Sales motion, launch cohort and people · 16 GTM decisions register

D	Decision and recommendation	Decider; urgency	Safe default in use
D3 Sales motion, NDA rule, who demos	Option C: self-serve plus assisted, no NDA for the live product. John or a founder takes calls for anyone who asks, teams of about ten seats or more, and anyone with compliance, risk or IT sign-off. Roadmap never shown; NDAs stay for partnerships and technical diligence. Until Dom provides a fictional demo workspace, only Alex or John demo, on an internal workspace with consenting colleagues' profiles, with the reset checklist after every demo; a prospect's LinkedIn is never connected in a demo	Alex and John, having heard Dom. Now	The 24 July rule stands: an NDA before any demo unless John waives it in writing at booking. First-call offer: "Thirty minutes. We'll show you Holly drafting for someone in your role, on a demo workspace, and you can judge it for yourself."
D4 Soft launch cohort and Founding Design Partner terms	Option B: a written list this week, each name with an owner (Alex introduces, John converses), every message sincere and GREEN. Design partners: target three recruited by launch week, at least one live; up to five until customer success cover exists, up to ten once it does; law a stretch goal (at least one law firm in a written mutual action plan by 27 November). They pay their band, get a weekly 20-minute call for 90 days, a named product owner and priority on reported faults; give feedback, two peer introductions if value is shown and, with written consent, a case study after 90 days. Contacts linked to Alex's other businesses checked with Alex or John first	Alex; John Cooper runs it; Dom names the product owner (default John). Now	Sellers may invite a firm to discuss it, promising only the published rate, a direct line and a weekly call
D31 Onboarding model and owner	Option B: two paths, full for 3 or more seats (offered to 1 to 2 seat Spark accounts), light otherwise. John owns onboarding until a hire, Alex takes design partner accounts. Full path is about three hours of calls per account over 90 days, so 50 accounts is about 150 founder hours; light is about 75 minutes. Review founder hours after 20 accounts; if over John's time, the next hire is onboarding, not sales	Alex. Now	Model PENDING in the customer success playbook; sellers promise "we'll get you set up", never a schedule
D24 People and pipeline record	Option B: a spreadsheet with full fields now (SPICED, stage, next step and date, decision process, source, owner, lawful basis and consent, any link to Alex's other businesses), moved to Neil's CRM by public launch. No private assessments of named people	Alex and John; Neil builds. Now (spreadsheet), Public (CRM)	The tracker remains the record
D25 Hiring sequence	Option B: developer, then onboarding, then sales on a trigger. Trigger: for three consecutive weeks, qualified conversations waiting more than two working days for a first call, or John holding more than 15 open qualified opportunities. Seller commission (including any activation-linked tranche) sits here, weighted to the 12-month agreement and retention	Alex, with the founders. Later (90 days)	Founders sell
D26 Academy platform and hosting	Option B: a static site first, updatable by a founder other than Dom, claims quiz built first; a role-play tool once there is more than one seller	Alex. Later (90 days; claims quiz as early as possible)	No certification gate until the claims test exists; a founder signs off each seller, and each partner before a referral link, personally
D5 Beachhead order	Option B: recruitment and law in parallel. Recruitment on visibility, voice and speed through the founders' network; law on governance through one to three paid design partners. Agencies later as a channel; consultancy and accountancy follow law. Review after about 20 qualified recruitment conversations or at public launch, whichever is first; if win rates against Paiger are poor, lead with law	Alex and John Cooper. Public	Both playbooks and the review trigger
D6 Sector neutrality versus recruitment-specific material	Option B: a neutral front door segmented by team shape (freelancers and consultants; 2 to 50; 50 plus) and a neutral public version without the tagline; recruitment language in segment playbooks, targeted pages and outbound. Relabel as in D1; fix the privacy policy wording	Alex, with Dom Watts. Public	Public-safe and partner-safe documents are sector neutral
D22 Launch video, launch week and events	Option B: Alex names one owner this week. Internal target Monday 9 to Friday 13 November 2026, never given to customers. A short sincere founding-story video, then one GREEN proof point a day, all to one pricing page; Product Hunt once customer stories exist. At events with a no-selling rule we do not sell: describe the problem when asked, ask for nothing, follow up only with people who asked. Out: lifetime deals, "made with Maktura" on customers' posts, job adverts for roles that do not exist, retrospective "building in public", overstated traction to influencers	Alex. Public	No launch date outside the founders; the 2 October advert not reused ("£69 a month, locked. Closes 30 October" is wrong twice); "tell, don't sell" at events