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:
| Competitor | Strengths | Weaknesses | Our Advantage |
|---|---|---|---|
| Competitor A | Feature X | Price | Better UX |
Validation:
- Target customer clearly defined
- Differentiation identified
- Positioning tested with 5+ customers
Phase 2: Messaging & Content
Goal: Create compelling launch messaging
Message Hierarchy:
- Headline: Core benefit in 5-10 words
- Sub-headline: How it works or who it's for (1 sentence)
- 3 Key Benefits: What users gain (feature → benefit)
- Social Proof: Testimonials, case studies, logos
- 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 launchmvp-builder- For building product to launchuser-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)