Forge Builds — GTM Strategy

How we find, select, and close the right 3 builds.

v2 Updated April 2, 2026 v1 archive

Build #1 Target: April 15, 2026

Derek sourcing Round 1 candidates now.

The Anti-Sell Model △ 0

Forge Builds doesn't chase customers. It attracts the right ones and filters ruthlessly.

No cold outreach. No "book a demo." No scaling the sales team. The scarcity is real — 3 slots, hand-picked. The positioning does the selling.

Staged rollout: Round 1 uses Derek-led outreach with Jason's selection criteria applied informally. The formal application/deposit system launches during or after Build #1, informed by what we learn. The anti-sell positioning holds — but the mechanism evolves.

Pulse — Live Notes

Derek's Role — Customer Integration Layer △ 0

Derek Owns the Relationship

Derek owns the relationship from first contact through delivery. Specifically:

Sources and vets candidates against Jason's criteria
Runs initial qualification calls — Jason never cold-calls
Manages expectations and communication during build
Handles the "consultative" layer so Jason stays in builder mode
Owns the approach for Round 1 — Jason and Will agreed to let Derek run it

This is NOT a traditional sales role. Derek is the integration layer between Jason's builder energy and the customer's business reality.

Pulse — Live Notes

The Funnel — Staged Approach △ 0

Round 1 Funnel — Now through April 15

Derek-led. Warm network. Standard consultative approach with Jason's criteria as filter.

Phase 1 — Source

Derek identifies candidates from existing network + warm intros. Uses Jason's selection criteria as a filter, not a formal application.

Phase 2 — Vet

Derek runs initial call. Evaluates fit against criteria. Jason does NOT get on calls Derek hasn't pre-approved.

Phase 3 — Qualify

Derek-approved candidates get alignment call with Jason. NowPage brief produced live — they see the process in action.

Phase 4 — Close

Standard proposal. Deposit + final on satisfaction. No bid system yet.

Phase 5 — Build + Deliver

3-4 weeks. See Product Scope.

Phase 6 — Compound

Content from Build #1 feeds marketing for Round 2.

Round 2+ Funnel — Post Build #1

Self-selection. Application page live. Proof points exist. Jason's model takes over.

Phase 1 — Attract

Content from Build #1. "Here's what my Forge did while I slept" + "Here's what Build #1's Forge does."

Phase 2 — Apply

Application page live. Self-selection. Optional refundable deposit = queue jump.

Phase 3 — Select

Hard cutoff. Jason reviews. Top finalists get alignment call. Bid-based pricing.

Phase 4-6 — Align, Close, Compound

Same process, but with proof points, content engine, and venture studio lens active.

Pulse — Live Notes

What Gets You Picked — Selection Criteria △ 0

Interesting problem — does this business present a novel challenge?
Cascade potential — will the Forge compound for them, or is it a one-time fix?
Content value — will this build produce great stories?
Operator mindset — do they think in systems, not tasks?
Low maintenance — are they self-sufficient after training?
Venture potential — is this business something that could become a portfolio company?
Board-worthy relationship — would Jason/Will want to be on this person's board?

Pulse — Live Notes

Pricing △ 0

Round 1 pricing is a standard proposal from Derek, not bid-based. The bid/application model activates in Round 2 once the process is proven and there's inbound demand.

Tier	Price Range	Includes
Forge Build	$10,000 - $20,000	Custom build + 30-day support + training
Refundable deposit	$1,000	Queue priority. Refunded if not selected
Ongoing relationship (optional)	Equity / rev-share	Board seat. Access to Forge tech. Venture studio participation.

Pulse — Live Notes

Productize Trigger △ 0

After 3 builds ship, extract patterns into repeatable playbooks
Aaron leads productization — what can be templated vs what stays custom
If waitlist exceeds 10 serious applicants, evaluate scaling model
Scaling means more builds, NOT SaaS. Each Forge stays custom
Venture studio trigger: If 2+ of the 3 builds reveal businesses worth investing in, activate board/equity model. Studio scales independently of build count.

Pulse — Live Notes

Branding: Ascendance

Ascendance

"Ascendance" is the GTM brand name alongside "Forge Builds." Positioning TBD — likely Ascendance as the venture studio umbrella, Forge Builds as the entry product. Needs design decision before public use.

Partnership Note: Samuel

Expectation Reset Needed

Samuel's engagement needs an expectation reset. Forge Builds is not a dev-team-for-hire. Samuel should be evaluated against the same selection criteria as any other candidate. If there's a fit, great. If not, redirect to a different engagement model.

Forge Builds v2 — April 2, 2026 | v1 archive | Live Collab PRD