Start-ups need a strong go-to-market strategy to succeed
Earlier this week, I shared a stat that 14% of start-ups fail because of poor marketing. Founders can have the greatest products, but they won’t make it without an effective go-to-market (GTM) strategy.
A GTM strategy is a comprehensive plan that connects your product to the people who need it, in a way that makes them choose you over anyone else. There are plenty of ways to get to a GTM, but here’s how I would do it.
1 Define your market
Get crystal clear on who’s going to buy your product. Describe your ideal customer in detail and understand the problem they’re trying to solve. Then check the size of the opportunity. Is there a big enough market to make this worthwhile?
2 Define your value
What makes your offer stand out? How does it deliver a benefit people are willing to pay for? Be honest about where you sit compared to competitors.
3 Understand your competitive landscape
Know who you’re up against, both directly and indirectly. Why would a customer choose you over them? And where are the gaps you can own?
4 Decide on your pricing and revenue model
Choose your pricing approach: penetration, premium, value-based, or competitive. Decide if you’ll sell as a one-off purchase, subscription, or other model. If relevant, consider discounts or bundles to win early customers.
5 Plan your marketing approach
Think about your product packaging, sales channels, and the sales process itself. Will you sell direct, work with partners, or use online platforms? How will you get your product into your customers’ hands?
6 Map your launch plan
Set your key milestones from pre-launch awareness to post-launch follow-up. Decide on timing for maximum impact and choose your activation tactics – events, offers, demos, influencer campaigns.
7 Check operational readiness
Make sure your product is ready, your team is trained, and your systems are in place. Have onboarding and after-sale care ready so customers get the best experience from day one.
8 Track and measure performance
Set success criteria like sales targets, market share, or conversion rates. Use analytics and customer feedback to measure progress, and be ready to adjust if things aren’t going to plan.
The reality is, without a clear GTM strategy, even brilliant products risk falling flat. If this feels overwhelming or you don’t know where to start, send us a message. We’ll be glad to help.
