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"My default is to be skeptical and I was vocal about it. Emily and Kanan made me eat my words. I trust them like I trust my own team, and frankly, I don't know how I feel about that. I've got a W-2 waiting for each of them if they'd tell me where to send it."
Sanjiv Sanghavi
Co-founder & CEO of Texture
Texture is building the infrastructure layer that connects and controls distributed energy resources through a single, unified API. As the energy grid grows more fragmented and device-driven, Texture needed a GTM foundation that could articulate a complex, technical product to multiple audiences without losing the edge that makes them different.
Category
Energy
Infrastructure
API
SaaS
AI
Round
Seed
Services used
Go-to-Market Strategy, Positioning & Messaging, Content Strategy, Pricing & Packaging, Information Architecture, Product Strategy
Overview
Dune built a platform beloved by the web3 community, empowering users to explore crypto data, and build and share dashboards. As Dune’s analytics offering exploded in usage, it became an indispensable, daily destination for the web3 community.
Challenge
Dune needed to build a path to sustainable ARR while maintaining its credibility and strong brand equity with a passionate community as the leader in web3 analytics.
Solution
Build a new customer segmentation that targeted and redefined their ICP to attract more paid users to the platform. That meant redesigning pricing and packaging, refining the messaging, and shortening the path from awareness to adoption.
Abstract impact
01
Faster buyer conviction — clearer positioning cut the complexity of a technical sale.
02
One voice, many audiences — developers, operators, and investors all heard what mattered to them.
03
Content that compounds — a strategy built to grow category authority over time.
04
Pricing that closes — packaging aligned to buyer value, reducing friction at the finish line.
05
Docs that convert — a tighter information architecture that moved prospects from curious to confident.
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