Go-to-market strategy
Before you spend the launch budget, find out which segment buys first and which assumption could sink the whole plan.
Who it's for
"Competitors, segments, risks, tests, a 30-60-90 day plan and the team to run it, packed into one master file you can work from."
– New products about to launch, or launched and not finding traction
– Companies entering a new country (I've worked on Southeast Asia, the Middle East, Europe and North America)
– Mature products in crowded categories looking for an underserved segment
– Founders preparing for a fundraise who need a credible go-to-market section
– Companies entering a new country (I've worked on Southeast Asia, the Middle East, Europe and North America)
– Mature products in crowded categories looking for an underserved segment
– Founders preparing for a fundraise who need a credible go-to-market section
What's inside the master file
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Competitive analysis using 6P: product, price, place, promotion, people, process - Segments and ICP built with JTBD: the job, the trigger, the current workaround, what makes them switch
- Riskiest assumptions (RAT): what has to be true for the plan to work
- Tests for each risk, with a pass or fail threshold
- A roadmap by segment: who first, who next, what unlocks each step
- ICE prioritization of growth hypotheses
- A test plan with owners, budgets and timelines
- A 30-60-90 day plan
- The team: who to hire in-house, who to outsource and in what order
- All in an Excel workbook with live formulas. Change an assumption and the scores recalculate, which helps when someone pushes back mid-call
Timeline
2 to 4 weeks, depending on the market
- InterviewsWith your team: product, sales, founders.01
- Desk researchCompetitors, segments, demand and risks.02
- Draft reviewWe go through the first version together.03
- Final working sessionDecisions, priorities and week one of execution.04
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The honest answer is often uncomfortable. On recent projects that meant a B2C model whose unit economics didn't work, a B2B niche already taken by a strong player, and jurisdiction risk that mattered more to buyers than any competitor. I'd rather tell you now than watch you find out after the launch budget is gone.
Examples of past work
For a major Russian fintech bank
Entering the Thai market
Competitors and growth mechanics
Growth through a partner channel
Freelancer payments platform
Competitive analysis and strategy
VPN expanding abroad
Growth through diaspora channels
FAQ
- Will you help us execute?Yes, through a 14-day sprint or the fractional CMO format. The strategy is written so that week one of execution is already planned.
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