NewForay — Launch Your Next Revenue Lane Without Derailing the One That's Working

Trusted by leaders from

• Google
• Notre Dame
• RetailMeNot
• Tableau
• Techstars
• data.world
• Twilio
• Volusion

The expansion problem

As a CEO or CRO, you know a new market is a huge opportunity. But the traditional path — 12 months, $150k+, and pulling your best reps off quota — feels like too big a bet.

• Afraid to distract your core team. Your reps are crushing quota. Pulling them into an unproven market risks everything you've built.
• Burned by hiring too early. You've seen what happens when you drop $200k on a new-market rep before validating demand.
• 12 months and $150k+ of guesswork. The traditional expansion playbook takes a year and six figures before you know if buyers will actually pay.

NewForay's differentiated approach

• Third-party outreach. We offer buyers a paid research incentive — not a sales pitch. Response rates are dramatically higher, and many conversations turn into early customers.
• Aligned incentives. Our incentive structure surfaces the truth — what buyers need, what they'll pay, and whether the market is worth pursuing.
• Expansion specialists. Your team is optimized for your current market. We're purpose-built for the one you haven't entered yet.

What you get

• Buyer Conversations. 5 sales-oriented conversations with qualified buyers — discovery, demo, pricing, and test-close.
• Buyer Prospect Sourcing. We identify and qualify high-fit prospects in your new target market so you're talking to the right people.
• Done-for-you Buyer Recruitment. Done-for-you outreach and scheduling — no cold-calling or coordination from your team.
• GTM Infrastructure. Lead lists, qualification criteria, sales scripts, a discovery-to-close playbook, and positioning — all validated by real buyers.
• Pricing Intelligence Report. What buyers will pay, how they compare alternatives, and exactly where to anchor your pricing.
• Recurring GTM Consultations. Weekly strategy calls to refine your go-to-market motion as buyer signals come in.

How it works — a 6-week sprint

1. Week 1 — Discovery & Launch. Align on your new market ICP, begin prospect sourcing, and kick off buyer recruitment.
2. Weeks 2–4 — Buyer Conversations & GTM Build. 5 sales-oriented buyer conversations plus weekly GTM consultations. We build your scripts, qualification criteria, and sales process in parallel.
3. Week 5 — Analysis. Synthesize conversation data into your Pricing Intelligence Report and buyer-validated GTM infrastructure — lead lists, playbook, and positioning built from real buyer language.
4. Week 6 — Final Readout. 90-minute final readout with your complete GTM package: scripts, sales process, pricing, and go-to-market playbook.

Plans

• Guided. Coaching and frameworks — you run the conversations. Includes ICP and positioning workshop, prospect sourcing playbook, conversation frameworks and scripts, weekly GTM consultations, and template pricing report.
• Standard (recommended). Done-for-you recruitment, 5 buyer conversations, full GTM infrastructure. Includes everything in Guided plus DFY buyer recruitment, 5 buyer conversations, pricing intelligence report, buyer-validated GTM infrastructure, and 90-minute final readout.
• Pro. Extended engagement with competitive analysis and board-ready deliverables. Includes everything in Standard plus extended conversation format, competitive pricing analysis, investor/board-ready deck, 30-day follow-up consultations, and go-to-market playbook.

What clients say

"NewForay ran buyer conversations we couldn't run ourselves — as a third party, they got candid answers that shaped a GTM playbook we still use today."

Alex Pappas, Chief Experience Officer, Thinktiv

"NewForay's buyer conversations revealed what mid-market buyers actually cared about — completely different from what we assumed. We repositioned without rebuilding."

Lesley DeCanio, CRO, 8base

"NewForay got us 10 buyer conversations in a month — and because they approached buyers as a third party with a paid research incentive, we got brutal honesty and real prospects, not polite interest."

Josh Bowen, CEO, Sotto

Frequently asked questions

How is this different from hiring a BDR?

A BDR costs $150-200k/year fully loaded and takes 3-6 months to ramp. We reach out under our own brand with a paid research incentive, which gets dramatically higher response rates than internal outreach — and many of those conversations convert into early customers. You get validated market intelligence in 6 weeks for a fraction of the cost.

We already have a sales team — why do we need this?

That's exactly why. Your reps are performing in your current market — pulling them into an unproven segment risks quota attainment and distracts from what's working. We run validation independently as a neutral third party with incentive structures designed for honest market signal, so your core engine keeps running.

What if we've already started selling into the new market?

Great — we can accelerate what you've started. Our structured approach fills gaps in your data: are you talking to the right buyers? Is your pricing right? Is there real urgency? We pressure-test your assumptions with 5 buyer conversations.

Can this work for geo expansion, not just new products?

Absolutely. Whether you're going from the US to EU, SMB to Enterprise, or launching an adjacent product — the methodology is the same. We adapt the ICP, qualification criteria, and conversation structure for your specific expansion play.

What's the ROI on this engagement?

Compare it to the alternative: $200k on a new-market rep who flames out in 6 months, or a year of internal experimentation. One validated insight — the right pricing, the right persona, or confirmation that a market isn't ready — can save 10x the investment.