We turn B2B startups into category leaders
And/or Labs applies evidence-based testing and optimization loops to position early-stage B2B startups as the challenger brand in their category—without blowing up your runway.
The B2B GTM playbook gets rewritten every few years.
Yet most startups invariably get stuck with bad advice, failing tactics, and expensive vendor lock-ins.
After leading marketing at two SaaS startups from early PMF to acquisitions, I founded And/or Labs as the antidote to the status quo. Here's why startups choose us.
AI-native stack
Most days, we're heads down chasing GTM Alpha. Testing new tools, running experiments, and building with AI. If your stack is Salesforce, Marketo, and Microsoft Teams in 2026—we're probably not going to be a fit.
A bias to action
We don't play slide deck ping pong or run stakeholder therapy sessions. Our flagship sprint takes a startup through a full brand and product positioning transformation in 2 weeks. If you like moving fast, we'll match your pace.
Strategy over tactics
Most early-stage teams burn their budget on paid ads without a compelling offer or hire a content agency before developing a point of view. We build the foundations first. Who are you? What's unique about your offering? How will you win?
VJ is the best B2B marketer I've worked with. I'd recommend him to anyone looking for a marketing leader who thrives in early-stage chaos.
Services
For startups with existing product-market fit.
SaaS Audit
$500Find out why qualified buyers leave your website without talking to sales.
- A 47-point audit reveals what your website actually signals to buyers
- See how your positioning stacks up against industry-leading frameworks
- A prioritized list of action items that you can start executing this week
Fractional GTM
$5,000/moGet a senior marketer embedded in your team, owning strategy + execution.
- Full-stack GTM cover including strategy, marketing, and sales enablement.
- 8 hours/week of dedicated time where I build the solutions you need
- Weekly call & async access. I operate like a member of your team, not a vendor.
Web Makeover
$10,000Look like a Series C startup in 2 weeks with a modern, custom-designed site.
- A full brand identity & visual design refresh that's customized for you.
- Updated positioning & messaging that reflects how your buyers think.
- A site built on modern web frameworks such as Next.js, Astro, Tailwind, etc.
VJ has an uncanny ability to say the most complex things in the most simple manner, which requires clear understanding and clarity of thoughts.
Advisory
For startups still validating their product-market fit.
Startup Advisor
Equity + $1,000/moI selectively take on advisory roles to help early-stage startups make the right go-to-market decisions from the start.
- Monthly strategy call
- Help with hiring, raising, board prep
- Discounted service packages
Instructor
Free and paidI teach hands-on courses on generative AI that help founders and growth teams ship faster with less.
- Free live lessons
- In-depth cohorts (soon)
- Eligible for L&D budgets
VJ performed every marketing work we needed until we could afford additional help. His calm demeanour, internal drive, and dry and incredibly appreciated sense of humor made working with him a delight every single day.
VJ's eye for design and details with the ability to look at the big picture was unlike any I've seen before. As a team member and as someone who worked under his leadership, VJ earns my highest recommendation.