Go-To-Market¶

The go-to-market motion is bottom-up developer adoption, content and standards leadership, and enterprise pull through compliance, in that order.

The wedge¶

"Joch is the secure MCP/tool-call gateway and inventory layer for all your AI agents — regardless of whether they are built with OpenAI, Claude, Gemini, Microsoft, LangGraph, or custom code."

This is sharper than "agent fleet manager" and lands a real day-one outcome:

a security team or platform team can install Joch in a day,
register every MCP server,
pin and scan them,
and immediately reduce supply-chain risk for the rest of the org.

From the wedge, Joch expands into inventory, policy, state, evals, and release gates as the customer's needs grow.

The motion¶

Phase 1 — Awareness via standards (months 0-6)¶

AOS conformance from day one. Public mapping pages: AgBOM, Hooks, Events.
Engineering blog posts and conference talks on cross-SDK governance, MCP supply chain, and AgBOM.
Open registry and example agents in peasantsai/joch-examples and peasantsai/joch-registry.
Visible position in the OWASP AOS, MCP, and OpenTelemetry GenAI working groups.

Phase 2 — Bottom-up adoption (months 3-12)¶

One-line install: brew install joch && joch up.
Compose stack and Helm chart for self-hosted teams.
Adapter parity for the four major SDKs (OpenAI Agents SDK, Claude Agent SDK, Google ADK, Microsoft Agent Framework) plus LangGraph and CrewAI.
Frictionless free tier on Joch Cloud (Starter).

Phase 3 — Enterprise pull (months 9+)¶

SOC 2 Type 1 → Type 2 progression.
ISO 27001 readiness.
Premium MCP / tool marketplace with signing.
Slack / email / Microsoft Teams approval routing.
Dedicated TAM and named-account motion for regulated industries.

Phase 4 — Public sector and FedRAMP (months 18+)¶

Airgap distribution.
FedRAMP Moderate readiness.
Joch Enterprise self-hosted offering.

Channels¶

Channel	Role
GitHub	Primary distribution; the truth of the project.
Documentation site (this)	Buyer-grade and operator-grade reference.
Standards bodies	OWASP AOS, MCP, OpenTelemetry GenAI — visible contribution.
Conferences	KubeCon, RSAC, OWASP Global, AI Engineer Summit, GitHub Universe, security conferences.
Slack and Discord communities	Direct support and roadmap signal.
Hyperscaler marketplaces	AWS, Azure, GCP marketplaces for Cloud and Enterprise.
Cloud partner ecosystem	OEM / co-sell relationships with platform vendors.

Partnerships¶

SDK vendors — Joch is complementary, not competitive; we ship adapters early and work with each vendor's developer relations team.
MCP server publishers — vetted servers list on the Joch marketplace with signing.
Observability vendors — Joch exports OTLP and OCSF; we ship integrations with Honeycomb, Datadog, Grafana, Splunk, Elastic.
Identity providers — Okta, Microsoft Entra, Google Workspace, Auth0 SSO/SCIM integrations.
System integrators and consultancies — implementation partners for regulated industries.

Sales motion¶

Self-serve for teams up to a defined cap (free or Team).
Inside sales for mid-market and growing teams.
Field sales for enterprise and regulated industries.

The motion is intentionally not "demo-and-quote." Joch must be installable and useful in an hour without sales contact. Field sales handles the additional weight of enterprise procurement, not the discovery.

Metrics¶

Stage	KPI
Awareness	GitHub stars, docs visits, standards-track issues touched
Adoption	unique install fingerprints, agents registered per install, framework adapters used
Activation	weekly active operators, traces ingested, AgBOMs generated
Conversion	Joch Cloud sign-ups, Team conversions, Enterprise pipeline
Retention	net revenue retention, agent count growth, log volume growth

Honest summary¶

Joch wins by being easier to adopt than any single-vendor control plane, harder to remove once adopted, and standard-compliant enough that procurement does not block it. Bottom-up first, top-down later, and avoid the trap of marketing as a feature checklist.