Project Highlight: Invoe Retail

Invoe is an AI-powered inventory intake platform for independent Shopify retailers, solving the "messy middle" between purchasing inventory and getting it live and sellable. As Invoe's Fractional GTM Partner, I led a 90-day GTM discovery and build — from zero go-to-market foundation to a documented playbook covering positioning, customer intelligence, competitive strategy, and execution.

What I Delivered

Positioning & Market Strategy
Defined Invoe's category: the operational layer between sourcing and Shopify storefront execution, not "another inventory tool," along with a positioning statement, core narrative pillars, and messaging framework (what to say and what to avoid) to keep the team consistent across every channel.

ICP & Customer Intelligence
Built out firmographic and persona-level ICP work across four buyer types (owner/founder, ops manager, merchandising lead, store manager), translated into real sales conversations rather than a static persona document.

Sales Strategy & Enablement
Built the founder-led sales playbook Invoe is using to take the product to market for the first time — discovery call framework, ideal customer verticals, objection-handling guide, and the KPIs to track from the very first conversation. Since Invoe is an early stage/founder’s led sales motion, every one of those early conversations does double duty: it's both a potential first customer and a live test of the positioning and pricing strategy.

Developed First Sales Play: "Stocky to Me"
Identified Shopify's Stocky sunset (August 2026) as a time-limited acquisition window and built a full migration-focused GTM play — SEO landing page strategy, a lead-magnet "Stocky Exit Kit," community/partner channels, and migration-specific product recommendations.

Customer Management Foundations
Set up Invoe's first-stage CRM in Brevo, including form-fill triggers from the website's backend into automated welcome and onboarding email sequences — giving the founder a way to onboard early users without sitting on every single onboarding call. Also built the initial revenue projections, founder-led funnel assumptions, and weekly GTM dashboard so the team could track what mattered from day one.

Impact

In 90 days, Invoe moved from an early-stage product with no formal go-to-market system to a fully documented GTM playbook: Positioning, ICP, sales motion, competitive strategy, pricing, and a time-sensitive acquisition plan built around a competitor sunsetting their services, giving the founding team a clear, confident path to test the product in market.