ARR generated for clients
Distribution partnerships
Direct B2B clients sourced
Advisors onboarded
Campaigns ran
Our ideal client profile
Built for the 1% of serious founders who refuse to sound like everyone else.
We work with AI companies whose product is genuinely differentiated and whose website does not show it, and with teams repositioning after a pivot or a model commoditised their edge.
What we do
How we sharpen your positioning.
Positioning work covers three pillars: what your buyers actually believe, the claim you can defend, and the rewrite of every surface that carries it.
Our positioning framework
Detailed breakdown of how we find
the claim that only you can make.
The problem with AI positioning
Why every AI company reads exactly the same.
When every competitor claims to be faster, smarter and enterprise-ready, none of those words carry information. Buyers stop reading the claims and start discounting all of them equally.
Each of these is a distribution problem. Distribution is the work we do.
Frequently asked questions
01
What is a go-to-market strategy for an AI business?
A go-to-market strategy is the full system for turning a product into revenue: positioning, ideal customer profile, pricing, distribution channels, partnerships, and the campaigns that drive adoption. For an AI business it also has to answer the questions buyers now ask by default: why you rather than an incumbent adding an AI feature, why a dedicated product rather than a general model, and how you prove outcomes rather than demos.
02
What is the difference between go-to-market and marketing?
Marketing is one channel within go-to-market, not a substitute for it. Marketing handles awareness and demand through content, social, PR, and paid media, whereas go-to-market is the wider system that sets who you sell to, how you are positioned, how you price, and which distribution and partnership motions actually reach buyers. Most AI startups buy marketing (content, paid ads, a launch push) before positioning and ICP are settled, so the spend produces impressions rather than pipeline.
03
How is Simplicity different from a growth or marketing agency?
An agency sells channels: paid ads, content, PR, outbound sequences. We start a layer below, with the strategy that decides whether those channels are even the right ones; positioning, ICP, pricing, partnerships, and the sequence of campaigns. We then execute against that plan and bring in specialist providers where needed, so spend is directed by strategy rather than the other way round.
04
Our product is strong. Why would we need distribution help?
Because in AI the technology is the least defensible part of the business. Model capability converges quickly: a feature that differentiates you today ships in a competitor's release or a foundation model update within months. Distribution does not converge; the category position, partnerships, and pipeline you build compound and are expensive to replicate. Category winners are rarely the companies with the best model, they are the companies that reached the market first and locked in the channels.
05
What types of AI businesses does Simplicity Group work with?
Three groups: vertical AI startups selling into a specific industry, AI dev-tool companies growing through developer adoption, and consumer AI apps growing through social and creator-led channels. The common profile is a funded company between seed and Series A. We also run a separate practice for digital asset businesses; if you sit across both, we cover both.
06
What stage should we be at to work with Simplicity Group?
We work best with seed-funded AI companies closing the gap to Series A, and with enterprises moving AI from pilot to production. The common thread is a real product in the market or close to it, the resources to execute, and readiness to commit to at least three months.
07
How much does Simplicity Group's GTM service cost?
Go-to-market advisory starts at $5,000 per month on a retainer, with the exact figure set by scope and stage. We scope every engagement to the business before quoting, so you are not paying for services you do not need.
15
How do you find positioning when every AI company claims the same thing?
Three months. The first two weeks are deep research and the build of your go-to-market plan; months one to three are hands-on execution against it, closing with a review of performance against KPIs. Most clients continue beyond the first quarter with rolling execution and a refreshed plan each quarter.
08
What is the minimum commitment?
Three months. The first two weeks are deep research and the build of your go-to-market plan; months one to three are hands-on execution against it, closing with a review of performance against KPIs. Most clients continue beyond the first quarter with rolling execution and a refreshed plan each quarter.
09
What does Simplicity Group deliver in the first month?
Month one produces your go-to-market plan: a researched document covering business overview, goals, positioning and narrative, customer personas, market and competitor analysis, partnership strategy, a market penetration plan, and a costed execution timeline. It is built to be executed, and we begin acting on it inside the same month.
10
Does Simplicity Group only create the strategy, or execute it too?
Both. The plan is the starting point, not the deliverable. We run the penetration campaigns, source and manage partnerships and introductions through our network, bring in specialist providers across PR, legal, and design, handle marketing execution where it applies, and onboard advisers or team members where that strengthens the push into market.
11
Can Simplicity Group help us raise a Series A or connect with investors?
Fundraising support is part of the engagement. We sharpen the narrative and materials investors respond to, prepare you for the metrics a Series A conversation will test, and make introductions through our network where there is a genuine fit. We do not guarantee capital, and we are straight about when an introduction is and is not the right one.
17
How long does a positioning engagement take?
Against KPIs agreed at the start of the engagement, not vanity metrics. The plan defines the targets that matter for your stage, whether that is qualified pipeline, partnerships signed, ARR added, or capital raised, and we review performance against them at the three-month mark and each quarter after.
12
How does Simplicity Group measure success?
Against KPIs agreed at the start of the engagement, not vanity metrics. The plan defines the targets that matter for your stage, whether that is qualified pipeline, partnerships signed, ARR added, or capital raised, and we review performance against them at the three-month mark and each quarter after.
16
Do you rewrite the website and deck, or only advise?
We operate from the UK and Dubai and run market entry for clients into the UK, Europe, MENA, and Southeast Asia. The Gulf base matters for AI companies as much as digital asset ones: enterprise AI adoption and sovereign capital in the region are moving faster than most Western markets, and we work directly within those ecosystems.
13
Where is Simplicity Group based, and which regions do you cover?
We operate from the UK and Dubai and run market entry for clients into the UK, Europe, MENA, and Southeast Asia. The Gulf base matters for AI companies as much as digital asset ones: enterprise AI adoption and sovereign capital in the region are moving faster than most Western markets, and we work directly within those ecosystems.
14
Does Simplicity Group also work with Digital Asset businesses?
Yes. Distribution and go-to-market for digital asset businesses is our second practice, alongside tokenomics consulting for projects with a token. The full breakdown is on our Digital Assets page.
