Strategy & Positioning

AI Inference Cost & Usage Pricing

Use when the user wants to check whether an AI product's price covers its inference cost, or to set included usage, overage and free-tier limits. Also use when the user mentions inference cost, token cost, LLM cost per user, gross margin on an AI feature, usage-based or credit pricing, model routing, "are our power users losing us money", or "how much free usage can we afford". Produces cost per task and per user, all-in margin per account at normal and spike usage, break-even price and usage, a verdict against the founder's own target, and the biggest margin levers; or the largest free-tier usage cap the founder's own conversion rate and margin allowance can afford.

Beachhead Segment Selection

Use when the user has several possible markets and must choose one to win first - which industry, which company size, which grade level or subject, which kind of buyer. Also use when the user mentions beachhead, first market, ideal first segment, "we could serve ten industries, how do I pick one", "one grade level or one subject first", niche down, or focus. Scores each candidate on pain, reach, budget, competition and proof against a written rubric, rules out any that fail one outright, picks one, says why the runner-up lost, and checks whether the pick survives different weights and its own assumptions.

Brand & Product Context

Use when starting work on a brand or product with the AAJ skills, or when any skill needs context about the business that isn't available yet. Also use when the user mentions onboarding, "set up my brand," brand brief, company context, who we are, our ICP, our positioning, brand voice, or "tell the agent about my business." Produces a structured .agents/product-marketing.md brief — company, product, ICP, positioning, value, voice, goals, funnel, and competitors — that every other AAJ skill reads first.

Campaign Orchestrator

Use when the user has a marketing goal or problem but doesn't know which skill to reach for — "our funnel is broken", "we're launching next month", "growth has stalled", "where do I even start". Also use when the user asks for a campaign plan, a marketing plan, a GTM plan, or help sequencing work across several areas. Diagnoses which of the named Plays applies, then runs it through Diagnose → Design → Execute, calling the right skills in order and refusing to skip ahead.

Competitor Messaging Matrix

Use when the user wants to see what every competitor's homepage claims, side by side, before writing or rewriting their own positioning - which claim types rivals make, who names an audience, what proof and call to action each uses, which words the category has used up, and whether the user's own headline can be told apart. Also use when the user mentions competitor messaging, messaging teardown, competitive positioning, "we all sound the same", category language, white space, or homepage comparison. Produces a claim matrix, category words, each rival's distinctive words, a distinctiveness read of your headline, and the open claims no rival makes.

GTM Plan for Investors

Use when a founder is raising money and needs the go-to-market part of the pitch: the GTM slide, the plan for spending the round, and the numbers that back it. Also use when the user mentions GTM plan for investors, go-to-market slide, use of funds, or "what do investors want to see in my GTM plan". Produces a one-page GTM plan, the GTM slide, and a metrics appendix where every number comes from an AAJ engine or the founder's own data.

Market Sizing

Use when the user wants to size a market - TAM, SAM and SOM - for a pitch deck, a board plan, a new segment or a go-to-market decision. Also use when the user mentions market size, total addressable market, serviceable market, "how big is the opportunity", bottom-up sizing, or has a top-down analyst number they want to use. Builds the size bottom-up from counted accounts and sourced assumptions, derives SOM from the team's real capacity rather than a share of the market, and flags every link in the chain nobody sourced.

Marketing Maturity Assessment

Use when the user wants to know how mature their marketing is as a whole - where the function is strong, where it is weak, and what to fix first - or wants a structured way to assess a client's or a portfolio company's marketing. Also use when the user mentions marketing maturity, marketing audit, growth audit, marketing health check, "where do we stand", "what should we fix first", or a before-and-after on the marketing function. Scores the 18 statements of AAJ's Marketing Maturity Scorecard across six dimensions, names the weak links for the company's stage, asks for the evidence behind high self-scores, and compares with a previous run. Not a benchmark against other companies.

Marketing Psychology

Use when the user wants to apply behavioral science or persuasion principles to marketing — pricing pages, landing pages, onboarding, emails, offers, or CTAs. Also use when the user mentions psychology, cognitive bias, behavioral economics, persuasion, social proof, anchoring, loss aversion, scarcity, friction, or "why aren't people converting". Diagnoses which decision friction is actually blocking the buyer, then selects the principles that address it — with an explicit line between persuasion and manipulation.

Messaging Framework

Use when the user wants to build a messaging framework or message hierarchy — the organized set of what to say, to whom, and in what order. Also use when the user mentions messaging, message hierarchy, messaging pillars, core message, talking points, message map, value pillars, or "what should our messaging be." Produces a messaging framework — one core message, 3–4 pillars with proof, audience variants, and what to keep off-message.

Positioning Statement

Use when the user wants to write, sharpen, or pressure-test a positioning statement, value proposition, or core messaging for a product or company. Also use when the user mentions positioning, messaging, value prop, "what do we do / who is it for", category, differentiation, or competitive alternative. Produces a defensible positioning statement, supporting proof points, and a one-line value proposition, with variants by audience lens.

Pricing & Packaging

Use when the user wants to design or sanity-check pricing and packaging — the tiers, what's in each, and the price points. Also use when the user mentions pricing, packaging, tiers, plans, price points, good-better-best, pricing model, value metric, ARPU, or "how should we price this." Produces a packaging structure (tiers and what's in each), price points with rationale, and a modeled blended ARPU and revenue mix.

Pricing Page Teardown

Use when the user wants to review a pricing page - their own or a competitor's - or is thinking about changing a price and asks whether a test would tell them anything. Also use when the user mentions pricing page audit, pricing page teardown, price test, price experiment, A/B testing a price, revenue per visitor, "should we raise prices", or "can we test this". Scores the page on 21 checks a buyer would notice, ranks the fixes against competitors, works out before launch whether a live price test can answer the question at your traffic, and reads a test against its planned size.

Sales-Led vs Self-Serve

Use when the user must choose how customers buy: on their own (self-serve, product-led), through a salesperson (sales-led), or a mix where sales steps in at the right moment. Also use when the user mentions self-serve vs sales-led, PLG vs sales, product-led sales, "self-serve vs sales-led for enterprise AI", "should we hire a salesperson", or whether to show pricing or "Contact sales" at all. Produces a motion decision from the buyer and the user's own unit economics, with handoff rules for a mix.

Value Proposition

Use when the user wants to write or sharpen a value proposition — the core promise of a product for a specific audience. Also use when the user mentions value prop, core promise, "what do we say we do", main message, hero message, tagline, or "why should anyone buy this." Produces a one-line value proposition plus supporting proof points, with variants by audience.