Go-to-Market Strategy
Owner: TBD Status: SKELETON — content to be populated. This document captures the questions a careful investor or partner will ask. An empty answer here is more honest than an aspirational one.
Pricing is in ADR 0006 — Tiered Service Pricing, not here. This file is about everything around the pricing: who buys, how they hear about us, who closes the deal, what the unit economics actually look like in practice.
1. Ideal Customer Profile (ICP)
Primary ICP
- (TBD) Herd size range:
- (TBD) Geographic concentration (UY first; then …):
- (TBD) Operation type (Slaughter Beef / Standard / Breeding):
- (TBD) Decision-maker persona (owner / manager / agronomist):
- (TBD) Existing tech adoption level:
- (TBD) Pain that creates urgency (mortality / theft / EUDR / SNIG compliance):
Secondary ICPs
- Cooperatives buying on behalf of member ranchers
- Meat packers (Minerva, Marfrig, JBS) sponsoring tags for traceability of suppliers
- Banks / insurers funding tags as part of livestock-collateralized financing
Why this matters: every other section of this doc compounds on the ICP. If we don't lock the primary ICP, channel + sales + CAC are all guesses.
2. Channel Strategy
| Channel | Stage | Owner | Notes |
|---|---|---|---|
| Direct (founder-led) | Phase 1 (pilot) | (TBD) | Highest learning, lowest scale. |
| Cooperative | Phase 2 | (TBD) | Bulk buyer, single decision, slow cycle. |
| Distributor / VAR | Phase 2-3 | (TBD) | Mobiltrack-style; trades margin for reach. Note: Mobiltrack itself is a partner-or-competitor on this axis. |
| Meat-packer-sponsored | Phase 3 | (TBD) | EUDR-driven. Minerva already on the radar. |
| OEM / white-label | Phase 3+ | (TBD) | The "Android pivot" play from ADR 0004. |
3. Sales Motion (per channel)
- (TBD) Average deal size (head × tier × duration):
- (TBD) Sales cycle length:
- (TBD) Decision-maker count:
- (TBD) Required collateral (deck, brief, demo, pilot proposal):
- (TBD) Common objections and responses:
4. Unit Economics — Sanity-Check vs. Blueprint
The strategic-economics-blueprint.md and the xlsx model hold the canonical numbers. The questions to validate before scaling:
- CAC by channel (direct vs cooperative vs distributor): (TBD)
- CAC payback in months at each Tier: (TBD)
- LTV assuming the modeled 0.4%/mo churn: (TBD)
- Gross margin at Phase 1 vs Phase 3 volume: (TBD; blueprint claims >60% at Phase 3)
5. Geographic & Phase Rollout
| Phase | Geography | Scale | Channel | Milestone |
|---|---|---|---|---|
| Phase 1 | Uruguay (ANII pilot + selected ranches) | 50–500 head | Direct | Innovar 2026 demo (March) |
| Phase 2 | UY commercial + AR/PY adjacencies | 5,000–25,000 head | Direct + 1 cooperative | World Agri-Tech presence |
| Phase 3 | Mercosur scale + first non-Mercosur (CO via FluxPets vertical?) | 100,000+ head | Distributor + packer-sponsored | EUDR enforcement window |
Status note: Phase 1/2 dates above mirror the roadmap as last written. See
proj/roadmap.md— that file is the live source of truth, not this section.
6. Pilot Strategy
- (TBD) Pilot customer criteria:
- (TBD) Pilot offer (free / subsidized / discounted):
- (TBD) Pilot duration:
- (TBD) Success metrics that convert pilot → paid:
- (TBD) Conversion rate target:
7. Competitive Win/Loss Posture
The competitor list lives in the partnership matrix Section 2 and in the LatAm livestock brief. Not duplicating here.
What's missing and worth capturing as wins/losses accumulate: - Win/loss reasons by competitor (Mobiltrack, Bovintel, Muu Control, Baqueano) - Pricing pressure observed in the field - Feature gaps identified by lost-deal feedback
8. Open Questions for the Team
These should drive the next conversation, not sit unresolved:
- Is the primary ICP intensive-fattening (Tier 1) or breeding (Tier 3)? They have very different sales motions and CAC profiles.
- Is the MVP channel founder-direct or via a single cooperative? This shapes Phase 1 staffing.
- Are we comfortable subsidizing tags in Phase 1 (free pilots) to seed the data network, or does pre-paid economics start from day 1?
- Who owns this document (sales lead is unfilled per team-alignment-strategy.md)?