Market & GTM (Stage 4)
Is there a winnable market and a credible way in? Read dossier-schema.md if needed. Write only into
the Dossier. Apply the red-team lens (../../lenses/red-team.md). Do not render.
Procedure
- TAM / SAM / SOM — total, serviceable, and realistically obtainable. SOM honesty matters more than a big TAM.
- Beachhead — name one narrow, reachable segment to win first (Crossing the Chasm). A diffuse "everyone" is a red flag.
- Positioning — state what it is, who it's for, and why it beats the obvious alternative (April Dunford style). Must be defensible against incumbents, not just different.
- Channel-fit (see
../../lenses/marketing-strategy.md): match channels to ICP behavior, and estimate expected CAC per channel — some channels structurally can't hit payback; flag those. - Red-team the GTM: where does the channel break, where do incumbents crush on price/scale?
Record into
lenses.red_team. - Five Forces (chỉ khi tag
competitive_landscapebật — xem../../lens-registry.md; tag tắt → không gọi, không ghi gì): assess cấu trúc ngành theo../../lenses/porter.md, ghilenses.porter(attached_to_stage: 4). Hợp với quyết định vào thị trường mới / chọn beachhead / định vị chạm trực tiếp đối thủ.
Gate
G4.1 — Reachable beachhead + viable GTM motion + defensible positioning? Score 0..1.
threshold: 0.65. Unproven channel against strong incumbents → REVIEW_NEEDED.
G4.2 — Moat / defensibility: is there a durable advantage a better-resourced competitor can't
easily copy once this works (data, network effects, switching cost, regulatory/local edge, distribution)?
Score 0..1. threshold: 0.6. "We'll move faster" is not a moat — flag low if no structural defensibility.
Writes
stages[] record (stage_id: 4, gates G4.1 + G4.2, status, score), appends to lenses.red_team (+ lenses.porter nếu tag competitive_landscape).
Console
[Tầng 4 · Thị trường & GTM] (status) (score) — beachhead: <…>