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toby
Founders

AI marketing for startups and founders without a marketer

Before the first marketing hire, marketing is the founder’s evening job. The site was written in a weekend, the headline describes the category, nobody knows where the last ten customers came from, and LinkedIn gets a post when there is time. Paste your URL. Toby audits the site, writes your Brand Brain (product, ideal customer, competitors, voice, strategy), a 30-day plan and the first three recommendations, each with the deliverable ready to paste. You keep the decisions; the team does the drafting.

What usually gets in the way

The plays Toby runs for you

Example recommendations

The exact format of the cards you get, shown on fictional businesses. Numbers are examples, not promises.

CMO

Example

Rewrite the homepage headline around the outcome

Why: Audit: the H1 reads “The all-in-one research platform for modern product teams”. No customer logo, number or quote appears near the first button, and the hero has two competing buttons, “Book a demo” and “Start free”.

Example estimate: +10% to +20% homepage-to-sign-up conversion, to confirm with tracking

First deliverable, ready to paste

Option 1: Find any customer quote in 10 seconds, not 10 Notion pages.
Sub: Fieldnote turns your user interviews into a searchable library your whole product team can use.
Option 2: Every user interview, tagged and searchable by Monday.
Sub: Upload recordings, get themes and quotes, share the insight in one link.
Option 3: Stop re-running research you already did.
Sub: The research repository built for product teams of 5 to 50.
Primary button: Start free, no card needed (move “Book a demo” to the navigation)

Toby · CMOEffort: Low

Reddit

Example

Answer a fresh r/ProductManagement thread about interview notes

Why: A site:reddit.com search found a thread from two days ago: “Where do you keep your user interview notes so people actually reuse them?”, with several replies saying “we gave up, it’s a Google Drive mess”. Your product solves exactly that.

Example estimate: 30 to 80 qualified visits from the thread, plus a lasting page that AI answers may quote

First deliverable, ready to paste

Draft reply:
What worked for us before any tool: one doc per interview, the same 4 headings (context, pains, quotes, surprises), and a weekly 15-minute “quote of the week” in the team channel. Reuse comes from the ritual, not the storage.
Tagging matters more than the tool: keep 10 to 15 tags max, or nobody uses them.
Disclosure: I’m the founder of Fieldnote, a research repository, so I’m biased. But the doc-plus-ritual approach above works fine with Google Docs too.
(You post it from your account, if the subreddit’s rules allow it.)

Ray · RedditEffort: Low

Data analyst

Example

Add “How did you hear about us?” to the sign-up form

Why: Stripe shows 34 new paying customers last month; GA4 attributes 21 of the matching sign-ups to “Direct”. Two customers mentioned a podcast in your last calls (Fireflies summaries), which analytics can’t see.

Example estimate: a clear picture of your top 2–3 channels within a month

First deliverable, ready to paste

Question (optional, after account creation): How did you hear about Fieldnote?
Options: Google search · ChatGPT or another AI assistant · LinkedIn · Reddit · A podcast (which one?) · A colleague or friend · A newsletter or article · Other
Where: last step of sign-up, one click, never blocking
Store it as a property on the user so Iris can compare it with revenue in Stripe

Iris · Data analystEffort: Low

Frequently asked questions

I have no marketing budget. Is Toby still useful?

Yes. Most early plays cost time, not ad spend: the headline, the pricing page, founder posts, helpful Reddit replies, buyer-intent pages, attribution. Ads only come up if you decide to run them, and no budget is ever spent without your approval.

What does the 30-day plan look like?

A week-by-week plan with an owner for each task, built from your Brand Brain and your goal. Toby follows it in the daily brief every morning and in the Monday report, and adjusts it when you dismiss or postpone a recommendation.

Will Toby post on LinkedIn as me?

No. Lina writes drafts from your real stories and you post them yourself; direct publishing will come after LinkedIn approves the app. On X, with your own developer keys connected, Kai can publish the posts you approve.

Isn’t Reddit risky for founders?

It is when people spam. Ray only proposes threads where a reply genuinely helps, always discloses that you’re the founder, and follows each subreddit’s rules. You post from your own account, or skip the thread.

How is this different from asking ChatGPT for marketing advice?

Toby reads your site and connected data, keeps your Brand Brain and a memory of decisions and results, and brings recommendations to you every day without being asked. A quality check rewrites or drops generic ideas, each card comes with the deliverable ready, and 7 days after you mark one done, the agent reports the measured result when data is connected.

How much does Toby cost for a founder?

$99 a month for your company, with all 12 AI agents. Founders often start with Lina, Ray, Leo, Kai and Iris, then bring in others as new channels open up. The daily brief and the weekly report are included, with a 7-day free trial and no commitment.

Give your business a marketing team that knows what to do next

Create your account, paste your URL and get your growth audit, your Brand Brain and your first three recommendations, already prepared.

Start free trial

7-day free trial, then $99/month per company. Cancel anytime. Already have an account? Sign in