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Go-to-Market Planner

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Plan product launches and go-to-market strategy. Use when launching products, entering new markets, or planning marketing campaigns. Covers positioning, channels, messaging, and launch execution.

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SKILL.md

name Go-to-Market Planner
description Plan product launches and go-to-market strategy. Use when launching products, entering new markets, or planning marketing campaigns. Covers positioning, channels, messaging, and launch execution.
version 1.0.0

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:

  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)