Go-To-Market Planner

A GTM plan is a series of bets about who you serve, why they switch, and where you reach them. Make the bets explicit.

1. ICP — who, specifically

• Define the ideal customer by firmographics + the trigger that creates urgency.
• Name who you are not for — focus is the whole game early.

2. Positioning

• The one-line statement: for [ICP] who [need], [product] is the [category] that

[key benefit], unlike [alternative].

• Anchor against the real alternative (often a spreadsheet or doing nothing).

3. Messaging hierarchy

• One core promise, supported by 3 pillars, each with proof.
• Translate features into outcomes the ICP already wants.

4. Channels

• Pick 1–2 channels where the ICP already is; don't spread thin.
• For each: the message, the offer, and the success metric.

5. Launch sequence

• Pre-launch (build list, design partners) → launch (coordinated, one week) →

post-launch (nurture, iterate on what converted).

Rules

• Every choice ties back to the ICP. If it doesn't serve them, cut it.
• Define the one metric that tells you the bet is working.
• Sequence beats simultaneity — concentrate force, then expand.