Go-to-Market-Planner

Plan and execute successful product launches.

Core Principle

Launch is a campaign, not an event. Build momentum before launch, peak at launch, sustain after launch.

5-Phase GTM Strategy

Phase 1: Market Positioning

Goal: Define how product fits in market landscape

Positioning Statement:

For [target customer]
Who [customer need/problem]
[Product name] is a [product category]
That [key benefit/differentiation]
Unlike [competitors]
Our product [unique value]

Competitive Analysis:

Validation:

• • Target customer clearly defined
• • Differentiation identified
• • Positioning tested with 5+ customers

Phase 2: Messaging & Content

Goal: Create compelling launch messaging

Message Hierarchy:

1. •Headline: Core benefit in 5-10 words
2. •Sub-headline: How it works or who it's for (1 sentence)
3. •3 Key Benefits: What users gain (feature → benefit)
4. •Social Proof: Testimonials, case studies, logos
5. •Call-to-Action: Clear next step

Content Types:

• •Launch blog post
• •Product demo video (2-3 min)
• •Landing page
• •Email announcement
• •Social media posts (5-10 ready)
• •Press release (if targeting media)

Validation:

• • Messaging tested with target customers
• • Content created 2 weeks before launch
• • CTAs clear and trackable

Phase 3: Channel Strategy

Goal: Identify where to reach target customers

Channel Options:

Owned Channels (free, full control):

• •Email list (existing customers/subscribers)
• •Blog and SEO
• •Social media (Twitter, LinkedIn)
• •YouTube

Earned Channels (free, limited control):

• •Press and media (TechCrunch, Product Hunt)
• •Influencers and partners
• •Community forums (Reddit, Hacker News)
• •Word of mouth

Paid Channels (cost, full control):

• •Google Ads (search intent)
• •Facebook/Instagram Ads (awareness)
• •LinkedIn Ads (B2B)
• •Sponsorships

Channel Prioritization:

1. Email list (highest ROI, existing audience)
2. Product Hunt (tech products)
3. Twitter/LinkedIn (organic + paid)
4. Google Ads (intent-based)
5. Press outreach (if newsworthy)

Validation:

• • 3-5 channels selected
• • Channel-specific content prepared
• • Budget allocated (if paid)

Phase 4: Launch Timeline

Goal: Coordinate launch activities

6-Week Launch Timeline:

Week -6 (Planning):

• •Finalize messaging and positioning
• •Create content (blog, video, landing page)
• •Identify launch channels
• •Set success metrics

Week -4 (Pre-launch):

• •Build waitlist or early access program
• •Create social media content
• •Reach out to press/influencers
• •Prepare email sequences

Week -2 (Warm-up):

• •Tease launch on social media
• •Send "coming soon" emails
• •Activate early access users
• •Final QA and bug fixes

Week 0 (Launch Day):

• •Publish landing page and blog post
• •Post on Product Hunt (12:01 AM PT)
• •Send launch email to full list
• •Share on Twitter, LinkedIn
• •Monitor and respond to feedback

Week +1 (Momentum):

• •Share user testimonials
• •Post case studies or results
• •Continue social media engagement
• •Analyze metrics, optimize

Week +2 (Sustain):

• •Publish post-launch analysis
• •Plan ongoing marketing
• •Iterate based on feedback

Validation:

• • Timeline documented with owners
• • Launch day checklist created
• • Post-launch plan defined

Phase 5: Metrics & Success Criteria

Goal: Measure launch effectiveness

Launch Metrics:

• •Awareness: Website visitors, social impressions
• •Acquisition: Signups, trial starts, purchases
• •Activation: Users who complete core action
• •Engagement: DAU/MAU, time in product
• •Revenue: MRR, conversion rate

Success Criteria (Define before launch):

week_1_goals:
  signups: 500
  trial_starts: 200
  product_hunt_ranking: top 5
  social_engagement: 1000+ interactions

month_1_goals:
  paying_customers: 50
  mrr: $5,000
  activation_rate: 40%
  retention_week_1: 60%

Post-Launch Review:

• •What worked? (double down)
• •What didn't? (stop or pivot)
• •Unexpected insights?
• •Next 30-day plan

Validation:

• • Success metrics defined
• • Tracking implemented
• • Daily monitoring during launch week
• • Post-launch review conducted

Launch Checklist

Pre-Launch (2 weeks before)

• • Landing page live with waitlist
• • Launch email drafted
• • Social media content scheduled
• • Product Hunt submission prepared
• • Press list compiled (if applicable)
• • Analytics and tracking set up

Launch Day

• • Product Hunt posted (12:01 AM PT)
• • Launch email sent
• • Blog post published
• • Social media posted
• • Community posts (Reddit, HN, etc.)
• • Monitor and respond to feedback
• • Track metrics in real-time

Post-Launch (Week 1)

• • Thank early adopters
• • Share testimonials and results
• • Engage with comments and questions
• • Analyze metrics vs. goals
• • Plan next 30 days

Launch Strategies

Product Hunt Launch:

• •Post at 12:01 AM PT (most visibility)
• •Engage in comments all day
• •Ask community for upvotes (tastefully)
• •Prepare "Hunter" if possible (influencer posts for you)

Press Launch:

• •Reach out 1-2 weeks before launch
• •Personalize pitches (not mass email)
• •Offer exclusive early access
• •Have assets ready (screenshots, quotes, data)

Email Launch:

• •Segment: existing customers vs. waitlist vs. cold leads
• •Subject line: Clear benefit, create urgency
• •Body: Problem → Solution → CTA
• •Send Tuesday-Thursday, 10 AM-2 PM for best open rates

Community Launch:

• •Be authentic, not salesy
• •Lead with value (solve a problem)
• •Engage genuinely in comments
• •Don't spam multiple communities same day

Common GTM Mistakes

❌ Launching without audience → Build email list first ❌ One-day launch, then silence → Sustain momentum ❌ No clear CTA → Make next step obvious ❌ Launching to everyone → Target specific segment first ❌ No success metrics → Define goals before launch ❌ Ignoring feedback → Respond and iterate quickly ❌ Over-promising → Set realistic expectations

Related Resources

Related Skills:

• •product-strategist - For validating market fit before launch
• •mvp-builder - For building product to launch
• •user-researcher - For understanding target customers

Related Playbooks:

• •PLAYBOOKS/launch-on-product-hunt.md - PH launch guide (when created)
• •PLAYBOOKS/press-outreach.md - Press strategy (when created)