Hugo van de Haar

Working together · Demand-Side Teardown

Demand-Side Teardown

For space and deep-tech teams with a product to discuss and a decision to make: which buyer to focus on, what evidence to show and what to improve first.

€2,500one week · five-page memo and 90-minute call · excl. VAT

Book a scoping call

The review and delivery call

We agree one priority buyer segment and one commercial decision before the work starts. I review the available evidence and your materials, then recommend the changes your team can make itself.

Who buyspage one
The buyer and the purchase you are working towards. Relevant public examples of buying in your segment, with assumptions and missing evidence made explicit.
The homepagepage two
An assessment against the six criteria in the published audit, including the customer named, the evidence shown and the route to an enquiry. A separate marked-up homepage shows which buyer questions the page leaves unanswered. This is an expert review, not an observed user test.
Deck and profilespage three
Whether the deck and executive profiles support the same offer as the homepage. Which claims need evidence, and which information a prospective customer would have to ask for.
The comparisonpage four
A comparison with relevant alternatives agreed in scope, using the same six criteria. Public material can show how an offer is presented; it cannot establish why a customer chose it.
First changespage five
A prioritised action list for the decision we agreed. What to change, which evidence to gather and what your next buyer conversation needs to establish.

Allow 90 minutes for the delivery call, plus time to send the existing materials and answer clarification questions. We use the call to test the recommendations against what you know about your buyers.

The first two pages of the sample teardown: the buyer brief and a worked assessment of a fictional homepage.
The first two pages of the five-page sample. It follows the paid memo’s structure and uses a fictional company; it is not a client case. Read it here.

For a team that wants a diagnosis and will make the changes itself. If you already want help working out and applying the positioning, you can start a sprint directly.

Book a sprint within 30 days of teardown delivery and the fully paid teardown covers sprint week one. There is no second charge for that week. If you continue, €7,000 or €12,000 remains; if you stop, there is no further invoice or refund.

One week
€2,500fixed · excl. VAT · comes off the sprint price in full
Book a scoping call See a sample teardown
What is in, what is not, and what I need from you

In

A five-page memo on the agreed buyer segment and decision, a separately marked-up homepage, and a 90-minute call. We agree the deck, profile links and comparison set before starting. The week begins once the agreed materials and start payment are in place.

Not in

The rewriting. The teardown says what to change and in which order. Doing it is either your own team's work or a sprint.

Interviews with your customers. They are not included in the teardown or the standard sprint. The sprint starts with interviews with your internal decision-makers.

A commercial result. The memo says where you stand. It does not decide whether anyone buys.

From you

Your priority buyer segment, the decision you need to make, a company link, the deck and executive profile links if available, and ninety minutes for the call. If a surface is unavailable, the memo records that gap. Anything not already public stays confidential, indefinitely.

The sprint this leads into, and the diligence for the other side of the table, are on the work page.

Continuing a conversation from ISD?

Send me the company link and the question we discussed. We can decide whether a teardown would help. The one-pager is yours to use either way.

Email me about our conversation Prepare a follow-up here

Discuss a teardown

The first call is free and takes 30 minutes. We discuss the decision, check that the available material supports the work and agree the scope before any invoice.

Book a scoping call