Go-to-Market Planner

Go-to-Market Planner

Plan and execute successful product launches.

Core Principle

Launch is a campaign, not an event. Build momentum before launch, peak at launch, sustain after launch.

5-Phase GTM Strategy

Phase 1: Market Positioning

Goal: Define how product fits in market landscape

Positioning Statement:

For [target customer]
Who [customer need/problem]
[Product name] is a [product category]
That [key benefit/differentiation]
Unlike [competitors]
Our product [unique value]

Competitive Analysis:

Validation:

• Target customer clearly defined
• Differentiation identified
• Positioning tested with 5+ customers

Phase 2: Messaging & Content

Goal: Create compelling launch messaging

Message Hierarchy:

1. Headline: Core benefit in 5-10 words
2. Sub-headline: How it works or who it's for (1 sentence)
3. 3 Key Benefits: What users gain (feature → benefit)
4. Social Proof: Testimonials, case studies, logos
5. Call-to-Action: Clear next step

Content Types:

• Launch blog post
• Product demo video (2-3 min)
• Landing page
• Email announcement
• Social media posts (5-10 ready)
• Press release (if targeting media)

Validation:

• Messaging tested with target customers
• Content created 2 weeks before launch
• CTAs clear and trackable

Phase 3: Channel Strategy

Goal: Identify where to reach target customers

Channel Options:

Owned Channels (free, full control):

• Email list (existing customers/subscribers)
• Blog and SEO
• Social media (Twitter, LinkedIn)
• YouTube

Earned Channels (free, limited control):

• Press and media (TechCrunch, Product Hunt)
• Influencers and partners
• Community forums (Reddit, Hacker News)
• Word of mouth

Paid Channels (cost, full control):

• Google Ads (search intent)
• Facebook/Instagram Ads (awareness)
• LinkedIn Ads (B2B)
• Sponsorships

Channel Prioritization:

1. Email list (highest ROI, existing audience)
2. Product Hunt (tech products)
3. Twitter/LinkedIn (organic + paid)
4. Google Ads (intent-based)
5. Press outreach (if newsworthy)

Validation:

• 3-5 channels selected
• Channel-specific content prepared
• Budget allocated (if paid)

Phase 4: Launch Timeline

Goal: Coordinate launch activities

6-Week Launch Timeline:

Week -6 (Planning):

• Finalize messaging and positioning
• Create content (blog, video, landing page)
• Identify launch channels
• Set success metrics

Week -4 (Pre-launch):

• Build waitlist or early access program
• Create social media content
• Reach out to press/influencers
• Prepare email sequences

Week -2 (Warm-up):

• Tease launch on social media
• Send "coming soon" emails
• Activate early access users
• Final QA and bug fixes

Week 0 (Launch Day):

• Publish landing page and blog post
• Post on Product Hunt (12:01 AM PT)
• Send launch email to full list
• Share on Twitter, LinkedIn
• Monitor and respond to feedback

Week +1 (Momentum):

• Share user testimonials
• Post case studies or results
• Continue social media engagement
• Analyze metrics, optimize

Week +2 (Sustain):

• Publish post-launch analysis
• Plan ongoing marketing
• Iterate based on feedback

Validation:

• Timeline documented with owners
• Launch day checklist created
• Post-launch plan defined

Phase 5: Metrics & Success Criteria

Goal: Measure launch effectiveness

Launch Metrics:

• Awareness: Website visitors, social impressions
• Acquisition: Signups, trial starts, purchases
• Activation: Users who complete core action
• Engagement: DAU/MAU, time in product
• Revenue: MRR, conversion rate

Success Criteria (Define before launch):

week_1_goals:
  signups: 500
  trial_starts: 200
  product_hunt_ranking: top 5
  social_engagement: 1000+ interactions

month_1_goals:
  paying_customers: 50
  mrr: $5,000
  activation_rate: 40%
  retention_week_1: 60%

Post-Launch Review:

• What worked? (double down)
• What didn't? (stop or pivot)
• Unexpected insights?
• Next 30-day plan

Validation:

• Success metrics defined
• Tracking implemented
• Daily monitoring during launch week
• Post-launch review conducted

Launch Checklist

Pre-Launch (2 weeks before)

• Landing page live with waitlist
• Launch email drafted
• Social media content scheduled
• Product Hunt submission prepared
• Press list compiled (if applicable)
• Analytics and tracking set up

Launch Day

• Product Hunt posted (12:01 AM PT)
• Launch email sent
• Blog post published
• Social media posted
• Community posts (Reddit, HN, etc.)
• Monitor and respond to feedback
• Track metrics in real-time

Post-Launch (Week 1)

• Thank early adopters
• Share testimonials and results
• Engage with comments and questions
• Analyze metrics vs. goals
• Plan next 30 days

Launch Strategies

Product Hunt Launch:

• Post at 12:01 AM PT (most visibility)
• Engage in comments all day
• Ask community for upvotes (tastefully)
• Prepare "Hunter" if possible (influencer posts for you)

Press Launch:

• Reach out 1-2 weeks before launch
• Personalize pitches (not mass email)
• Offer exclusive early access
• Have assets ready (screenshots, quotes, data)

Email Launch:

• Segment: existing customers vs. waitlist vs. cold leads
• Subject line: Clear benefit, create urgency
• Body: Problem → Solution → CTA
• Send Tuesday-Thursday, 10 AM-2 PM for best open rates

Community Launch:

• Be authentic, not salesy
• Lead with value (solve a problem)
• Engage genuinely in comments
• Don't spam multiple communities same day

Common GTM Mistakes

❌ Launching without audience → Build email list first ❌ One-day launch, then silence → Sustain momentum ❌ No clear CTA → Make next step obvious ❌ Launching to everyone → Target specific segment first ❌ No success metrics → Define goals before launch ❌ Ignoring feedback → Respond and iterate quickly ❌ Over-promising → Set realistic expectations

Related Resources

Related Skills:

• product-strategist - For validating market fit before launch
• mvp-builder - For building product to launch
• user-researcher - For understanding target customers

Related Playbooks:

• PLAYBOOKS/launch-on-product-hunt.md - PH launch guide (when created)
• PLAYBOOKS/press-outreach.md - Press strategy (when created)