Positioning

Core positioning

"AI-native workspace for creative teams to go from brief to pitch-ready concepts faster, without losing taste or context."

This anchors on the moment that matters (early-stage concepting and pitch work), frames AI as leverage rather than replacement, and explains why FC exists versus generic tools: a structured-but-flexible single source of truth across messy toolchains.

Category

Not "another gen-AI tool" and not "another whiteboard." FC is a creative context OS for the pitch and concept phase — a workflow and memory layer that sits across best-in-class creative tools via browser extension.

Message pillars

1. Speed with taste intact: accelerate output while humans choose what is good
2. Zero context loss: one project spine capturing brief, constraints, references, decisions and assets
3. Pitch readiness: turn a vague idea into a presentable concept
4. Auditability and governance: captured prompts, models and assets for risk and compliance

Watch-outs

• "70% faster" is powerful but fragile — pair it with provable sub-metrics (time-to-first-presentable, directions explored, fewer tool switches)
• Avoid sounding like you are replacing creatives; the founding ethos is the opposite

Target segments

Primary (next 6-12 months): independent, pitch-heavy agencies

Small and medium independent agencies with frequent pitches and high urgency. Pitches are expensive and existential (budgets up to ~£200k). Acute pain: fragmentation across tools and people at the earliest stages. Adoption path: start with a single pitch team, expand seats across the agency once FC becomes the project spine.

Secondary: larger agencies needing governance

Triggered by audit requirements, legal risk, model restrictions, evidence trails. Buying centre: operations/IT plus legal alongside creative leadership. Monetisation leverage: enterprise tier for governance and audit export.

Tertiary (later): in-house brand creative teams

Longer procurement cycles and different workflows, but high brand-constraint value. Wedge: brand alignment, creative memory and governance.

Avoid for now

Individual freelancers as the core business — they can be a channel, but lower average contract value and higher churn unless packaged carefully.

Key decisions

Guiding rule: own the project spine (context, memory, audit). Partner for commodity generation.

What to own

• Project spine and context model (brief, constraints, references, decisions, artefacts, exports)
• Browser extension ingestion and capture
• Creative memory layer (user, project, agency)
• Governance and audit trail
• Collaboration primitives (roles, comments, versioning)

What to buy off-the-shelf

• Auth, billing, analytics, basic storage
• Commodity doc rendering, search, standard UI components

What to partner on

• Generation tools (image, video, audio) where differentiation is low and costs are high
• Reference sources and asset libraries
• Enterprise security stack (SSO, SCIM, DLP)

Pricing

Recommended near-term: hybrid. Seats keep procurement simple for pilots. Usage pricing protects gross margin. Pitch packs match the buyer's mental model and unlock budget anchored to pitch cost.

Data and IP posture

If FC becomes the agency's memory, retention increases — but you must be explicit about controls, export and privacy.

Roadmap focus

Stay in the pitch concepting wedge long enough to measure product-market fit. Expand into production only when the pitch loop is reliable, measurable and loved daily.

North-star metric

Time-to-first pitch-ready concept (per project and team), with quality guardrails. This matches the stated value proposition and creates a tight feedback loop for product iteration.

Supporting metrics

• Adoption: weekly active teams, projects active per week, percentage using FC as both starting and ending point
• Workflow: median time from brief to first presentable artefact, directions explored per project, tool-switching reduction
• Context integrity: completeness score (brief, constraints, references, decisions, exports all present), audit trail completeness
• Commercial: seats per agency at 60/90 days, pitch-pack attachment rate, win-rate lift if measurable

Three strategic options

Option A — Pitch OS (recommended)

Win the pitch and concept phase for independent agencies by becoming the canonical project spine. Double down on reliability, ingestion, collaboration and exports. Keep generation integrations modular. Clear target customer with urgent pain and budgets. Strong expansion path once embedded. Differentiation is structural (context and memory), harder to copy than prompts. Risk: hard to prove quality improvements; requires excellent UX.

Option B — Governance and Audit Trail (enterprise-led)

Become the compliance and governance layer for creative AI work. Sell to larger agencies and brands via operations, legal and creative leadership. Clear buyer pain and higher ACV. Risk: slower sales cycles, higher security expectations, and the pull toward "admin tool" territory unless paired with creative usefulness.

Option C — Creative Memory Platform (long-term moat)

The moat is accumulated taste, constraints and decision history — a proprietary creative memory that improves outcomes over time. Differentiation increases with usage; strong retention. Risk: hard to build without enough usage data; risk of over-automated taste policing.

Recommendation

Option A (Pitch OS) with deliberate Option C seeds and a lightweight Option B tier.

1. Win the wedge: make the pitch concepting loop unbelievably reliable and exportable
2. Seed memory early: capture preferences and constraints as structured data, even if the first version is simple
3. Sell hybrid: seats for adoption, usage quotas for margin, pitch packs to anchor to budget
4. Governance as proof, not bureaucracy: audit capture from day one, enterprise controls when pulled

Immediate decisions (next 2-4 weeks)

• Define and instrument the pitch-loop funnel: brief ingested, first concept, references captured, artefacts exported
• Decide pilot packaging: default seats plus included usage plus pitch-pack offer
• Clarify the "single source of truth" promise: what is guaranteed captured vs optional
• Choose one or two integrations to perfect (via extension) rather than many shallow ones
• Write the quality guardrail story: "speed with taste intact" means explaining how humans stay in control