The Founder's Marketing Stack

Most founders do their own marketing, at least at first. The Founder’s Marketing Stack covers the decisions and execution work that matter most when you’re doing everything yourself — positioning your product clearly, writing copy that converts, launching effectively, pricing correctly, and keeping the users you’ve already acquired.

What these skills do

Product Marketing Context

Start here. Product Marketing Context creates a shared context document — your ICP, positioning, value propositions, and competitive landscape — that every other skill references automatically. Instead of re-explaining your product in every session, you explain it once and every subsequent task builds on that foundation. Use it at the start of any new product or when your positioning shifts.

Marketing Psychology

Understand why people buy — and use that to make every marketing decision sharper. Marketing Psychology covers anchoring, social proof, loss aversion, scarcity, framing, reciprocity, and the cognitive patterns that determine whether someone converts or bounces. Use it when a page isn’t converting despite good copy, when you’re designing a pricing page, or when you want to apply a specific behavioral principle to a specific problem.

Copywriting

Write the words that sell your product. Copywriting covers homepage copy, landing pages, pricing pages, feature descriptions, headlines, and CTAs — the text that turns visitors into signups and signups into customers. Use it for any page where the writing needs to persuade. Pairs naturally with Product Marketing Context — positioning clarity makes copy dramatically easier to write.

Launch Strategy

Plan and execute product and feature launches. Launch Strategy covers announcement timing, channel sequencing, audience warm-up, press outreach, and the execution coordination that generates spikes in signups or coverage rather than a quiet ship. Use it before any public release — from a new product to a significant feature update or a pricing change.

Pricing Strategy

Get your pricing right. Pricing Strategy covers tier structure, value metric selection, freemium vs free trial trade-offs, annual vs monthly packaging, price increase planning, and the research methods that tell you what the market will actually pay. Use it when you’re setting prices for the first time, when you suspect your pricing is suppressing growth, or when you’re planning a price increase.

Referral Program

Turn existing users into a growth channel. Referral Program covers incentive structure, mechanics design, referral flow UX, and the measurement setup that tells you whether the programme is working. Use it once you have enough happy users to refer — typically after you’ve solved retention, not before.

Churn Prevention

Keep the users you’ve already acquired. Churn Prevention covers cancel flows that surface save offers, exit surveys that capture real cancellation reasons, dunning sequences for failed payments, and win-back campaigns for already-churned users. Use it when monthly churn is high enough to offset new growth, or when you’re building the retention infrastructure before churn becomes a crisis.

Marketing Ideas

Generate marketing strategies when you’ve exhausted your current playbook. Marketing Ideas draws on 139 proven approaches organized by channel and tactic — content, product-led growth, community, partnerships, paid, and more. Use it when you need inspiration for what to try next, or when you want a structured way to evaluate channel bets before committing time to them.

How the stack works together

Foundation first: Start with Product Marketing Context to establish positioning, then use Copywriting to translate that positioning into website copy and Marketing Psychology to sharpen the persuasion layer.

Before launch: Use Launch Strategy to plan the release and Pricing Strategy to make sure the offer is priced correctly before you drive traffic to it.

After launch: Use Referral Program to build word-of-mouth once you have happy users, Churn Prevention to protect the base you’ve built, and Marketing Ideas when you need to find the next growth lever.

Who this is for

• Solo founders running their own marketing without a dedicated team
• Early-stage startups where the founder owns growth
• Bootstrapped builders who need to do more with less
• Operators who are good at building but want sharper marketing instincts

Installing this stack

Each skill installs independently — install what you need now and add more as your stage demands it. Drop the folder into ~/.claude/skills/ and it’s active in your next Claude Code session.

Recommended order for a new product: Product Marketing Context → Copywriting → Launch Strategy → Pricing Strategy. Add Referral Program and Churn Prevention once you have early users.

Frequently asked questions

Do I need all 8 skills? No. Start with Product Marketing Context — it’s the foundation everything else builds on. Then pick the skills that match your current problem: pre-launch means Copywriting and Launch Strategy, post-launch means Churn Prevention and Referral Program.

How does Product Marketing Context work with the other skills? You run it once to create a positioning document saved to your project. Every other skill reads that document automatically at the start of each session, so you never have to re-explain your product, ICP, or competitive positioning. It’s the multiplier that makes the rest of the stack work better.

Is this useful if I already have a marketing team? Yes — particularly for founders who want to stay close to messaging and positioning decisions without creating bottlenecks. The skills work just as well for a founder reviewing and improving output as for a founder generating it from scratch.

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