The guide
Ten pages on the order that works: find the demand, price the offer, build the system. Shown step by step on Northlane Data, a fictional company built from real clients, so you can see what good looks like.
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FREE KIT
Win your next customer before you spend a dollar on ads.
The Next Customer Kit is one Google Doc and one pricing spreadsheet we use with paying clients: find the demand in your next market, price an offer a stranger will pay for, and build the system that brings those customers in. Each one opens with a worked example filled in end to end. Free.
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01
What is in the kit
Tool 1: Your next-customer profile and buyer conversations
Separates the customers who bought on your product from the ones who bought on you, turns what is left into a profile you can sell to strangers, and tests it with 30 real buyer conversations. About an hour, then two focused weeks.
Tool 2: The pricing floor calculator
Works out what it really costs you to serve one customer each month, gives you the lowest price that does not lose money and the price at the margin you want, and the pilot card to agree before any pilot starts. About 20 minutes.
Tool 3: Your baseline document and 90 day plan
The one page everything is written from, your funnel written down with an owner for each stage, the numbers worked backwards from your revenue target, and the ninety-day plan with its weekly review. About two hours.
01A
Two prompts that do the thinking
One Google Doc with two copy-and-paste prompts for Claude or ChatGPT. Nothing to edit: paste one in, answer the questions it asks you, and keep the page it gives you. About ten minutes each.
Prompt 1: Build your next-customer profile
The nine-row profile in the format Tool 1 uses, with the three questions to test it, whether you have ten customers or none yet.
Prompt 2: Your voice
Two or three things you have written or said in, a half-page voice sheet out, so everything you publish sounds like you.
02
Where are you stuck?
At the top
not enough of the right people hear about you. Start with Tool 1.
In the middle
people show interest, then go quiet. Start with Tool 1, step 4, then Tool 3.
At the bottom
you get to proposals, but they do not close. Start with Tool 2.
Under half a million a year, this kit and the newsletter are the right place to be, and most founders get further with them than they expect. If you get stuck and want some coaching, Ben coaches founders one to one and with their leadership teams.
03
How it works
01
Get the kit.
Two fields, and one Google Doc and the pricing spreadsheet open on this page.
02
Work through the Doc and calculator.
The Google Doc tells you which section to open first. The pricing spreadsheet does the sums for you.
03
If you get stuck, ask.
The kit is built to be done on your own. If you want someone alongside you, book executive coaching with Ben and he walks through what you have built with you.
What clients say
“Our profit margin was -97%, our client satisfaction survey was 15% and we were $50k in debt. Ben dove in and helped us to surgically resolve all the root causes and stabilize the company. Now our company is profitable.”
Hassan M
Founder, Enigma
“Every single suggestion Ben has made to plan my business and help me grow and manage my team has proven on point and very effective. He was able to see things clearly where I could not and give me mature, balanced advice that I could action and was well perceived with the team.”
Guillaume D
Founder, ASP
“You predicted a 3-month window to gain traction and for inbound leads to begin rolling in. I launched the strategy in January, and as of March, your logic has been validated: I am now converting inbound leads into real clients.”
Tim Bright
Founder, Brightline IP
“Ben brings sharp strategic clarity and real operator credibility. He asked the right questions, challenged our GTM assumptions with concrete examples, and gave direct, actionable feedback from day one.”
Taskin Karlar
Founder
“Ben has provided me with valuable insights and knowledge around fundraising, pitch deck development, the structuring of cap tables, and SAFEs. He has also been a great sounding board for strategic planning and go-to-market.”
Michail A
Founder, Roam Network
“Ben has a rare ability to listen deeply and respond with clarity that cuts through complexity. He is someone I have trusted at key moments, and for good reason.”
Juanita C
Founder, Jool
“He has helped me exit a venture I needed to set aside with more upside than I would have ever asked for.”
Darren Alderman
Founder, Amblemind
“Ben is a brilliant person to work alongside. Incisive, deeply experienced, very hard working, and just a joy to be around. He brings energy and dedication to most everything he does and I'd recommend bringing him on to a project every time.”
Shiv Malik
Founder, Pathaka.ai
“We had loads of problems which we couldn't see until we sat in that workshop Ben had put together. He's one of the best in the business and I absolutely recommend him.”
Shiv Malik
Founder, Pathaka.ai
“Ben is great! He asks the right questions and has helped our business a lot after struggling with market, direction and strategy. He gave us a clear path and all what is left now is proper execution.”
Omar Adel
Founder, Bolder
“Ben provided exceptional mentoring that was instrumental in helping me settle in my first tech director role.”
Stephanie Itimi
Director, Age UK
“Ben has really brought great experience, sound judgement and focus to our business. He is engaged in your success and a really strong mentor for any business owner looking to get to the next stage.”
Guillaume Debauchez
Founder, ASP
“Our profit margin was -97%, our client satisfaction survey was 15% and we were $50k in debt. Ben dove in and helped us to surgically resolve all the root causes and stabilize the company. Now our company is profitable.”
Hassan M
Founder, Enigma
“Every single suggestion Ben has made to plan my business and help me grow and manage my team has proven on point and very effective. He was able to see things clearly where I could not and give me mature, balanced advice that I could action and was well perceived with the team.”
Guillaume D
Founder, ASP
“You predicted a 3-month window to gain traction and for inbound leads to begin rolling in. I launched the strategy in January, and as of March, your logic has been validated: I am now converting inbound leads into real clients.”
Tim Bright
Founder, Brightline IP
“Ben brings sharp strategic clarity and real operator credibility. He asked the right questions, challenged our GTM assumptions with concrete examples, and gave direct, actionable feedback from day one.”
Taskin Karlar
Founder
“Ben has provided me with valuable insights and knowledge around fundraising, pitch deck development, the structuring of cap tables, and SAFEs. He has also been a great sounding board for strategic planning and go-to-market.”
Michail A
Founder, Roam Network
“Ben has a rare ability to listen deeply and respond with clarity that cuts through complexity. He is someone I have trusted at key moments, and for good reason.”
Juanita C
Founder, Jool
“He has helped me exit a venture I needed to set aside with more upside than I would have ever asked for.”
Darren Alderman
Founder, Amblemind
“Ben is a brilliant person to work alongside. Incisive, deeply experienced, very hard working, and just a joy to be around. He brings energy and dedication to most everything he does and I'd recommend bringing him on to a project every time.”
Shiv Malik
Founder, Pathaka.ai
“We had loads of problems which we couldn't see until we sat in that workshop Ben had put together. He's one of the best in the business and I absolutely recommend him.”
Shiv Malik
Founder, Pathaka.ai
“Ben is great! He asks the right questions and has helped our business a lot after struggling with market, direction and strategy. He gave us a clear path and all what is left now is proper execution.”
Omar Adel
Founder, Bolder
“Ben provided exceptional mentoring that was instrumental in helping me settle in my first tech director role.”
Stephanie Itimi
Director, Age UK
“Ben has really brought great experience, sound judgement and focus to our business. He is engaged in your success and a really strong mentor for any business owner looking to get to the next stage.”
Guillaume Debauchez
Founder, ASP
Past a million and still the one selling?
Then the next step is not another tool. Stop Being the Bottleneck is four weeks with Ben on the whole business, the honest picture and the plan that closes the gap, and then Ben alongside you to deliver it. For B2B companies whose gap is go-to-market, the Second Mile builds the engine with you. If you get stuck along the way, executive coaching with Ben is the step most founders take first.
COMMON QUESTIONS