Introduction
FletchPMM, a product marketing consultancy founded in 2023 by Anthony Pierri and Robert Kaminski in Lake Bluff, Illinois, helps tech startups refine their positioning and optimize homepage messaging. With three employees, the agency has grown to $1.3M in annual revenue, assisting over 300 venture-backed companies.
Anthony’s Path to Entrepreneurship
Anthony’s career took a unique route. Initially studying to become an English teacher, he shifted paths when his church offered him a role as a technical director. However, the position fell through, leading him to seek opportunities elsewhere. He spent 11 years in professional ministry, earning a master’s degree in theology and eventually becoming a pastor. He launched and led several initiatives, including an online service during the pandemic. Despite his passion for ministry, he needed a change and transitioned to the corporate world, taking a sales role at a software development agency.
This role introduced Anthony to the startup ecosystem, SaaS, and B2B industries. It was at this agency that he met Robert Kaminski, a veteran product manager. The two identified a gap in the market for a productized service tailored to tech startups, leading to the creation of FletchPMM.
Building FletchPMM
Initially operating as part of their agency, FletchPMM emerged from Anthony and Robert’s vision to offer scalable and repeatable marketing solutions. Their focus was on startup positioning and homepage messaging—a niche revealed through Anthony’s LinkedIn posts, which garnered significant interest. As demand grew, the service outgrew the agency, and in 2023, the duo spun off FletchPMM as an independent consultancy.
The LinkedIn Advantage
LinkedIn has been the cornerstone of FletchPMM’s success. Anthony and Robert consistently post actionable, insightful content, blending specific “how-to” guides with bold, contrarian opinions. These posts resonate deeply with their target audience of startup founders, generating organic engagement and visibility. Reaching 11–12 million users annually, LinkedIn accounts for 95% of their client acquisition. This approach has built trust and credibility, attracting startups willing to pay $7,500–$10,000 per project.
Early Challenges and Lessons Learned
Before their LinkedIn success, Anthony and Robert experimented with cold outreach and a video series, neither of which gained traction. Without a clear value proposition or effective distribution channels, these efforts failed to convert leads. However, their consistent LinkedIn strategy changed everything, creating a steady flow of inbound inquiries.
Pricing and Growth Strategy
FletchPMM started with modest pricing at $3,000 per project, gradually increasing to $10,000 as demand and expertise grew. Initially focused on volume to refine their frameworks, the team now considers fewer, higher-value projects to maintain quality while expanding their service offerings.
Operational Efficiency
The agency relies on tools like Calendly for scheduling, Airtable for CRM, Figma for design, Slack for client communication, and Notion for content management. These tools streamline their processes, allowing them to manage 13–17 projects monthly while maintaining high standards.
Client Success and a Robust Content Flywheel
FletchPMM’s success stems from a robust “content flywheel.” They work closely with founders, test frameworks, and turn their insights into LinkedIn posts. These posts attract startups facing similar challenges, creating a continuous cycle of content creation and lead generation. The visibility of their work—rewritten homepages and clear messaging—reinforces their credibility and fuels word-of-mouth referrals.
What Drives Anthony and Robert
Anthony’s passion for growth traces back to his teenage years as a musician. Whether growing a band with 110,000 Spotify listeners or scaling FletchPMM, he thrives on building and expanding ventures. Robert’s expertise in startups and product management complements this drive, creating a dynamic partnership.
Looking Ahead
FletchPMM plans to refine its services further, explore higher pricing, and expand its reach. The founders remain committed to helping startups succeed by providing targeted, impactful marketing strategies.
Key Takeaway
FletchPMM’s journey illustrates the power of content-driven marketing, niche focus, and adaptability. By leveraging expertise and building trust, Anthony and Robert have created a thriving consultancy that empowers startups to position themselves effectively in competitive markets.
