Who RAMMP is for · Founders
For founders: do not spend runway on a funnel you have not tested
Runway is the only resource you cannot raise more of on demand. Marketing is the fastest way to burn it on a hypothesis.
You are under pressure to show traction. The temptation is to buy it. But paid traction on a leaking funnel is the most expensive mistake a founder makes, because it looks like progress while it drains the one thing keeping you alive.
The risk you carry as the founder.
You spend runway validating a channel before you have validated trust. You read early paid signal as product-market fit, and scale a leak. You return to investors with a CAC story built on an unstable funnel. You lose months optimising the wrong milestone.
What happens if you skip the diagnostic.
You confuse motion with progress. Spend goes up, a vanity metric goes up, and the structural leak costing you conversions stays exactly where it was. The bill arrives in burned runway and a harder next raise.
The standard before you burn runway.
Before runway is committed to marketing, the funnel should pass Marketing Due Diligence. RAMMP is a patented quantitative behavioural diagnostic of trust in the buying journey, run before marketing budget is committed. Patent granted in Australia (AU 2021105053); patent pending in the United States. It tells you whether the leak is in Arrival (Marketing), First Impression (Branding), First Date (Website), Honeymoon (Product Marketing), Reality (UX Design) or the Moment of Truth (Strategic Design), so you fix the cause instead of buying around the symptom.
STOP · KEEP · FIX · PROVE
- STOPSTOP burning runway on a channel feeding a leak.
- KEEPKEEP the one or two things genuinely earning trust.
- FIXFIX the failing checkpoints before you scale.
- PROVEPROVE the lift with a re-score, so your next raise rests on evidence.
Run RAMMP when
you are about to put runway into paid acquisition, early traction is flat, you are preparing a raise, or a board member is asking why CAC is rising.
The six trust checkpoints
Where this funnel actually loses people →
- 01
The Arrival · MARKETING
“Are buyers finding you in time?”
- 02
The First Impression · BRANDING
“Do they trust you in 10 seconds — without your pitch?”
- 03
The First Date · WEBSITE
“Does your site sell when you can't?”
- 04
The Honeymoon · COMMITMENT
“Will they sign up — or bounce?”
- 05
The Reality · ONBOARDING
“Do they get value before they get distracted?”
- 06
The Moment of Truth · PRICING
“Are they paying — or churning?”
Runway spent on an untested funnel is not growth. It is unmanaged risk. The founders who measure trust before they spend get chosen, by AI and by humans, and by the next round.