One way to begin.
Thirty days, and the real work straight away: first look, then choose, then make. After that you know which of the three is yours, who you go for, what you stand for, and what that choice is worth a year in your own numbers. The first expression is already there. No study up front, no report afterwards.
Thirty days: look, choose, make.
Before we start. You supply the numbers, open the door to your customers with one email, and every board member spends a quarter of an hour writing down their prediction: where it is stuck, what your customers say about you, which customers have gone quiet. That prediction stays locked until week 3. Only when this is done does the clock start. The pace is yours.
Weeks 1 and 2: looking
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Your customers, and what they are worth
Who buys, who could buy more, who has gone quiet, and why. Three years of numbers next to the stories of your customers themselves, including two you lost.
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The route towards you
From the first moment someone has a question to the moment they buy from you: where you are visible, where you are missing, where you lose people. We walk that route ourselves, at you and at three competitors.
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Your offer, your price, your places and your visibility
Which is sharp, which is leaking. Most agencies start at visibility. The problem usually sits earlier.
Day 5: the first observation. One thing from your own numbers or your own customers that you did not know yet. And throughout the month: a finding every other day in a shared thread, short and dated. Visible work from day 2.
- Week 3
Choosing
Marketing is choosing. Which customers you go for, what you want to mean to them, and where that needs to show first. This is the strategic work and it happens at your boardroom table. First your predictions are opened, next to what we found. Then the voices of your customers. Then the choice, with the amount attached: what that opportunity is worth a year, calculated with your own margin.
- Week 4
Making
The choice becomes visible. The line you are known by, the difference you are chosen for, or the reason people come back. Small, but real, and yours.
The answer is always one of three.
If you are not growing the way you want, only one of three things is going on. There are no other flavours. At the end of week three you know which one it is.
This is there on day 30.
- 01 What we saw: your customers, the route towards you, your offer and your visibility, next to three competitors
- 02 The choice: who you go for and what you stand for, translated into known, chosen or kept
- 03 The amount: what that opportunity is worth a year in margin, checkable against your own numbers
- 04 The one page: what the board decides, what changes, what gets built
- 05 The first work
Day 30: you decide.
Continue, switch, or stop with everything in hand. Everything that was made is yours, also if you continue with your own people or another agency. If your opportunity lies somewhere other than you thought, you switch programme. No cost, no fuss.
We do not sell programmes. We solve what is really going on.
This is not homework. It is seeing your own company the way your market sees it, and it takes half an hour in total.
- Search for yourself the way your customer does, on Google and with an AI assistant. Are you on the list?
- Put your own offer next to two others, without the logos. Can you point yourself out?
- Put three years of revenue per customer or customer group side by side. Who is growing, who is shrinking, who went quiet?
Whoever does these three often already knows which of the three it is. We prove it, work it out and get started. Also: your numbers, a list of customers we may speak to, one email in your name and two sessions at the table. A few hours in total. Not meeting time, working time.
What month one costs.
Month one costs EUR 12,500, fixed, the same for every programme. Half at the start, half thirty days later on a fixed date, regardless of delivery. Month one is the most expensive month, and that is how it should be: that is where the decision is made.
We put this openly on the table, because this is how we price. Month one works out what the opportunity is worth a year in margin. From month 2 the programme never costs more than a fifth of that. Not on our hours, because those are none of your concern. Not from a price list, because your situation is not your neighbour's.
Two consequences, both in your favour. If the opportunity is too small, we say so on day 30 and you stop with everything that is there. If the opportunity is large, you earn the difference. It is your company.
If we bring in a maker to produce something, a film, photography or animation, you pay for that separately, budgeted up front, at that maker's rate. Makers charge by the hour or the day. We do not.
Fixed. The same for every programme.
The decision point: continue, switch or stop.
Half at the start, half thirty days later.
- 01
If on day 30 there is no choice your board can say yes or no to, with the amount and the first work attached, you get the second half back. Vagueness is our risk, not yours.
- 02
If the work is not running by the end of month 2 as agreed, we keep working at our own cost until it is.
- 03
Month one is run from first conversation to boardroom by the person at your table.
Three questions.
- 01 What do you want to be in three years that you are not today?
- 02 What may that cost?
- 03 Who has to lose ground for it?
If you have an answer to all three, we are your agency. If the third one makes you flinch, we are not: marketing that takes nothing from anyone changes nothing.
Most agencies say yes.
We only step in when we are certain we can make an impact. That is why we say no more often, and we say it in the first conversation. Not on day 30.
In these situations, we say no.
- 01 No ambition beyond growing a little.
- 02 Budget and position are not decided at your table.
- 03 Looking for hands, not for direction.
- 04 No one who will do anything with what we make.
- 05 Three years of numbers that live only in the director's head.
- 06 Companies that already have the answer.
A no comes with a direction: where to go instead.
Frequently asked questions
Do I need to know which programme I need up front?
At Dogfight you do not need to know which programme you need up front. Your starting route follows from the first conversation, and month one tests it. If your opportunity turns out to lie elsewhere, you switch at no cost.
What is the programme price based on?
Dogfight prices a programme on what the opportunity is worth a year in margin: never more than a fifth of that, never on hours. Month one works that out with your own numbers.
What if there is nothing there?
Month one does not promise an opportunity of size. If there is none, Dogfight says so on day 30: an invented opportunity is worse than none. You get what we saw and the choice either way.
Can I stop after month one?
At Dogfight the decision point on day 30 is real: you can stop. Everything that was made is yours, also if you continue with your own people or another agency.
Who does the work?
At Dogfight, direction comes from the person at your table and is never outsourced. Execution is staffed per programme from a standing network of specialists, directed by Dogfight.
How is Dogfight different?
Dogfight claims no category of its own. More execution than a consultancy, more judgement than a traditional agency, more durable than interim, and broader than an AI builder: the whole marketing craft.
Or take your seat at the conversation.
Sometimes an email is enough. One paragraph about what you want to change. We reply within 24 hours.