How we work
Design OSTM: Your Path to Product-Market Fit.
Design does two things. It shows you what to build, and it makes buyers trust you enough to buy. That's product-market fit. Design OSTM is the nine design assets we install for that, then keep improving every week. Read the full breakdown
What your buyer sees
01LinkedIn + collateral
What it isPosts, graphics, booth design and print.
Why it mattersBuyers often meet you on LinkedIn or at a booth first. It's your first chance to look like a safe bet.
02Website
What it isNot a demo-booking machine. The page buyers google after the first call.
Why it mattersIt has to make them think "these guys are real" and answer IT, marketing and management before they ask.
03Sales deck
What it isThe deck your founder sells with, editable in Pitch, PowerPoint or Figma.
Why it mattersIt handles objections like "we don't work with small startups" and changes after every call to test new angles.
04Sales demo
What it isA vibe-coded prototype that looks like the real product.
Why it mattersYou can show features that don't exist yet. If nobody cares in the demo, you don't build it.
05Pitch deck
What it isThe story you raise with.
Why it mattersIt tests your positioning with investors and tells the same story as your sales deck.
06Software
What it isThe product itself, prototyped and tested with users before devs ship code.
Why it mattersWhere most startups put all their design focus, and where most of them stop.
Nik Zechner
What only your team sees
07Product analytics
What it isEvents, funnels, rage clicks and the moment people drop off.
Why it mattersIt shows the gap between what people say in a demo and what they actually do.
08Design system
What it isComponents, tokens and rules shared by product and marketing.
Why it mattersAI made it cheap to build early. Sales and success can prototype in the real look, so everyone ships faster.
09Design brain
What it isOne place for every interview, client visit, sales call and internal discussion.
Why it mattersThe first asset we build and the one most founders miss. It decides the roadmap, the next test and what goes on the website.
A typical engagement
Design brain
We set up the design brain and interview your customers
Weeks 0–2Brain liveAll 9 assets
Every design asset is installed and in use
Week 6All installedWeekly iterations
Most assets are on their third or fourth version
Week 12Several versionsRaise or scale
On average, teams raise or start scaling
~Week 24Raise / scaleHandover
After the raise you start hiring, so we hand the system to your team
Week 28Handed over
Questions
What is Design OSTM?
Grauberg's method for B2B AI startups: nine design assets we install and keep improving until you find product-market fit. Six your buyers see (LinkedIn and collateral, website, sales deck, sales demo, pitch deck, software) and three only your team sees (product analytics, design system, design brain).
Who is it for?
Startups that sell software to enterprise: B2B AI and SaaS teams from first pilot to Series A. Most of them are hiring their first designer.
How long does it take?
About 6 weeks until all nine assets are installed. We recommend working together for at least 4 months, so we learn enough about your buyers and their needs to iterate on the software, the website and every other asset.
Do you also do development?
Yes. We build prototypes, and we build websites in Webflow, Framer, Astro or Lovable.
How do you charge?
On a contract to install the full Design OSTM, or as a one-off fixed-price project to start with one of the nine assets, like a new website or fixing the onboarding in your product.
Want all nine installed?Book a 20-minute call