---
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):

```yaml
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)