CONFIDENTIAL -- AZ1.AI Inc. -- Internal Use Only
CFS-007: Go-To-Market Strategy
1. Executive Summary
The CODITECT Financial Suite GTM strategy is built on a singular insight: accounting firms are the most efficient distribution channel for financial software. Each firm serves 50-500 clients, creating a built-in multiplier effect. By winning the firm, we win their entire client portfolio.
GTM model: Partner-led distribution (B2B2C) with direct engagement for anchor partners and enterprise firms. Marketing creates awareness and demand; partners handle last-mile sales, implementation, and ongoing support.
2. Market Entry Sequence
2.1 Phase 1: Brazil + United States (Months 1-6)
| Dimension | Brazil | United States |
|---|---|---|
| Why first | Avivatec anchor partnership, CBS/IBS regulatory tailwind, Portuguese-language advantage | Largest market, acute CPA shortage, highest willingness to pay |
| Target partners | 40 firms | 60 firms |
| Target clients | 600 (15/firm avg) | 900 (15/firm avg) |
| Lead channel | Avivatec network, CRC events, fiscal technology conferences | AICPA events, LinkedIn, CPA firm direct outreach |
| Pricing | R$190-390/client/month | $39-79/client/month |
| Key message | "A plataforma financeira com IA que multiplica sua capacidade" | "10x your firm capacity without hiring" |
2.2 Phase 2: Mexico, UK, Portugal (Months 7-12)
| Market | Entry Strategy | Partner Target | Regulatory Driver |
|---|---|---|---|
| Mexico | CFDI compliance expertise, Spanish-language leverage from training | 80 firms | CFDI e-invoice mandate |
| UK | Making Tax Digital (MTD) compliance, ICAEW/ACCA partnerships | 120 firms | MTD for ITSA expansion |
| Portugal | Portuguese-language leverage from Brazil, EU gateway | 40 firms | SAF-T PT mandate |
2.3 Phase 3: EU Core (Months 13-18)
| Market | Entry Strategy | Partner Target | Regulatory Driver |
|---|---|---|---|
| France | Factur-X mandate compliance | 150 firms | Factur-X B2B (2026-2027) |
| Germany | GoBD/E-Bilanz compliance, XRechnung | 120 firms | B2B e-invoice (2027-2028) |
| Spain | Verifactu compliance | 80 firms | Verifactu real-time reporting |
2.4 Phase 4: Growth Markets (Months 19-24)
| Market | Entry Strategy | Partner Target | Regulatory Driver |
|---|---|---|---|
| India | GST e-invoice, massive MSME market | 200 firms | GST expansion |
| Nigeria | Rapid formalization, accountant shortage | 50 firms | FIRS digitization |
| Australia | Peppol mandate, English-language ease | 80 firms | Peppol B2G/B2B |
3. Positioning & Messaging
3.1 Positioning Statement
For accounting firms and financial professionals who struggle with growing client demands and shrinking talent, CODITECT is the AI-first financial platform that multiplies their capacity by automating document processing, reconciliation, compliance, and reporting across jurisdictions -- unlike legacy systems that bolt AI onto 20-year-old architectures, CODITECT was built from the ground up with AI in every workflow.
3.2 Key Messages by Audience
| Audience | Primary Message | Supporting Points |
|---|---|---|
| Accounting Firm Partners | "Serve 10x more clients without 10x more staff" | AI handles volume work; you focus on advisory. Revenue share creates new income stream. |
| Firm Managing Partners | "Transform your practice into an AI-powered advisory firm" | Competitive differentiation, client retention, staff satisfaction, new revenue streams |
| SMB Clients (via partner) | "World-class financial management at SMB pricing" | Multi-currency, multi-entity, AI automation, professional oversight |
| Investors | "AI-first platform distributed through accounting professionals globally" | $20B TAM, 41% AI CAGR, partner multiplier model, structural demand driver |
| Technology Partners | "Open platform with deep financial domain AI" | API-first, event-driven, extensible, compliance-ready |
3.3 Competitive Positioning
| Against | Our Position |
|---|---|
| QuickBooks/Xero | "AI-first, not AI-added. Multi-national, not single-country. Partner economics, not partner afterthought." |
| SAP/Oracle/D365 | "Enterprise capability at SMB pricing. Deployed in days, not months. AI in every workflow, not just dashboards." |
| Sage Intacct | "Born multi-national with 30+ jurisdictions. AI that actually automates, not just suggests. Practice management included." |
| Local players (Omie, ContaAzul, Totvs) | "Global platform with local compliance. AI-first architecture. Scale beyond one country." |
4. Pricing Strategy
4.1 Subscription Model
| Tier | Monthly per Client | Features | Target Segment |
|---|---|---|---|
| Essential | $39/client | GL, AP/AR, Bank Rec, Basic Reports, 1 entity, 1 currency | Micro-businesses, solo entrepreneurs |
| Professional | $59/client | Essential + Multi-entity, Multi-currency, AI Automation, SPED/Compliance, FP&A Basic | SMBs, growing businesses |
| Enterprise | $79/client | Professional + Consolidation, Advanced FP&A, Custom Reports, White-label, API access | Mid-market, multi-national |
| Custom | Negotiated | Enterprise + Custom integrations, Dedicated support, SLA guarantees | Large firms, 500+ clients |
4.2 Volume Discounts (Partner)
| Client Count | Discount | Effective Price Range |
|---|---|---|
| 1-49 | 0% | $39-79 |
| 50-199 | 10% | $35-71 |
| 200-499 | 15% | $33-67 |
| 500-999 | 20% | $31-63 |
| 1,000+ | 25% | $29-59 |
4.3 Add-On Modules
| Module | Monthly per Client | Description |
|---|---|---|
| AI Document Intelligence (Premium) | $10 | Enhanced OCR, auto-coding, learning models |
| Tax Engine (Advanced) | $8 | Multi-jurisdiction filing, automated calculations |
| Practice Management | $15/staff member | Workflow, time tracking, client portal, billing |
| E-Invoicing (per jurisdiction) | $5 | Automated e-invoice generation and submission |
| API/Integration Suite | $12 | Webhook, custom integrations, data export |
4.4 Brazil Pricing (BRL)
| Tier | Monthly per Client (BRL) |
|---|---|
| Essencial | R$190 |
| Profissional | R$290 |
| Empresarial | R$390 |
| Personalizado | Sob consulta |
5. Sales Methodology
5.1 Partner Acquisition Funnel
AWARENESS → Content marketing, events, referrals, professional body partnerships
↓
INTEREST → Demo request, ROI calculator, case study download
↓
EVALUATION → Personalized demo (30 min), trial sandbox (14 days), reference calls
↓
DECISION → Business case review, pricing proposal, contract review
↓
ONBOARDING → Certification training, first client setup (guided), 90-day success plan
↓
EXPANSION → QBR, tier upgrade path, additional module adoption, peer referrals
5.2 Sales Cycle
| Stage | Duration | Activities | Exit Criteria |
|---|---|---|---|
| Qualification | 1-3 days | Firm profile review, pain point assessment, fit scoring | Fit score >60%, decision maker identified |
| Demo | 1-2 weeks | Platform demo, AI feature showcase, ROI calculation | Demo completed, champion identified |
| Trial | 2 weeks | Sandbox with sample data, hands-on exploration | Active usage during trial (>5 sessions) |
| Proposal | 1-2 weeks | Pricing, implementation plan, contract | Verbal agreement, legal review started |
| Close | 1 week | Contract execution, payment setup | Signed contract, portal access provisioned |
| Total | 5-8 weeks |
5.3 Key Sales Plays
| Play | Trigger | Approach |
|---|---|---|
| Capacity Crisis | Firm can't hire enough staff | ROI on AI automation: hours saved x billing rate |
| Compliance Mandate | New regulation (CBS/IBS, MTD, Factur-X) | Compliance readiness demo, deadline urgency |
| Multi-National Need | Client expanding internationally | Multi-currency + multi-jurisdiction demo |
| Competitive Switch | Firm unhappy with current software | Feature comparison, migration support, switch incentive |
| Practice Transformation | Firm wants to move from compliance to advisory | AI automation frees time for advisory, practice management integration |
6. Marketing Strategy
6.1 Marketing Channels
| Channel | Budget Allocation | Primary Goal | Metrics |
|---|---|---|---|
| Content Marketing | 30% | Thought leadership, SEO, lead generation | MQLs, organic traffic, content engagement |
| Events & Conferences | 25% | Brand awareness, partner recruitment | Booth leads, speaking engagements, partner sign-ups |
| Digital Advertising | 20% | Lead generation, retargeting | CPL, conversion rate, ROAS |
| Email Marketing | 10% | Nurture, education, retention | Open rate, CTR, pipeline influence |
| Social Media | 10% | Community building, thought leadership | Followers, engagement, share of voice |
| PR & Analyst Relations | 5% | Market credibility, media coverage | Media mentions, analyst reports, award nominations |
6.2 Content Strategy
| Content Type | Frequency | Purpose | Distribution |
|---|---|---|---|
| Blog posts | 3/week | SEO, thought leadership | Website, LinkedIn, email |
| Whitepapers | 1/month | Lead generation, depth | Gated download, events |
| Case studies | 2/month | Social proof, sales enablement | Website, partner portal, sales |
| Webinars | 2/month | Education, lead generation | Live + on-demand library |
| Video tutorials | 4/month | Product education, partner training | YouTube, training platform |
| Podcast | 1/week | Industry thought leadership | Spotify, Apple, website |
| Research reports | 1/quarter | Authority building, PR | Gated, media, events |
6.3 Content Themes
| Theme | Angle | Target |
|---|---|---|
| AI in Accounting | How AI is transforming the profession | All audiences |
| Accountant Shortage | Crisis data, solutions, firm strategies | Firm leaders |
| Regulatory Updates | Jurisdiction-specific compliance guides | Practitioners |
| Multi-National Business | Cross-border financial management | Growing businesses |
| Practice Management | Firm efficiency, client experience, growth | Managing partners |
| Product Deep Dives | Feature showcases, use cases, tutorials | Practitioners, partners |
6.4 Key Events (Year 1)
| Event | Market | Date | Investment | Goal |
|---|---|---|---|---|
| AICPA ENGAGE | US | June 2026 | $25K (booth + sponsorship) | 50 partner leads |
| Scaling New Heights | US | June 2026 | $15K (booth) | 30 partner leads |
| Congresso CRC | Brazil | Aug 2026 | R$50K | 40 partner leads |
| Digital Accountancy Show | UK | Nov 2026 | GBP 10K | 30 partner leads |
| Xerocon (competitor event) | Global | Sept 2026 | $10K (attendee networking) | Competitive intelligence, 20 leads |
| QuickBooks Connect | US | Nov 2026 | $10K (attendee networking) | Competitive intelligence, 15 leads |
7. Launch Playbook
7.1 Pre-Launch (Months -3 to 0)
| Week | Activity | Owner |
|---|---|---|
| -12 | Anchor partner (Avivatec) pilot deployment and feedback | Product + Partners |
| -10 | Beta program: 10 firms (5 BR, 5 US), curated invite | Partners + Marketing |
| -8 | Case study development from beta participants | Marketing |
| -6 | Partner portal soft launch, training content finalized | Product + Training |
| -4 | Press release drafted, analyst briefings scheduled | PR + Marketing |
| -2 | Website launch, demo environment ready | Marketing + Product |
| -1 | Email campaign to waitlist, social media launch | Marketing |
7.2 Launch Day
| Activity | Channel | Audience |
|---|---|---|
| Press release | PR Newswire, targeted media | Industry press, analysts |
| Blog post: "Why We Built CODITECT" | Website, LinkedIn, email | All audiences |
| Partner webinar: Launch overview + demo | Virtual | Existing leads + waitlist |
| Social media blitz (LinkedIn, Twitter) | Social | Industry community |
| Analyst briefing calls | Direct | Key analysts |
| Product Hunt launch | Product Hunt | Technology community |
7.3 Post-Launch (Months 1-3)
| Month | Focus | Key Activities |
|---|---|---|
| Month 1 | Activation | Intensive partner onboarding, daily office hours, rapid issue resolution |
| Month 2 | Expansion | Reference customer development, case studies, second wave partner recruitment |
| Month 3 | Optimization | First QBRs, churn analysis, feature feedback loop, tier assessment |
8. Key Metrics & Targets
8.1 Marketing Metrics
| Metric | Month 3 | Month 6 | Month 12 |
|---|---|---|---|
| Website monthly visitors | 5,000 | 15,000 | 50,000 |
| MQLs (partner leads) | 50 | 150 | 500 |
| SQLs (qualified partner leads) | 25 | 75 | 250 |
| Demo conversion rate | 30% | 35% | 40% |
| Trial-to-paid conversion | 25% | 30% | 35% |
| Cost per MQL | $200 | $150 | $100 |
8.2 Sales Metrics
| Metric | Month 3 | Month 6 | Month 12 |
|---|---|---|---|
| Active partners | 20 | 100 | 400 |
| Total end clients | 200 | 1,500 | 8,000 |
| ARR | $120K | $1.5M | $7.7M |
| Average deal size (annual) | $15K | $15K | $19K |
| Sales cycle (days) | 45 | 40 | 35 |
| Partner retention (annual) | N/A | N/A | 85% |
8.3 Product Metrics
| Metric | Month 3 | Month 6 | Month 12 |
|---|---|---|---|
| Client NPS | 30 | 40 | 50 |
| Partner NPS | 35 | 45 | 55 |
| Feature adoption rate | 40% | 55% | 70% |
| AI automation rate | 60% | 70% | 80% |
| Monthly active users (% of clients) | 70% | 75% | 80% |
9. GTM Budget (Year 1)
| Category | Quarterly | Annual | % of Revenue |
|---|---|---|---|
| Content marketing | $25K | $100K | Invest phase |
| Events & conferences | $30K | $120K | Invest phase |
| Digital advertising | $20K | $80K | Invest phase |
| Email/marketing automation | $5K | $20K | Invest phase |
| Social media | $8K | $32K | Invest phase |
| PR & analyst relations | $8K | $32K | Invest phase |
| Partner marketing (MDF) | $15K | $60K | Invest phase |
| Sales tools & enablement | $5K | $20K | Invest phase |
| Total GTM | $116K | $464K | ~31% of Year 1 ARR |
Note: Year 1 is investment phase. GTM spend as % of ARR decreases to ~15% by Year 3 as partner-driven organic growth accelerates.
10. Risk Mitigation
| Risk | Probability | Impact | Mitigation |
|---|---|---|---|
| Slow partner adoption | Medium | High | Intensive onboarding, ROI guarantees, referral incentives |
| Competitor response (Xero/QBO AI features) | High | Medium | Speed to market, deeper domain AI, partner economics moat |
| Regulatory changes disrupting timeline | Medium | Medium | Modular compliance engine, local advisory board |
| Market downturn reducing IT spend | Low | Medium | Position as cost-saving (efficiency tool, not discretionary) |
| Key partner churn | Medium | High | Early warning system, proactive QBRs, tier upgrade incentives |
| Negative early reviews | Low | High | Beta program quality, support excellence, rapid iteration |
Hal Casteel CEO/CTO, AZ1.AI Inc.
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