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.

1. Go To Market Strategy
How to Define a Go To Market Strategy
- Rajiv Netra

2. Market Analysis
Go To Market
Market Analysis
Strategy

3. 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

4. Product Overview
Product Description in few lines

5. Who would be interested in this
Product / Solution ?
Small, Medium and Large Enterprises ? Or Consumers ?

6. Current Problem of Potential
Users ?
Identify Current Problems faced by Potential Users that the
product/solution is expected to address

7. Market Research
Identify 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.

8. Competition
Identify Direct Competition and Indirect Competition

9. Key Differentiators with other
similar products
Identify the competing products / solutions with description
and List down how your product differentiates from them
Products Product Description Your Product Differentiators

10. Product Positioning
Positioning is key. Describe how it can be positioned and
some of the advantages it has in terms of positioning

11. Sustainable Competitive
Advantage
Identify Tangible Advantages - IPs and Patents, etc
Intangible Advantages - First in business to offer a certain
feature ,
cost advantage, etc

12. USPs
Identify and provide the USPs of your Product / Solution

13. Go To Market
Market Analysis Go To Market
Strategy

14. Go To Market
• End Goal in a Year
• Whom to sell ?
• Marketing Strategies
• Partnership Strategies
• Channel Partner program
• Pricing Strategies
• Metrics and Measurement

15. End Goal in a Year
You might want to start out with End goal in a Year or two
or some suitable timeline. Mention target in Sales
Numbers and Revenues.

16. Whom to Sell ?
Regions - Segments – Industries - Etc

17. 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

18. Partnership Strategies
What sort of Partners to tie up for GTM ? What unique
benefits do they bring ?

19. Channel Partnership Strategies
Going Channel Partner route? List down strategies for
Choosing the right partners, Supporting Channel Partners,
Making them work, etc

20. Other Go To Market strategies
Mention other unconventional or unique strategies to reach
the prospective customers

21. Expected Sales at Launch
Provide numbers (1month after launch) . Example
representation below.
Distributors
Indirect Sales Resellers
20% ISVs
Region
-
Medium and Large
80% Industries
Direct Sales

22. Projected Sales 6 months
/1year after launch
Provide numbers. Example representation below.
Distributors
Indirect Sales Resellers
40% ISVs
Region
-
Medium and Large
60% Industries
Direct Sales

23. Pricing strategies
Study the competition and market and identify some
unique pricing models that will entice and hook the
customers

24. Metrics and Measurement
Measure the marketing impact and reach with metrics
Identify the ROI
Refine the strategy

25. Thank You !
Feel free to Download and Customize this template
for your needs