Book diagnostic intro ➜
You asked how I work. This is the short version.
Offer Map Deal Sprint Deal System Fit Check How It Works Proof Deliverables

Your deal system.
Designed and installed.

For B2B tech founders past product, before scale, with a sales motion that still depends on you. This is positioning and sales infrastructure. Not lead generation. The Deal Sprint locks the position. The Deal System builds and installs the rest. Fixed scope, fixed price, you own everything.

Most
deals
die to indecision,
not competitors

You've redesigned the deck. You've changed the homepage. You've briefed an agency. The story still shifts depending on who's in the room, because the decisions underneath the content were never made.

The full picture
X-RAY
FREE · INSTANT
Where every engagement starts
➜
Recommended start
Deal Sprint
€2,500 · 2 WEEKS
6 deliverables · Position locked
➜
Deal System
€8,500 · 10-12 WEEKS
22 deliverables · Includes Sprint
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Coaching + Care
FROM €2,500 · ONGOING
Optional after the system runs
Sprint investment credited into System ➜
Both products are for B2B tech founders where the founder is still the primary seller and the commercial story changes depending on who's in the room.
Pick where you start.
Recommended start
You get clear
Deal Sprint
You stop guessing. One committed position, one core story, one homepage direction. Testable in real conversations within two weeks.
€2,500
2 weeks · 3 sessions · ~6h of your time
Last founder: 0 → 18 qualified conversations in 6 weeks.
Positioning presentation
Your position on one set of cards. Category, customer, alternative, difference, outcome. One reference your whole team builds from.
Bet cards (when running multiple bets)
Every bet mapped and scored. Which to commit, which to test, which to fold. The decision that forces clarity before positioning work begins.
Deal map
Where deals break and why. Stage by stage, with the decisions that were missing underneath.
Core story (draft)
The first written version of what to say. Built from the locked position. Testable in real conversations this week.
Homepage preview
Hero, contrast, differentiation. Your position working on the most important surface, before anything gets built.
Action plan
Every open decision mapped. Three stall points named. What to fix first. Works with or without me.
What changes after 2 weeks
One bet is chosen. One position is locked.
One core story replaces improvisation.
Homepage direction becomes visible.
You know exactly what still needs building.
You can sell from this.
Money-back guarantee. If I can't surface at least 3 concrete problems with a clear fix path, you don't pay. Everything produced is yours regardless.
I do all the analysis before we meet. You arrive to find options on the table and a recommendation with reasoning. Your job: choose, react, lock. No homework between sessions.
Your company gets a machine
Deal System
The Sprint gave you clarity. The System makes it executable. Your homepage, deck, and deal operation get built and installed. Your team runs deals without you.
€8,500
10-12 weeks · 3 more sessions + implementation · ~8-10h of your time
Surfaces
Full homepage copy
Production-ready. Every section answers a specific buyer question. Each section has a documented job: what it must do and why. Design brief included.
Pitch deck
12 slides. Works without you explaining it. A champion can forward this and the recipient gets the pitch.
Competitive map
How each competitor frames their position. Your locked differentiation mapped against the field.
Deal operation
Deal Room
Your operating layer. Every document produced per prospect, from qualification through close. The system compounds with use.
Inside the Deal Room See all 8 components ↓
Gate scan / qualification verdict
Call prep (per call)
Call debrief + carry-forwards
Follow-up draft (per call)
Next-call prep
Demo flow + script
Objection map
Champion kit + sales brief
Proof + control
Live deal proof
2-3 real prospects run through the Deal Room before handover. You see the system working on live deals.
Channel plan
Primary channel confirmed. Secondary mapped. The brief for outbound or content partners.
Performance signals
5-7 numbers that tell you if the system is working. What to watch. What drift looks like.
What changes after 12 weeks
Homepage and deck are ready to use.
Every prospect runs through a repeatable flow.
Qualification, prep, demo, follow-up, and handoff stop depending on you.
Real prospects proved the system works before handover.
A first hire can onboard from the workspace alone.
Same operating model. I build between sessions. You review, rehearse, and approve. During implementation, real prospects run through the Deal Room with async support.
Contains the Sprint. If you completed the Sprint, we continue straight into the build. Sprint investment credited.
Best fit
➜ Working product, sales conversations happening (even unsuccessful ones)
➜ The person who makes positioning decisions is available for sessions
➜ A specific commercial problem you can name: deals stalling, pitch changing every call, wrong prospects booking demos
➜ Something depends on fixing this: a hire, funding to deploy, a market window
Not a fit right now
➜ Pre-product or pre-revenue with no sales conversations yet
➜ Looking for someone to run your sales for you
➜ The decision maker can't be in the sessions
After the system is running
Mode 1
Deal Coaching
€2,500
Per 4-week cycle
Live deal support. Biweekly reviews. Call observations. Stops when team runs independently.
Mode 2
Deal Care
€2,500
Per quarter · ongoing
Quarterly re-score. Surfaces adjusted. Decisions refreshed. Each quarter gets faster.
How it works
01
X-RAY: free, instant
I scan your homepage against 22 buyer questions and show you where deals break before they begin. No commitment.
02
Deal Sprint (2 weeks)
Before we meet, I audit every surface you have: homepage, deck, outbound, LinkedIn, recorded calls. I arrive with the analysis done. Three 90-minute sessions. You make decisions, I do the work between them. You leave with a committed position, a core story, and a homepage preview.
03
Deal System (10-12 weeks)
Three more sessions. I build the full homepage, pitch deck, and deal operation. You rehearse, review, and approve. During implementation, 2-3 real prospects run through the Deal Room. You see it working on live deals before I hand over.
04
Coaching + Care (optional, ongoing)
If you want sharpening on live deals, I stay in the Deal Room coaching for 8 weeks. After that, quarterly check-ins keep the system current as your market moves. Both are optional. The system works without me in it.
What this asks of you

Six hours for the Sprint. Eight to ten for the System. 90-minute sessions where the analysis is already done and the options are already on the table. Between sessions: notice how the new framing lands in real conversations. That's it. No homework. No frameworks to learn. No deliverables to produce.

I work in your timezone. Sessions are video calls. Everything lives in a shared workspace you can navigate without me explaining it. When I leave, the system stays.

Two examples
Lyrasense · Deep Tech · TUM Munich
Deal Sprint
Story changed per presenter. 7 of 9 core decisions missing.
15 decisions locked. One positioning card adopted team-wide. Deals progress without founder on every call.
VirGeo · Fugro Venture · Geospatial
Sprint + System
Every call started with 15 minutes of confusion. Zero qualified pipeline.
18 qualified conversations in 6 weeks. Category clarified. Pitch and product rebuilt. CEO out of every deal.
Full deliverables list
22 named deliverables across Sprint and System. Expand for the full itemised list. SHOW DETAILS ↓
Deal Sprint · €2,500 · 2 weeks
Positioning presentation Set of positioning cards. Category, customer, alternative, difference, outcome, wedge use case, market bet, and the job your buyer is trying to get done. Each card with context and evidence.
Bet cards When running multiple bets: scored bet cards per strategic bet. How big is the upside, how confident are we, how fast can we test, what if we are wrong. Commit / test / shelf / fold verdict per bet.
Deal map Where deals break, which stage, which decisions were missing. Scored across all available surfaces. Fix-first sequence.
Core story (draft) Category statement, problem framing, alternative contrast, difference mechanism, outcome claim, proof direction, first step. Testable in real conversations.
Homepage preview Hero + contrast + differentiation. Each section has a documented job. The strategic skeleton before full copy gets built.
Action plan All commercial decisions inventoried. 12+ locked, remainder mapped. Three stall points named. Fix-first sequence. Works with or without me.
Deal System · €8,500 total · 10-12 weeks · Extends Sprint
Decisions completed
Full position lock 25+ commercial decisions locked with evidence. Trust, movement, activation, economic, discovery, and approval decisions completed. Pricing, value metric, offering architecture, stakeholder map, qualification criteria all locked. Positioning presentation updated to final.
Core story (complete) Production-ready. All core messages, proof points, objection responses. Every surface gets built from this.
Surfaces built
Full homepage copy All 22 buyer questions answered. Each section has a documented job: what it must do and why. Design brief for developer/designer handoff.
Pitch deck 12 slides + copy. Works without you presenting it. Speaker notes included. A champion forwards this and the recipient understands.
Competitive map How each competitor frames category, customer, alternative, difference. Your locked differentiation mapped against the field.
Deal operation installed
Deal Room Per-prospect operating system. Every deal document from qualification through close. Team access configured.
Gate scan Qualification logic. Proceed, wait, or skip verdict per prospect with evidence-based factsheet.
Call prep Per-call document. Branching questions based on what the prospect reveals, deck slide selections, risk flags, specific opening questions.
Call debrief Per-call document. What landed, key quotes, buyer signals, carry-forwards to next call. Probability updated.
Follow-up draft Per-call document. Every paragraph answers a specific question the prospect is asking themselves after the call.
Demo flow + script 5-minute arc: preview, alternative, mechanism, result, proof, risk, next step. Timed. Speaker guide included.
Objection map 7-10 objections across buying stages. For each: what the buyer is really asking, what to say, which asset to send.
Champion kit + sales brief One-pager a rep or agency can use without you in the room. One-liner, ICP definition, proof points, first step offer.
Proof + control
Live deal proof 2-3 real prospects run through the full Deal Room document set during implementation. System proven on live deals before handover.
Channel plan Primary channel confirmed from implementation evidence. Secondary mapped. Execution sequence. The brief for outbound or content partners.
Performance signals 5-7 numbers mapped to deal stages. What to watch weekly. What drift looks like. When to recalibrate.
Total System deliverables: 6 Sprint deliverables carried forward + 2 decision completions + 3 surfaces + 8 deal operation components + 3 proof/control items = 22 named deliverables. A first hire can onboard from this without you walking them through it.
Ready to see where your deals break?
30-minute diagnostic intro. Not a sales pitch. I walk through what I found.
Book diagnostic intro ➜
Not ready to book? Run the free X-RAY first ➜
Step 1
Share this with your team
Forward this page to your cofounder or team, or book the 30-min call directly.
➜
Step 2
30-min diagnostic call
I'll have scanned your homepage. We talk about what's broken and whether the Sprint makes sense. Not a sales pitch. I walk through what I found, you decide if it's worth fixing.
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Step 3
Decide Sprint or not
No pressure. If the diagnostic surfaces real problems with clear fixes, the Sprint is the next step. If not, you walk away with the X-RAY.
I built and sold B2B software products across early-stage (Asellion) and enterprise scale (Bayer, Covestro). Product.Zone exists because I kept seeing the same problem: founders with strong products and a sales motion that breaks the moment they step back.
Product.Zone · Thorsten Lampe Amsterdam · hi@product.zone