Product gets built in-house. Engineering gets built in-house. Sales gets built in-house. Marketing — somehow — is the function early-stage B2B is told to hand off to a fractional CMO, an agency, or a generalist hire that takes three months to ramp.
None of those work at the founding stage. So we built the system that lets the founder own marketing the way they already own product.
The problem isn't a lack of marketing tools. The problem is time, attention, and runway. Founders don't have the hours. Generalist hires need months to ramp. Fractional CMOs split their attention four ways. Agencies walk the moment you stop paying.
Marketing should be a system that ships from day one and gets sharper every cycle. Not a hire. Not a vendor. Something the founder owns, that produces on a schedule, and that the founder approves before anything goes out.
That is what Groundworks AI is.
A career B2B SaaS marketing leader who has built his work around being the customer's voice inside product and go-to-market teams at mid-sized, international software companies. Rowan sets the vision for Groundworks AI: making founder-led marketing a system any early-stage team can own and run from day one.
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An enterprise architect with 20+ years building the integration and data platforms behind companies like Basware, KONE, Paulig and Siili — increasingly at the frontier of applied AI. Jani owns the Groundworks AI platform: the engineering, the data, and the AI systems that turn the methodology into a working product.
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Two decades driving growth, partnerships and go-to-market across B2B software startups and scale-ups — from Basware to Frosmo, Aibidia and Zervant, across Europe and Asia-Pacific. Mikko leads commercial strategy at Groundworks AI: how the product reaches its market, converts, and grows.
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Get in touchGeneric AI tools demand prompts. Founders run out of attention to write them, and the tool ends up unused. Groundworks AI inverts the model: the system already knows your business and surfaces drafts on a schedule. You approve, edit, or reframe. Nothing ships without your sign-off.
Every approval, edit, and reframe builds context the system uses on the next cycle. The longer it runs, the more specific the output gets to your business — not generic to your category. The methodology layer underneath grows with every client, sharpening the system for everyone running it.
Early-stage marketing dies in launch mode. A campaign ships, then nothing for two months. The system runs on a cadence — daily, weekly, monthly — because what compounds in a market is showing up consistently, not making noise occasionally.
Groundworks AI is its own first pilot. Every piece of marketing output you see from the company — content, outbound, the cadence we operate on — is produced by the system we sell. We don't ship to clients what we wouldn't ship for ourselves.
Scout — the founder-operated tier — is live now: hosted, configured to your business, and producing every week. Scout Team, the team tier, ships later in 2026. Here's where each stands.
Subscription tier for founder-operated teams of 1–3. Hosted platform, light setup, entry pricing. Live now — try it free.
Subscription tier for 4–20 person teams with a marketer in seat. Same system, deeper integrations, monthly strategic brief. Waitlist open.