Portland — OEN
Washington, D.C. — DC Startup Week
Vancouver — Startup Week
NYC — NYC Tech Alliance
Koridor is a software agency that builds products for early-stage founders. No marketing function, no repeatable growth motion — just word-of-mouth and scattered tactics.
One bright spot: a workshop in Calgary called “How to Build Your MVP for Non-Technical Founders” had filled the room with exactly the right audience. The question was whether that one-off result could become a scalable channel.
Structured the Calgary workshop into a repeatable, value-first format with both in-person and virtual versions. Founders left with something useful whether or not they hired Koridor — the commercial next step was a natural extension, not a pitch.
Partnered with incubators, accelerators, and startup week events that already had our audience — OEN, DC Startup Week, Vancouver Startup Week, Calgary Innovation Week, and NYC Tech Alliance. Vetted founders, low CAC. Five sessions in-person, the rest virtual, ~$8K total spend.
Founders engaged, followed up, and moved to proposal stage. But every single one pulled out before signing. The pattern was clear: pre-revenue founders wanted to build but didn’t have the budget to commit. Interest was real. Budget qualification was not.
Eight months was a fair runway for large deal sizes and slow sales cycles. The data was clear: demand without conversion. We killed the channel with evidence instead of spending on hope.
A repeatable session — “How to Build Your MVP for Non-Technical Founders” — designed for both in-person and virtual delivery. Value-first structure with a natural commercial next step, not a sales pitch.
Partnerships with six startup organizations across five cities. Distribution through their existing audiences rather than building from scratch — lower CAC, higher-quality attendees.
End-to-end logistics for running the series: partner outreach templates, session materials, follow-up sequences, and the virtual adaptation that let us test without travel costs.
From workshop attendee to proposal stage — tracked the full funnel to understand where conversion broke down. This is what ultimately surfaced the budget qualification gap.
The case for sunsetting — engagement data, conversion data, and the budget qualification pattern. Gave leadership the evidence to make the call confidently rather than guessing.
The series revealed that pre-revenue founders weren’t a viable ICP despite strong engagement signals. That insight reshaped how Koridor thought about targeting going forward.
Interest isn’t revenue. The workshops proved pre-revenue founders aren’t a viable ICP — strong engagement, zero closed deals. Sometimes the most valuable marketing work isn’t finding a channel that works — it’s killing one that doesn’t before it drains you.
Book a free discovery call to talk through your situation and see if there's a good fit.
Book a free call →
