hi my name is Henry and in this video I'll show you how to create a go to market strategy using a real product example first let's set up the context what is a go to market strategy a go to market strategy is a plan to bring your product to your Target customers through the right channels this should come after you've done your positioning and messaging there are three steps in a go to market strategy pre-launch launch and post launch at the pre-launch stage your goal is to build awareness and credibility you can do this by
educating your target market this way you can build up an organic following that will One beta test your product and two help spread the word when your project is live at the launch stage your goal is to drive the user adoption you can do this by announcing your launch across all of your organic channels and amplifying them with paid advertising at the post launch stage your goal is to optimize and scale your channels you want to scale down on the channels that aren't working scale up on the channels that are working and explore new channels
to test now let's apply this to a real product example first of all I just want to give a shout out to the founder who let me use his product as the example for this go to market video since this product hasn't launched yet I'm going to keep the product fairly vague let's say I'm building a product to help children with learning disability read better and the product is an app that makes reading fun through gamification you can think of it as Duolingo for reading now I'm going to share screen and walk you through the
process of building a go to market strategy for this product the first thing I'll do is create a slide for each phase of the launch we have phase one pre-launch then we have phase two launch and phase three post launch next I'll add a slide starting with pre-launch and in this slide I'll create a more detailed plan first I want to include objective what is the goal of this launch then kpi what is the success metric for the smart and timeline how long are we going to spend for this phase of the launch then I
will create a table underneath listing now the channels that we'll be focusing on the activity that we'll be doing for each Channel and the resources we need we need to execute then I'm just going to update the formatting make the text a little smaller so we have more space now that we have the template let's go ahead and fill everything in again we're building an app to help children with learning disability read better in this case even though our users our children our main target audience or buyers will be the parents the objective at the
pre-launch stage will be to build awareness and credibility and we can do that through content sharing and community building we can share our content to help parents understand how to help their children with learning disability read better we can also create communities where we can educate the parents and facilitate discussions between the parents for kpi we can add a goal of 1 000 users in a slack group that we're going to create because it's more impactful to have a community than a waitlist in addition let's aim for 10 influencer partners that we can work with
to help spread the word these people can be experienced parents pediatricians or teachers let's aim for a timeline of three months so we have ample time to build up our organic following let's move on to the table when it comes to channels I think most parents will search for a solution for a problem that the kid has so we you want to be optimizing for search which includes both search on Google and search on YouTube to do that let's have a Blog let's also have a YouTube channel I think people also search on core for
answers to their questions so let's have a presence on quora the last two channels I'll add will be Facebook groups and slack there are many communities on Facebook that are parent focused that we can tap into and we can create our own slack Community now that we have the channels listed let's add the activities for each Channel we want to create a blog to educate parents on learning disability topics can include symptoms diagnosis Solutions best practices and case studies we can also invite influencers to guest blog call to action for this blog will be to
sign up for new slider and also join the slide group in terms of resources we need WordPress subject matter experts and Cat GPT for copy review and SEO optimization next we have YouTube we can create a YouTube channel and repurpose blog content for video we can also invite influencers to share advice we need a video editor and chat GPT to repurpose the blog content for video script for core we can answer questions related to learning disability and we can just do all of this in-house for Facebook groups we can join 10 Facebook groups and really
focus on adding value by sharing relevant and timely content from our blog and YouTube the goal here is to build trust with the community organizer and the community itself we can also do this in-house we can create a slack group and share advice with parents and facilitate conversations we can also do this in-house in summary at the pre-launch stage we're going to focus on building awareness and credibility by creating content and building communities we're aiming for a thousand users and a slide group and partner up with 10 influencers these are all of the channels and
activities that we're going to execute now that we have this template let's repurpose it for the launch stage at the launch stage the goal is to drive product adoption we can do that by announcing the organic and amplifying Via paid we want to aim for 10 000 users and the timeline here will be one month we want to get the launch out there and start optimizing the launch after the product is live in terms of the channels there's organic paid Facebook groups influencers NPR for organic we can announce via organic channels which includes our blog
YouTube newsletter slide Channel and the resources here it can just be in-house for paid we can amplify our announcements via search ads on Google and YouTube so when someone's searching for terms like learning disability and reading our product will show up we can do this in-house and potentially Fiverr so we can hire someone to help set up and manage the campaigns for the Facebook groups we can promote product and Facebook groups and the key here is to ask for permission first from organizers this way we are being respectful and increase the likelihood of our posts
getting approved we can do this All in-house influencers we can sponsor 10 influencers to create videos reviewing the product and sharing them on their social that way we get more of each through their social media following we can also do this in-house finally PR we can post on product hunt Reddit and TechCrunch we can do this in-house great so this is our launch plan our goal is to drive product adoption we do this by announcing on our organic channels that we've already built up and then amplifying them with page we're aiming for 10 000 users
and one month let's go ahead and do the same for post launch at the post launch stage the main goal should be to optimize and scale to drive further product adoption the kpi here we can aim for something more aggressive and the timeline could be three months for the channels there's really just two organic and paid for organic we want to scale up on one to two performing channels so this can be our blog or YouTube we also want to test one to two new channels in this case we can test Tick Tock Instagram Facebook
or SnapChat the resources here will be all done in-house or we can hire someone on Fiverr to repurpose the content for those channels for paid we can do the same thing we can scale up on one to two performing pay channels this can be search ads or YouTube we can test Partnerships with pediatrician clinics or schools this is an interesting approach because instead of selling to Consumers directly we can sell it to businesses that have the most relevant consumer basis and we can do this in-house in addition I'd like to include a small blurb about
what we need to do on a product site post launch because it's not just about executing the go to market strategy but taking feedback that we get from our customers to improve the product I'll save product start working on V2 with feedback from existing slack Community this feedback can be either to improve existing product features or building complementary products works there you have it we have a go to market strategy for this app what I really like about this format is that it's easy to follow at a quick glance you can see there's three different
phases and within each phase you can clearly see what the goal is what your metric is what your timeline is and what channels you'll be leveraging as well as the activity and resources from a macro perspective this means that it'll be easy for you to share with your stakeholders it'll be easy for them to quickly understand what you're trying to do and then ultimately you'll be able to get more buy-in there are two things I want to mention here one is that go to market strategies will be different for b2c products and B2B products with
a b2c product you will need to think more about growth hacking whereas with a B2B product you will need to think more about sales enablement because the sales cycle will be longer the second thing I want to mention is that go to market strategies will be different at small companies and big companies our small companies you'll be able to launch pretty quickly without much internal prep at large companies you'll need to do more internal prep to drive internal alignment because you need to do things at scale that's all for today if you enjoyed this video
please give it a like and let me know in the comments Below on what kind of videos I should make next till next time see you [Music]
