At Concept, your Go-to-Market (GTM) isn’t a playbook — it’s a story. Who are you targeting first? Where do they already spend time? Why will they stop what they’re doing and pay attention? This is where you prove you can find your early users and give them a reason to care.
A list of channels is not a GTM Strategy. This should read like a narrative with logic — customer, channel, message, retention.
Purpose
- Identify your entry persona and where they live.
- Prove you can reach them in a credible, cost-effective way.
- Craft a clear Message & Hook that gets attention now.
- Show how you’ll keep the first cohort engaged, not just acquired.
- Reduce risk by testing across multiple channels (portfolio mindset).
When to Complete
- Alongside Product-Market Fit signals.
- Before pitching accelerators or angels (they’ll ask).
- Before committing major spend to ads, PR, or distribution.
Proof Sections
Entry Persona
- Who are you targeting first?
- Specific role, lifestyle, or context.
- B2B SaaS: 1–10 person nonprofits where the founder still runs admin.
- B2C CPG: Hobbyist campers who shop regional expos.
- Services: Freelance designers drowning in client proposals.
Message & Hook
- What gets their attention — and why now?
- B2B SaaS: “Buy back your Thursday mornings.”
- B2C CPG: “Healthy treats your dog will actually beg for.”
- Services: “Save 5 hours a week without hiring staff.”
First Channel Test
- Where do you reach them first?
- Why that channel is natural for this persona.
- B2B SaaS: founder Slack groups, not LinkedIn ads.
- B2C CPG: local farmer’s market booth before Amazon.
- Services: direct outreach in professional FB groups.
Channel Portfolio (Risk Reduction)
- Show that you’re not “all in” on one path.
- Amazon, website, or retail? Which combination makes sense?
- B2B SaaS: community Slack + webinar + referral loop.
- B2C CPG: Amazon + brand website + small chain retail.
- Services: direct outbound + word-of-mouth + local partnerships.
Early Retention Philosophy
- How do you keep the first 20 engaged?
- Even without systems — what’s the promise?
- B2B SaaS: white-glove onboarding for first 10 orgs.
- B2C CPG: free sample refills for first 50 customers.
- Services: personal check-ins after week one.
Execution Requirements
- 1–2 sentences: Entry Persona.
- 1–2 sentences: Message & Hook.
- 2–3 sentences: Channel Narrative (why this channel fits).
- 1–2 sentences: Retention Promise.
- Optional bullets on Channel Portfolio / Risk.
Domain Adaptability: Specialized
- B2B SaaS: founder Slack groups, pilot referrals, white-glove onboarding.
- B2C CPG: farmer’s markets, Amazon test listings, co-marketing with small retail.
- Services: local chambers, FB/LinkedIn groups, referral-based intro offers.
Expected Output
- 1–2 paragraphs (Persona → Hook → Channel → Retention).
- Optional bullets for portfolio/risk.
- Link to draft copy, test campaign, or channel plan.
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Optional Enhancements (Pro-Level Execution)
- Test multiple hooks in copy or visuals — track which sparks interest.
- Document Amazon setup checklist (if CPG).
- Capture early conversion math (clicks → signups → trials).
- Show channel cost drivers (what $100 buys in reach/engagement).