SaaS Go-to-Market & Community Building
Building the product was half the job — then came marketing, community, and growth.
Shipping a product means nothing if nobody uses it. This project documents the go-to-market strategy I built around the BJJ Training Journal — and it's where the product management story meets real-world execution.
I designed and ran an integrated marketing operation: content marketing as the primary engine, supported by a video series I wrote, produced, shot, and edited myself. I built relationships with influencers, school owners, competitive athletes, and podcast hosts in the grappling community, creating co-promotional partnerships that expanded reach for both sides. I implemented automated onboarding flows to convert signups into engaged users, and I produced workbooks, articles, and video courses as value-adds that deepened community loyalty.
The strategy was deliberate. Rather than broad paid acquisition, I focused on earning trust within a niche community — understanding what content they valued, delivering it consistently, and building the brand through authentic relationships.
This is product thinking extended past the build. The same principles — understand your audience, deliver genuine value, build distribution through trust rather than noise — apply directly to how AI products need to be brought to market today. Most AI tools fail not because the technology doesn't work, but because nobody thought seriously enough about adoption. I've thought seriously about adoption since before AI was the conversation everyone was having.
Video Content
