The Roadmap to Market:

8 days

  • 8 sessions, 1 day each.
  • Fast paced - no frills.
  • Paperless: flipcharts and white board
  • You work on it. We help.

4 Desk steps

  1. Define the Business Model
  2. Assess market and competition
  3. Create a memorable brand
  4. Design the sales funnel operations

4 Field steps

  1. Test problem and solution on 30 customers
  2. Discover the buyer's decision process
  3. Build the Story to land the first order
  4. Identify the "Minimum Resistant Client"

How it works:

We will make 8 days of 6 hours each. Generally 1 day per week on a 2 months horizont.
Each day you and your team will be confronted with key go-to-market frameworks, like e.g. the BMC, the MVP, etc.
The first 4 days will help you decide what to do and - more important - what not to do - to bring your idea on the market.
The second 4 days will prepare you to meet the customer to validate your business model, the buyer's process and land your first order.
At the end of the first 4 "Desk" days you will wrup-up a plan to pitch investors.
At the end of the second 4 "Field" days you will learn-on-the-job how to tell your idea to customers.
After 2 months you will have a plan, a tested business model and you will be ready to pivot or proceed.

  • It saves you money, time, stress.
  • It fast-forwards you 2 years in the future, compared to a "try&error" - "do it yourself" path.
  • It brings in your decision process a non-biased and non-interested third party
  • It opens to you a network of 3000+ professionals in 47 nations.

Does it work?

The Good

We have used the Roadmap to Market to help both SMBs and Startups. Among SMBs there are companies like SPIG Spa, Finder Pumps, bioMerieux and others, working in the aerospace sector, that we cannot quote for the strategic nature of our contribution. These companies have been able to enter new markets, increase their sales – expecially on aftermarket – and grow by M&A.
We also helped several startups like CAPCOST, MEDICSTUDIO, EnergyFog, Airsana to shape the business model and the on-line sales and communication and get market traction.

The Bad

Unfortunately we do not always succeed. Innovating is a tough job ( 9 out of 10 of low innovative products and services fail to reach the market, and only 1% of all high innovative ones have a commercial success, according to well kept secret statistics).
We have learned that timing is essential, good ideas happens, business models can not work, funds are not the real problem and that execution is the only success factor we can control.
Our Roadmap to Market proved to be a valid tool to minimize errors and maximize chances.
Some of the SMBs we helped did not survive the test of the market, some of the startups discovered that the business model was not working. However, we think that at least we helped recognize the flaws of the idea early on, and avoid to sustain unnecessary investments that could not have changed the situation. Our Clients kept control over execution, and some of them have restarted in new directions.

The Ugly

We have found that being a lonely pioneer does not always work, so we encourage all innovators to join a local association.
You can find us at the gathering of InnoVits, an accelerator backed by Politecnico di Milano, or, if you are in Tuscany, you can join the sessions of the local incubator KATALIZE, that we helped to open in our hometown, Castelfiorentino.
If you are in Brisbane area, Australia, you can join the meetups organizaed by BigJump, a team of Lean Startup practitioners that have adopted our Blue Canvas model.

Try our services at no cost:

Our promotion "Work for credits - 1st project free" grants you up to 1 week free coaching, in person or on-line.

How it works:

  • Contact us with the new idea that you want to explore:
  • You will get a free day of coaching services for every 100 employees working in your company, in exchange of your permission to display your Company logo on this website
  • If you have less than 100 employees, we grant you one day of free consulting services: call us.

How you can use it:

  • If you do not know what to do with 1 day of consulting services, think to:
  • Training
  • Analysis
  • Benchmarking
  • Process mapping
  • You can get it free for 1 day!


  • This promotion “work for credits, first project free” is a one time opportunity, limited by the availability of resources and the acceptance of the project from our side.
  • It refers to a eight hour working day and costs are not included; but many of our international Customers take full advantage of our on-line services.
  • This does not add any Travel and Living cost to the service and is a very effective way to collaborate.
  • NO OBLIGATIONS. We ask just the permission to use your company name and a small endorsement in our advertising

Try it now:

To know more about our 8 days coaching program: "the Roadmap to Market" or talk with these startups who have already tried:
(MedicStudio, CapCost, AIRsana, Italy's got Style, I formaggi del Dottore, ReWind, Parola di Fido, Atlantis Cyber security...)
just call us now at +39 02 8719 8498 or drop us an email


and you will get the pdf copy of our booklet "The Roadmap to Market", free - no obligations.

The Roadmap to Market

A guide for bringing innovation to market,
this booklet collects 20+ years of experience
in designing industrial SMBs' marketing
in 176 clear charts

buy the booklet for just 29€

you have 90 days to tell us you did not like it
and we will give your money back
(and you keep the booklet)