Take the guesswork out of VALIDATING your startup
From Idea to 100 Happy Paying Customers
For new founders, marketing and sales is overwhelming. Or, considered a “later problem”.
“I need to work on my product first! It isn’t even ready yet for users!!”
“Marketing is for later stage companies, not startups like mine”.
… is it, though?
The best way to de-risk and grow is to start selling.
That’s right.
Start
selling
NOW
Not in
6
months
NOW
Your solution will always be imperfect.
Marketing is the most effective way to find out how to make it best-fit for your ideal customers…
…and start earning revenue at the same time.
You need a structured approach on where to invest your precious time, money, and energy.
No more throwing bowls of spaghetti at the wall. De-risk your business with a go-to-market plan that you can start micro-testing right away.
Ready to get on the path to 100 Happy Paying Customers?
Welcome to the
Founder-Led
Marketing Club
A small group coaching program for ambitious, underestimated founders on the journey from concept to your first $1M. Get hands-on advisory support to run go-to-market micro-tests to validate your business with 100 Happy Paying Customers.
Members are new founders who have worked at companies like
Linda M
Technical founder and recovering perfectionist
“Most people will want to dive immediately into channels and tactics when it comes to marketing, but Sweta challenged me to zoom out and place my strategy in context of my product, my business stage, and my market.”
Hey, I’m Sweta.
I am a veteran in the b2b/b2c SaaS industry and career marketer. As an underestimated founder myself, I am now a champion for other underestimated founders on their journey to their first $1M.
I see a world where these ambitious, kind founders have the clarity, confidence, and know-how to build multi-million dollar businesses on our terms.
I firmly believe the best way to de-risk a business is to get Happy Paying Customers using go-to-market micro-tests, right from the day you think of the idea.
Chart a path to your first 100 Happy Paying Customers
You don’t have time to flood every channel and try every tactic. You need a plan that works.
0-1 marketing is about micro-testing: small, controlled experiments that move the needle forward. You’ll find what works and know exactly what to scale — and when.
What you’ll do inside Founder-Led Marketing Club:
Step 1
Brain dump -> Plan
Draft your go-to-market plan in under 3 hours with a proven template and no-nonsense tutorial used by 70+ founders.
Nail your:
Ideal customer segments
Positioning and messaging
Pricing and monetization
Go-to-market playbook
Step 2
Start micro-testing
Turn your draft plan into a 6-week action plan with 1:1 support from Sweta on what to prioritize, and how to micro-test it.
You will:
Discover the highest priority opportunity
Brainstorm ideas for where to find, engage and convert customers
Prioritize and execute micro-tests
Step 3
Ongoing support
Unlimited support as you continue to micro-test replicable go-to-market playbook(s) to reach 100 Happy Paying Customers and beyond.
Access:
Founder-friendly resources inside the Club
Live sessions with Sweta, other 0-1 experts, and peers
Near-instant actionable feedback and answers
Simi
Pharmacist turned ghostwriter turned startup founder
“I joined the Founder-Led Marketing Club because I needed the space, and permission, to expand into myself, without apology. And I’ve been blown away by the acceleration it’s caused for me. Every second I’ve spent on it has been an investment with almost immediate returns.”
A video walkthrough: Inside the Club
Investment
QUARTERLY
$450.00
every 3 months
For founders who want to DIY their business fundamentals
What’s included:
✔️ Happy Paying Customers™ methodology and 30+ related resources
✔️ Hands-on onboarding to design your first micro-test
✔️ Slack and live group sessions for ongoing support
ANNUAL
$1,500.00
every year (15% off)
For founders who want hands-on strategic suppport
What’s included:
✔️ Happy Paying Customers™ methodology and 30+ related resources
✔️ Hands-on onboarding to design your first micro-test
✔️ No-noise Slack and live sessions for ongoing support
✔️ One quarterly strategy call with our CEO, Sweta ($500 value)
✔️ Access to Peer Groups ($1,250 value)
✔️ Content Strategy Blueprint drafted for you ($1,500 value)
Prefer undivided attention with 1:1 support?
Whether you are validating your idea, ready to bring it to market, or struggling with traction, this personalized support gives you the clarity for what to prioritize and hands-on support to get it done.
When is the right time to join?
Founder-Led Marketing Club is ideal for tech / tech-enabled startup founders at the concept, launch, or early traction stages of their business. Your priority is to validate your business with 100+ Happy Paying Customers.
⛔ The timing is NOT right if you are currently raising from VCs (as that can be a full time commitment), or if you want to wait to build a perfect product before getting customers.
Instead, we welcome imperfect solutions, and encourage services revenue or side hustles.
Here’s when various founders have joined:
-
Idea stage: validate your idea with real paying customers
-
Pre-launch: start running tests that informed the roadmap, and build a waitlist
-
Launch or after: get to 100 Happy Paying Customer and beyond
No matter when you join, you can expect to receive hands-on advisory services from Sweta and peer feedback from other kind, smart founders. We’ll help you figure out what to do and how to do it, even on days when it is hard.
Have more questions about the Founder-Led Marketing Club
or email her to help you assess fit and timing.
Ashley Chang
Co-founder of Sundays, a revenue-funded startup on track to $1M ARR
“Sundays just hit $100k ARR, 4 months after joining FLMC. I honestly do not think we could have done it without the group and Sweta.”
Before FLMC: “I had read Traction, met with marketer friends, and even set up marketing time blocks. But, I had no idea where to start so I wasn’t using that time well and wasn’t doing sufficient marketing. I needed a framework and structure to figure out marketing on my own.”
With FLMC: “I was able to immediately create my plan. This is the framework I was looking for. The templates, live sessions, and Slack conversations provide the structure, resources, and inspiration to use my marketing time blocks productively.
FLMC has directly influenced the channels I prioritize, my LinkedIn plan, email automation, and even our pricing tests.”
Join Ashley, Linda, Simi, and other smart, ambitious founders on their journey to $1M and beyond
Get just the hands-on support you need at the 0-1 stage:
Draft your go-to-market in just 3 hours
Hands-on support from Sweta to turn it into a 6-week action plan
Ongoing support via Slack and live small group coaching
Founder-friendly actionable templates with clear tutorials
Live sessions with experts on specific micro-tests you can run
Founder-Led Marketing Resource Hub designed for new founders
Candid “ask me anything” sessions with founders about their 0-1 journey
A safe corner of the Internet to vent and celebrate
FAQs
-
The Founder-Led Marketing Club is for ambitious, underestimated founders on their $0-$1M+ journey. It is ideal for founders of tech startups or tech-enabled service businesses.
Founders join when they are at the concept stage (to figure out the right initial solution and price), launch stage (to get early customers for their startup), or early traction stage (to discover a replicable GTM playbook). They are focused on validating their business with 100+ Happy Paying Customers to get on the right path to $1M+ ARR.
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Members get high-touch individualized advisory support in a small group setting — asynchronously via Slack/Loom, or via live sessions.
Full transparency: this model allows us to provide individual founders with exactly the support you need, when you need it, while making business sense for our CEO, Sweta. We’re all in it together, building thriving businesses powered by Happy Paying Customers!
Live sessions include:
Sessions with experts (e.g. FLMC LinkedIn Expert is helping members design a weekly LinkedIn action plan)
Founder AMAs (e.g. a founder who just hit $220K ARR)
Small group coaching sessions - capped at 4 founders so each of you can get live support from Sweta.
The support includes the full range from designing your go-to-market strategy to align with your own vision for success, as well as tactics as you execute to get your first 100 Happy Paying Customers and beyond.
You can also DM Sweta anytime. However, if you are looking for consistent undivided 1:1 support, GTM Booster might be a better fit for you.
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No. This is designed for founders to get the support you need, when you need it. You can join when you are ready to prioritize Happy Paying Customers — at idea stage, launch, or later.
If you would like additional accountability and support, we recommend the annual plan that includes more high-touch support from our CEO, Sweta, and access to join Peer Groups.
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Short answer: No, it is not too early. It is perfect timing!
We’ve helped numerous founders, like Simi and Linda, at the concept stage of their business.
For the idea stage, the main goal of our work together will be to help you go from 0 to Happy Paying Customers to validate your business idea, ideally within weeks!
This includes mapping out all the business fundamentals that matter - customer segment, positioning, pricing, product/package, and more to inform a micro-test you can start running, within weeks of joining!
Recently 2 new founders joined us at the idea stage. They were both fully surprised by what we ended up coming up with as their 'offer' to start micro-testing to validate their business idea (vs. doing traditional 'customer discovery' that wastes months).
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Our CEO, Sweta, designed this program specifically for underestimated founders who are bootstrapping and at the earliest stages of their business. As you will have noticed, FLMC is already incredibly low-cost, especially given the high-touch advisory support that is included. Our peers have told us to at least 3x the price! And, even founders in the membership have told us they would have paid more. We plan to increase prices and you'll be locked in at your current price so you'll have a built in discount in the future.
Still not sure if the Founder-Led Marketing Club is for you?
or email her to help you assess fit and timing.