SHERIDAN, Wyo. - eTradeWire -- Dave Saunders, a product executive who has taken more than 40 products to market over a 30-year career, today opened enrollment for Plan to Market, a six-week working cohort for founders. The charter cohort is limited to five companies.

The program addresses a pattern Saunders says kills more startups than engineering ever has: a working product with no commercial plan. Over six weekly sessions, founders work through five gates: market positioning, the commercial clock (mapping every external constraint between the company and revenue onto timeline and cash), go-to-market economics, the traction narrative investors fund, and an integrated plan-to-market roadmap. Each week produces a concrete deliverable, and the program ends with each founder presenting a board-ready commercialization plan under hostile questioning.

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"Founders report technical milestones to people who fund commercial ones," said Saunders. "Investors do not buy engineering progress. They buy evidence of a business. This program makes founders build that evidence, week by week, and then defend it the way a board will make them defend it."

Saunders' commercialization record spans telecom, cloud infrastructure, and medical devices, including the Galen surgical robot, where his team drafted the FDA de novo regulatory language the agency subsequently adopted. He currently serves as a fractional chief product officer and is the author of Founders Who Finish, a field manual for entrepreneurs.

The charter cohort is priced at $4,900, against a planned list price of $7,900, and carries the same guarantee as Saunders' executive engagements: founders who complete the work and do not leave with a board-ready plan continue working with him at no additional cost until they do.

Details and enrollment: https://www.baserealitygroup.com/plan-to-market