Demand-Side Teardown · A worked sample
Sample teardown
A fictional propulsion supplier, assessed across the same five sections as a paid teardown. This is an illustrative example, not a client case or a claim of commercial results.
Download the full teardown as a PDF → five pages, matching the memo structure
The brief: prepare an integration conversation.
The fictional company supplies electric propulsion. It wants a satellite mission team to consider an initial integration discussion. The first task is to establish what the supplier can offer that team now.
Below is a reading version of the five-part example. The PDF shows the memo format. The paid teardown also includes a separate marked-up homepage and a 90-minute delivery call.
Open the five-page PDF
Page 1 · The buyer and the decision
Priority buyer and decision
In this brief, a systems engineer needs to establish whether the propulsion system fits the mission. Procurement needs to understand what can be ordered and the conditions of supply. These are proposed roles to confirm with the company.
The homepage describes the technology and names programme support. It does not give a customer example or explain what an initial enquiry should contain. That is a gap in the public material; it does not establish whether the company has customers.
Before writing the offer: confirm the priority mission profile, what can be evaluated now and which test evidence may be shared.
Page 2 · The homepage
Homepage review
Electric propulsion for small satellites
Programme support shown; customer example absent.
Contact usThe use case and broad audience are visible. The opening leaves the mission requirements and the practical reason to consider this supplier for the reader to establish.
Keep programme support correctly labelled. Add a permitted customer example if one exists. Explain which information to send, such as mission profile and required delivery date, and what response the enquirer can expect.
Retain accurate specifications and test documentation. Link them to the relevant product so they support the evaluation.
The assessment uses the six published website-audit criteria. It is an expert review of the material, not a test of observed buyer behaviour.
Page 3 · Deck and executive profiles
Deck opening and profiles
The fictional deck opens with technology and a broad market forecast. Move the priority mission application and what can be evaluated now into the opening. Keep development plans separate from available hardware.
Check the source for each claim about reliability, performance and mission experience. A founder’s earlier work may be relevant, but it is not a delivery by the new company.
Compare the homepage, deck opening and relevant profiles. They should describe the same product status, intended application and next step. Record disagreements before commissioning new copy.
Page 4 · The comparison
Buyer alternatives
The mission team might consider an established supplier, another emerging supplier or doing part of the work internally. These are possible alternatives to investigate, not assessed competitors in this fictional example.
For a commissioned teardown, we agree the comparison set first. I assess the agreed public pages using the same criteria and capture date, with links to the sources. Missing evidence on a page is recorded as a gap to clarify.
A page comparison cannot establish technical superiority, customer preference or the probability of winning a contract.
Page 5 · First changes
Recommended actions
- Agree the application. The commercial and technical leads choose the priority mission profile and confirm current product status and qualification limits.
- Assemble permitted evidence. Collect specifications, test results and attributable experience. Confirm what can be public and what requires an NDA.
- Prepare the conversation. Set out what the mission team should send and what the supplier can discuss in response. Test that proposed first step against the buyer’s actual process.
The delivery call reviews the recommendations with your team. You can make the changes yourselves or commission a sprint to develop the positioning and agreed copy. The teardown itself does not include replacement copy, customer interviews or introductions.
This entire brief is invented to show the method and format. It contains no client results.
Keep the example as a PDFDiscuss your project
€2,500 excl. VAT, one week, a five-page assessment and a separately marked-up homepage. A 90-minute delivery call, plus preparation. The fully paid fee covers sprint week one if you book within 30 days of teardown delivery.