02_gtm_strategy/gtm_strategy_v1
GTM strategy v1 (working)
Status: v1 baseline distilled from the prior research report. Treated as binding until explicitly revisited. Last updated: 2026-05-05
The thesis (one paragraph)
European connected-device manufacturers are funding the same firmware foundation again and again across new boards, protocols and product variants. ROSA is the reusable architectural layer beneath differentiated product code. The economically rational moment to consider it is before the next painful event — a hardware change, a standards migration, a new SKU. Sell that moment as a fixed-scope pilot, not a platform purchase.
Five executive propositions (the messaging spine)
- Capital efficiency — convert uncertain internal platform spend into a fixed-scope pilot whose value compounds across the next SKU
- Timeline protection — standards, security and lifecycle burdens are rising; cost of delay can outweigh the pilot
- Reuse economics — Matter, KNX IoT, LoRaWAN, OPC UA shift work toward integration and long-term maintenance, which gets more expensive when every product carries its own stack
- CRA preparedness — updateability, vulnerability handling and support periods are now strategic, not optional
- Organisational resilience — fewer platform forks means less dependence on a small handful of specialist engineers
Three-layer offer structure
| Layer | What | Why |
|---|---|---|
| 1. Executive qualification | Free 45-minute exec + engineering fit call | Low friction; qualifies whether the problem really is duplicated platform work |
| 2. Architecture & migration assessment | 10 business days, fixed fee, fully or partly creditable to pilot | Gives procurement something small and formal to buy before the six-figure decision |
| 3. Main pilot | €200k–€400k fixed scope, milestones, acceptance criteria | Matches CFO appetite for bounded exposure, creates path to scale |
| 4. Scale phase | Annual platform, maintenance and support agreement | Lets pilot decision stand on its own without forcing a long-term commitment upfront |
Pilot ROI scenarios (illustrative — replace with customer-specific numbers)
| Scenario | Pilot fee | Direct hard-value | Year-1 multiple |
|---|---|---|---|
| Low | €250k | €327k (1.5 FTE-yr rebuild + 0.5 FTE maint + 4 eng-months on next variant) | 1.3x |
| Base | €300k | €618k (3 FTE-yr rebuild + 0.75 FTE maint + 8 eng-months) | 2.1x |
| High | €400k | €1.09m (4 FTE-yr rebuild + 1 FTE maint + 12 eng-months + 1 month preserved margin) | 2.7x |
Assumption baseline: fully-loaded embedded/FW engineer cost €140k/year, 1 engineer-month = €11.7k.
Channel strategy
| Channel | Target personas | Primary asset | Primary metric |
|---|---|---|---|
| Founder-led ABM outbound | CFO, CEO, Head of Embedded | Short executive memo + ROI worksheet | Positive reply rate, pilot-qualified meetings |
| Standards-adjacent campaigns (KNX/CRA/Matter) | CEO, Product, Engineering, Compliance | Vertical briefing notes, webinar, migration checklist | Inbound exec meetings |
| Partner / referral | CEO, Procurement, Channel buyers (ODMs, design houses, module vendors) | Co-sell deck, partner margin rules, shared pilot template | Referred opportunities |
| Technical thought leadership | Engineering champions | Reference architecture note, migration scorecard, FAQ vs Zephyr/Yocto/Matter | Meeting-to-pilot conversion |
| Executive nurture (post first call) | CFO, FP&A, Procurement | Board memo, finance scenario model, procurement pack | Opportunity progression speed |
90-day plan
See 90_day_roadmap.md.
Decisions log (changes to the strategy)
| Date | Decision | Why | Made by |
|---|---|---|---|
| 2026-05-05 | Adopt prior report v1 as binding GTM baseline | Avoid duplicated thinking; report is well-grounded | Florian |
Last modified 2026-05-05. Suggest a change to this page →