Hi, I'm Etgar Shpivak. I co-founded Fixel, which Logiq acquired in 2020. Now I help startup founders run their marketing, in one working session every week.
No deck, no pitch, no proposal unless you ask.
Most founders who call me think they have a marketing problem. Often it's an offering problem, and marketing is only where it showed up. Sometimes it's neither, and the honest finding is that the product isn't ready. You'll hear that in week one, not month six.
I write the messages themselves, and audit what your team and your agencies do with the budget. If you need someone to run the media for a while, I'll do that, though it's usually not why people call.
Writing by topicWhat came out of it.
His weekly sessions are the most productive hour of my week. Direct, focused, and always resulting in a prioritized roadmap we can execute immediately.
Etgar strips away distractions and hands you a clear point of view. He was instrumental in our journey from Techstars to acquisition.
Etgar understands how technology changes what is possible in marketing, and makes it practical for startups at any stage. Founders who work with him stop guessing and start executing.
A great product needs a great go-to-market. Etgar is one of the few professionals I recommend founders work with. He has been in the room as a builder, not just an advisor.
The rare advisor who does the homework before the meeting, comes with specifics, and leaves you with a clear action plan every single time.
You tell me what's going on, I tell you what I think is actually wrong. If I'm not the right person for it, I'll say so and point you to who is. Two lines is enough.
Longer pieces, written from the work and from my podcast, Founders' Marketing Compass.
At seed and Series A, what is missing is usually a decision: what you sell and to whom. Four ways to fill the gap, how each is paid, what you keep afterwards, and when each one fails.
The comprehensive guide to GEO: how to get AI engines like ChatGPT, Gemini and Perplexity to cite you, recommend you and weave you into the answer. From the fundamentals to real implementation.
A quiet change in the Facebook and Instagram in-app browser: tap an ad, and the browser jumps straight to the form and offers to fill it from your profile. Leads come in faster, and in many cases they're worse. And advertisers have no off switch.
Etgar Shpivak is a marketing and go-to-market advisor to seed and Series A founders, based in Israel. He co-founded Fixel, an audience segmentation company, in 2018 and ran it as CEO. Logiq acquired Fixel in 2020. Before that he was VP Marketing at the fintech Neema. He is head of specialization at Ono Academic College and hosts the podcast Founders' Marketing Compass.
Etgar Shpivak starts with the offering, before channels or budget: what the company sells, who it is for, and why that buyer would switch. The first weeks are customer calls, won deals and lost deals. Sometimes the finding is that the marketing is fine and the product is not ready.
Founders at seed and Series A, mostly in fintech, insurtech, B2B SaaS, AI and eCommerce, selling into the United States and Europe. Etgar Shpivak works with the founder directly, not through a marketing department. If there is already a VP Marketing running things well, he is probably not what you need.
Sometimes, not usually. He will take the marketing seat while a company is between hires. Most of the work is the other thing: sitting next to the founder on what they sell, how they sell it, and the decisions that come up every week. He has also written up why startup CMOs tend to last about 18 months.
Not instead. Etgar Shpivak's test is what a wrong answer costs. Where it is cheap and there is a lot of it, use a tool: drafts, variants, first-pass research, notes from a customer call. Where being wrong is expensive, use a person: what you sell, how you say it, anything a customer reads. The failure he sees most often is not a tool doing bad work. It is a tool doing average work quickly, with nobody left who can tell the difference.
Yes, and it is now part of every audit he does. Most of it is unglamorous: making the facts about the company say the same thing everywhere, writing pages an engine can quote, and checking the crawlers can read the site at all. There are no tricks in it. The whole method, in the order the work goes, is in the GEO guide.