Genuity GTM brain

category

market profile

• text: IT leaders use separate tools for help desk, assets, vendor contracts and spend, while software purchasing can be expensive and opaque.
• text: IT asset management competes across standalone tools and larger service management suites.

personas

• title: IT director or small IT team lead
  pains:

  • Must track devices, licenses and employee tickets with limited staff
  • Per-agent pricing makes a broad IT toolkit expensive
• title: Finance or procurement manager
  pains:

  • SaaS renewals and contracts are scattered
  • Limited leverage and visibility make it hard to control technology spend
• title: Founder or operations leader
  pains:

  • Growing headcount means more devices and support requests
  • Needs a practical way to standardize IT without a large enterprise budget

icp

• text: Small and mid-sized organizations with lean IT teams, distributed devices and recurring SaaS purchases.
• text: Organizations buying Microsoft licenses, security services or software that may qualify for the community plan.

message pillars

• text: Manage IT and reduce costs in a shared platform.
• text: Bring support and hardware oversight together.
• text: Avoid user and usage limits on platform plans.
• text: Use pooled buying power to reduce purchase prices.

objections

• objection: A low-priced suite may lack features we need.
  response: Test the actual help desk, asset and contract workflows in a free trial against your requirements.
• objection: Free platform access sounds unconditional.
  response: The community plan requires qualifying purchases and a stated annual gross sales minimum; verify eligibility and terms.
• objection: We already have established software vendors.
  response: Compare a modular subscription and marketplace pricing without assuming every vendor must change.

competitors

• name: ServiceNow
  why: IT service and asset management suite competing for centralized IT operations.
• name: Jira Service Management
  why: Competes in help desk and IT service workflows.
• name: Flexera
  why: Competes in software asset and technology spend management.

influencers

• name: Colum Donahue
  url: https://technori.com/2019/04/17178-how-genuity-is-solving-a-big-problem-that-small-businesses-dont-know-they-have/
  why: Cofounder discusses Genuity's approach to IT management and purchasing.

keywords

• IT asset management software small business
• IT help desk unlimited users
• SaaS vendor management software
• IT contract tracking
• Microsoft license buying discounts
• IT procurement marketplace
• telecom expense management

voice

• Plainspoken and informal
• Cost-conscious
• Community-oriented

signals

• text: An IT team is replacing spreadsheets for device tracking or consolidating its help desk and asset tools.
• text: A company faces a Microsoft or SaaS renewal and is seeking lower prices and contract visibility.

pricing

motion

channels

• SEO
• free trial
• marketplace
• customer reviews
• LinkedIn

confidence

Founders

• name: Colum Donahue
  title: Founder
  role: Founder
  bio: I’m a serial entrepreneur with a history of building technology companies that have collectively done over $1b in revenue. Previously the co-founder of GlobalNet International, a NASDAQ publicly traded telecommunications company purchased by the Titan Corporation, an NYSE defense company, and the founder of Visseo, Inc., a leading Voice-over-IP provider that completed millions of phone calls daily for the world’s biggest telecom companies and earned company investors a 12X return.
• name: Jason Noble
  title: Founder
  role: Founder
  bio: Got my technology start as an IT Specialist in the United States Navy. Technology expert with experience ranging from Enterprise/Government networks to the challenges faced by SMBs managing and implementing tech. Previously the Chief Operating Officer of Xerillion and the Founder of Stratum, Inc. Currently, the Co-Founder of Genuity (gogenuity.com), empowering businesses with technology through software and community.
• name: Zaeem asif
  title: Founder
  role: Founder
  bio: I specialized in building large scale distributed systems with 2 decades of software development experience and over 50k contributions on Github alone. I have a bachelor’s degree and Master’s degree in Computer science with Stanford as the last institution attended. I have also led the team that built the enterprise application integration tier for the largest telecom operator, VEON, serving millions of network messages every second between different enterprise systems.