The Audit · the design phase

Find out what's actually broken. Before you hire for the wrong gap.

You are not supposed to know which gap it is. That is what you are hiring me for. In two weeks I read how your whole company sells, name what is actually broken, and hand you the order to fix it. Yours to keep, whether you build with me or not.

See what's actually broken, and what to fix first
Spend on the first problem, not the loudest one
Know if the €100k hire is even the right move
A blueprint you own, and can hand to any builder
A decision you can act on, instead of a guess

Book the Audit → or a short fit call first

Money-back if I cannot find three real problems and how to fix them. You cannot get a refund on a bad hire. You can on this.

€2,5002 weeksmoney-backcredits into the build

Founders and operators I have worked with.

The real risk

About to hire for a gap you haven't named?

You are about to spend, on a build, an agency, a hire. That is not impatience. After months of not being sure, moving feels like progress. I reached for a hire once and spent a year finding out it was the wrong gap.

The decisions your selling runs on are invisible from the inside. So the money chases the loudest problem, and the one actually breaking the result stays hidden. Here is how that plays out.

You spend on the loudest problem. The one actually breaking the result stays hidden, and keeps costing you.
A €100k hire inherits the fog. They sharpen one part while the system keeps leaking around them.
The build ships, and still does not sell. A year and a salary gone, and nothing you own to show for it.
The ceiling is you. Every deal still runs through your head, and you still cannot say why.

Two weeks of reading tells you which gap is real, before you spend on the wrong one.

What the Audit produces

See your whole selling engine, where it leaks, and the plan to fix it.

Two weeks, four steps, run on your whole company: map how it all connects, read the decisions underneath, find the leaks, fix the first and sequence the rest. The same four steps First Move runs on one page, at full depth.

Map

Map how it all connects

From a guided intake and a real deal walked end to end, I map how it all connects: your results traced back to what your buyer sees, and to the decisions underneath. All four journeys, not just one page. The picture behind how you sell, not a list of problems.

Read

Read the decisions underneath

Every job that makes selling work, traced down to the decision it runs on. Read four ways: can the buyer approve it, the user rely on it, the team run it without you, and, in a light due diligence, is it investible.

Find

Find the leaks

Every job scored holds, leaks, or unbuilt, and the earliest break named, the one actually costing you the result. Evidence, not opinion.

Fix

The fix order: the first, then the rest

The priority order and a six-month plan: what to fix first, what each costs, and who owns it. The sheet a build runs from.

You keep · the drill-down + priorities

What the Audit reads · the four journeys

Your company runs four journeys at once.

The buyer's (can they approve it?), the user's (can they rely on it?), the investor's (can they back it?), and your team's (can they run it without you?). Each is a journey through the same decisions, so a leak in one shows up in the others. The Audit reads all four, and scores every one of the 24 jobs across them: holds, leaks, unbuilt.

The buyer's journeyCan they approve it?

From first look to signed: do the right buyers find you, get it, believe it, and act.

TargetingPositioningProofSales pitchDemo + 6 more

The user's journeyCan they rely on it?

From signed to hooked: do they reach real value fast, keep coming back, and grow.

OnboardingRetentionExpansionReferralsMomentum

The investor's journeyCan they back it?

A light due diligence that answers one question: is this investible? I read the three workstreams a committee runs, Team, Product, Market, score them holds, leaks, unbuilt, the same traffic light they use, and give you a straight recommendation. Not the raise. Fixing them sits outside the build; where they need work, I hand you straight to a vetted partner.

TeamProductMarket

The team's journeyCan they run it without you?

The end goal: deals that close, and a machine that runs, without you in the room.

RhythmWho decidesMetricsTeamSales org

You never work this list; I do. All 24 jobs, scored and traced to the decision underneath each one, are the depth behind your one-page Result. I build the core that turns interest into signed deals; your team and partners cover the rest, from your locked decisions, not a blank page.

How the two weeks go

Your stuff in. The blueprint out.

Three calls, about three hours of your time across two weeks, plus a ~30-minute guided intake. The reading is on me. Here is exactly what to block:

Week 1 · Mon

Kickoff call30 min

We frame the two weeks. You do the guided intake right after, ~30 min on your own.

Week 1 · Thu

Deal walk60 min

We walk at least one real deal, end to end.

Week 2 · Mon–Wed

The readno time from you

I score every job and trace each break.

Week 2 · Thu

Walkthrough90 min

We walk the findings and the plan together.

Week 2 · Fri

Blueprint yoursdelivered

The full blueprint, in your repo, to keep.

Block the three calls now. A blueprint you own by the end of week two.

The offer

The Audit

Two weeks. A full read of how your company sells, and the blueprint your build runs on. Yours to keep, whether you build with me or not.

What you get

Two weeks with Thorsten, live and async
Direct work with the operator who ran a marketplace through €1.5bn in transactions, and took a venture from almost no deals closing to roughly one in three. Calls plus the deep read between them, not a junior on a template.
The map of all four journeys
How your buyers, your users, your investors, and your team each move through your company, and where each one breaks. All four, mapped.
Your decisions, written down and yours
Every commercial decision your selling runs on, with its current state, in a private workspace opened in your name. Yours to keep and build on.
The priority order, and a six-month plan
What to fix first, what each fix costs, and who owns it. The sequence for the next six months, so the money goes to the first problem and not the loudest one.

€2,500

One fixed price. No retainer. Credits in full toward the build if you book it within 90 days.

Book the Audit →

Money-back if I cannot find three real problems. Yours to keep either way.

2 weeks with Thorstenall four journeysdecisions in your repoa six-month plan

Before you compare

You could just do this with AI.

Fair. The AI gives you a confident answer to anything you ask it, ungrounded in your actual deals and accountable to no one. I give you the answer that is true for your deals, built from your calls, your buyers, your numbers, by an operator who ran the seat, and I am on the hook for it. Money-back if I cannot find three real problems and how to fix them.

And the human options all rent you a person or hand you advice.

Advisors, fractional leads, agencies, coaches. Every one leaves you renting their time or holding their advice. The Audit is the design phase of something you keep.

✓ yes~ partial✗ no

What you actually get	Product.Zone	GTM advisor	Fractional GTM	Outbound agency	Sales coach
You keep a system, not advice or leadsOnly Product.Zone	✓	✕	✕	✕	✕
Built by a founder-scale operator who ran the seat	✓	~	~	✕	~
Decisions locked, ready to build from, not just advised	✓	✕	~	✕	✕
One fixed project, no monthly retainer	✓	~	✕	✕	~
Covers the whole path, not one slice	✓	~	✓	✕	✕
You own it, and it keeps running without themOnly Product.Zone	✓	✕	✕	✕	✕
What you pay	€2,500, you own it	audit + 6-month advisory	€4–12K / month	monthly retainer	€4.5–12.5K program

The two highlighted rows are the ones no one else can tick. An advisor can be sharp, a coach can lift your close rate, a fractional lead can cover the whole path. But when they stop, it stops. What the Audit designs is yours, and it runs without the person who built it. Everyone else is monthly, forever, or advice you run alone.

Receipts

What changed when they could see the whole picture.

~1 in 3

A Fugro venture, from almost no deals closing to roughly one in three. As the operator who had to make it work. The Audit is where it started.

Before you book

Is this advice with a price tag?

No. You get blueprints: decisions locked and written down, and a fix order a build can run from directly. Advice you file and act on alone. This you build from, and you own it.

Why €2,500?

The priority order and the six-month plan are the work: ranking every fix, costing it, and saying what to do first. Set that against the real alternative: a senior hire is around €100k a year. €2,500 tells you whether that hire is even the right move before you make it. Money-back if I cannot find three real problems.

I already did First Move. Does it count?

Yes. Your €249 credits in full toward the Audit, so you pay only the difference, as long as you book within 90 days of finishing First Move. You never pay for the same work twice.

What if I stop after the Audit?

You keep everything. The blueprint lives in a private workspace in your name, yours to act on yourself or hand to a partner. If you do build with me, the €2,500 credits in full toward the build if you book it within 90 days.

Do you do lead-gen?

No. If you need demand, I name it and route it to a partner. The Audit designs the system that turns demand into signed deals, so the leads you get do not leak.

What do you need from me?

A guided voice intake walks you through the full picture: your deals, buyers, homepage, deck, calls, and numbers. It is structured, so nothing important gets missed. Plus about three and a half hours across two weeks: the intake and three calls. The reading is on me.

Start here

Two weeks from now, you hold the blueprint.

€2,500 to find out whether the €100k hire is even the right move. Two weeks from now you are spending on the right fix, not the loudest one, with a blueprint you own.

Book the Audit →

When the blueprint says build, the build lives here: the Sprints →