Capstones

Strategy work written from the outside, on real companies, with the sourcing stated instead of assumed. The expandable bits are where the actual reasoning lives — the summary is just the shape of it.

Open one

Each of these is the full document, not a summary of it. Teal is go-to-market strategy, amber is outbound.

Go-to-market

  1. Samora — LinkedIn GTM Strategy Enterprise voice AI
    Fractional GTM Engineer · samora.ai
    • A founder-led demand engine that turns LinkedIn attention into enterprise demos — positioning the company as the category leader rather than another vendor in the consideration set.
    • Turned existing customer proof — UNICEF, Signify, Government of India — into demand-generation assets instead of logos on a slide.
    More details
    • ICP-specific content built separately for operations, CX, support, revenue, and growth leaders, because those five buy for five different reasons.
    • Lead magnets and comment-to-DM workflows as the conversion layer under the content.
    • Tracked content→DM, DM→demo, and demo→opportunity as distinct conversion rates — the only way to know which half of the engine is broken when the number misses.

    → Read the full document

Outbound

Sequences written from the seat of a rep, built account by account rather than as a template blast.

  1. Kim.cc — Full-Cycle AE Take-Home (latest) CPG · e-commerce support
    Olipop · 24 days, seven people, every message written
    • A full-cycle AE exercise on Olipop, the soda brand past $500M in sales: why the account is worth working now, from a new CEO and a second formula on shelf to the roles they are hiring.
    • Seven people across support, CX, e-commerce and finance, each on their own dated thread of email, LinkedIn, Loom, voice notes and calls, with the reasoning for every choice underneath.
    • Every claim is linked to the source it came from, so the account research can be checked rather than taken on trust.

    → Read the full document

  2. Freehand — Outbound Capstone Enterprise · freight audit
    Helen of Troy · signal-based, multithreaded, finance-led
    • Written from the seat of a Freehand enterprise SDR into Helen of Troy, a $1.8B importer whose freight and tariff costs are eating its margin while cash is earmarked for paying down debt.
    • Five threads across the buying committee — supply chain, CFO, assistant CFO as coach, the Memphis transportation lead and the CIO as technical approver — on a dated cadence, with discovery questions, a MEDDPICC checklist before the hand-off to the AE, and objection handling.
    • Every claim is tied to something the company published, and the account snapshot flags what to verify before a single send goes out.

    → Read the full document

  3. xPay (YC W24) — Outbound Capstone Fintech · cross-border payments
    PlanetSpark · 21 days, 38 touches, five people
    • Written from the seat of xPay's founding sales lead into PlanetSpark, a Gurugram edtech selling live 1:1 classes to parents in 13 countries, where the failed international payment sits between a good call and a paid enrolment.
    • Five threads — both co-founders, the head of sales, finance and the head of international — run in parallel across email, LinkedIn, Loom, voice notes and the phone, each with its own dated cadence and breakup.
    • Discovery, objection handling and a verification list of what to confirm before sending, with every claim traced back to a published source.

    → Read the full document

  4. Rippling — Outbound Capstone US mid-market
    ICP · buyer map · trigger library · sequences · the activity math · a worked account sequence into Sendbird
    • A complete outbound-only playbook for 200–1,000 employee accounts: who to build a list of, who to refuse, which single door to knock on first, and the quota arithmetic underneath it.
    • The wedge is chosen and defended rather than inherited — because the role is a platform seller, and picking the door is the job.
    • Then run for real against one account: Sendbird, whose own engineering blog describes the offboarding seam Rippling IT sells against. Three personas, three problems, every message verbatim.

    → Read the full document

  5. Toddle — Outbound Capstone US independent schools
    Expansion sequence · The International School of Texas
    • Written from the seat of a Toddle rep. The finding that shapes it: IST already runs Toddle on its primary side, so this is an expansion into the half it doesn't cover yet — the IB Diploma Programme authorised in February 2026.
    • Four personas opened on a stagger, five sequences across email, LinkedIn, phone and voice notes, every message verbatim, plus a playbook for the replies that come back.

    → Read the full document

  6. Whatfix — Outbound Capstone, Volumes I & II Enterprise · 1,780 accounts
    Three named accounts · territory model · a twelve-seat buying committee · the GTM motion strategy
    • Volume I works three accounts end to end, Voya Financial, US Foods and Ryder System: a buyer map, a 21-business-day multithreaded sequence, and every email, LinkedIn touch and call script written out.
    • Volume II scales it into an enterprise motion: the number worked backwards, 1,780 accounts in three tiers, the buying committee widened from four seats to twelve, and a 40-business-day cadence in three waves.
    • The GTM motion strategy sits underneath: every available motion scored against the company's stage, and the case for account-based outbound as the wedge.

    → Read the full document

  7. Ryder System — Outbound Sequence 21 days, 4 buyers
    Champion → end user → technical buyer → economic buyer
    • Four named contacts, the order they get opened and why, across email, LinkedIn, call, voicemail and video — every message written out verbatim.
    • The champion's own published numbers do the opening work; the economic buyer gets one touch, with no product word in it.

    → Read the full document

  8. Gojiberry (YC P26) — Outbound Sequence Into Maintouch · 15 people
    Four parallel sequences, email and LinkedIn
    • Economic buyer, champion and end user each worked on a different angle — the founder gets the thesis, the person building the outbound engine gets the hire, the SDR gets asked for an opinion because he has no budget.
    • Every opener is built off a real signal: a job ad, a post, a family history in the category.

    → Read the full document

  9. Aqqrue — the six-lever sequence Email + LinkedIn
    Dual-channel, mapped day by day
    • Every touch runs exactly one lever. Never two. Voice notes, restrained 6/10 compliments, expert observations, hyper-specific commonalities, WDYM lines sharp enough to earn a "what do you mean?", and two threads held as one conversation.
    • Email carries the business thread, LinkedIn carries the personal one, and they never acknowledge each other — running them in parallel is the sixth lever.
    • The rule underneath all of it: none of it works if the message is about you.
    More details
    • Mapped by day and channel — connection request and opening email on day 0, the WDYM DM on day 2, the expert-observation follow-up on day 3, and on from there.
    • "Expert observation" means the one thing only a niche insider would catch. "Hyper-specific commonality" means the same operator path, not "we're both in accounting."

The arithmetic

If you want to know what this actually produces in a seat at your company rather than at mine, there's a calculator where every assumption is a slider you can drag down.