03/2026 – 05/2026
PRGRMMD
An Australian AI infrastructure company building installed "company brain" systems
Positioning
Strategic Consulting
Services
Strategic positioning and go-to-market consulting
Category
AI & Technology
Client
PRGRMMD
Brief
Prgrmmd is an Australian AI infrastructure company building installed company-brain systems for founders running businesses between $1M and $10M annually. The product, Stella, is a custom-configured AI foundation that takes operational work off the founder's plate within a fixed timeframe.
The product itself was strong. What the founders needed help with was figuring out how to take something genuinely new to market in a category that didn't have an established playbook yet.
The Challenge
Selling a new category of product on Meta is a hard problem. The audience doesn't have the language for what you do, the comparison set is unclear, and the temptation is to either overexplain the technology or hide behind buzzwords. Neither works.
Caleb and Sabastian needed a strategic partner to work through positioning with them, pressure-test the angles, and land on a frame that real Australian founders would actually understand and want.
Our Approach
I worked alongside Caleb and Sabastian as a strategic consultant rather than running the build for them. The work was collaborative throughout, with the founders owning execution and me contributing on direction.
Our approach focused on:
Researching the ICP to understand what $1M to $10M founders actually struggle with day to day
Stress-testing three different positioning angles before committing to one
Mapping each angle against audience awareness, message clarity, and ad-readiness
Landing on the personal-AI-for-founders frame as the position with the strongest pull
Advising on landing page structure, VSL scripting, and ad copy alongside the founders
The Results
The campaign launched in May 2026 with the new positioning. Early signals are promising, with bookings and inbound interest coming through the funnel. Because the launch is recent, the more meaningful results will come over the coming months.
What the work delivered before launch:
A clear positioning frame validated against three alternatives
Messaging architecture the founders could carry into all future marketing
An ICP-informed funnel built around real founder pain rather than technology features
A go-to-market foundation the team can iterate on without starting over
Conslusion
Some engagements are about producing the work. This one was about producing the thinking that made the work possible. The deliverables belong to the PRGRMMD team. The strategic direction is what I was brought in for, and it's what new products in undefined categories need most.
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