Working together · Demand-Side Teardown
A five-page memo, written against your own site and market. Below is a shortened, illustrative version for a typical Series A propulsion company. Yours covers your whole commercial presence, not just the homepage.
Download the full teardown as a PDF → seven pages, with the charts
Scored against the rubric from my audit of 105 European space company websites, of which 98 could be read: does it name a customer, does it show a way to buy, does it say who it is for, and does the headline lead with the customer or with the technology.
Use case: clear. Your site explains what the propulsion system does and for which manoeuvres. You are in good company here; 97 of the 98 readable sites in the audit manage this much.
Customer: not named. The logos on your homepage are your agency programme and your investors. A buyer reading it cannot tell whether anyone has actually paid for the product. Half the sector names a customer, and in half of those cases it is a public contract, which still counts. Yours names none.
A way to buy: none. The only action on the page is "Contact us". Only 43 per cent of European space sites show any commercial path at all, and a bare contact form puts you on the wrong side of that line.
Headline: built for an engineer. "Next-generation electric propulsion" tells a fellow engineer what you made. It does not tell a satellite operator what changes for them.
Net: technically impressive, commercially invisible. On the six-question rubric this company clears the first one and little else, which puts it in the bottom fifth of the field. It is the same gap the sector's hiring shows: across 100 companies, 7.7 engineering vacancies are open for every commercial one.
The whole field is open to inspect, and you can score your own site against the same six questions in a minute.
1. Name a buyer. Swap one investor logo for one customer and the job they hired you for. If your only reference is an agency contract, say that plainly; it is still a buyer.
2. Give a way to buy. Replace the bare contact form with one specific next step a buyer recognises, for example "Request lead times and pricing", so a procurement lead knows how to start.
3. Rewrite the headline for the customer. Move it from what the technology is to who it is for and what they get. The engineering can stay one line down.
Week one, positioning: who actually buys your propulsion, and for which decision. Week two, presence: the three fixes above, applied to your site, your executive profiles and a one-pager for BD and investors. Week three, handover: the system documented so your team runs it without an agency.
Illustrative sample. This is not a real company or a real client; it is a composite of patterns from the dataset. Your teardown is written against your own site and market.
€1,500, one week, and a five-page memo. About ninety minutes of your time, and it comes off the sprint price in full if you book within 30 days.