, making it difficult to scale marketing and prepare for future GTM hires.
In particular, they struggled with:
🔴 There was no GTM foundation/playbook that could easily be handed over to a future marketing hire
🔴 Their messaging had evolved over time based on customer conversations and intuition, but there was no structured framework behind it.
🔴 This made it difficult to create consistent communication across the website, sales materials, onboarding, and content.
🔴 At the same time, larger strategic projects (e.g. website relaunch) kept getting pushed back because operational work always took priority.
The team realized that hiring a marketer without first fixing these foundations would only create more complexity.
The Solution
Jonathan approached me because he wanted to build a stronger GTM foundation before investing further in marketing and hiring dedicated GTM talent.
The goal was to create a GTM system that would make marketing more scalable and reduce the company's reliance on founder knowledge.
This is how we worked together:
✅ Initial GTM audit: Getting clarity on things that need our attention
✅ GTM advisory in 2-weeks sprints over 6 months
✅ Each sprint included 3-4 core priorities and feedback loops.
How I Helped Jetplan
Instead of jumping straight into tactics, I focused on helping Jetplan build the GTM foundations that would support future growth.
This included:
1️⃣ Analyzing existing customers to find best-fit customers (ideal customer profile)
2️⃣ Building a structured positioning and messaging framework
3️⃣ Creating social proof assets (Case studies + Wall of Love)
4️⃣ Rebuilding the website
5️⃣ Improving onboarding content
6️⃣ Revamping pricing and packaging
Beyond the individual GTM initiatives, a large part of my role was helping the team prioritize projects, maintain momentum, and execute on initiatives that had repeatedly been pushed back by day-to-day operations.
The Results
Since building their GTM foundation, Jetplan has:
✅ Reached the 1,000 paying customer milestone faster than expected
✅ Achieved an all-time high in new customer growth
✅ More confident, clearer messaging across the board
✅ Successfully pushed through major projects such as the website rebuild and onboarding revamp
✅ Noticeably more recognition/brand awareness within our industry
How Was Your Experience Working With Alex?
"The best setup is having both in one sparring partner: someone who helps you find direction and pushes execution."
"The messaging framework has been an extremely valuable foundation. Through the TinySeed network we have access to a lot of top-tier marketing and GTM advice, but soaking up advice and getting things done are two very different things."
"I was initially hesitant about whether we had enough execution capacity to keep up with everything that came out of the audit. But we adjusted priorities together, and from there it worked."
What Has Changed Since You Built Your GTM Foundation With Alex?
The biggest change has been clarity.
"The messaging framework is now an asset we work from. It makes all our communication more concise and makes it much easier to produce copy for the website, for sales material, for content."
Another important outcome is that larger strategic initiatives now have more structure and momentum behind them. Projects that had repeatedly been delayed are finally moving forward.
What's Most Valuable for You to Have Alex as Your GTM Advisor?
For Jonathan, the biggest value was having someone who combined strategy with accountability and execution.
"Drive and structure for complex projects. Having a coach on the sideline who pushes you to stay on track and actually execute on the strategy."
One area that turned out to be particularly valuable was the social proof work.
"I had underestimated how much weight structured customer evidence carries — both in sales conversations and internally, as a reminder of why what we're building matters."
Another lesson that became clear over time was the importance of building the messaging foundation before focusing on tactics.
"The insistence on building the messaging foundation before touching tactics. In the moment it felt slower than I wanted. In hindsight, every later project — website, onboarding, outbound — moved faster because of it."
Would You Recommend Alex to Others? If Yes, Why, and to Whom?
"Yes. I'd recommend Alex to founders who have early traction but are sitting on a messy set of signals and need to figure out what's actually working and who want to build a strong foundation they can delegate GTM and marketing from."
