Solve the marketplace cold start problem with GTM that works both sides
The AI GTM platform that helps marketplace founders solve the chicken-and-egg problem by marketing to both supply and demand sides simultaneously.
You are building a marketplace, which means you are building two businesses at once. Suppliers will not join without buyers. Buyers will not come without supply. You cannot just "create content" or "run ads" because you need different messaging, different channels, and different value propositions for each side. And you are probably trying to do all of this before you have enough traction on either side to prove the model works.
The Marketplace GTM Challenge
Two-sided marketplaces have the hardest GTM problem in tech. The challenges compound in ways that single-sided businesses never experience:
The chicken-and-egg problem is real.
You need supply to attract demand and demand to attract supply. Breaking this deadlock requires deliberate sequencing and creating perceived liquidity before it actually exists.
Two distinct ICPs, two distinct messages.
Your supply-side value proposition (earn money, grow your business) is completely different from demand-side (find the best options, save time). Generic marketing cannot address both.
SEO is your biggest organic lever, but it is split.
You need to rank for "[category] near me" for the demand side and "how to get more [clients]" for the supply side. Two separate content strategies.
Trust and social proof are table stakes.
Both sides need to trust your platform before committing. Without reviews or visible activity, neither side converts.
Expansion multiplies everything.
Every new city is a cold start. Every new vertical requires new positioning.
What Any Does for Marketplace Companies
Any understands the dual-sided nature of marketplace growth and generates strategy and content for both sides:
Dual positioning frameworks.
Any creates separate positioning documents for your supply and demand sides, ensuring each audience gets messaging that resonates with their specific motivations and objections.
Supply-side acquisition content.
Articles, landing pages, and outreach sequences targeting the people or businesses you want on your platform as providers. Content like "how to get more clients as a [provider type]" that naturally funnels into your marketplace.
Demand-side SEO content.
Buying guides, "[category] near me" pages, and comparison content that captures the searches your future customers are already making.
Community and trust-building playbooks.
Strategies for seeding initial reviews, creating case studies from early users, and building the visible activity that makes both sides feel confident joining.
Expansion templates.
When you launch a new city or category, Any generates localized or category-specific content from your existing playbooks, dramatically reducing the cold start cost of expansion.
54 AI specialists. Starting at $49/mo.
First deliverables ship within hours. No contracts.
How It Works
Define both sides.
Add your website and tell Any about your supply and demand sides. Any analyzes your competitive landscape and generates a dual positioning audit showing how you can win both audiences.
Activate side-specific playbooks.
Choose playbooks for supply acquisition (outbound, content, community) and demand acquisition (SEO, social, paid) independently. Any generates content and campaigns tailored to each audience.
Sequence and scale.
Start with the side that unlocks the other, publish content, run campaigns, and use Any to expand into new geographies or categories with pre-built templates adapted to each new market.
What You Get
Marketplaces that win build deliberate, two-sided growth engines where each new supplier makes the platform more valuable for buyers, and each new buyer attracts more suppliers. Any helps you build that flywheel without needing separate marketing teams for each side. Start at pricing.
Every specialist above. One subscription.
Zero hiring.
You’d need 5-8 hires and 6 months to match this output. Or you can start today for $49/mo.
What happens next
First deliverables
ship in hours.
Hour 1
Strategy shipped
Day 1
Content in production
Week 1
GTM engine running
The old way doesn’t scale.
A GTM team costs $25k–50k/month. Six months to ramp. Then you manage it.
| Deliverable | Traditional | With Any |
|---|---|---|
| Positioning research | $15k consultant | Same day |
| Comparison page | $2k freelancer | 20 minutes |
| SEO article | $500–1,500 writer | 30 minutes |
| Email sequence | $2k specialist | 15 minutes |
| Full GTM team/mo | $25k–50k/mo | $49/mo |
Why founders choose Any
Shared context
Every specialist shares knowledge about your business. Positioning informs content, analytics drive priorities.
Ships overnight
Go to sleep and wake up to new articles, landing pages, and SEO improvements — all published and tracked.
Compounds daily
Every deliverable builds on the last. Your GTM machine gets stronger every week — the gap widens.
More business model solutions
Agencies
The AI GTM platform that helps marketing and growth agencies scale client delivery, maintain quality, and grow their own pipeline simultaneously.
See playbookAI Startups
The AI GTM platform that helps AI startups differentiate beyond the tech, own a niche, and build defensible positioning in a crowded market.
See playbookB2B SaaS
The AI GTM platform that helps B2B SaaS founders build content engines, nail positioning, and shorten sales cycles without hiring a marketing team.
See playbookB2C Apps
The AI GTM platform that helps B2C founders drive downloads, build viral loops, and create social proof at scale without a growth team.
See playbookDeveloper Tools
The AI GTM platform that helps dev tool founders build technical content engines, grow developer communities, and convert free users to paid.
See playbookEcommerce
The AI GTM platform that helps ecommerce and DTC brands build organic traffic, optimize product pages, and automate marketing without a full team.
See playbookFrequently asked questions
How fast will I see results?
Do I need marketing experience?
How is this different from ChatGPT?
Can I cancel anytime?
What's the pricing?
Your competitors are figuring out their GTM.
Yours could already be running.
The gap compounds daily. Every week you wait, someone else publishes the content you should have shipped and closes the deal you should have won.