The person we have in mind–all the time

Our ideal customer is a living and breathing person that we have in mind all the time when making decisions about $Company.

Our ideal customer: NAME at ACCOUNT

At $Company we typically refer to NAME as our ideal customer. NAME is the FUNCTION at ACCOUNT.

We originally selected NAME as our key customer because S/HE exhibited the characteristics we prize most in our customers:

  1. Gets our vision and buys into it
  2. Acts as our internal champion inside ACCOUNT
  3. Refers us to others both inside and outside ACCOUNT
  4. Feels our invoices are fair and pays on time
  5. Provides improvement feedback to us and appreciates it when we deliver.

New content

This page is regularly updated. Please check the Midstage Manual for new content for this page.

About Midstage Institute

We focus our practice on midstage startup companies that need to remain agile, and where what used to work for the smaller startup just isn’t as effective anymore.


We ensure founders and leadership teams win, with our over 40 years experience in venture-backed tech startups. We are Silicon Valley veterans with the scars and wins to prove it. We don’t use an inflexible off-the shelf methodology, we adapt best practices to you, your market, your company, and your leadership team.


We always:

  • Focus on right sized best practices to get to the next level
  • Focus on the 20% of effort that will yield you 80% of the benefits
  • Teach Perfection is the enemy, better is your partner and ally
  • Align with your business needs so you can thrive