Go-to-Market

Strategy
DATE
Go-to-Market
Strategy
DATE
Go-to-Market
Strategy
DATE
Agenda Executive summary 01

Objectives 02

Market 03

Buyer personas 04

Acquisition channels 05

Pricing 06

Timeline 07
01
Executive summary
 Summary

Key goals Audience Timeline

Get to 10,000 website visitors a Our ideal customers work in September: Beta (phase 1)
day and achieve $1M ARR by leadership roles in SMBs October: Beta (phase 2)
the end of next year. (companies with <200 January: Public launch
employees).
02
Objectives
 Goals

Marketing goal Product goal Revenue goal

Get to 10,000 website Achieve a 85% Reach $1M ARR by the

visitors a day activation rate end of next year
 KPIs

Revenue KPIs
Marketing KPIs Product KPIs
User-to-customer
Daily website visits Activation rate
conversion rate
Daily signups Retention rate
LTV
03
Market
 Target market
Describe your target market. Who will you be selling your product to?
Bonus points for a fun fact!

01 02 03

Our customers work in We're primarily targeting SMBs Fun fact? 73% say hummus is
leadership and management with a company size of 200 their favorite snack.
roles in the tech industry. people or less.
 Market size

Total Addressable Market (TAM)

$44B
01
What is the total global opportunity for this
product? The sky’s the limit.

02 Serviceable Addressable Market (SAM) $9B

What is the TAM that you can actually
serve?

Target Market
03 $22B
Describe the people who will buy what
you’re selling.

04 Market Share
Estimate your market share in percentage or $0.5M
dollars.
 Competitor analysis

Competitor 1 Competitor 2 Competitor 3

Include a brief description of the Include a brief description of the Include a brief description of the
competitor here. Who are they and competitor here. Who are they and competitor here. Who are they and
what is their competitive advantage? what is their competitive advantage? what is their competitive advantage?
 Competitive landscape

MODERN
E L B AD R OF F A

EVISNEPXE
TRADITIONAL
04
Buyer personas
 Job title CTO

Location USA

Company size 200

Industry Tech / IT

Julia Acquisition channels Social media

Personality
Introverted Extroverted What is this customer trying to achieve
Goal
with your product or service?
Tech savviness
Low High
What are their pain points with current
Emoji usage Frustration
solutions?
Low High
 Job title Product Manager

Location Australia

Company size 100

Industry Tech / IT

Janette Acquisition channels Social media

Personality
Introverted Extroverted What is this customer trying to achieve
Goal
with your product or service?
Tech savviness
Low High
What are their pain points with current
Emoji usage Frustration
solutions?
Low High
 Job title CEO

Location UK

Company size 50

Industry Retail

James Acquisition channels Word of mouth

Personality
Introverted Extroverted What is this customer trying to achieve
Goal
with your product or service?
Tech savviness
Low High
What are their pain points with current
Emoji usage Frustration
solutions?
Low High
05
Acquisition channels
 Acquisition: now vs. post-launch

How are we acquiring users now? What will we focus on post-launch?

Happy accidents
5%
Build virality into the product.
Make referrals part of the product and encourage
Paid
9% word of mouth.
Organic search
28%

Email
Drive acquisition through SEO.
10%
Hire an SEO agency to increase organic non-
branded traffic.

Leverage online communities.

Social Expand the community team and acquire and
22%
engage users via a Slack community, Reddit, etc.
Referral
26%
E G AT S YL R A E
Acquisition strategy

Channel Description

Referrals Word of mouth, referral programs

SEO Creating content around relevant product keywords

Communities Slack channel, Reddit

Partners Integrations, co-marketing

Email Welcome and onboarding emails

Outbound Sales
S E G AT S R E TA L

SEM Ads in search results

Social media Twitter, Instagram, LinkedIn

06
Pricing

01
Freemium for individuals
Why? A freemium model
encourages virality and faster
product adoption.
Pricing model
02
$49 per seat per month for SMBs
Why? The latest customer
survey tells us most SMBs are
willing to pay between $45
and $50 per seat for the
product.
03
$99 per seat per month for Enterprise
Why? Enterprise customers are
willing to pay more for extra
features, such as white-label
reporting and SSO.
 Financial projection
If we reach our goals on monthly website visitors and signups, this payment model
should allow us to reach (and slightly exceed) our MRR goal by the end of next year.

MRR (SMBs) MRR (Enterprise)

1,200,000

1,000,000

800,000

900,000
600,000

400,000

300,000
200,000

90,000 200,000
90,000
0
Q1 Q2 Q3 Q4
07
Timeline
 Release plan

Alpha

Beta: Phase 1

Processing feedback

Beta: Phase 2

Processing feedback 🚀 Public launch

AU G U ST SEPTEMBER O CTO B E R N OV E M B E R D EC E M B E R JA N UA RY
 Marketing plan

TechMunch
article

Blog post Case studies Blog post Blog post

Website and Use case

PR campaign Video training Search ads
brand revamp landing pages

Alpha Social media Help center Community ProductChase

Beta newsletter
newsletter campaign launch launch launch

AU G U ST SEPTEMBER O CTO B E R N OV E M B E R D EC E M B E R JA N UA RY
Thank you

DATE
DATE

Thank you