Tsai CITY Workshop: How to Approach Early-Stage Go-to-Market

In this session, led by Caroline Fay of The Extra Group, you’ll explore key principles and strategies for connecting with early customers, users, or audiences—and aligning your offering with the people you serve.

​In this session you’ll learn:

• ​Why early engagement is critical to your startup’s success,

• ​How to define and test your target customer, and

• ​Ways to approach sales and outreach authentically

​Caroline will also address common mental roadblocks—like “my product isn’t ready” or “selling feels manipulative”—and offer reframes that help you shift mindset and gain momentum.

​About Caroline Fay:

​Through her firm, The Extra Group, Caroline Fay helps startups master early sales and achieve repeatable revenue. Startups who have worked with her have seen results like $0-$600K ARR within six months, $250K-$1M+ ARR within six months, and a 60x increase in recurring revenue.

​Caroline co-founded the equitable hiring startup Skillist, which was acquired by Opportunity@Work. She later led a go-to-market team at HR tech unicorn Lattice, where she developed GTM strategies for new product lines and regions.