Strategy Checklist

A go-to-market strategy (GTM) is the planning and preparation for introducing a new product or service to a market. This checklist will put you in a position to capitalize on your launch and reach product-market fit.

Without going through the proper steps, you might end up wasting all of the time you spent researching and developing your product or service — no matter how great it is.

Target icon 1. Define the target market This should be a set of characteristics that describe the organizations you plan to sell to including industry, location, size, status and performance. The market can consist of either existing customers or a new market. Persona icon 2. Understand your buyer personas Buyer personas are a representation of what your ideal buyer looks like. What roles do they have? What does their day-to-day look like? What challenges do they face? How does your offer help them solve their challenges and achieve their goals? Value proposition icon 3. Create a value proposition Your value proposition is a pledge of what will be delivered, experienced and acquired by a prospect when they become a customer. It should clearly convey why they should choose you over a competitor. Competitors icon 4. Identify key competitors Assess the strengths and weaknesses of current and potential competitors. This will uncover opportunities to differentiate your product or service from theirs in the minds of your consumers while mitigating possible threats. Pricing strategy icon 5. Choose a pricing strategy You can analyze what competitors with similar products are doing to gain initial pricing strategy ideas, but your pricing model should be built around the value that your product provides to your customers while maximizing profitability. Purchasing icon 6. Determine purchasing methods Consider the ways someone could purchase your product and become a customer. Can they sign up for a trial or demo? Is there a free version of the product? Will you provide a consultation or assessment? Strategy icon 7. Marketing and sales strategy Determine the ways you plan on educating your target market about your new offer. This will be heavily dependent on whether you are targeting existing customers or new markets. Launch icon 8. Launch Once you have gone through the seven items on this checklist, you will be ready to introduce your new product or service. Take a deep breath, don't panic and launch!

“We worked with New Breed recently on a redesign and launch of our website. The project was complex and the experience and results were great. In particular, they were flexible and collaborative with good systems in place for cross-country/time-zone communication. Their collective expertise meant they were able to offer us strong, industry-leading advice.”

Jesse Finn | Senior Brand and Content Manager | Talmundo

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