Terraform

9

Days to first live sequence

Week 2

First meeting booked

0→12

Pipeline in 30 days

The challenge

Terraform was a two-person devtools startup that had just launched. They had early traction from Product Hunt and Hacker News but no outbound infrastructure. The founders were spending 80% of their time on product. They needed a pipeline motion that could run with minimal ongoing input from them.

What we built

We moved fast. In the first three days we ran ICP workshops with both founders and produced a targeting brief. Days four through seven we wrote a four-step cold email sequence and built a LinkedIn outreach playbook. Day eight we set up the CRM, connected the sequencing tool, and uploaded the first prospect list. Day nine: first sequence live.

We focused on one segment — engineering leads at Series A companies that had recently scaled their infrastructure — and kept the email copy tight and technical. No fluff, no generic value props. Every email referenced a specific infrastructure pain.

The results

The first meeting was booked on day eleven. By day thirty, twelve prospects were in active conversation. Leo Fernandez, CEO, described the speed as the standout part: "I'd heard agencies take months to get going. Paraphrase moved as fast as we do. That was the unlock — not having to wait."