Campaign: Product Builder
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Status: started September 2026.
Target audience: startups, not corporates (decided in the Strategy & Growth meeting of 24 September 2026).
Websites
| Site | Role | Hook | Status |
|---|---|---|---|
productbuilder.dev |
Education: what a Product Builder is | “What is a product builder?” | Live |
prototypeineendag.nl |
Service proposition: a tangible prototype in one focused day | “Kunnen we dit idee snel tastbaar maken voordat we groter investeren?” | Planned |
mvpineenweek.nl |
Service proposition: a scoped MVP sprint with visible progress in one week | “Kunnen we in korte tijd een werkende kern bouwen om te leren en beslissen?” | Planned |
Positioning
Definition we promote: a Product Builder is a senior product professional who uses AI to turn a business problem into a working digital product, end to end. One person covers the roles of Product Owner, Product Manager, Business Analyst, UX researcher and designer, architect, front-end, back-end and full-stack developer, QA, DevOps, cloud, data and security engineer, and technical writer.
Core line: “AI can move fast in any direction. Experience makes sure it is the right one.”
The two messages
The campaign has to land two things:
- The term. People do not know “Product Builder” yet, and often assume it means Product Owner.
- The offer. Because one senior Product Builder with AI replaces a whole team, a quote can come out almost a factor 10 lower than a traditional project. Prospects do not believe this yet. Making this claim credible is the main challenge of the campaign.
Timeline
- 24 September 2026: Maurice posted the first LinkedIn post (“Product Builder? Don’t you mean Product Owner?”), linking to productbuilder.dev. Kiliaan, CEO of Close, reposted it to their network.
Market
- Close /
productbuilders.nl: Close (CEO Kiliaan, very experienced) uses the same angle onproductbuilders.nl. The site is live. Close offers senior engineers with 10+ years of experience, a fixed price per deliverable and a first working result within 6 weeks. Close targets organisations that would otherwise hire a large IT agency: corporates and mid-sized companies, not startups. We build the category together with Close and work with them informally, without formal agreements. Close serves corporates, we serve startups.
Entry offer
There is no finished project with real numbers yet to use as a case. The first offer is therefore a paid entry sprint of 2 weeks at a fixed price of €5,000–8,000. The working result of the first sprints becomes the evidence for the factor 10 claim.
Do not put “factor 10” in the headline. Show the evidence first, then the claim: “up to a factor 10 on the first working version”, never “10x cheaper”.
Channels
Organic first. No paid campaigns until the positioning line is tested.
- LinkedIn and Bluesky/X: build-in-public posts and short demo videos.
- Indie Hackers, r/SaaS, r/startups; dev.to for deeper articles.
- Product Hunt and Show HN once there is a working demo.
- Dutch startup scene: Techleap, Silicon Canals, accelerator Slack groups.
- Newsletters: TLDR AI, Ben’s Bites, Console.dev.
Measure per channel with its own UTM tag or short link, counted in the server logs. No tracking pixels.