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Planning a Product launch ? Here is a guideline/template for Defining a Go To Market Strategy. The deck would be more apt for Technology Product / Solution launch. Feel free to download and customize the deck for your needs.
Go To Market StrategyHow to Define a Go To Market Strategy - Rajiv Netra
Market Analysis Go To MarketMarket Analysis Strategy
Market Analysis• Product Overview• Who would be interested in this solution?• Users and their Current Problem• Market Research• Competitors and the Competitive landscape• Product Positioning• USP
Product OverviewProduct Description in few lines
Who would be interested in this Product / Solution ?Small, Medium and Large Enterprises ? Or Consumers ?
Current Problem of Potential Users ?Identify Current Problems faced by Potential Users that the product/solution is expected to address
Market ResearchIdentify the overall market size for product/solution, market segmentation, user base, growth trends, etc. Depict the Market and Product potential by means of charts and graphs for couple of slides.
CompetitionIdentify Direct Competition and Indirect Competition
Key Differentiators with other similar productsIdentify the competing products / solutions with description and List down how your product differentiates from them Products Product Description Your Product Differentiators
Product PositioningPositioning is key. Describe how it can be positioned and some of the advantages it has in terms of positioning
Sustainable Competitive Advantage Identify Tangible Advantages - IPs and Patents, etcIntangible Advantages - First in business to offer a certain feature , cost advantage, etc
USPsIdentify and provide the USPs of your Product / Solution
Go To MarketMarket Analysis Go To Market Strategy
Go To Market• End Goal in a Year• Whom to sell ?• Marketing Strategies• Partnership Strategies• Channel Partner program• Pricing Strategies• Metrics and Measurement
End Goal in a YearYou might want to start out with End goal in a Year or two or some suitable timeline. Mention target in Sales Numbers and Revenues.
Marketing Strategies Identify and Detail the Marketing strategies with clear Timelines – When to start and How long to execute it?Prioritize the Marketing Strategies based on their impact and budget
Partnership StrategiesWhat sort of Partners to tie up for GTM ? What unique benefits do they bring ?
Channel Partnership Strategies Going Channel Partner route? List down strategies forChoosing the right partners, Supporting Channel Partners, Making them work, etc
Other Go To Market strategiesMention other unconventional or unique strategies to reach the prospective customers
Expected Sales at LaunchProvide numbers (1month after launch) . Example representation below. Distributors Indirect Sales Resellers 20% ISVs Region - Medium and Large 80% Industries Direct Sales
Projected Sales 6 months /1year after launchProvide numbers. Example representation below. DistributorsIndirect Sales Resellers 40% ISVs Region - Medium and Large 60% Industries Direct Sales
Pricing strategiesStudy the competition and market and identify someunique pricing models that will entice and hook the customers
Metrics and MeasurementMeasure the marketing impact and reach with metrics Identify the ROI Refine the strategy
Thank You !Feel free to Download and Customize this template for your needs