Objective

The primary objective in the Repeatable stage is to predictably sell your product, onboard customers, and retain them. You want to build repeatable processes around marketing, sales, and customer success that can scale without you (the CEO) doing everything. It’s the difference between an artisan craft shop and a well-run production line—both can create quality, but the production line does it consistently and on schedule.

You’re aiming for a more comprehensive ICP. You’ll still focus on customers where you maintain a strong advantage, but you’re broadening your horizons. You’re testing the waters in adjacent segments, possibly dealing with longer sales cycles or more complex onboarding. The key is to keep your sales engine humming while dealing with these new complexities.By the end of this stage, you want a logical path to $100M in ARR in the long run. That means building out the initial elements of your sales force, marketing channels, and a structured onboarding process. You might not be at $100M any time soon, but you need to prove you have the foundation to get there if you keep turning the crank.