Product-market fit
→ Fit with public demand
In the private sector you look for a problem someone will pay to solve. In the public sector, a problem an administration has the competence, the budget and the will to solve.
Public Market Fit — Design, validate and sell to the public sector
We work with companies to turn a solution into a proposition that is understandable, viable and sellable to the public administration.
DesignValidateSellB2G strategyProductValue propositionPublic marketGovTechMentoringSales narrative
Strategic design
Selling to the public sector is, above all, strategic design
Companies that grow don't sell because they have the best product: they understand their customer, design a proposition that fits, validate it with the market and build a narrative that holds up. Public administrations buy under different rules, but they are still sold to with that same method.
Value proposition
→ Demonstrable public value
It is not enough to be better or cheaper: you have to explain what outcome you produce, with what evidence, and what risk you remove from the person who signs.
Customer discovery
→ A map of real buyers
Who decides, who influences and who executes inside the administration, with their budget calendar and their room for decision.
Sales narrative
→ The public buyer's language
Translate the product into problem, outcome, risk and evidence: the language used to justify a public purchase.
Who it's for
Four profiles, one goal: selling or growing in the public sector
Tech companies
Companies with a product proven in the private market that want to enter the public market with a commercial strategy, not with an improvised response to a tender.
Startups and scaleups
Teams that need to adapt their product, pricing and sales narrative to how the public administration buys, without diluting their value proposition.
Accelerators and innovation hubs
Programmes looking for expert public-sector mentoring for their cohorts: sessions, workshops and a realistic view of each project's B2G fit.
Sales teams
Sales professionals who want to understand how to sell to the administration without relying solely on tenders that arrive late and poorly matched.
What I do
Strategy, product and public-sector sales services
Mentoring, value-proposition review, commercial narrative design and preparation ahead of tenders.
Public-sector market-entry strategy
We define whether your solution has a public market, where to start and with what realistic commercial path.
B2G mentoring for startups, scaleups and accelerators
Ongoing support for teams building their public-sector sales strategy.
Value proposition, product and pricing review
We adapt what you sell and how you charge to the administration's budgetary and procurement logic.
Commercial narrative design for public administrations
We translate your product into the public buyer's language: problem, outcome, risk and evidence.
How I work
A method in four steps
Diagnosis, focus, preparation and support. No shortcuts.
- 01
Diagnosis
We understand product, ideal customer and B2G maturity. Where you are today and the real distance to a public sale.
- 02
Focus
We define market, buyers, message and commercial priorities. Fewer open fronts, more focus.
- 03
Preparation
We adapt narrative, pricing, materials and baseline requirements before you go out to talk to the administration.
- 04
Support
Mentoring, strategy sessions and commercial follow-up while the team executes and learns from the market.
Spain Market Entry
Entering the Spanish Public Sector
For international companies looking to validate and build their B2G strategy in Spain.
You know your product. We help you understand how Spain buys it.
Accelerators
B2G mentoring for startups and innovation programmes
Sessions and workshops that help startups understand the public market, avoid common mistakes, adapt their proposition and build a realistic strategy for entering the administration.
One-to-one session with a startup
A working session with the founding team to review fit, message and the next commercial step.
Group workshop for cohorts
A practical session with several startups from the programme on how the administration buys and what it demands.
B2G pitch review
Review of the narrative and materials with a public-buyer's judgement, not an investor's.
Workshop on selling to the public sector
Long format: market, buyers, procurement cycle, pricing and common mistakes.
Strategic support during the programme
Continuous presence during the acceleration, with follow-up on progress and decisions.
Mentored companies and startups
Cocircular
GovTech Accelerator · Gobe Ventures · 2023
Uphint
GovTech Accelerator · Gobe Ventures · 2023
Naria
GovTech Accelerator · Gobe Ventures · 2024
Okencasa
GovTech Accelerator · Gobe Ventures · 2024
Stelo.ai
GovTech Accelerator · Gobe Ventures · 2025
Tamimi Procuradores
Emprende Madrid · 2025
Neocheck
Valencia Innovation Capital · 2025
Quantumsec
Valencia Innovation Capital · 2025
Resources
Ideas for understanding and selling to the public sector
Articles in preparation on B2G strategy, commercial narrative, common mistakes and market fit.
B2G strategy
Selling to the public sector does not start with a tender
The tender is the end of a commercial process that began months earlier. What happens in that earlier stretch and why it decides the outcome.
Coming soon
Commercial narrative
How to adapt a tech startup's pitch to the administration
The pitch that works with investors does not work with a public buyer. What changes in the problem, the proof and the risk.
Coming soon
Preparation
What a company needs to understand before answering a tender
Requirements, fit, delivery capacity and opportunity cost. The four questions to answer before deciding to bid.
Coming soon
B2G sales
Common mistakes when selling technology to public administrations
An untranslated product, incompatible pricing, the wrong counterpart and an ignored calendar. The failures that repeat most.
Coming soon
Market fit
How to detect whether your solution fits the public market
Signals that indicate real public demand and signals that only look like demand. A criterion for deciding before investing.
Coming soon
About Ana Gloria
Strategy, product and sales in the public sector
Ana Gloria Gómez Ruiz is a specialist in strategy, product and sales in the public sector, with executive experience in GovTech, SaaS for administrations, transparency, data and public innovation.
She works with tech companies, startups, scaleups and innovation programmes so that their solutions fit the real demand of the public administration before they compete.
More about the methodContact
Request a strategy session
Tell me where you are and where you want to get to. I reply with a session proposal and the preparatory questions to make the most of it.