From idea → 100+ Happy Paying Customers™
Validate your idea and de-risk your business with micro-tests. Access live coaching and async feedback built around the proven Happy Paying Customers™ System.
For new founders who have recently escaped from corporate, finding your first customers can be overwhelming.
“I need to work on my product first! It isn’t even ready yet for users!”
“Marketing is for later stage companies, not startups like mine”.
“There’s so much to do - post daily, run ads, launch funnels - what’s worth it?!”
Here’s what the splashy headlines do not tell you:
You do not need a product to get customers.
And, you can grow your business to 100+ Happy Paying Customers with just ONE playbook.
That’s right.
Exhale.
You just need a system to run micro-test: small, controlled experiments to (in)validate every aspect of your business. You’ll find what works and know exactly what to scale, and when.
Welcome to the
Founder-Led
Marketing Club
Go from idea to 100+ Happy Paying Customers with micro-tests. Access the Happy Paying Customers™ System - step-by-step path to validate your idea, build traction, and grow sustainably. Get live and async support from a $0-1M specialist.
Our members are new founders who have worked at companies like
Linda M
Technical founder and recovering perfectionist
“Most people will want to dive immediately into channels and tactics when it comes to marketing, but Sweta challenged me to zoom out and place my strategy in context of my product, my business stage, and my market.”
Hey, I’m Sweta.
I am a veteran in the b2b/b2c SaaS industry and career marketer. I’ve helped generated more than $82M in revenue. I’ve worked at startups that were pre-product, pre-revenue, IPO-ed while I was there.
I now exclusively work with new founders, 110 and counting, on their journey from $0 to their first $1M i.e. the idea/launch stages.
I see a world where ambitious, kind founders have the clarity, confidence, and know-how to build multi-million dollar businesses on our terms. I firmly believe the best way to de-risk a business is to get Happy Paying Customers using go-to-market micro-tests, right from the day you think of the idea.
Go from idea to 100+ Happy Paying Customers with micro-tests
What you’ll access inside Founder-Led Marketing Club:
Step 1
Brain dump -> Plan
Begin with a hypothesis for the fundamentals you want to micro-test.
Nail your:
Ideal customer segments
Positioning and messaging
Pricing and monetization
Go-to-market playbook
Step 2
Start micro-testing
Immediately turn your plan into action with your first micro-test.
You will:
Discover the highest priority opportunity/need
Brainstorm ideas for where to find, engage and convert customers
Prioritize and execute micro-tests
Step 3
Ongoing support
Unlimited support as you continue to micro-test to find replicable go-to-market playbook(s) to reach 100+ Happy Paying Customers.
Access:
Founder-friendly resources including AI prompts
Direct access to Sweta via Slack / live sessions
Near-instant actionable feedback and answers
Access the system to help you invest your precious time, money, and energy.
No more throwing bowls of spaghetti at the wall. De-risk your business with micro-tests.
Ready to get on the path to 100 Happy Paying Customers?
Simi
Pharmacist turned ghostwriter turned startup founder
“I joined the Founder-Led Marketing Club because I needed the space, and permission, to expand into myself, without apology. And I’ve been blown away by the acceleration it’s caused for me. Every second I’ve spent on it has been an investment with almost immediate returns.”
Choose Your Path
VALIDATE YOUR IDEA IN 12 WEEKS
Run micro-tests to find your first Happy Paying Customers and prove your idea works, even without a product
What’s included:
✔ Small-group coaching sessions (max 4 founders — guaranteed time with Sweta)
✔ The full Happy Paying Customers™ System and 30+ templates / GPTs
✔ No-noise Slack for on-demand Q&A as you execute
$450.00
for 12 weeks
DE-RISK YOUR BUSINESS IN 12 MONTHS
Run micro-tests to validate your idea and build a replicable go-to-market playbook to 100+ Happy Paying Customers
BONUS for this Path:
✔️ Work directly with Sweta to design your first micro-test (the hardest to get right!)
✔️ One quarterly strategy call with our CEO, Sweta ($500 value each)
✔️ Content Strategy Blueprint drafted for you ($1,500 value)
✔️ Early access to new GPTs and templates
✔️ Priority response via Slack
✔️ 15% savings
$1,500.00
for 12 months
Prefer accelerated 1:1 support?
Work directly with Sweta on your customer segment, positioning, pricing, playbook and micro-testing all of it. Perfect for founders who want faster progress and hands-on accountability (bi-)weekly.
$999 (bi-weekly) or $1,875 (weekly)
When is the right time to join?
Founder-Led Marketing Club is ideal for tech / tech-enabled startup founders at the concept, launch, or early traction stages of their business. Your priority is to validate your idea and de-risk your business with 100+ Happy Paying Customers.
⛔ The timing is NOT right if you are currently raising from VCs (as that can be a full time commitment), or if you want to wait to build a perfect product before getting customers.
Instead, we welcome imperfect solutions, and encourage services revenue or side hustles.
No matter when you join, you can expect support from Sweta as you run micro-tests using the Happy Paying Customers™ System. We’ll help you figure out what to do and how to do it, even on days when it is hard.
Have more questions about the Founder-Led Marketing Club?
or email her to help you assess fit and timing.
Ashley Chang
Co-founder of Sundays, a revenue-funded startup on track to $1M ARR
“Sundays just hit $100k ARR, 4 months after joining FLMC. I honestly do not think we could have done it without the group and Sweta.”
Before FLMC: “I had read Traction, met with marketer friends, and even set up marketing time blocks. But, I had no idea where to start so I wasn’t using that time well and wasn’t doing sufficient marketing. I needed a framework and structure to figure out marketing on my own.”
With FLMC: “I was able to immediately create my plan. This is the framework I was looking for. The templates, live sessions, and Slack conversations provide the structure, resources, and inspiration to use my marketing time blocks productively.
FLMC has directly influenced the channels I prioritize, my LinkedIn plan, email automation, and even our pricing tests.”
Join Ashley, Linda, Simi, and other smart, ambitious founders on their journey to $1M and beyond
Get just the hands-on support you need at the 0-1 stage:
Start running micro-tests
Feedback from Sweta as you execute
Ongoing support via Slack and live small group coaching
Founder-friendly actionable templates / AI prompts with clear tutorials
Live sessions with experts on specific micro-tests you can run
Founder-Led Marketing Resource Hub designed for new founders
Candid “ask me anything” sessions with founders about their 0-1 journey
A safe corner of the Internet to vent and celebrate
FAQs
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The Founder-Led Marketing Club is for ambitious, underestimated founders on their $0-$1M+ journey. It is ideal for founders of tech startups or tech-enabled service businesses.
Founders join when they are at the concept stage (to figure out the right initial solution and price), launch stage (to get early customers for their startup), or early traction stage (to discover a replicable GTM playbook). They are focused on validating their business with 100+ Happy Paying Customers to get on the right path to $1M+ ARR.
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Members get high-touch individualized advisory support in a small group setting — asynchronously via Slack/Loom, or via live sessions.
Full transparency: this model allows us to provide individual founders with exactly the support you need, when you need it, while making business sense for our CEO, Sweta. We’re all in it together, building thriving businesses powered by Happy Paying Customers!
Live sessions include:
Sessions with experts (e.g. FLMC LinkedIn Expert is helping members design a weekly LinkedIn action plan)
Founder AMAs (e.g. a founder who just hit $220K ARR)
Small group coaching sessions - capped at 4 founders so each of you can get live support from Sweta.
The support includes the full range from designing your go-to-market strategy to align with your own vision for success, as well as tactics as you execute to get your first 100 Happy Paying Customers and beyond.
You can also DM Sweta anytime. However, if you are looking for consistent undivided 1:1 support, GTM Booster might be a better fit for you.
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No. This is designed for founders to get the support you need, when you need it. You can join when you are ready to prioritize Happy Paying Customers — at idea stage, launch, or later.
If you would like additional accountability and support, we recommend the annual plan that includes more high-touch support from our CEO, Sweta, and access to join Peer Groups.
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Short answer: No, it is not too early. It is perfect timing!
We’ve helped numerous founders, like Simi and Linda, at the concept stage of their business.
For the idea stage, the main goal of our work together will be to help you go from 0 to Happy Paying Customers to validate your business idea, ideally within weeks!
This includes mapping out all the business fundamentals that matter - customer segment, positioning, pricing, product/package, and more to inform a micro-test you can start running, within weeks of joining!
Recently 2 new founders joined us at the idea stage. They were both fully surprised by what we ended up coming up with as their 'offer' to start micro-testing to validate their business idea (vs. doing traditional 'customer discovery' that wastes months).
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Our CEO, Sweta, designed this program specifically for underestimated founders who are bootstrapping and at the earliest stages of their business. As you will have noticed, FLMC is already incredibly low-cost, especially given the high-touch advisory support that is included. Our peers have told us to at least 3x the price! And, even founders in the membership have told us they would have paid more. We plan to increase prices and you'll be locked in at your current price so you'll have a built in discount in the future.
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Absolutely. You can start by using our free Customer Ecosystem Map GPT — it’s part of the same system we use inside the Club.
Use it to instantly map where to find your dream customers - where they hang, what they search/say, and how they buy.
When you're ready to use the insights to run micro-tests to get on the right path to 100+ Happy Paying Customers, you can join us inside the Founder-Led Marketing Club.
Still not sure if the Founder-Led Marketing Club is for you?
or email her to help you assess fit and timing.