How I'm approaching the first 100 members—and why I'm betting on focus over breadth.
— Isaac, Founder
The "beachhead strategy" comes from military history—you don't try to invade an entire coastline at once. You pick one beach, establish a foothold, and expand from there.
For Mvrketing, that means starting with just two industries: construction and home services. Not because they're the biggest markets, but because they're where I have real connections and credibility.
Here's the logic:
The temptation is to launch broad—"peer groups for all marketers!"—and hope the market sorts itself out. But that's a trap. You end up with weak positioning, scattered referrals, and groups that don't quite fit anyone.
I'd rather be the obvious choice for a small group than a maybe-option for everyone.
These are the first peer groups I'm forming. Each one is designed for a specific type of marketer at a specific career stage.
Target: Directors & VPs at $5M+ home service companies (HVAC, plumbing, roofing, etc.)
Format: Peer group of 6-8 senior marketers
Target: Senior marketers at GCs, subcontractors, and building products companies
Format: Peer group of 6-8 senior marketers
Target: Newer marketers learning the construction industry (1-3 years experience)
Format: Larger peer group focused on learning and growth
Groups launch when I have 6-8 matching members in the same industry and experience level. No artificial scarcity—just matching logic.
This creates a natural incentive: referrals help fill groups faster, which means you get matched faster. When you share with peers in your industry, you're not just helping me grow—you're building your own crew.
These channels are relationship-driven and fit the brand. High-touch beats high-volume at this stage.
Sharing the story on construction marketing and home service business podcasts. Goal: 5-10 appearances in the first 90 days.
Weekly updates on learnings, challenges, and wins. Real conversations with marketers in our target industries.
Guest posts in construction and trades marketing newsletters. Cross-promotion with complementary communities.
Members share with peers in their industry. When you refer someone, you help fill your own group faster.
I'm actively looking for construction and home service marketers to form the founding peer groups.
Here's how you can help: