Module 12: Traction and Go-to-Market

Learning objectives: find out how to impress investors with your momentum, whether you are pre- or post-launch.

Investors like to see signs that your business has momentum. The kind that is irresistible, making you unstoppable. The best sign is evidence of traction, which is market validation of your idea, business model or value proposition. If you have yet to launch, then they want to see your plans for launch. This module will take you through both, and help you to choose the right traction metrics to share or craft a winning go-to-market plan.

Back to course overview
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Written and audio guide: 19 mins

Summary video


How to approach it

Slide template

Investor insights, covering common mistakes and tips and tricks

More resources


3 Tool exercises

Map out your achievements to date and find the most impressive ones to share to show you are building momentum pre-launch (~30 mins)

Build a robust go-to-market plan to share with investors (~45 mins) 

Understand key traction metrics and ratios and pick which to share with investors (~30 mins)




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U2R Achievement Mapper

If you are pre-launch you need to show that you are building up irresistible momentum. The U2R Achievement Mapper teases out all your major achievements to date and scores them, so you know which to include on your start-up timeline.

U2R Go to Market Planner

If you have yet to launch a key part of your pitch will be showing that you have a solid Go to Market plan. Are you targeting the right customers with the right sales channels and marketing activity? The U2R Go to Market Planner will guide you through the process and make sure your plan is fully actionable.

Screenshot of the go to market planner
Screenshot of the traction-o-meter

U2R Traction-o-meter

If you are in market you need to be demonstrating traction. This is the proof of the pudding, whether your concept works and is scalable. If you have been in market for a while then you need to show how you perform on some common metrics and ratios. The U2R Traction-o-meter automatically calculates these and creates a chart based on simple data inputs. Use it to find the right traction highlights to share with investors.

The Start-Up Pitch Deck Course

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  • Insider tradecraft from top investors
  • 18 comprehensive modules packed with insight
  • 32 original tools to solve common issues 
  • Flexible content to suit your timings
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  • A bonus free 30 minute advisory call
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'Working with Marcus and Nick has been a magical experience. They've helped me crack my own pitch deck and messaging. They've done the same for startups we invested in. They can do it for you as well.' 

Peet Denny, Founding Partner - Climate VC

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As an angel investor you have the ability to influence and make a real difference with the value you can add. Marcus does this through his startup investments and Nick has added so much value along my journey including through the Thunderdome where I perfected my pitch deck and purpose statement. Big thank you to the U2R team!'

Andy Ayim, MBE and founder of Angel Investing School

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'The team at U2R are the real deal. They have been there and done it. For me that is the type of person I trust to give advice/ guidance, not self appointed experts.'

Scott Wylie, serial founder and CEO of Seven