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  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 6
  • This quarter · 10
  • Big bets · 4
  • Wildcards · 3
  • How we can help
Generated Oct 18, 2026 1 view
  1. Programmable
  2. Playbooks
  3. Weave
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growth playbook · Oct 18, 2026

weaveos.com (opens in a new tab)

Weave growth playbook

Diagnosis

Weave has 12 open roles, and the mix shows a company moving from founder-led sales to a repeatable go-to-market: four sales hires (its first BDR, a Founding AE, a GTM Engineer and a Growth Engineer), a Field CTO to be its voice at conferences, Founding DevRel for the open-source Router, and one Founding Creative Marketer.

It has rare assets for that: measured output across 2M+ PRs and 25k engineers, a monthly Weave Index, a Router with 5.6k GitHub stars, and a 7,443-page CTO directory.

Most of it is under-used: original data sits in blog posts, the Router has no path back to the platform, only two of 50+ tools have integration pages, and the pricing page leaves the privacy question unanswered. This playbook gives each new hire a first 90 days built on those assets.

Growth Score

7/10

Biggest Opportunity

Own the number every board is asking for (what AI coding spend buys) by turning the Index and 2M+ PRs into recurring, cited news, and routing the readers into a 14-day executive report.

Biggest Risk

Atlassian bundling DX into the System of Work, and the surveillance objection that Swarmia uses, can stall deals before Weave's data is seen.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    "First executive report in 14 days" as the Starter onboarding goal

    Define the report's one page: output trend, AI spend, cost per output hour, top three insights.

    High impact First result in 3 weeks
  2. 2

    Pricing FAQ that answers the three questions a VP Engineering asks before Pro

    Pull the last 20 demo-call notes and list every pricing or privacy question asked; those become the FAQ.

    High impact First result in 2 weeks
  3. 3

    Pitch the "output +87%, AI spend 2.5×" Q3 finding to eight engineering newsletters

    Write the 120-word pitch with the headline number and send it to The Pragmatic Engineer first.

    High impact First result in 2-3 weeks

02

Your idea portfolio

23 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 9 ideas are marked Unexpected: plays you are unlikely to have tried.

    2 of these are things Programmable can build and run for you.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 12Fill-ins · 4Reconsider · 4
Effort →

Showing 23 of 23 ideas

This week 6

Quick wins with a clear first action.

  • 01

    The pricing page sells "individual stats" at $50 an engineer but never says who sees them, how long Starter is free, or what happens to code. Those are the objections that send a buyer to "Book a demo" instead of a card.

    High impactLow effort First result in 2 weeks Founding Growth Engineer

    First action

    Pull the last 20 demo-call notes and list every pricing or privacy question asked; those become the FAQ.

    How to measure it

    Pricing page to signup start

    Now
    –
    Target
    +25% relative
    By
    4 weeks after launch

    Steps

    1. 1

      Mine sales calls

      List every pricing, privacy and security question from the last 20 calls and rank by frequency.

      CEO 1 hour

    2. 2

      Write plain answers

      One or two sentences each, with a link to the trust center for the security answers.

      Founding Creative Marketer 2 hours

    3. 3

      Show the yearly price

      Replace "Save 16.67%" with the actual yearly per-engineer price.

      Founding Growth Engineer 30 minutes

    4. 4

      Answer the visibility question directly

      Say who can see individual stats by default and how to turn them off.

      CEO 30 minutes

    5. 5

      Fix the security headers

      The site scores C on Mozilla Observatory; add CSP and the missing headers before a security reviewer checks, since the buyer is a CTO.

      Founding Growth Engineer 2 hours

    6. 6

      Add FAQPage schema

      Mark up the FAQ so the answers can appear in search and AI answers.

      Founding Growth Engineer 1 hour

    7. 7

      Track it

      Event on FAQ expands and on signups that follow an expand.

      Founding Growth Engineer 1 hour

    First result
    2 weeks
    Cost
    $0, about a day of work
    Owner
    Founding Growth Engineer

    Smallest test

    Ship only the three privacy questions for one week and compare signup starts.

    Why it works

    Add an eight-question FAQ under the plan cards: is Starter free forever, what counts as an engineer, who can see individual stats, do you read our code, SOC 2 and data retention, yearly price, how to move from Starter to Pro, and how the Router is billed.

    Pricing has no FAQ and no trial terms, while the Growth Engineer is measured on teams that start and stick. Every unanswered objection on that page turns a self-serve signup into a sales call or a bounce.

    Ready to use

    ChecklistPricing FAQ questions

    [ ] Is Starter free forever, and for how many engineers?
[ ] What counts as an engineer for billing?
[ ] Who can see individual stats, and can we turn them off?
[ ] Do you read or store our source code?
[ ] SOC 2 Type II, GDPR, HIPAA: where is the report?
[ ] What is the yearly price per engineer?
[ ] How does the Router get billed?
[ ] How do we move from Starter to Pro without losing history?

    Risks and how to handle them

    • Stating who sees individual stats invites a surveillance debate

      Lead with the default (manager-only, or team-only) and the opt-out; that answer is better on the page than in a lost deal.

    Evidence

    • Your websitePricing: Starter $0 (output score, AI ROI, org-level metrics), Pro $50 per engineer per month (individual and team stats, Wooly agent), Enterprise custom. No FAQ and no trial terms on the page.Source
    • HiringFounding Growth Engineer: owns the self-serve funnel (website, signup, onboarding, activation, expansion), programmatic SEO pages, interactive demos, PQL scoring and CRM sync, lifecycle email; measured on "how many engineering teams start using Weave and stick".Source
    • Your websitePositioning in the job posts: improve teams "without vanity metrics or surveillance"; Pro sells individual stats.Source
    • programmable.infoSite scan: a CTO directory of 7,443 profile pages (/ctos), 2,094 glossary pages and 19 compare pages, but integration pages only for Cursor and GitHub Copilot; YouTube has 8 subscribers and 6 videos; Mozilla Observatory grades the site C (50/100) and the security-header check gives F, while the trust center lists SOC 2, ISO 27001 and HIPAA.Source
  • 02

    Weave has the one thing newsletter writers cannot produce themselves: measured output across 25k engineers. The Q3 post was published as a blog entry; it should have been pitched as news.

    High impactLow effort First result in 2-3 weeks Founding Creative Marketer

    First action

    Write the 120-word pitch with the headline number and send it to The Pragmatic Engineer first.

    How to measure it

    Earned mentions of the Q3 finding

    Now
    –
    Target
    3 mentions
    By
    3 weeks

    Steps

    1. 1

      Pick the headline number

      Use one sentence: output up 87% while AI spend grew 2.5×, across Weave customers in Q3 2026.

      Founding Creative Marketer 30 minutes

    2. 2

      Make two clean charts

      Output per engineer and AI cost per output hour by month, with the methodology link under each.

      Founding Creative Marketer 2 hours

    3. 3

      Write the methodology note

      Sample size, how output is estimated and what is excluded, in five bullets.

      CTO 1 hour

    4. 4

      Send personal pitches

      One email per editor, offering the CSV and a 15-minute call with the CEO.

      Founding Creative Marketer 2 hours

    5. 5

      Post the founder thread

      The CEO posts the finding on LinkedIn and X the same morning, linking the post.

      CEO 30 minutes

    6. 6

      Follow up once

      One follow-up after five days with a second, different chart.

      Founding Creative Marketer 30 minutes

    Who to approach

    • The Pragmatic Engineer

      The largest newsletter read by engineering managers; runs data-led pieces on AI tooling.

    • LeadDev

      Publishes for engineering leaders and runs events where the finding could be a talk.

    • Latent Space

      AI engineering audience that cares about cost per output.

    • TLDR

      Broad developer reach for a single-number headline.

    • Software Lead Weekly

      Curated weekly for engineering leaders.

    • Refactoring

      Engineering-management newsletter that features data and frameworks.

    First result
    2 to 3 weeks
    Cost
    $0
    Owner
    Founding Creative Marketer

    Smallest test

    Send three pitches this week and see how many reply before writing the rest.

    Run this outreach. The sequence sent for you: addresses found and verified, replies routed to your CRM. Usually live within days.

    Book a working session

    Why it works

    Turn the October 9 Q3 post into a one-paragraph pitch with two charts and an offer of the underlying CSV, and send it personally to the editors of eight newsletters engineering leaders read.

    The Founding Marketer is measured on pipeline and brand, and the blog is mostly tool roundups that compete with every vendor. Original numbers are what get cited, linked and quoted by other writers.

    Ready to use

    EmailNewsletter pitch

    Subject: Q3 data: engineering output +87% as AI spend grew 2.5×

Hi {first name},

We measure engineering output across 25,000+ engineers at Weave. In Q3 2026 output per engineer rose 87% while AI tool spend grew 2.5×, and the cost of an output hour moved in a direction most teams don't expect.

Two charts are below and the monthly CSV is public at weaveos.com/data. Happy to share the cut by model family or company size for your readers, or put you on a 15-minute call with our CEO.

{name}

    Risks and how to handle them

    • Editors question the output methodology

      Lead with the methodology note and offer the raw monthly CSV.

    Evidence

    • Your websiteBlog: about three posts a week, mostly "best tools" guides; one original-data post, "Engineering output rose 87% in Q3 as AI spend grew 2.5×" (October 9, 2026).Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
    • HiringFounding Creative Marketer: owns tier-1 launches end to end and experiments "across organic social, paid, SEO, lifecycle, partnerships, and community"; measured on pipeline, signups and brand.Source
    • Your websiteHomepage headline "Turn your software team into a software factory"; claims 2M+ PRs analyzed, 25k+ engineers, 50+ AI tools, 500+ engineering organizations, SOC 2 Type II. Of the customer logos, only PostHog is named in the page text.Source
  • 03

    DX customers are being folded into Atlassian's System of Work. Some will welcome it; the ones on GitHub rather than Bitbucket, or wary of bundling, are actively looking.

    High impactLow effort First result in 2-4 weeks Founding Creative Marketer

    First action

    Update the title, H1 and first paragraph of the Weave vs DX page to name the acquisition.

    How to measure it

    Conversions from the DX compare page

    Now
    –
    Target
    2× the previous month
    By
    6 weeks

    Steps

    1. 1

      Quote the facts

      Link Atlassian's own announcement and state what is known about the roadmap, with no speculation.

      Founding Creative Marketer 1 hour

    2. 2

      Name the real difference

      Survey and DXI scores versus measured output from PRs and AI telemetry, in one table.

      Founding Creative Marketer 2 hours

    3. 3

      Speak to GitHub shops

      A section for teams on GitHub and GitHub Enterprise, which Weave supports on Enterprise.

      Founding Creative Marketer 1 hour

    4. 4

      Offer a side-by-side

      "Run Weave next to DX for two weeks; we will build the comparison report."

      CEO 30 minutes

    5. 5

      Target the searches

      Title and headings for "DX Atlassian", "DX alternative" and "DX vs Jellyfish".

      Founding Growth Engineer 1 hour

    6. 6

      Tell sales

      Give AEs a two-line talk track for DX customers.

      CEO 30 minutes

    First result
    2 to 4 weeks
    Cost
    $0
    Owner
    Founding Creative Marketer

    Smallest test

    Change only the title and first paragraph and watch organic clicks for two weeks.

    Why it works

    Rewrite the Weave vs DX page around the acquisition: what Atlassian said, what it means for non-Atlassian stacks, how Weave measures AI output that a survey cannot, and a two-week side-by-side offer.

    Nearly all of DX's enterprise customers already use Atlassian, so DX will be sold as part of a bundle. Weave already has a compare page for DX; the acquisition is the reason a buyer opens it now.

    Risks and how to handle them

    • Reads as attacking a competitor

      Stay factual and generous about DX; the point is fit, not fear.

    Evidence

    • Search resultsAtlassian agreed to buy DX for about $1B (September 2025); DX joins Atlassian's System of Work with Jira, Bitbucket and Rovo Dev, and nearly all of DX's 350 enterprise customers already use Atlassian.Source
    • Your websiteCompare pages exist for DX, Jellyfish, LinearB, Swarmia, Span and Waydev.Source
    • Competitor researchCompetitor guides: Jellyfish owns executive and investment-allocation reporting; LinearB pairs DORA with workflow automation; Swarmia is described as the least surveillance-like, with no individual developer scoring; Faros claims causal measurement of AI impact.Source
  • 04

    5.6k engineers starred the Router and many installed it from npm, but the Router is a different product from what Weave sells. The install moment is the only time Weave has their attention.

    Medium impactLow effort First result in 2 weeks Founding DevRel

    First action

    Add the README section and a tracked link this week.

    How to measure it

    Router-to-Starter signups

    Now
    –
    Target
    5% of new installs
    By
    6 weeks

    Steps

    1. 1

      Add a tracked link

      UTM-tagged link to a Starter signup that preselects the Router connection.

      Founding Growth Engineer 1 hour

    2. 2

      Rewrite the README top

      One paragraph on savings and quality, then the team dashboard link, above the install command.

      Founding DevRel 1 hour

    3. 3

      Print one line after install

      A single, quiet line with the link; no prompts and nothing that blocks.

      Founding DevRel 2 hours

    4. 4

      Ship a release note

      Explain the change in the release so it reads as a feature, not an ad.

      Founding DevRel 30 minutes

    5. 5

      Watch issues

      Respond within a day to any complaint about the line.

      Founding DevRel ongoing

    6. 6

      Report the numbers

      Weekly installs, link clicks and workspaces created.

      Founding Growth Engineer 15 minutes a week

    First result
    2 weeks
    Cost
    $0
    Owner
    Founding DevRel

    Smallest test

    README section only for two weeks before touching the CLI.

    Why it works

    Add a "See what routing saved your team" section to the README and print one line after install that links to a free Starter workspace prefilled with the Router connection.

    The Growth Engineer's funnel runs from connecting a repo to installing the Router to a first insight. Today the Router has no path back into that funnel.

    Risks and how to handle them

    • Open-source users dislike marketing in CLI output

      One line, easy to silence with an environment variable, and documented.

    Evidence

    • Search resultsWeave Router: about 5.6k GitHub stars, Elastic License 2.0, installed through npm (@weave-os/router) for Claude Code, Codex and opencode; the homepage claims about 3 ms overhead.Source
    • HiringFounding Growth Engineer: owns the self-serve funnel (website, signup, onboarding, activation, expansion), programmatic SEO pages, interactive demos, PQL scoring and CRM sync, lifecycle email; measured on "how many engineering teams start using Weave and stick".Source
    • HiringFounding DevRel: owns the open-source Weave Router (Go) issues, PRs, releases and docs; meetups, hackathons, livestreams, podcasts, X and Hacker News; needs opinions on DORA, SPACE and DevEx.Source
  • 05

    The homepage says "Startups to Fortune 100" but names only PostHog; the job posts name Robinhood, Rho and Browserbase. The strongest proof is buried below the fold.

    Medium impactLow effort First result in 2 weeks Founding Creative Marketer

    First action

    Confirm in writing that Robinhood, Rho, PostHog and Browserbase can be named on the homepage.

    How to measure it

    Homepage to signup click-through

    Now
    –
    Target
    +15% relative
    By
    4 weeks

    Steps

    1. 1

      Get permissions

      Email each customer champion for logo and name approval.

      CEO 1 hour

    2. 2

      Write the proof line

      One sentence under the CTA with Reducto's two numbers.

      Founding Creative Marketer 15 minutes

    3. 3

      Label the logos

      Alt text and visible names so the proof is readable and indexable.

      Founding Growth Engineer 1 hour

    4. 4

      Link the case study

      The proof line links to the Reducto story.

      Founding Growth Engineer 15 minutes

    5. 5

      A/B test the line

      Half of traffic with the line, half without, for two weeks.

      Founding Growth Engineer 2 hours

    6. 6

      Roll out the winner

      Keep whichever version wins on signup click-through.

      Founding Growth Engineer 15 minutes

    First result
    2 weeks
    Cost
    $0
    Owner
    Founding Creative Marketer

    Smallest test

    Add the Reducto line alone and compare click-through for a week.

    Why it works

    Replace the unlabeled logo strip with named logos you have permission for, and add one line under the hero CTA: "Reducto: first executive report in 14 days, +19% measured output."

    Visitors decide in seconds whether a tool is for teams like theirs. Named peers and a concrete time-to-value number answer that faster than "500+ organizations".

    Risks and how to handle them

    • A customer declines to be named

      Use a descriptor such as "a public fintech" with the number.

    Evidence

    • Your websiteHomepage headline "Turn your software team into a software factory"; claims 2M+ PRs analyzed, 25k+ engineers, 50+ AI tools, 500+ engineering organizations, SOC 2 Type II. Of the customer logos, only PostHog is named in the page text.Source
    • HiringJob posts: 200+ customers including Robinhood, Rho, PostHog and Browserbase; double-digit month-over-month revenue growth since May; $13.5M Series A (Standard Capital, Y Combinator, Moonfire, Burst Capital). The CEO leads sales; a Founding GTM Engineer is already on the team.Source
    • Your websiteReducto testimonial: "We use Weave to get an objective measurement and keep ourselves honest" (Raunak Chowdhuri, Founder & CTO); +19% measured output and 14 days from install to first executive report.Source
  • 06

    Reducto's 14 days to a first executive report is the moment a buyer becomes a champion. Starter onboarding should aim at that report, not at a dashboard.

    High impactMedium effort First result in 3 weeks Founding Growth Engineer

    First action

    Define the report's one page: output trend, AI spend, cost per output hour, top three insights.

    How to measure it

    Executive report sent within 21 days of signup

    Now
    –
    Target
    30% of active Starter workspaces
    By
    8 weeks

    Steps

    1. 1

      Define the report

      One page, four sections, matching what Reducto saw.

      CEO 2 hours

    2. 2

      Add the checklist

      Connect repo, connect AI tools, invite a teammate, report ready on day 14.

      Founding Growth Engineer 2 days

    3. 3

      Send day-7 and day-14 emails

      A preview at day 7 and "your report is ready" at day 14.

      Founding Growth Engineer 1 day

    4. 4

      Make it shareable

      Public link with an expiry and a PDF export.

      Founding Growth Engineer 2 days

    5. 5

      Flag the send

      A report shared with a non-engineer becomes a PQL signal for sales.

      Founding GTM Engineer 2 hours

    6. 6

      Review weekly

      Funnel from signup to report sent, by week of signup.

      Founding Growth Engineer 30 minutes a week

    First result
    3 weeks
    Cost
    $0, about two weeks of engineering
    Owner
    Founding Growth Engineer

    Smallest test

    Email the report manually to ten new Starter workspaces and count how many forward it.

    Why it works

    Make the Starter checklist end in a shareable executive report: connect GitHub, add AI tools, wait for 14 days of data, then a one-click PDF and link to send to the CTO or CFO.

    The Growth Engineer is measured on teams that start and stick; a report sent upward is the stickiest event a measurement tool has, and it puts Weave in front of the budget owner.

    Risks and how to handle them

    • Small teams have too little data at 14 days

      Backfill from GitHub history so the report has a baseline on day one.

    Evidence

    • Your websiteReducto testimonial: "We use Weave to get an objective measurement and keep ourselves honest" (Raunak Chowdhuri, Founder & CTO); +19% measured output and 14 days from install to first executive report.Source
    • HiringFounding Growth Engineer: owns the self-serve funnel (website, signup, onboarding, activation, expansion), programmatic SEO pages, interactive demos, PQL scoring and CRM sync, lifecycle email; measured on "how many engineering teams start using Weave and stick".Source
    • Your websitePricing: Starter $0 (output score, AI ROI, org-level metrics), Pro $50 per engineer per month (individual and team stats, Wooly agent), Enterprise custom. No FAQ and no trial terms on the page.Source

This quarter 10

The core plays for the next three months.

  • 07

    The Weave Index already publishes five monthly series with CSVs, which is the raw material of a recurring news beat, but it is a page nobody is told about.

    High impactMedium effort First result in 1 month Founding Creative Marketer

    First action

    Pick the October headline from the five series and schedule the drop for the first Tuesday of November.

    How to measure it

    Signups from Index drops

    Now
    –
    Target
    100 a month
    By
    third drop

    Steps

    1. 1

      Fix a date

      First Tuesday of each month, every month.

      Founding Creative Marketer 15 minutes

    2. 2

      Choose one number

      The series that moved most, written as one sentence.

      Founding Creative Marketer 1 hour

    3. 3

      Make the embed

      A chart with a "Source: Weave Index" link that sites can embed.

      Founding Growth Engineer 1 day once

    4. 4

      Add an email capture

      Free subscription to the monthly drop, no gate on the data.

      Founding Growth Engineer 2 hours

    5. 5

      Add the comparison hook

      "See your team's numbers against the Index" into Starter.

      Founding Growth Engineer 1 day once

    6. 6

      Founder post

      The CEO posts the number with one sentence of interpretation.

      CEO 30 minutes a month

    7. 7

      Send to editors

      The same eight newsletter editors, every month.

      Founding Creative Marketer 1 hour a month

    First result
    1 month
    Cost
    $0, about a day a month
    Owner
    Founding Creative Marketer

    Smallest test

    Run one drop with only the founder post and editor emails before building the embed.

    Why it works

    Treat each month's Index update as a tier-1 launch: one headline number, an embeddable chart, a founder post, a short email to subscribers and newsletter editors, and a "how does your team compare" link into Starter.

    The Founding Marketer owns launches and is measured on brand and pipeline; a monthly number journalists can cite builds both, and the comparison link turns readers into workspaces.

    Risks and how to handle them

    • Month-to-month noise makes a dull number

      Rotate the series and use quarter-over-quarter when a month is flat.

    Builds on

    Evidence

    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
    • HiringFounding Creative Marketer: owns tier-1 launches end to end and experiments "across organic social, paid, SEO, lifecycle, partnerships, and community"; measured on pipeline, signups and brand.Source
    • Your websiteBlog: about three posts a week, mostly "best tools" guides; one original-data post, "Engineering output rose 87% in Q3 as AI spend grew 2.5×" (October 9, 2026).Source
  • 08

    Weave measures 50+ AI tools but has integration pages for only two (Cursor and GitHub Copilot). Buyers search tool by tool ("Is Cursor worth it", "Claude Code ROI", "Copilot vs Codex cost"), and the blog answers these one post at a time.

    High impactMedium effort First result in 6-10 weeks Founding Growth Engineer

    First action

    List the 15 AI coding tools with enough customer data to publish, and the team-size bands with at least 20 orgs each.

    How to measure it

    Signups from programmatic tool pages

    Now
    –
    Target
    150 a month
    By
    90 days after launch

    Steps

    1. 1

      Set a privacy floor

      Publish a cell only with at least 20 organizations behind it.

      CTO 2 hours

    2. 2

      Pick the tools

      Claude Code, Cursor, GitHub Copilot, Codex and the others that clear the floor.

      Founding Growth Engineer 2 hours

    3. 3

      Build the template

      Cost, output change, cost per output hour, trend, methodology, CTA.

      Founding Growth Engineer 1 week

    4. 4

      Write unique intros

      Two sentences per tool on what the data shows.

      Founding Creative Marketer 1 day

    5. 5

      Refresh monthly

      Pages update with each Index release and show the date.

      Founding Growth Engineer automated

    6. 6

      Internal links

      From the blog posts on each tool to its page.

      Founding Creative Marketer 2 hours

    7. 7

      Measure

      Search impressions, clicks and signups per page in a weekly table.

      Founding Growth Engineer 30 minutes a week

    First result
    6 to 10 weeks
    Cost
    $0, about two weeks of engineering
    Owner
    Founding Growth Engineer

    Smallest test

    Hand-build the Claude Code and Cursor pages and watch impressions for four weeks.

    Why it works

    Give every measured tool an integration page (how Weave connects, what it measures), then add a page per tool and team-size band with measured cost per engineer, output change and cost per output hour from aggregated telemetry, plus methodology and a "measure it on your team" CTA.

    Programmatic SEO pages are named in the Growth Engineer job post. The blog already ranks for single-tool posts such as Codex ROI; a data-backed template scales that to every tool and size.

    Risks and how to handle them

    • Thin pages read as spam

      Only publish tools with real data and write a unique intro per page.

    • Customer data concerns

      Aggregates only, with the 20-organization floor stated on the page.

    Evidence

    • HiringFounding Growth Engineer: owns the self-serve funnel (website, signup, onboarding, activation, expansion), programmatic SEO pages, interactive demos, PQL scoring and CRM sync, lifecycle email; measured on "how many engineering teams start using Weave and stick".Source
    • programmable.infoSite scan: a CTO directory of 7,443 profile pages (/ctos), 2,094 glossary pages and 19 compare pages, but integration pages only for Cursor and GitHub Copilot; YouTube has 8 subscribers and 6 videos; Mozilla Observatory grades the site C (50/100) and the security-header check gives F, while the trust center lists SOC 2, ISO 27001 and HIPAA.Source
    • Your websiteBlog: about three posts a week, mostly "best tools" guides; one original-data post, "Engineering output rose 87% in Q3 as AI spend grew 2.5×" (October 9, 2026).Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
  • 09

    Starter shows org-level numbers; Pro unlocks individual and team stats. A Starter workspace with 30+ active engineers is already computing what it would pay for.

    High impactMedium effort First result in 4 weeks Founding GTM Engineer

    First action

    Write the scoring rule in one SQL query and list this week's top 20 Starter workspaces.

    How to measure it

    Starter workspaces converting to Pro or a sales opportunity

    Now
    –
    Target
    8% within 60 days of signup
    By
    end of quarter

    Steps

    1. 1

      Write the score

      Active engineers, tools connected, report shared, Router installed, weighted.

      Founding GTM Engineer 1 day

    2. 2

      Sync to the CRM

      Score and reasons on the account record, updated daily.

      Founding GTM Engineer 2 days

    3. 3

      Build the preview email

      A blurred team chart with "unlock team stats" and the yearly price.

      Founding Growth Engineer 2 days

    4. 4

      Route the top tier

      Workspaces over 50 engineers go to an AE with the score reasons.

      CEO 1 hour

    5. 5

      Write the AE opener

      Two sentences that reference what the workspace already measures.

      CEO 1 hour

    6. 6

      Review weekly

      Score bands against conversions; adjust weights monthly.

      Founding GTM Engineer 30 minutes a week

    First result
    4 weeks
    Cost
    $0, about a week of engineering
    Owner
    Founding GTM Engineer

    Smallest test

    Hand-pick the top 20 workspaces and have the CEO email them personally.

    Why it works

    Score Starter workspaces on engineers active, AI tools connected, report shared and Router installed; send high scorers a Pro preview email showing a blurred team breakdown, and route the top tier to an AE with the context in the CRM.

    The Growth Engineer post asks for PQL scoring and CRM sync so sales knows which teams are ready. The pricing split gives a natural, honest upgrade moment.

    Risks and how to handle them

    • Blurred previews feel manipulative

      Show the real shape of the data with names hidden; no fake numbers.

    Builds on

    Evidence

    • Your websitePricing: Starter $0 (output score, AI ROI, org-level metrics), Pro $50 per engineer per month (individual and team stats, Wooly agent), Enterprise custom. No FAQ and no trial terms on the page.Source
    • HiringFounding Growth Engineer: owns the self-serve funnel (website, signup, onboarding, activation, expansion), programmatic SEO pages, interactive demos, PQL scoring and CRM sync, lifecycle email; measured on "how many engineering teams start using Weave and stick".Source
    • HiringJob posts: 200+ customers including Robinhood, Rho, PostHog and Browserbase; double-digit month-over-month revenue growth since May; $13.5M Series A (Standard Capital, Y Combinator, Moonfire, Burst Capital). The CEO leads sales; a Founding GTM Engineer is already on the team.Source
  • 10

    The Router's claim is quality at a fraction of frontier cost. A contest that scores teams on passing tests per dollar makes that claim visible and lets engineers prove it themselves.

    Medium impactMedium effort First result in 6 weeks Founding DevRel

    First action

    Ask two SF AI meetup organizers for a date in the next six weeks.

    How to measure it

    Signups attributed to the hackathon

    Now
    –
    Target
    60
    By
    4 weeks after the event

    Steps

    1. 1

      Pick the repo and tests

      A realistic open-source repo with 30 failing tests of mixed difficulty.

      Founding DevRel 2 days

    2. 2

      Build the leaderboard

      Tests passed per dollar, read from Router telemetry.

      Founding DevRel 2 days

    3. 3

      Book the venue

      Co-host with an existing SF meetup to borrow its audience.

      Founding DevRel 1 week lead

    4. 4

      Prizes

      Credits from a model provider or a customer such as Browserbase.

      CEO 2 hours

    5. 5

      Livestream it

      Stream the final hour and the leaderboard reveal.

      Founding Creative Marketer 1 evening

    6. 6

      Publish the results

      Post the winning configs and what they teach about routing.

      Founding DevRel 1 day

    First result
    6 weeks
    Cost
    $2,000 to $4,000 for food, prizes and tokens
    Owner
    Founding DevRel

    Smallest test

    Run the leaderboard online for one week with no venue.

    Why it works

    Run an evening hackathon: same repo, same failing tests, teams use any agent through the Router, and the leaderboard ranks by tests passed per dollar of tokens. Publish the results and the winning routing configs.

    The DevRel role lists meetups, hackathons, livestreams and the Router. A cost-per-result leaderboard is native to what Weave measures and produces content for weeks.

    Risks and how to handle them

    • Low turnout

      Co-host with an established meetup and cap seats to create a waitlist.

    Evidence

    • HiringFounding DevRel: owns the open-source Weave Router (Go) issues, PRs, releases and docs; meetups, hackathons, livestreams, podcasts, X and Hacker News; needs opinions on DORA, SPACE and DevEx.Source
    • Search resultsWeave Router: about 5.6k GitHub stars, Elastic License 2.0, installed through npm (@weave-os/router) for Claude Code, Codex and opencode; the homepage claims about 3 ms overhead.Source
    • Your websiteWooly, the engineering agent, is available in the app or through an MCP server; the site has Dev FinOps and Token Intelligence pages ("Get more output from every AI dollar").Source
  • 11

    Every CTO is being asked by a board what the AI coding spend bought. Weave can generate that exact slide.

    High impactMedium effort First result in December board season Founding Creative Marketer

    First action

    Draft the slide in Figma using the September Index figure of $575 AI cost per employee as the benchmark.

    How to measure it

    Board slides generated from Starter

    Now
    –
    Target
    150
    By
    January 31

    Steps

    1. 1

      Design one slide

      Four numbers and one chart, readable in ten seconds.

      Founding Creative Marketer 1 day

    2. 2

      Publish a free template

      Google Slides and Keynote, no email gate.

      Founding Creative Marketer 2 hours

    3. 3

      Generate it in product

      One button in Starter fills the slide with the team's data.

      Founding Growth Engineer 3 days

    4. 4

      Launch in early December

      Founder post, newsletter, and a note to every Pro admin.

      Founding Creative Marketer 1 day

    5. 5

      Ask VCs to share it

      Send it to the investors on the cap table for their portfolio CTOs.

      CEO 1 hour

    6. 6

      Track usage

      Downloads, generations and signups from the page.

      Founding Growth Engineer 15 minutes a week

    First result
    December board season
    Cost
    $0
    Owner
    Founding Creative Marketer

    Smallest test

    Send the static template to 20 Pro admins and ask if they used it.

    Why it works

    Publish a free board-slide template (AI spend, output trend, cost per output hour, benchmark against the Weave Index) and a one-click version generated from a Starter workspace, launched in December before Q4 board meetings.

    Weave's pitch is proving the return on AI spend, and Jellyfish is positioned on board and investment reporting. A board slide is a concrete, timely artifact that carries Weave's numbers into the room where budgets are set.

    Risks and how to handle them

    • Slide shows a poor result for some teams

      Include a "what we are changing" box so a weak number becomes a plan.

    Builds on

    Evidence

    • Competitor researchCompetitor guides: Jellyfish owns executive and investment-allocation reporting; LinearB pairs DORA with workflow automation; Swarmia is described as the least surveillance-like, with no individual developer scoring; Faros claims causal measurement of AI impact.Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
    • Your websiteWooly, the engineering agent, is available in the app or through an MCP server; the site has Dev FinOps and Token Intelligence pages ("Get more output from every AI dollar").Source
    • Your websiteReducto testimonial: "We use Weave to get an objective measurement and keep ourselves honest" (Raunak Chowdhuri, Founder & CTO); +19% measured output and 14 days from install to first executive report.Source
  • 12

    PostHog and Browserbase are customers with loud developer audiences and public engineering blogs. Their engineers writing about how they measure AI is more credible than any Weave post.

    Medium impactMedium effort First result in 6 weeks Founding Creative Marketer

    First action

    Email PostHog's engineering lead with three numbers from their workspace and ask if they would write about them.

    How to measure it

    Signups from customer co-marketing

    Now
    –
    Target
    80
    By
    6 weeks after publication

    Steps

    1. 1

      Pick the numbers

      Three things their data shows, with their approval to publish.

      CEO 1 hour

    2. 2

      Pitch the post

      Offer to draft it so their engineer only edits.

      Founding Creative Marketer 1 hour

    3. 3

      Draft and approve

      One draft, one round of edits, their byline first.

      Founding Creative Marketer 3 days

    4. 4

      Cross-post

      Their blog and Weave's, with canonical on theirs.

      Founding Creative Marketer 1 hour

    5. 5

      Run the session

      30 minutes live, recorded and cut into clips.

      Founding Creative Marketer 1 day

    6. 6

      Repeat with Browserbase

      Same format, different angle (agents rather than engineers).

      Founding Creative Marketer 3 weeks

    Who to approach

    • PostHog

      Customer with one of the most-read developer company blogs.

    • Browserbase

      Customer in the AI agent infrastructure space with a developer audience.

    First result
    6 weeks
    Cost
    $0
    Owner
    Founding Creative Marketer

    Smallest test

    Ask one customer for a 200-word quote about what they learned before proposing a full post.

    Why it works

    Offer PostHog and Browserbase engineering leads a co-written post with their real numbers (with approval), cross-posted on both blogs, then a 30-minute live session with their engineering lead and Weave's CTO.

    The Marketer owns partnerships and customer quotes; the named customers are already listed in job posts. Their audiences are exactly the engineering teams Weave sells to.

    Risks and how to handle them

    • Customer legal blocks numbers

      Publish percentages and trends rather than absolute figures.

    Evidence

    • HiringJob posts: 200+ customers including Robinhood, Rho, PostHog and Browserbase; double-digit month-over-month revenue growth since May; $13.5M Series A (Standard Capital, Y Combinator, Moonfire, Burst Capital). The CEO leads sales; a Founding GTM Engineer is already on the team.Source
    • HiringFounding Creative Marketer: owns tier-1 launches end to end and experiments "across organic social, paid, SEO, lifecycle, partnerships, and community"; measured on pipeline, signups and brand.Source
    • Your websiteHomepage headline "Turn your software team into a software factory"; claims 2M+ PRs analyzed, 25k+ engineers, 50+ AI tools, 500+ engineering organizations, SOC 2 Type II. Of the customer logos, only PostHog is named in the page text.Source
  • 13

    The Dev FinOps and Token Intelligence pages speak finance's language, yet the GTM is aimed only at engineering. Finance is the second signature on every enterprise AI budget.

    High impactMedium effort First result in 2 months CEO

    First action

    Interview three customer finance leads about how they review AI tool spend today.

    How to measure it

    Enterprise deals with finance engaged

    Now
    –
    Target
    50% of new enterprise opportunities
    By
    end of next quarter

    Steps

    1. 1

      Interview finance

      Three customer finance leads: what they see, what they need.

      CEO 3 hours

    2. 2

      Rewrite Dev FinOps

      A page that opens with cost per output hour and the Index benchmark.

      Founding Creative Marketer 2 days

    3. 3

      Build a finance export

      Monthly spend by tool and team in CSV, matching their categories.

      Founding Growth Engineer 3 days

    4. 4

      AE play

      When a prospect's AI spend passes a set level, invite finance to the second call.

      CEO 2 hours

    5. 5

      Finance benchmark email

      Monthly one-number email for finance contacts.

      Founding Creative Marketer 1 hour a month

    6. 6

      Measure

      Win rate and cycle time with finance engaged versus without.

      Founding GTM Engineer monthly

    First result
    2 months
    Cost
    $0
    Owner
    CEO

    Smallest test

    Have AEs invite finance to five open deals and compare progress.

    Why it works

    Build a short finance track: a Dev FinOps landing page written for CFOs, a monthly "AI spend per engineer" email benchmark from the Index, and an AE play that brings finance into deals once AI spend passes a threshold.

    The Index already tracks AI cost per employee ($575 in September) and cost per output hour, which are finance metrics. A finance champion speeds up enterprise deals and protects renewals when budgets tighten.

    Risks and how to handle them

    • Finance attention turns into cost-cutting pressure on AI tools

      Frame everything as output per dollar, not spend reduction.

    Evidence

    • Your websiteWooly, the engineering agent, is available in the app or through an MCP server; the site has Dev FinOps and Token Intelligence pages ("Get more output from every AI dollar").Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
    • HiringJob posts: 200+ customers including Robinhood, Rho, PostHog and Browserbase; double-digit month-over-month revenue growth since May; $13.5M Series A (Standard Capital, Y Combinator, Moonfire, Burst Capital). The CEO leads sales; a Founding GTM Engineer is already on the team.Source
  • 14

    Bytes AI lifted output 30% by making every engineer's Weave profile visible. Engineers will share a flattering, opt-in year-in-review the way they share GitHub and Spotify Wrapped.

    High impactMedium effort First result in December Founding Creative Marketer

    First action

    Decide the five stats and sketch the card in Figma.

    How to measure it

    Workspaces created from Wrapped links

    Now
    –
    Target
    200
    By
    January 15

    Steps

    1. 1

      Choose the stats

      Only flattering, non-comparative stats; no rankings.

      Founding Creative Marketer 2 hours

    2. 2

      Make it opt-in

      Engineers generate their own card; nothing is shared by default.

      Founding Growth Engineer 1 day

    3. 3

      Build the card

      An image sized for X and LinkedIn, with a link back.

      Founding Growth Engineer 4 days

    4. 4

      Team version

      For leads: team totals and an "AI adoption" stat.

      Founding Growth Engineer 2 days

    5. 5

      Launch

      December 1 email and in-app banner, plus the CEO posting their own card.

      Founding Creative Marketer 1 day

    6. 6

      Track shares

      Shares, clicks and signups by day.

      Founding Growth Engineer daily in December

    First result
    December
    Cost
    $0, about a week and a half of engineering
    Owner
    Founding Creative Marketer

    Smallest test

    Generate cards manually for 20 engineers at one customer and see how many post them.

    Why it works

    In December, let engineers in Weave workspaces generate an opt-in card: PRs merged, share AI-assisted, favourite model, best week, with a "get your team's" link. Team leads get a team version.

    The Founding Marketer is hired to make viral content on X and LinkedIn. Wrapped-style cards are proven December content, and each share is a credible referral from an engineer to other engineers.

    Risks and how to handle them

    • Feels like surveillance

      Strictly opt-in, generated by the engineer, no comparisons with colleagues.

    Evidence

    • Your websiteBytes AI case study: +30% engineering output "by making every engineer's Weave profile visible" (September 17, 2026).Source
    • HiringFounding Creative Marketer: owns tier-1 launches end to end and experiments "across organic social, paid, SEO, lifecycle, partnerships, and community"; measured on pipeline, signups and brand.Source
    • Your websitePositioning in the job posts: improve teams "without vanity metrics or surveillance"; Pro sells individual stats.Source
  • 15

    Competitor guides call Swarmia "the least surveillance-like" because it skips individual scoring; Weave sells individual stats in Pro and says "no surveillance". That contradiction needs one clear page, not silence.

    Medium impactLow effort First result in 1 month Founding Creative Marketer

    First action

    Write the list of what Weave never collects.

    How to measure it

    Deals lost for privacy reasons

    Now
    –
    Target
    halved
    By
    two quarters

    Steps

    1. 1

      List what you measure

      Per-person data, the source of each item, and the default visibility.

      CTO 2 hours

    2. 2

      List what you never measure

      Keystrokes, screen time, messages, and anything else you exclude.

      CTO 1 hour

    3. 3

      Explain engineer-first access

      Engineers can see their own data before managers do (build it if it is not true yet).

      CEO 1 hour

    4. 4

      Tell the Bytes AI story

      Visibility chosen by the team, and what it did.

      Founding Creative Marketer 2 hours

    5. 5

      Link it everywhere

      Pricing FAQ, Swarmia compare page, onboarding invite email.

      Founding Growth Engineer 1 hour

    6. 6

      Arm the AEs

      A one-line link to send when the question comes up.

      CEO 15 minutes

    First result
    1 month
    Cost
    $0
    Owner
    Founding Creative Marketer

    Smallest test

    Send a draft to three champions and ask whether they would forward it to their team.

    Why it works

    Publish a principles page: what Weave measures per person, who can see it by default, what it never measures (keystrokes, screen time), how engineers see their own data first, and the Bytes AI story as the case for visibility.

    The surveillance worry is the most likely objection from engineers who influence the purchase. A principles page gives champions something to forward to a skeptical team.

    Risks and how to handle them

    • Draws attention to the issue

      Buyers already ask; a clear answer is better than a vague one.

    Evidence

    • Competitor researchCompetitor guides: Jellyfish owns executive and investment-allocation reporting; LinearB pairs DORA with workflow automation; Swarmia is described as the least surveillance-like, with no individual developer scoring; Faros claims causal measurement of AI impact.Source
    • Your websitePositioning in the job posts: improve teams "without vanity metrics or surveillance"; Pro sells individual stats.Source
    • Your websiteBytes AI case study: +30% engineering output "by making every engineer's Weave profile visible" (September 17, 2026).Source
    • Your websitePricing: Starter $0 (output score, AI ROI, org-level metrics), Pro $50 per engineer per month (individual and team stats, Wooly agent), Enterprise custom. No FAQ and no trial terms on the page.Source
  • 16

    Weave already publishes a CTO directory with 7,443 profile pages. CTOs search their own names, and a page about them is the one link they will click from an email.

    High impactMedium effort First result in 4 weeks Founding Growth Engineer

    First action

    Check which profile pages get search traffic and how many name a company with 50 or more engineers.

    How to measure it

    Starter workspaces from claimed profiles

    Now
    –
    Target
    75
    By
    end of quarter

    Steps

    1. 1

      Review the directory

      Traffic per page, data sources, and how a person removes their page today.

      Founding Growth Engineer 1 day

    2. 2

      Add claim and removal

      Work-email verification, edit, hide or delete.

      Founding Growth Engineer 1 week

    3. 3

      Add the benchmark

      Claimed profiles show the Index benchmark for the company's size.

      Founding Growth Engineer 3 days

    4. 4

      Invite the top profiles

      One email to CTOs of target accounts: "your profile is live; claim or remove it".

      Founding BDR 1 day

    5. 5

      Route claims

      A claimed profile at a target account becomes a BDR task.

      Founding GTM Engineer 1 day

    6. 6

      Measure

      Claims, removals and workspaces created, weekly.

      Founding Growth Engineer 15 minutes a week

    First result
    4 weeks
    Cost
    $0, about two weeks of engineering
    Owner
    Founding Growth Engineer

    Smallest test

    Email 30 target-account CTOs a link to their profile with claim and remove options.

    Why it works

    Add a "Claim this profile" button: verify by work email, let the CTO edit or remove the page, and once claimed show the Weave Index benchmark for a company of their size with "see your team's real numbers" into Starter. The BDR gets claimed profiles as warm leads.

    The Growth Engineer owns programmatic pages and signup, and the BDR needs CTOs to talk to. A claim flow turns a static directory into an opt-in list of buyers, and the edit and remove options answer the consent question directly.

    Risks and how to handle them

    • CTOs object to a profile they did not create

      Make removal one click, honour it immediately, and lead the email with that option.

    Evidence

    • programmable.infoSite scan: a CTO directory of 7,443 profile pages (/ctos), 2,094 glossary pages and 19 compare pages, but integration pages only for Cursor and GitHub Copilot; YouTube has 8 subscribers and 6 videos; Mozilla Observatory grades the site C (50/100) and the security-header check gives F, while the trust center lists SOC 2, ISO 27001 and HIPAA.Source
    • HiringFounding BDR: "Weave's pipeline has been built by founders and a small GTM team. It works. Now we need someone to turn that into a repeatable outbound engine"; targets CTOs and VPs of Engineering "under pressure to prove that AI coding tools are paying off"; works events and dinners; writes "the outbound playbook that the next five BDRs will use".Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
    • HiringFounding Growth Engineer: owns the self-serve funnel (website, signup, onboarding, activation, expansion), programmatic SEO pages, interactive demos, PQL scoring and CRM sync, lifecycle email; measured on "how many engineering teams start using Weave and stick".Source

Big bets 4

Larger plays that can change the trajectory.

  • 17

    The Router is the product developers adopt on their own; the platform is what the company buys. A hosted team Router with a savings dashboard turns individual installs into an org-level account automatically.

    High impactHigh effort First result in 1 quarter Founding GTM Engineer

    First action

    Count how many Router installs come from company email domains with five or more installs.

    How to measure it

    Hosted Router teams that become Starter or Pro workspaces

    Now
    –
    Target
    25%
    By
    2 quarters after launch

    Steps

    1. 1

      Size the opportunity

      Group installs by company domain to see team clusters.

      Founding GTM Engineer 1 day

    2. 2

      Design the team key

      One key, member invites, spend limits.

      CTO 1 week

    3. 3

      Build the savings dashboard

      Spend saved versus frontier-only routing, quality signals by model.

      Founding Growth Engineer 3 weeks

    4. 4

      Add the upgrade path

      "See whether the savings changed your output" into Starter.

      Founding Growth Engineer 1 week

    5. 5

      Launch on Hacker News

      A Show HN from the DevRel lead with real savings numbers.

      Founding DevRel 1 day

    6. 6

      Feed sales

      Teams over a spend threshold become PQLs.

      Founding GTM Engineer 2 days

    First result
    1 quarter
    Cost
    Hosting cost for proxied traffic plus about six weeks of engineering
    Owner
    Founding GTM Engineer

    Smallest test

    Offer hosted team keys by hand to ten companies with clustered installs.

    Why it works

    Offer a free hosted Router for teams: one key per team, a dashboard of spend saved and quality by model, and an "add output measurement" upgrade into Starter and Pro.

    The Growth Engineer post says growth today is engineers installing Weave or the Router and sharing it with teams. A hosted team tier makes that sharing a product feature and gives sales a list of companies already saving money with Weave.

    Risks and how to handle them

    • Proxy hosting costs grow with free usage

      Cap free volume per team and keep self-hosting available.

    • Security reviews block a hosted proxy

      Keep keys on device as today and offer self-hosted for enterprises.

    Builds on

    Evidence

    • Search resultsWeave Router: about 5.6k GitHub stars, Elastic License 2.0, installed through npm (@weave-os/router) for Claude Code, Codex and opencode; the homepage claims about 3 ms overhead.Source
    • HiringFounding Growth Engineer: owns the self-serve funnel (website, signup, onboarding, activation, expansion), programmatic SEO pages, interactive demos, PQL scoring and CRM sync, lifecycle email; measured on "how many engineering teams start using Weave and stick".Source
    • HiringFounding DevRel: owns the open-source Weave Router (Go) issues, PRs, releases and docs; meetups, hackathons, livestreams, podcasts, X and Hacker News; needs opinions on DORA, SPACE and DevEx.Source
    • Your websiteWooly, the engineering agent, is available in the app or through an MCP server; the site has Dev FinOps and Token Intelligence pages ("Get more output from every AI dollar").Source
  • 18

    "Startups to Fortune 100" buyers often have committed cloud spend they must use; a marketplace listing turns Weave into a line item they can buy without a new vendor process.

    High impactHigh effort First result in 2 quarters CEO

    First action

    Ask your three largest prospects whether they buy software through AWS Marketplace.

    How to measure it

    Enterprise sales cycle for marketplace deals

    Now
    –
    Target
    30% shorter than direct
    By
    3 quarters

    Steps

    1. 1

      Validate demand

      Ask current enterprise prospects how they buy.

      CEO 1 week

    2. 2

      Register as a seller

      Complete the AWS Marketplace seller onboarding.

      CEO 2 weeks

    3. 3

      Build the listing

      SaaS contract listing with Enterprise pricing and private offers.

      Founding GTM Engineer 2 weeks

    4. 4

      Attach compliance documents

      SOC 2 Type II, DPA and security questionnaire.

      CTO 2 days

    5. 5

      Train AEs

      When and how to offer the marketplace path.

      CEO 2 hours

    6. 6

      Co-sell

      Apply for the AWS ISV programs once the first deals close.

      CEO ongoing

    First result
    2 quarters
    Cost
    Marketplace fees on transacted revenue plus about a month of setup
    Owner
    CEO

    Smallest test

    Offer the marketplace path to one enterprise prospect by private offer.

    Why it works

    Publish a private-offer-ready AWS Marketplace listing for Enterprise, with the SOC 2 Type II, HIPAA and GDPR documentation attached, and train AEs to offer it in every enterprise deal.

    Enterprise pricing already includes custom invoicing and terms; marketplace procurement shortens the security and vendor-onboarding stage that slows enterprise deals for a young vendor.

    Risks and how to handle them

    • Marketplace fees cut margin

      Use private offers for large deals and price the fee in.

    Evidence

    • Your websiteHomepage headline "Turn your software team into a software factory"; claims 2M+ PRs analyzed, 25k+ engineers, 50+ AI tools, 500+ engineering organizations, SOC 2 Type II. Of the customer logos, only PostHog is named in the page text.Source
    • Your websitePricing: Starter $0 (output score, AI ROI, org-level metrics), Pro $50 per engineer per month (individual and team stats, Wooly agent), Enterprise custom. No FAQ and no trial terms on the page.Source
    • HiringJob posts: 200+ customers including Robinhood, Rho, PostHog and Browserbase; double-digit month-over-month revenue growth since May; $13.5M Series A (Standard Capital, Y Combinator, Moonfire, Burst Capital). The CEO leads sales; a Founding GTM Engineer is already on the team.Source
  • 19

    No competitor can publish measured output across 2M+ PRs and 25k engineers; survey-based reports dominate the category. An annual report becomes the reference that analysts and reporters cite.

    High impactHigh effort First result in Launch quarter Field CTO

    First action

    Write the table of contents and the five questions the report must answer.

    How to measure it

    Pipeline influenced by the report

    Now
    –
    Target
    20 enterprise opportunities
    By
    6 months after launch

    Steps

    1. 1

      Set the questions

      Five questions engineering leaders argue about, answered with data.

      CEO 1 day

    2. 2

      Publish the methodology first

      Let critics review it before the report ships.

      CTO 1 week

    3. 3

      Analyze

      Aggregate data with the 20-organization floor.

      CTO 3 weeks

    4. 4

      Design and write

      Twenty pages, one chart per finding.

      Founding Creative Marketer 3 weeks

    5. 5

      Brief reporters

      Embargoed briefings with three outlets a week before.

      Founding Creative Marketer 1 week

    6. 6

      Launch event

      Evening talk in SF with two customer CTOs on stage.

      Field CTO 1 evening

    7. 7

      Take it on the road

      The report becomes the Field CTO's keynote at engineering leadership conferences for the year.

      Field CTO ongoing

    8. 8

      Cut into content

      Twelve posts, six charts and a webinar over the next quarter.

      Founding Creative Marketer ongoing

    First result
    Launch quarter
    Cost
    $5,000 to $10,000 for design and the event
    Owner
    Field CTO

    Smallest test

    Publish one chapter as a blog post and measure citations before committing to the full report.

    Why it works

    Publish a 20-page annual report with a public methodology: output trends, AI share of merged code, cost per output hour by tool and company size, and quality signals, launched at a small SF event and cut into a quarter of content.

    The Marketer owns tier-1 launches with sustained follow-up content; the monthly Index and Q3 post prove the data exists. A yearly flagship gives sales and PR one asset to carry all year.

    Risks and how to handle them

    • Sample skews to early adopters

      Say so plainly and segment by company size.

    Builds on

    Evidence

    • Your websiteHomepage headline "Turn your software team into a software factory"; claims 2M+ PRs analyzed, 25k+ engineers, 50+ AI tools, 500+ engineering organizations, SOC 2 Type II. Of the customer logos, only PostHog is named in the page text.Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
    • HiringField CTO: "the technical face of Weave in the market. Part developer advocate, part executive advisor, part keynote speaker", representing Weave at conferences worldwide and shaping "how the industry thinks about measuring engineering in the age of AI".Source
    • HiringFounding Creative Marketer: owns tier-1 launches end to end and experiments "across organic social, paid, SEO, lifecycle, partnerships, and community"; measured on pipeline, signups and brand.Source
  • 20

    Strong engineers ask whether a company uses modern AI tooling well. A Weave-verified badge showing AI-assisted share and output trend is a recruiting asset, and every careers page that shows it advertises Weave.

    Medium impactHigh effort First result in 1 quarter CEO

    First action

    Ask five customers whether they would show a verified AI-tooling badge on their careers page.

    How to measure it

    Customer careers pages showing the badge

    Now
    –
    Target
    40
    By
    2 quarters after launch

    Steps

    1. 1

      Validate with customers

      Five conversations with heads of engineering about recruiting.

      CEO 1 week

    2. 2

      Set the bar

      Transparent, published criteria; no paid placement.

      CTO 1 week

    3. 3

      Build the badge

      Embeddable, verified, linking to a public profile.

      Founding Growth Engineer 2 weeks

    4. 4

      Customer controls

      They choose which metrics show and can remove it any time.

      Founding Growth Engineer 1 week

    5. 5

      Launch with five customers

      Announce together with their recruiting teams.

      Founding Creative Marketer 1 day

    6. 6

      Measure referrals

      Clicks and signups from badge links.

      Founding Growth Engineer monthly

    First result
    1 quarter after launch
    Cost
    About a month of engineering
    Owner
    CEO

    Smallest test

    A static badge for three customers, linked to a hand-built profile page.

    Why it works

    Offer customers that clear a set bar a verified, embeddable badge and a public profile page with chosen metrics, for careers pages and job posts.

    Weave measures exactly what a candidate cannot see from outside. Each badge is a backlink and a referral seen by engineers at the moment they are evaluating employers.

    Risks and how to handle them

    • Customers fear exposing metrics

      Badge shows only the criterion met, with metrics optional.

    Evidence

    • Your websiteHomepage headline "Turn your software team into a software factory"; claims 2M+ PRs analyzed, 25k+ engineers, 50+ AI tools, 500+ engineering organizations, SOC 2 Type II. Of the customer logos, only PostHog is named in the page text.Source
    • Your websiteBytes AI case study: +30% engineering output "by making every engineer's Weave profile visible" (September 17, 2026).Source
    • HiringJob posts: 200+ customers including Robinhood, Rho, PostHog and Browserbase; double-digit month-over-month revenue growth since May; $13.5M Series A (Standard Capital, Y Combinator, Moonfire, Burst Capital). The CEO leads sales; a Founding GTM Engineer is already on the team.Source

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

  • 21

    Standard Capital, Y Combinator and Moonfire each back hundreds of software companies and are asked by LPs how their portfolios use AI. A portfolio-level benchmark gives each fund a reason to push Weave to every portfolio CTO.

    High impactMedium effort First result in 6 weeks CEO

    First action

    Ask your lead investor whether they would send a portfolio invite for a free AI-efficiency benchmark.

    How to measure it

    Workspaces from investor portfolio invites

    Now
    –
    Target
    75
    By
    1 quarter

    Steps

    1. 1

      Pitch one fund

      Start with the lead investor; offer the fund view free.

      CEO 1 hour

    2. 2

      Build the fund view

      Anonymized benchmark with a 5-company minimum.

      Founding Growth Engineer 1 week

    3. 3

      Write the invite

      A fund-branded email the partner sends.

      Founding Creative Marketer 2 hours

    4. 4

      Onboard in a cohort

      A 30-minute group onboarding for portfolio CTOs.

      Founding DevRel 1 hour

    5. 5

      Share the fund report

      Quarterly report to the fund partner.

      CEO 2 hours a quarter

    6. 6

      Repeat with the next fund

      Move to the second and third investors with the results.

      CEO ongoing

    Who to approach

    • Y Combinator

      Investor with thousands of portfolio companies and a founder community.

    • Standard Capital

      Lead investor named in the job posts.

    • Moonfire

      Investor named in the job posts with a European portfolio.

    First result
    6 weeks
    Cost
    $0, about a week of engineering
    Owner
    CEO

    Smallest test

    Ask one fund partner to forward a plain invite to ten portfolio CTOs.

    Why it works

    Offer each investor a free portfolio view: companies that connect Starter appear in an anonymized fund benchmark (AI cost per engineer, output trend), and the fund sends the invitation to its portfolio.

    The investors are named in the job posts and already want Weave to grow. One fund email to its portfolio reaches more qualified CTOs than months of outbound.

    Risks and how to handle them

    • Portfolio companies fear investors seeing their data

      Funds see only anonymized aggregates; each company sees its own position.

    Evidence

    • HiringJob posts: 200+ customers including Robinhood, Rho, PostHog and Browserbase; double-digit month-over-month revenue growth since May; $13.5M Series A (Standard Capital, Y Combinator, Moonfire, Burst Capital). The CEO leads sales; a Founding GTM Engineer is already on the team.Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
    • Your websitePricing: Starter $0 (output score, AI ROI, org-level metrics), Pro $50 per engineer per month (individual and team stats, Wooly agent), Enterprise custom. No FAQ and no trial terms on the page.Source
  • 22

    Weave is hiring its first BDR to turn founder-led pipeline into a repeatable outbound engine aimed at leaders "under pressure to prove that AI coding tools are paying off". A company that lists AI coding tools as a requirement in its job posts has just committed that budget.

    Medium impactMedium effort First result in 3 weeks Founding BDR

    First action

    Pull last week's engineering job posts mentioning Claude Code, Cursor or Copilot at companies with 50 to 1,000 employees.

    How to measure it

    Meeting rate from job-post triggers

    Now
    –
    Target
    4 per 100
    By
    6 weeks

    Steps

    1. 1

      Define the trigger

      Engineering job posts naming AI coding tools, posted in the last 14 days.

      Founding GTM Engineer 2 hours

    2. 2

      Pull and enrich weekly

      Company size filter, then the head of engineering or CTO.

      Founding GTM Engineer 1 day once

    3. 3

      Write three emails

      Reference the post, the Index benchmark for their size, the 14-day report.

      CEO 2 hours

    4. 4

      Send small batches

      50 a week, personalized first line, plus a call to anyone who opens twice.

      Founding BDR 2 hours a week

    5. 5

      Write it into the playbook

      Document the trigger, messages and objections for the next five BDRs.

      Founding BDR 2 hours

    6. 6

      Book to AEs

      Replies go straight to an AE with the job post attached.

      Founding GTM Engineer ongoing

    7. 7

      Review

      Meeting rate by tool named and company size.

      Founding GTM Engineer weekly

    First result
    3 weeks
    Cost
    $200 to $500 a month for data and enrichment
    Owner
    Founding BDR

    Smallest test

    Hand-pick 30 companies from one week of posts and send the first email.

    Run this outreach. The sequence sent for you: addresses found and verified, replies routed to your CRM. Usually live within days.

    Book a working session

    Why it works

    Pull engineering job posts that name AI coding tools from public boards each week, enrich them to the head of engineering, and send a short sequence that leads with the Index benchmark for their team size.

    Weave's own DevRel post lists daily use of Claude Code, Cursor or Codex as a must-have, which shows how common the requirement now is. It is a fresh, public, specific trigger, and the GTM Engineer already runs enrichment and sequencing.

    Ready to use

    EmailJob-post trigger email

    Subject: Your {role} post asks for {tool}

Hi {first name},

Saw the {role} opening asks for {tool} experience, so you are already paying for AI coding. Across 500+ engineering orgs we measure, teams your size spend about {benchmark} a month per engineer on AI tools.

Weave shows what that spend is buying in output, and most teams get their first executive report within 14 days. Worth a look?

{name}

    Risks and how to handle them

    • Feels like surveillance of their hiring

      Reference only the public post, once, and lead with the benchmark.

    Evidence

    • HiringFounding BDR: "Weave's pipeline has been built by founders and a small GTM team. It works. Now we need someone to turn that into a repeatable outbound engine"; targets CTOs and VPs of Engineering "under pressure to prove that AI coding tools are paying off"; works events and dinners; writes "the outbound playbook that the next five BDRs will use".Source
    • HiringFounding DevRel: owns the open-source Weave Router (Go) issues, PRs, releases and docs; meetups, hackathons, livestreams, podcasts, X and Hacker News; needs opinions on DORA, SPACE and DevEx.Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
  • 23

    The Router scores models by cost, speed and quality and the Index tracks token mix. A short weekly note on what changed is useful enough to open every week and keeps Weave in the inbox between launches.

    Medium impactLow effort First result in 1 month Founding DevRel

    First action

    Write the first issue by hand from this week's model price and Router scoring changes.

    How to measure it

    Weekly open rate

    Now
    –
    Target
    45%
    By
    8 issues in

    Steps

    1. 1

      Define the format

      Five lines: price, quality, speed, the change to make, the link.

      Founding DevRel 1 hour

    2. 2

      Source the data

      Router scoring changes and published provider price changes.

      Founding DevRel 1 hour a week

    3. 3

      Add a signup

      On the Router README, in the dashboard and on the Index page.

      Founding Growth Engineer 2 hours

    4. 4

      Write the first four

      By hand before automating anything.

      Founding DevRel 1 hour a week

    5. 5

      Add a one-click action

      "Apply this routing change" deep link where possible.

      Founding Growth Engineer 2 days

    6. 6

      Measure

      Opens, clicks and Router activity.

      Founding DevRel weekly

    First result
    1 month
    Cost
    $0
    Owner
    Founding DevRel

    Smallest test

    Post the first issue as a thread on X and see whether people ask for more.

    Why it works

    A five-line weekly email for Router users and leaders: price changes, quality shifts seen by the Router, and the one routing change worth making, with a link to apply it.

    Retention for a measurement tool depends on regular reasons to come back; a weekly change log grounded in Router data is cheap to produce and hard to copy.

    Risks and how to handle them

    • Slow weeks

      Skip a week rather than send filler.

    Evidence

    • Search resultsWeave Router: about 5.6k GitHub stars, Elastic License 2.0, installed through npm (@weave-os/router) for Claude Code, Codex and opencode; the homepage claims about 3 ms overhead.Source
    • Your websiteWeave Index: monthly series for AI cost per employee ($575 average in September 2026), code output per employee, return on token spend, AI cost per output hour and token mix by model family, each with a CSV download.Source
    • Your websiteWooly, the engineering agent, is available in the app or through an MCP server; the site has Dev FinOps and Token Intelligence pages ("Get more output from every AI dollar").Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Have it built

ProgrammableAgency

2 of the 23 ideas are things Programmable builds and runs for its customers: pages, outreach, prospect lists, booking flows and monitors. Pick one, or send the whole list.

Outreach2The sequence sent for you: addresses found and verified, replies routed to your CRM.

A 30-minute session with the engineer who would build it, not a sales call. You leave with a plan whether or not you hire us.

Book a working session

Usually live within days.

Tools for the rest

ProgrammableInfo

Turn the research into a list you can act on

These ideas start with finding the right companies. Info finds them and the right person at each, researches every one and drafts the outreach, then asks before it sends.

  • Build this list in Info for idea #22 (opens programmable.info in a new tab)

New accounts: 100,000 free credits with code BETA100K

Find the companies (opens programmable.info in a new tab)
ProgrammableTalk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event (opens programmable.talk in a new tab)
ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 18, 2026, and cites them throughout. Weave did not commission, review or endorse it, and Programmable is not affiliated with Weave. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Weave runs its business.

Something wrong, or do you represent Weave? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Fix the self-serve page and onboarding goal, and get the existing data in front of editors.

    Programmable can ship 1 of these in days.

  2. Days 31 to 606 ideas

    Build the repeatable engines: integration and tool pages, PQL scoring, the privacy page, the finance track, the CTO directory claim flow and the BDR's job-post play.

  3. Days 61 to 9010 ideas

    December moments and partners (the board slide, Wrapped, customer co-marketing, the hackathon, investor portfolios), then commit to the big bets on the first 60 days of evidence.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value an objective measure of output that keeps the team "honest". The most cited problem: proving to the board what AI coding spend bought.

  • Seeing AI adoption tied to output, cost and quality in one place
  • Legacy metrics such as lines of code reward volume over quality
  • In their words: “software factory”

Market

Competitive landscape

4 competitors compared: DX (Atlassian), Jellyfish, LinearB and Swarmia.

  • Gap to exploit: Measured, not surveyed, output across humans and agents
  • DX (Atlassian): Survey-led scores
  • Jellyfish: Executive-first rather than engineer-adopted

Hiring signals

Weave has 12 open roles: Engineering 7, Sales 4, Marketing 1.

  • Founding Business Development Representative: First BDR: turn founder-built pipeline into a repeatable outbound engine and write the playbook for…
  • Field CTO: Technical face at conferences worldwide, shaping how the industry measures engineering. Idea 19.
  • Founding Creative Marketer: Launch-driven brand: owns tier-1 launches and experiments across social, paid, SEO, lifecycle, partnerships and…

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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