Go-to-Market Strategy
Go-to-Market Strategy
GTM Thesis
The Fortnox ecosystem is our distribution. 598,000 Swedish companies use Fortnox for accounting. When they outgrow Fortnox Lager (369 SEK/month, basic inventory), there is no natural next step at affordable pricing. Plock is that next step — discoverable in the Fortnox Marketplace, integrating deeply with Fortnox, and priced to be an easy yes for a company already paying Fortnox 600-1,200 SEK/month.
Three GTM Motions (Run in Parallel)
| # | Motion | Description |
|---|---|---|
| 1 | Product-led growth (PLG) | Self-serve onboarding, free trial, Fortnox Marketplace visibility |
| 2 | Content + SEO | Own Swedish WMS search terms, educate the market |
| 3 | Direct sales | Target Bitlog churners and Fortnox Lager outgrowers proactively |
Channel 1 — Fortnox Marketplace (Priority #1)
Why it is the most important channel:
- 598,000 Fortnox customers = exact target audience
- Fortnox marketing: ~500,000 customers waiting for your integration
- Customers searching WMS or lagerhantering in Marketplace find Plock
- Instant credibility — Fortnox has reviewed and approved the integration
- No cold outreach — customers come pre-qualified
Action plan:
- Build deep Fortnox OAuth2 integration (Gates 5-6)
- Apply to Fortnox Marketplace developer programme
- List Plock with Swedish copy, screenshots, pricing
- Co-marketing with Fortnox team (case studies, newsletter)
Channel 2 — SEO and Content Marketing
Target Keywords (Swedish)
| Keyword | Monthly searches (est.) | Intent |
|---|---|---|
| lagersystem | 2,400 | Informational |
| WMS system | 1,600 | Informational |
| lagerhantering system | 880 | Commercial |
| basta lagersystem | 720 | Commercial |
| lagersystem e-handel | 590 | Commercial |
| WMS Sverige | 480 | Commercial |
| lagersystem pris | 390 | Transactional |
| Fortnox lager alternativ | 210 | Transactional |
Content Plan
| Content type | Topic | Goal |
|---|---|---|
| Comparison page | Plock vs Fortnox Lager | Capture outgrown Fortnox Lager searches |
| Comparison page | Plock vs Ongoing WMS | Capture cheaper WMS searches |
| Guide | Basta lagersystem for e-handel 2026 | Top-of-funnel Swedish SMB |
| Calculator | ROI-kalkylator — spara med smart plockning | Lead gen, email capture |
| Case study | Customer 1: before/after (Month 6) | Trust, conversion |
Channel 3 — Direct Sales
Target 1: Bitlog Churners
Bitlog is a Swedish WMS with negative Capterra/G2 reviews (bugs, poor support, 499-700 EUR/month).
Intent signals:
- Negative Capterra review in last 90 days
- LinkedIn post about looking for WMS
- Fortnox community forum post about alternatives
Outreach: Personal email from Alem, offer free migration + 3 months discount.
Target 2: Fortnox Lager Outgrowers
Companies using Fortnox Lager + growing order volume signal WMS need.
Intent signals:
- Fortnox Lager customer with 500+ orders/month
- Job ad for lagerarbetare posted on Indeed/LinkedIn
- Shopify store with 1,000+ monthly orders + no WMS integration
Ideal Customer Profile (ICP)
Primary ICP: Swedish E-Commerce Growing Out of Fortnox Lager
| Attribute | Value |
|---|---|
| Company type | Swedish e-commerce (B2C or D2C) |
| Annual revenue | SEK 5M-50M |
| Order volume | 500-5,000 orders/month |
| Warehouse workers | 2-15 |
| Current WMS | Fortnox Lager or Excel |
| Accounting | Fortnox |
| Budget | SEK 2,000-4,000/month for WMS |
| Decision maker | Founder or Operations Manager |
| Decision timeline | 1-4 weeks (no procurement committee) |
Launch Plan
| Phase | Timeline | Goal |
|---|---|---|
| Private Beta | Month 1-3 | 5 design partners (free), intensive feedback |
| Public Beta | Month 4-6 | Fortnox Marketplace launch, 20 paying customers |
| GA Launch | Month 7 | Press, SEO live, 50 paying customers |
| Nordic Expansion | Month 12+ | Norway, Denmark, Finland localisation |
KPIs
| KPI | Month 3 | Month 6 | Month 12 |
|---|---|---|---|
| Paying customers | 5 | 30 | 100 |
| MRR (SEK) | 15K | 90K | 300K |
| ARR (SEK) | 180K | 1.08M | 3.6M |
| Churn rate | less than 5% | less than 3% | less than 2% |
| NPS | above 40 | above 50 | above 60 |
| Fortnox Marketplace installs | 10 | 60 | 200 |
Budget (Indicative)
| Item | Monthly (SEK) |
|---|---|
| Claude API (AI Chat) | 2,000-10,000 |
| Infrastructure (cloud hosting) | 3,000-8,000 |
| Fortnox Marketplace fee | TBD (rev share or fixed) |
| Content / SEO | 5,000 |
| Total operating cost (early) | ~15,000-25,000 SEK/month |
| Breakeven (Growth plan avg 2,990 SEK) | ~8-9 customers |