GTM & Growth Lab Service

Strategy that ships Monday. Channels your competitors haven't run.

Most consultancies hand you a 60-page deck and leave. We ship the first move with you in week one. AI scans every play your category has run; we propose the one it hasn't. From 0 to 1, 1 to 10, or full venture-build — the strategy is operational by Monday.

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★ ★ ★ ★ ★

Trusted by 300+ brands

A First-Time Food Expo

Client

Leading Indonesian Event & Media Group

Thought leadership

Our thoughts on strategy, GTM, and growth.

Blogs, talks, newsletters, podcasts — how we think about distribution invention, scaling past PMF, and the work most consultancies refuse to do.

Essay14 min read

Testing isn't about ads. It's about which questions you stop asking.

Most growth teams test creative variations. The teams that win test which problems they refuse to keep solving.

By Kevin Cho · Substack

Essay11 min read

Scaling is a discipline, not a decision.

Why most companies hit the wall at $5M ARR — and the operational shifts that separate the ones that break through from the ones that flatline.

By Kevin Cho · Substack

Essay9 min read

The learning engine: why AI changes the velocity of strategy.

AI doesn't change what's true about distribution. It changes how fast you can find out — and what you do when you can run 12 hypotheses in the time it used to take to run 2.

By Kevin Cho · Substack

TalkMarch 2026 · Jakarta

From 0 to 1 in 90 days: a venture-build playbook.

Keynote at Saigon Growth Summit. The structured channel-test framework we use with pre-seed founders to find their founding distribution wedge.

Kevin Cho · SEA Growth Summit

NewsletterWeekly · 200+ readers

The Growth Letter.

Weekly insider memo from the operators' desk. Plays we've shipped, what worked, what we killed, and what we're testing next.

By the GTMLab team · Subscribe

Essay8 min read

Channels your competitors haven't run.

A framework for distribution invention — how to find the channel your category has been ignoring, and how to ship it before someone else does.

By Albert Lie · GTMLab Blog

Podcast45 min episode

The operator's cut: building creative engines that compound.

Albert on the Indonesia Growth Podcast: variant volume, kill-cycle discipline, and why most creative agencies leave 30% of upside on the table.

Albert Lie · Indo Growth Podcast

EventApril 2026 · Jakarta

GTM Roundtable Jakarta.

Closed-door session with 12 SEA founders working on 0-to-1 GTM. Invitation only — by application.

Hosted by GTMLab · Apply

Essay7 min read

Why most agency engagements fail in the first 30 days.

The structural reason 70% of agency engagements never reach the compounding stage — and what the survivors do differently in week one.

By Kevin Cho · GTMLab Blog

More essays, talks, and events from the teamOpen the full archive →

We are experts at

Every output a strategy doc should actually ship as.

12 capabilities under one strategy lab. Operational outputs, not 60-page decks — built to ship Monday, not present at the next board meeting.

Deliverable

GTM Strategy Doc

Operational playbook · not a 60-slide deck

Deliverable

ICP & Positioning Map

Sharp segments · sharper messaging

Deliverable

Channel Test Plan

30/60/90-day experiments · kill criteria

Deliverable

Distribution Architecture

Growth loops · partnerships · new-channel design

Deliverable

Competitor Map

AI-built scan of every play in your category

Deliverable

Pricing & Packaging Model

Tier design · elasticity tests · migration paths

Discipline

4-Fits Framework

Market · channel · creative · monetization fit

Discipline

AI Competitive Research

24-month look-back · hook + pricing taxonomies

Discipline

Channel Experimentation

Sequenced tests · hold-outs · lift modeling

Discipline

Growth Loop Design

Referral · virality · content compounding

Discipline

Founder Coaching

Operating cadence · hiring sequence · 90-day cycles

Discipline

Venture-Build Mode

Equity-friendly · co-founder relationship · 0 to 1

Recent wins

Strategy. Shipped. Then compounded.

How pre-launch SaaS, growth-stage marketplaces, and venture-built D2C brands found their next leg of growth — and the channel nobody else in their category was running.

EdutainmentIndonesiaEnterprise

JAQS

Predictable Pipeline · Market Entry

We built JAQS's sales team its first real lead engine — in under 30 days.

Over 8xfirst month ROI on engagement investment

Millionsworth of pipeline value generated in <30 days

EcommerceSEAStartup

Tomazz

Creative Engine Scale

Full GTM build at 5× creative output and 340% ROAS lift.

5×CREATIVE OUTPUT

340%ROAS LIFT

Tech / SaaSSEAScaleup

ELSA

CAC Reduction

From bloated branded ROAS to 3× pipeline on net-new only.

−68%CPL

3×LEAD VOLUME

LogisticsIndonesiaEnterprise

Lion Parcel

Channel Validation · Market Entry · Sales Playbook Build

How we built Lion Parcel's fastest-growing partnership channel from a single hypothesis.

Millionsin Qualified Pipeline Value

Thousandsof Partners Engaged

Financial ServicesIndonesiaScaleup

Leading B2B Receivables Recovery Firm

Predictable Pipeline · Market Mapping · Market Entry

Zero to One in 30 Days: How We Built a Predictable New Acquisition Channel for a Leading B2B Receivables Recovery Firm

$Millions+PIPELINE VALUE

Over 5XQUALIFIED MEETINGS / MO

TourismBaliScaleup

Bluuu

Paid Engine Rebuild · Read Before Spend · Direct Revenue Growth · CAC Reduction · Predictable Revenue

We helped a Bali premium experience grow direct website booking by +23.5% in 30 days — by putting measurement and fixing the funnel leak before spend.

30%+Direct Website Revenue

-35%+CAC Reduction

MarketplacesAPACStartup

Peeba

Market Entry

From pre-PMF to a B2B wholesale GTM that onboards independent retailers.

Proof

We build market leaders for a living.

First-edition B2B Expo

GTM & Growth Lab

1,000+

B2B Meetings Scheduled

100%

Exhibitor Satisfaction

100+

Exhibitors

A first-edition Indonesia-China B2B F&B trade expo hired us to fill the hall and convert visitors into real business for their exhibitors. We built the acquisition engine on cold Meta audiences (zero first-party data), drove 20K+ ticket buyers, and ran a matchmaking program that pre-booked 1,000+ B2B meetings across hundreds of exhibitors. 90%+ of exhibitors had meetings pre-booked, and 100% of exhibitors and buyers reported satisfaction with the event.

Leading B2B Receivables Recovery Service

GTM & Growth Lab

$1 million+

Pipeline Value

0-1 GTM

in 30 Days

~10,000 PICs

Connected

Indonesia's leading B2B receivables recovery firm hired us to build their outbound motion from zero. Introduced hundreds of highly B.A.N.T qualified people, and unlocked hundreds different industries over a year. Now becoming one of the most producing customer acquisition channel for the B2B sector.

Premium Boat Tour Operator

Performance MarketingPerformance CreativeFunnel Strategy & CROGTM & Growth Lab

18.87X

ROAS

40%+

Direct Website Booking

30 Days

0-1 GTM

A premium Bali boat-tour operator competing for high-intent foreign travelers in a market crowded with OTAs and resellers. We built a full-scale Meta booking engine — relentless creative testing across nearly 200 campaigns, audience architecture tuned to traveler intent, and a funnel that sells the experience before the price. Sustained an 18.87× blended ROAS at volume, turning paid social into a direct booking channel they own instead of renting from aggregators.

Last-Mile Logistics Leader

GTM & Growth Lab

100+

Qualified Meetings Booked

50+

Partners Onboarded

400K

Pipeline

SEA's top 10 logistics companies hired us for a 3 month GTM project to help with market expansion. Built the GTM playbook from scratch and generated $400k in pipeline.

Use cases

From 0 to 1, then from 1 to 10. Two motions, one lab.

Four scenarios for pre-PMF founders building from scratch. Four for post-PMF teams pushing past the launch ceiling.

0→1 · PRE-LAUNCH GTM

Pre-launch SaaS, no ICP, picking the wrong founding channel.

Founders test 5 channels in parallel and run all 5 to mediocrity. We pick the right 2, kill the wrong 3 by day 30, and lock the founding distribution wedge by day 90.

0→1 · NEW PRODUCT LAUNCH

New SKU, new line, new offer, no launch playbook.

We design the launch playbook — positioning, channel mix, audience signal, kill criteria — so the first 90 days don't burn runway on guesses your last launch already taught you not to make.

0→1 · CATEGORY ENTRY

New market or category, no local channel knowledge.

AI scans every competitor's channel mix in the new market. We propose the play your local incumbents aren't running — and build it before they notice.

0→1 · VENTURE BUILD

Pre-seed or seed founders without GTM bandwidth.

Equity-friendly engagement: we sit in the strategy seat for the first 6 months, build the GTM motion with you, then hand off to a hire we help you recruit. Reserved for ventures we'd back ourselves.

1→10 · SCALING CEILING

Growth flatlined. Founding channel saturated. No next leg.

Most brands hit the wall at $5M ARR. We diagnose which curve is breaking — channel, creative, funnel, market — and rebuild the next leg before the next quarter's board meeting.

1→10 · MULTI-MARKET EXPANSION

Single-market success, no plan for cross-border rollout.

Single-market success doesn't translate. We build a localised GTM by market — channel mix, positioning, partner-led where direct fails — so each market gets a real plan, not a copy-paste.

1→10 · PRICING REWORK

Pricing flat. Plan migration scary. Packaging stale.

Pricing tests, tier redesign, plan migration playbooks. Most teams leave 15–25% of revenue on the table because pricing was set on day one and nobody's touched it since.

1→10 · CHANNEL DIVERSIFICATION

Reliant on one channel. One platform shift away from a problem.

80% of growth from Meta. Or Google. Or a single partner. One algorithm change away from a quarterly miss. We architect the second and third channels before the first one breaks.

Complete the system

The other 4 disciplines that make this work.

GTM & Growth Lab pairs naturally with our other 4 services. Most clients run 3 together — that's where the compounding starts.

Need a custom mix? Reach out →

Performance Marketing

The growth engine itself. Paid acquisition across every channel.

SERVICE

Performance Creative

Ads that win the auction. AI-tuned creative production at scale.

SERVICE

Funnel Strategy & CRO

Conversions, end to end. Landing pages, funnel rebuild, A/B testing.

SERVICE

Data & Analytics

Every dollar traced. Dashboards, attribution, AI signal monitoring.

SERVICE

Most paid growth bottlenecks live at the seam between two services — creative bleeding into media, attribution missing the funnel. The seams are where 30% of the upside hides.

Albert LieCo-Founder, GTMLab

Let's get started

See what your category isn't running yet.

Three positioning leaks costing pipeline

One channel to test next quarter

Honest read on your TAM

"Most consultancies bill for the deck. We bill for what ships from it. If we can't get one play live in week one, you don't owe us for the strategy."

Albert Lie

Co-Founder

★★★★★

Trusted by 200+ growth teams

FAQ

Questions we hear before week one.

Two formats. Strategy sprints run 3 months (discovery, build, first tests live, handoff). Ongoing partnerships run 6–12 months with monthly strategy cadence + quarterly re-audits. Venture-build mode is open-ended and equity-friendly — we sit in the strategy seat until you hire your own head of growth.

Depends on stage. 0→1 clients typically have their first validated channel by month 3, with kill criteria on the rest. 1→10 clients usually unlock a second growth motion (channel, geo, segment) before the next board meeting. We tell you what's realistic during discovery — not before.

Alongside. The strategy seat stays with you — we sit beside it. We bring the AI competitor scan, the playbook, the operating cadence, the experiment design. You hold the conviction and make the final call.

A senior Strategy Lead (your day-to-day), a Growth Marketer for channel tests, a Performance Strategist for diagnosis, an AI Competitive Researcher for ongoing scans, plus founder-direct access. Four to five humans, kept small on purpose — strategy work doesn't scale with headcount.

Yes, in select cases. Venture-build mode is for pre-seed/seed founders who want a co-builder, not a vendor. Equity-friendly terms (warrants or advisor shares typically), reserved for ventures we'd back ourselves. The bar is high — we say no more often than yes.

Pre-PMF (idea + first 6 months), post-PMF (Series A → C), and select pre-IPO or PE-backed teams looking for the next growth leg. Below pre-PMF, we recommend our Founder Programs (lighter retainer, structured first-channel sprint).

The 3-month sprint is the smallest meaningful engagement — anything shorter is just discovery without execution, which is what we're built against. Below that, our Founder Programs cover structured channel sprints for early founders.