Introduction

• This document outlines the 3 high-level phases of Anon’s go-to-market strategy over the next 3+ years, including the sales motion, revenue forecasts, target customers, and product requirements for each phase.
• The aim here is to concisely explain how Anon goes from selling to a nascent category like generative AI agents to becoming a foundational piece of infrastructure underpinning much of the software on the internet.

GTM Summary

GTM Phases

[Phase 1] Enabling generative AI startups to take action

• Overview:
• Anon starts with the fastest-moving, earliest adopters to get our product in market and drive revenue quickly.
• GTM Motion:
• Founder-led sales / product-led growth
• GTM Detail:
• We have built our sales pipeline and sold product to-date by leveraging our network with founder-led sales. We will continue to execute this motion; however, by mid-Q1 2024 we plan to open up our developer docs and testing environment such that any developer interested in integrating with Anon can begin building and testing without any prior approval. We will still require authorization before accessing a production API key; however, this should greatly expand our top-of-funnel and accelerate sales velocity and exploration of new use cases. In just 7 days after leaving stealth, we have received >50 inbound requests from potential partners.
• Timeline:
• Present through EOY 2024 (15 months)
• Target Customers:
• Early-to-mid stage generative AI startups
• Sales Objectives:
• Onboard 40 startups totaling $3.00mm in ARR by EOY 2024.
• Product Objectives:
• Develop the earliest version of a workable product alongside a willing set of early adopters.
• Notes:
• Anon has a unique opportunity to capitalize on a rapidly growing (but unproven) segment of users with an existential need for our product and a high ability to spend money in the near term due to extensive VC funding. We fully acknowledge the unreliability of this segment of customers. Many will go out of business. A few could become category winners that become enormous customers, such as Uber and AirBnb were for Braintree. Regardless, this segment of customers has signed long-term contracts that start at $50-60k+ in ARR with even more upside via usage-based pricing. They are also willing to integrate quickly, with a primitive version of our product because of our incredibly strong value proposition for this cohort of customers.

[Phase 2] Automation adopted by at-scale companies

• Overview:
• Anon leverages our extensive integration library and infrastructure to enable automation among companies with a large user base and more stringent requirements for vendors.
• GTM Motion:
• Product-led growth / enterprise sales
• GTM Detail:
• At this phase, Anon will have robust documentation and an extensive library of supported integrations that drive the product-led growth motion. Starting in mid-2024, though, Anon will begin to build a formal enterprise sales function to close larger deals sourced through our product-led growth function, as well as to prospect for larger enterprise customers.
• We already have 3 signed design partnerships (and many advanced conversations) from companies that represent this Phase 2 go-to-market.
• Timeline:
• 2025 - 2026 (2.0 years)
• Target Customers:
• NOTE: The overarching value proposition here is “reduced friction”. The automation that Anon + AI enables is like having mini embedded virtual assistants for any high-friction tasks. Reduced friction = higher conversion, easier onboarding, more control for companies.
• Software products conducive to automating user tasks (e.g. Notion, Asana, Slack, Calendly, Airtable, Calendly, Superhuman, etc.)
• Recommendation platforms that can reduce friction to automate purchasing (e.g. Kayak, Expedia, Priceline, Google Flights, Wirecutter, Edmunds, NerdWallet, Goodreads, Zillow, Flixter, GQ, etc.)
• Fintech companies trying to facilitate high-friction product switching (e.g. Betterment, Wealthfront, Lemonade, Root, Gusto, Rippling, Series Financial, Credit Karma, Stripe, etc.)
• Secure identity sharing to human service providers that require customers to do a lot of work today (Turbotax, Intuit, Xero, Pilot, Redfin, LegalZoom, Forward, OneMedical, etc.).
• Human automation providers like outsourced customer support or BPO looking for more secure/compliant access delegation (Invisible, CloudFactory, Athena, Double, Accenture, Upwork, Cognizant, CrewBloom, etc.)
• Sales Objectives:
• $10mm in ARR by EOY 2025; $25mm in ARR by EOY 2026
• Product Objectives:
• A robust, reliable “integration marketplace” covering most major websites (e.g. “Zapier for everything without an API”)
• SOC2 compliance and granular permissions layer built for all major integrations.
• Beginning to build direct integrations instead of relying on reverse-engineered APIs.
• Detailed notes:
• We believe AI will facilitate a UX shift rather than a Platform shift. The functionality being touted by generative AI startups today will, over time, be “API-ified” and embedded in everyday consumer and enterprise products. Embedded automation requires AI, but it also requires authentication and access management capabilities, which Anon will provide.
• This might begin with low-stakes automations (Calendly auto-booking restaurant reservations on OpenTable, Superhuman sending/receiving LinkedIn DMs) but will ultimately automate valuable, higher-stakes automations (Automated 401k rollover within Betterment, 1-click purchasing of a TV recommended on Wirecutter). By this time, Anon will have a robust library of well-documented integrations, compliance certifications (SOC2), and an enterprise sales function to land large enterprise deals.

[Phase 3] The authentication layer for the new interface of the internet

• Overview:
• Anon is the authentication and access layer for a future internet where there are more AI agents and automations than there are humans accessing the internet and transacting, browsing, and communicating with one another.
• Sales Motion:
• Product-led growth / enterprise sales
• Authentication software for integration partners
• GTM Detail:
• On the demand side, Anon’s strategy is roughly the same. We continue to sell automation and access management infrastructure to both startups and enterprises. We continue to move upmarket, focusing on larger customers.
• On the supply side, Anon will scale its partnerships function focused on formalizing partner integrations. For instance, we might approach United Airlines to offer client software to formally authenticate AI agents. Providers that choose to work with Anon could receive more traffic and sales from increasingly ubiquitous AI agents and automations. This “API-ification” of the internet seems inevitable, since we believe that software (vs. humans) will increasingly interface with the internet. By the time this trend is realized, Anon will already be the default integration and access management hub.
• Timeline:
• 2027 and beyond.
• Target Customers:
• The same customers as in [Phase 2] plus larger Enterprise Versions of the software and human delegation use cases supported in [Phase 2].
• Partner integration providers, which are effectively any websites or applications that don’t have robust APIs today. This includes nearly all eCommerce sites, messaging platforms, social networks, media sites, consumer services, entertainment sites, music and video services, delivery apps, travel apps, and more.
• Sales Objectives:
• $50mm in ARR by EOY 2027 with growth mostly coming from large enterprise deals.
• Initially, the integration providers don’t drive direct revenue, but this could change over time as Anon becomes an entirely new interface for the web, focused on AI agents.
• Product Objectives:
• A full-featured integration marketplace with formally-supported integrations for nearly all major websites, and tooling for developers to build and maintain new integrations.
• All security and compliance requirements to compete for the largest enterprise deals.
• Client software for integration partners to support automation and interfacing with AI agents via Anon. (similar to Plaid Exchange).
• Detailed notes:
• At this juncture, Anon has gone well beyond its original positioning as commercial infrastructure for AI agents. We started with the most willing early adopters but built scalable tools focused on a fundamental change in the user interface of the internet. As more and more actions are “automated”, a new authentication framework for the web needed to emerge, and Anon was perfectly positioned to provide that framework. Additionally, while the product is sold B2B, the B2B2C component of our product provides stickiness and a network effect. Companies that leverage Anon (vs. building in-house) benefit from our existing integrations, but also benefit from our existing end-customer relationships, reducing onboarding friction and making us an obvious choice for building automation into software products. In this phase of Anon, we are foundational identity infrastructure for the next interface of the internet.