Go-to-market

Hogwarts go-to-market is one cohort, three phases. Phase 1 lands ten free MENA pilots for feedback velocity. Phase 2 converts three of those to paid. Phase 3 scales paid acquisition. The motion is sequenced, not parallelized. This page is the one-page strategy; the doing happens in Pilot, Sales, Marketing, and Leads.

One-line strategy

Free 10-school MENA cohort → feedback → polish → trust → paid expansion.

We do not try to do paid acquisition while we still have one pilot. We do not try to scale to 100 schools while we are still polishing the product with 10. Each phase has an explicit gate.

The funnel — where sales, marketing, pilot meet

        Marketing                          Sales                          Pilot
        ─────────                          ─────                          ─────
        Awareness  ─────────► Inbound interest ─────────► Discovery ──┐
        Content                                              + Demo   │
        SEO                                                  + Trial  │
        Pilot CTA                                                     ▼
                                                                  PILOT (6 mo)
                                                                      │
                                                                      ▼
                                                          Conversion proposal
                                                                      │
                                                              ─► Paid (Year 1)
                                                              ─► 12-mo extension
                                                              ─► Lost

Phase 1 — Land 10 free pilots (now → Q3 2026)

The current phase. North-star metric: active paying schools (today 0). Operational milestones:

Phase 1 ends when: 10 pilots signed AND ≥1 paid conversion AND ≥3 case studies published.

Phase 2 — Convert and learn (Q4 2026 → Q2 2027)

Phase 1 was breadth (land 10). Phase 2 is depth (convert 3, learn what makes a pilot say yes). Operational milestones:

Phase 2 ends when: ≥3 paid conversions AND first non-pilot inbound paid customer AND first paid acquisition channel showing positive unit economics.

Phase 3 — Scale (Q3 2027 onward)

Only after Phase 2 closes. Operational themes (not milestones, because the metrics drive the timeline):

Phase gate logic

We escalate to the next phase only when the gate is met. No exceptions. Skipping gates is the most common GTM failure mode — see Principles (Geoffrey Moore — pick a bowling pin, topple it, then the next).

Owner map across phases

Risks

What this document is not

• Not a 100-school plan. That's Phase 3.
• Not a paid-acquisition playbook. That's Phase 2 outcome.
• Not a fundraising plan. That follows the metrics.
• Not a moat document. The moat is open-source community + Arabic-first + MENA-rooted team — captured in Shared Economy and Principles.

See also

• Pilot — the cohort layer
• Marketing — the awareness layer
• Sales — the outbound layer
• Leads — the operational layer
• Business model — the economics that gate the phases
• Incubators — the funding bridges
• Shared economy — the moat
• Case study — the proof