A go-to-market strategy is essential for early-stage startups aiming to scale sustainably. In this episode of DO GOOD X, hosts Kimberly Daniel and Stephen Lewis welcome go-to-market expert Sweta Govani, who specializes in helping underestimated entrepreneurs navigate the critical $0 to $1 million revenue stage. Sweta shares her proven framework for finding your first 100 paying customers through intentional customer discovery and authentic engagement. Drawing on her experience advising hundreds of founders, she explains why many entrepreneurs struggle to identify their ideal customer and offers practical solutions for achieving product-market fit. This conversation provides actionable insights for purpose-driven entrepreneurship, emphasizing that mission and profit can coexist when founders stay true to their vision.

What You’ll Learn in This Episode:

✅ How to develop a go-to-market strategy that aligns with your purpose while achieving sustainable business growth

✅ The five most common mistakes founder-led marketing entrepreneurs make when launching, including why failing to clarify your ideal customer profile leads to wasted resources

✅ Proven techniques for customer validation through authentic conversations, including why the Mom Test approach helps you gather honest feedback and identify market positioning opportunities

✅ Why underestimated founders have unique advantages in building customer-funded businesses

Join the DO GOOD X Community to access resources, connect with purpose-driven entrepreneurs, and grow your impactful business with intention.

TIMESTAMPS:

00:00 Intro: Purpose-driven entrepreneurship and early-stage startups

03:46 Sweta helps underestimated founders reach their first 100 happy paying customers through founder-led marketing

06:29 Sweta shares her personal story of being underestimated as a woman and an immigrant

11:41 Defining go-to-market strategy and the holistic approach to customer discovery and market positioning

13:17 Identifying your ideal customer profile and staying true to your business growth parameters without sacrificing mission

17:36 Essential resources, including Lean Canvas, customer validation techniques, and the Mom Test book for early-stage startup founders

KEY TAKEAWAYS:

💎 The most common mistake in go-to-market strategy is failing to clarify who your customers are—purpose-driven founders have an advantage because their mission helps them identify exactly whom they want to serve and what problem they're solving

💎 Money and mission are not mutually exclusive—you can build a customer-funded business on your terms by establishing clear go-to-market parameters and defining your absolute no-gos before pursuing business growth strategies

💎 Start with 100 conversations within your target audience to validate your idea—this customer discovery approach helps you reach strangers through platforms like LinkedIn and ensures you're building solutions that meet real market needs

ABOUT THE GUEST:

Sweta Govani is a go-to-market expert specializing in helping founders grow from $0 to $1M. With 15+ years in marketing and tech startups, she's been the first marketing hire at two early-stage companies and managed a $40M annual email program. Today, Sweta supports underestimated tech founders through her Founder-Led Marketing Club, where entrepreneurs gain one-on-one guidance to acquire their first 100 paying customers, design go-to-market micro-tests, and build customer-funded businesses that generate lasting wealth.

Lean Canvas - Website