A company plan before the product existed.
Jeff Brokaw authored the GTM, category position, beta strategy, pricing logic, competitor map, and $27M–$100M ARR scenario model for a confidential AI personalization platform. The work made a pre-product idea commercially legible before code could do the selling.
Situation.
The product idea was real: first-visit personalization for Shopify Plus merchants. The business around it was not. No category name, no launch plan, no pricing architecture, no proof path, no investor-ready revenue model. Strong idea, zero commercial scaffolding.
Commercial problem.
Most personalization tools need memory: return visits, segments, rules, and time. The wedge here was the opposite: personalization before the platform knows anything about the visitor. That required creating a category that did not exist yet, and explaining why timing was the product, not a limitation.
Results in advance: the category was not "better personalization." It was cold-start conversion before the second session ever happens.
What I rebuilt.
Jeff built the full commercial layer: GTM roadmap, ICP, pricing architecture, Shopify Plus wedge, beta program, competitor matrix, content plan, sales motion, Product Hunt strategy, and ARR scenario model. The goal was to make a pre-product idea fundable. The strategy connected the concept to a company narrative a real investor could evaluate.
Revenue figures are internal strategic scenarios, not achieved revenue.
Durable result.
A complete commercial blueprint before launch: category position, pricing, GTM, proof plan, sales narrative, and scenario model from $27M to $100M ARR. The company could be explained, evaluated, and funded before the product could carry that weight alone. That is the whole point of getting the commercial architecture right first.
Artifact drawer
GTM roadmapICP modelShopify Plus launch planEnterprise sales strategyCompetitor matrixARR modelBeta programCase-study framework