Go To Market Strategy

How to Define a Go To Market Strategy

- Rajiv Netra

Market Analysis

Market Analysis

Go To Market Strategy

• Product Overview• Who would be interested in this solution?• Users and their Current Problem• Market Research• Competitors and the Competitive

landscape• Product Positioning• USP

Market Analysis

Product Overview Product 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 products

Identify the competing products / solutions with description and List down how your product

differentiates from themProducts Product Description Your Product Differentiators

Product Positioning Positioning 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 Market

Market Analysis Go To Market

Strategy

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

Go To Market

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.

Whom to Sell ? Regions - Segments – Industries - Etc

Marketing StrategiesIdentify 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 for Choosing the right partners, Supporting Channel

Partners, Making them work, etc

Other Go To Market strategies

Mention other unconventional or unique strategies to reach the prospective customers

Expected Sales at LaunchProvide numbers (1month after launch) . Example

representation below.

ProductRegion

-Medium and Large

Industries

Distributors

Resellers

ISVs

Direct Sales

Indirect Sales20%

80%

Projected Sales 6 months /1year after launch

Provide numbers. Example representation below.

ProductRegion

-Medium and Large

Industries

Distributors

Resellers

ISVs

Direct Sales

Indirect Sales40%

60%

Pricing strategiesStudy the competition and market and identify some unique pricing models that will entice and

hook the customers

Metrics and MeasurementMeasure the marketing impact and reach with

metricsIdentify the ROI

Refine the strategy

Thank You !Feel free to Download and Customize this

template for your needs