> ## Documentation Index
> Fetch the complete documentation index at: https://docs.writz.xyz/llms.txt
> Use this file to discover all available pages before exploring further.

# Go-to-market strategy

> How Writz plans to reach its first Bitcoin borrowers and USDC lenders: who comes first, in what order, through which channels, and how each step is judged.

A lending protocol does not get used because it works. It gets used when a Bitcoin holder trusts it with a real decision and when a lender is willing to fund that decision. This section explains how Writz plans to earn both, one step at a time.

> [!NOTE]
>
> Writz is on testnet. This is a plan, not a record of results, and it contains no targets or forecasts. Steps advance when evidence says so, not on a calendar. The mainnet target stays [Q2 to Q3 2027](https://docs.writz.xyz/products/writz-lend.md#mainnet), and it remains a target, not a commitment.

## The strategy in one paragraph

Writz goes to market on three fronts. We attract Bitcoin holders who need dollars and do not want to sell, and show them on testnet exactly what a loan feels like, including what happens when the price falls. We work towards agreements with institutions and with sovereign and state Bitcoin reserves, organizations that hold Bitcoin they intend to keep. And we make Writz infrastructure that other projects can integrate, so that each integration brings users of its own. Underneath, we build the lender side and publish what a careful reader needs in order to trust the protocol. We launch with low limits on borrowing and raise them only after the protocol has behaved well in public.

## The three fronts

> [card] [Bitcoin holders](https://docs.writz.xyz/go-to-market/step-by-step.md#front-1-bitcoin-holders)
>
> People who want liquidity without selling, wrapping or handing over their coins.

> [card] [Institutions and reserves](https://docs.writz.xyz/go-to-market/step-by-step.md#front-2-institutions-and-reserves)
>
> Treasuries, funds, custodians, and sovereign and state reserves that hold Bitcoin for the long term.

> [card] [Infrastructure](https://docs.writz.xyz/go-to-market/step-by-step.md#front-3-infrastructure)
>
> Projects that integrate Writz to verify Bitcoin, or to offer Bitcoin-backed credit in their own products.

## The market problem we are solving

A holder who needs cash today has three common options: sell and try to buy back later, hand their coins to a lender, or wrap them to use them in DeFi. Each one asks them to give something up, and for an institution or a public reserve, some of those options may not be allowed at all. Writz offers a fourth option, where the Bitcoin stays on Bitcoin in a script tied to the holder's own key.

That option has a real cost of its own. A borrower can be liquidated, and a new protocol has not yet earned trust. So the go-to-market job is less about announcing a product and more about helping each audience compare it honestly with what they do now.

## The principles behind the plan

> [card] One clear offer per audience
>
> Each front has its own first customer, its own message and its own next step.

> [card] Two sides, from the start
>
> A loan needs a borrower and a lender. Neither side is treated as something that will follow on its own.

> [card] Evidence before the next step
>
> Every step has a signal to advance and a reason to stop. Claims about users come from real conversations and on-chain activity.

> [card] Trust before reach
>
> We would rather be understood by a few people than be noticed by many. Risks are stated next to the claims they qualify.

> [card] Distribution never breaks the promise
>
> No channel or agreement is worth wrapping the collateral or adding a custodian. Growth that needs either is growth we decline.

> [card] No race for capacity
>
> We limit borrowing, not deposits, so nobody has to outbid anyone in miner fees to take part.

> [card] Use before incentives
>
> This plan does not depend on a token or on points. We want to learn whether people use Writz because it solves their problem.

## How the section is organized

> [card] [Customers and message](https://docs.writz.xyz/go-to-market/customers-and-message.md)
>
> Who comes first on each front, what they do today, and what we say to them.

> [card] [The plan, step by step](https://docs.writz.xyz/go-to-market/step-by-step.md)
>
> Ten steps from the first conversations to scaling after mainnet.

> [card] [Channels](https://docs.writz.xyz/go-to-market/channels.md)
>
> Each channel, who it reaches, what it asks of them, and when we stop it.

> [card] [How we measure progress](https://docs.writz.xyz/go-to-market/measuring-progress.md)
>
> The journey for each audience, and the rules behind every figure we report.


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