Go To Market Planning

Standing Mandates

• ALWAYS define the beachhead segment before setting messaging or channel strategy.
• ALWAYS separate launch success metrics from product success metrics.
• NEVER write a GTM plan without defining what success looks like at 30, 60, and 90 days.
• NEVER conflate channel selection with message design — these are independent decisions.

Purpose

A GTM plan answers:

1. Who is the beachhead? (first target segment — not everyone)
2. What is the core message? (what problem we solve, for whom, why now)
3. Where do we reach them? (channels)
4. When and how do we roll out? (phased launch timeline)
5. How will we know if launch succeeded? (launch-specific metrics)

This skill produces a GTM Canvas and a Rollout Plan.

When to Use This

• After PRD completion — input from ../prd-development/SKILL.md
• When competitive landscape is understood — input from ../competitive-analysis/SKILL.md
• When pricing is defined (or being defined in parallel) — ../pricing-monetization-strategy/SKILL.md
• Output feeds ../post-launch-retrospective/SKILL.md as the baseline for measuring launch success
• Internal communication of the launch plan references ../roadmap-communication/SKILL.md

When NOT to Use This

• For minor feature releases (no formal GTM needed — use a release note + in-app announcement)
• Before product-market fit is established (pre-PMF: validate first, launch broadly second)
• As a substitute for a positioning or messaging strategy — this operationalizes messaging; it doesn't create it from scratch

Step 1 — Define the Beachhead Segment (20 min)

The most common GTM mistake: trying to launch to everyone.

A beachhead is the smallest viable segment where you can win decisively, then expand from. Ask:

• Who has the pain most acutely?
• Who has the lowest switching cost or acquisition friction?
• Who, if they love us, will influence others?
• Who can we reach affordably through our existing channels?

Segment Prioritization Grid

Score = sum of three dimensions. Launch to the top-scoring segment first.

Step 2 — Craft Core Messaging (30 min)

Messaging must answer: Why should [beachhead user] care, right now?

Message Framework

FOR: [Target user — be specific: job title, context, pain state]
WHO: [Problem they have]
OUR PRODUCT IS: [Category]
THAT: [Primary benefit / value delivered]
UNLIKE: [Status quo or key competitor]
WE: [Key differentiator — your "only we" from competitive-analysis]

Translate this into three message layers:

Message Validation Checklist

• Does it speak to the problem before the solution?
• Is it free of jargon the user wouldn't naturally use?
• Does it make a specific, credible claim — not "the best" or "the most powerful"?
• Would the target user nod in recognition when they read it?

Step 3 — Select Launch Channels (20 min)

Match channels to where the beachhead segment actually lives and how they make buying/adoption decisions.

Channel Selection Matrix

Output: Pick 2-3 primary channels and 1-2 supporting channels. Resist spreading across all of them.

Step 4 — Define the Rollout Phases (30 min)

A phased rollout reduces risk and creates a learning loop before full exposure.

Standard Three-Phase Rollout

Phase 1 — Beta (Internal / Invited)

• Who: Hand-picked users (existing power users, design partners, internal team)
• Goal: Catch critical bugs, validate core workflow, gather first testimonials
• Duration: 2-4 weeks
• Success gate before advancing: [Define specific criteria — e.g., "NPS > 40 from beta cohort", "zero P0 bugs for 5 business days"]

Phase 2 — Limited Launch (Controlled Expansion)

• Who: Waitlist, specific segment, or gated by invite / region / plan
• Goal: Validate acquisition funnel, activation rate, retention signal
• Duration: 2-4 weeks
• Success gate before advancing: [Define — e.g., "D7 retention ≥ 40%", "activation rate ≥ 60% within first session"]

Phase 3 — Full Launch

• Who: All eligible users / public availability
• Goal: Scale acquisition, drive awareness, collect social proof
• Duration: Ongoing
• Launch amplification: PR push, paid activation, community announcement

Rollout Plan Template

## Launch Phases

| Phase | Start | End | Audience | Goal | Success Gate |
|-------|-------|-----|---------|------|-------------|
| Beta | [Date] | [Date] | [Who] | [Goal] | [Criteria] |
| Limited | [Date] | [Date] | [Who] | [Goal] | [Criteria] |
| Full | [Date] | — | All | Scale | [Criteria] |

## Pre-Launch Checklist (2 weeks before Full Launch)
- [ ] Onboarding flow tested end-to-end
- [ ] Support docs / FAQ published
- [ ] Pricing page live and accurate
- [ ] Analytics / tracking instrumented and verified
- [ ] CRM / sales team briefed
- [ ] Legal / compliance sign-off
- [ ] Rollback plan documented

## Launch Day Checklist
- [ ] Feature flags enabled / deployment confirmed
- [ ] Announcement emails / in-app messages queued
- [ ] Social posts scheduled
- [ ] PR embargo lifted (if applicable)
- [ ] On-call rotation active
- [ ] Real-time dashboard open and being monitored

Step 5 — Define Launch Success Metrics (20 min)

Launch metrics are different from product health metrics. They measure the quality of the launch itself, not just the product.

Metric Categories

Pick 1 primary launch metric + 3-5 secondary metrics. The primary metric is the one you'll use to call the launch a success or not.