How an Italian software studio pivoted from generic “we do software” to becoming the go-to fractional CTO for startups.
The Challenge
Longwave, a small software studio from Sardinia, Italy, faced a classic problem: they were too generic. Their pitch boiled down to “we build software” — which made them indistinguishable from thousands of agencies worldwide.
After their worst quarter ever, the team realized they needed a complete overhaul of their go-to-market (GTM) strategy.
- No clear niche or value proposition
- Depended only on referrals
- Couldn’t communicate unique value to prospects
- Inconsistent revenue
- Zero clients from cold outreach
The Transformation Journey
Phase 1: Strategic Positioning (Months 1–3)
- Tested IoT as a vertical
- Explored niche industries (even adult tech)
- Landed on a winning angle: “Fractional CTO for startups”
Phase 2: Value Proposition (Months 4–6)
“We don’t just build software — we take you from idea to your first real product. We’ll be your fractional CTO, advisor, and guide you from MVP to market success.”
Phase 3: Market Execution (Months 6–8)
- Focused on the Italian startup ecosystem
- Tapped into government grants & funding connections
- Launched LinkedIn outreach campaigns
- Built presentation decks, webinars, and sales materials
Results in Just 8 Months
- First cold outreach win: Closed a €36,000 contract with an exoskeleton robotics startup.
- ROI achieved: Positive return within eight months.
- Stronger pipeline: Multiple prospects now in negotiation stages.
- Repeat revenue potential: First client is well-funded and aiming for long-term collaboration.
- Full GTM system in place: Positioning, messaging, LinkedIn funnel, and RevOps dashboards.
- Strategic partnerships: Built alliances with grant specialists to provide extra value.
Timeline Snapshot
| Period | Milestone |
|---|---|
| Nov 2024 | Kickoff, positioning work begins |
| Dec – Feb | Market tests & pivots |
| Mar – May | Messaging & outreach strategy |
| June 2025 | First client closed (€36,000 contract) |
Lessons & Success Factors
Strategic Insights
- Positioning beats being a tech generalist
- Local markets can be a powerful wedge
- Authentic storytelling > boilerplate tech talk
- Pivoting multiple times is part of the process
Tactical Wins
- “Fractional CTO” differentiated them immediately
- Leveraging government grants gave them an edge
- Getting early client involvement increased buy-in
- Partnerships extended service reach
Testimonial
“After struggling with inconsistent revenue and relying solely on referrals, we partnered with AceMakers in November 2024. In eight months, we went from no clear positioning to signing a €36,000 client from cold outreach.
The systematic process — ICP design, buyer personas, 120+ LinkedIn outreach tests — gave us confidence and clarity. The ‘fractional CTO’ message now resonates strongly with startups, and we finally have a scalable GTM strategy.
The investment paid for itself with our first client.”
— Massimo Cesaraccio, Founder of Longwave
What’s Next for Longwave
- Short Term: Scale outreach, expand online presence
- Mid Term: Handle 3–5 concurrent startup clients, launch group workshops
- Long Term: Productize services, grow into EU markets
Key Takeaway
In just eight months, Longwave transformed from a struggling “we build software” agency into a fractional CTO partner for startups — with a scalable GTM strategy, repeatable sales process, and their first €36K LinkedIn win.
