pm-skills/pm-go-to-market/commands/plan-launch.md

description, argument-hint

description	argument-hint
Create a full go-to-market strategy — beachhead segment, ICP, messaging, channels, and launch plan	<product or feature to launch>

/plan-launch -- Go-to-Market Strategy

Build a complete GTM plan from first principles: identify your beachhead market, define the ideal customer, craft messaging, choose channels, and create a launch timeline.

Invocation

/plan-launch AI-powered proposal writer for consulting firms
/plan-launch New enterprise tier for our project management tool
/plan-launch [upload a PRD, strategy doc, or pitch deck]

Workflow

Step 1: Understand the Launch

Ask:

• What are you launching? (new product, new feature, new tier, market expansion)
• What stage? (pre-launch planning, imminent launch, post-launch optimization)
• Do you have existing customers? Or starting from zero?
• What's the timeline? Any hard deadlines?
• Budget constraints? Team size?

Step 2: Define Beachhead Segment

Apply the beachhead-segment skill:

• Evaluate potential market segments against:
  • Burning pain (how urgently they need this)
  • Willingness to pay (budget and purchase authority)
  • Winnable market share (can you reach and win them)
  • Referral potential (will they tell others)
• Recommend the single best starting segment with rationale
• Map adjacent segments for expansion after beachhead is secured

Step 3: Define Ideal Customer Profile

Apply the ideal-customer-profile skill:

• Demographics: company size, industry, geography, tech stack
• Behaviors: how they discover solutions, buying process, decision makers
• JTBD: specific jobs they're hiring your product for
• Current alternatives: what they use today and why it falls short
• Qualification criteria: how to identify them quickly

Step 4: Build GTM Strategy

Apply the gtm-strategy skill:

• Positioning: How you describe yourself to this segment
• Messaging: Key messages for different stakeholders (buyer, user, influencer)
• Channels: Where and how to reach your ICP (ranked by expected ROI)
• Launch tactics: Specific actions for pre-launch, launch day, and post-launch
• Pricing alignment: How pricing supports the GTM motion
• Success metrics: How you'll know the launch worked

Step 5: Generate GTM Plan

## Go-to-Market Plan: [Product/Feature]

**Launch date**: [target]
**Type**: [new product / feature / tier / market expansion]

### Beachhead Segment
**Who**: [specific segment definition]
**Why them first**: [rationale against criteria]
**Size**: [TAM/SAM/SOM estimate]

### Ideal Customer Profile
| Attribute | Definition |
|-----------|-----------|
| Company size | [range] |
| Industry | [specific] |
| Decision maker | [title/role] |
| Key JTBD | [job they need done] |
| Current solution | [what they use today] |
| Qualification signal | [how to identify them] |

### Positioning & Messaging
**Positioning statement**: For [who] who [need], [product] is [category] that [benefit]. Unlike [alternative], we [differentiator].

**Key messages by stakeholder**:
| Audience | Message | Proof Point |
|----------|---------|------------|

### Channel Strategy
| Channel | Tactic | Reach | Cost | Priority |
|---------|--------|-------|------|----------|

### Launch Timeline
| Phase | Timing | Actions | Owner |
|-------|--------|---------|-------|
| Pre-launch | [dates] | [list] | [who] |
| Launch week | [dates] | [list] | [who] |
| Post-launch | [dates] | [list] | [who] |

### Success Metrics
| Metric | 30-day target | 90-day target |
|--------|-------------|-------------|

### Risks & Mitigations
| Risk | Likelihood | Impact | Mitigation |
|------|-----------|--------|-----------|

### Expansion Plan
[After beachhead: which adjacent segments, in what order, with what adaptations]

Save as markdown.

Step 6: Offer Next Steps

• "Want me to design growth loops for post-launch traction?"
• "Should I create competitive battlecards for sales?"
• "Want me to draft marketing copy for the launch?"
• "Should I build a metrics dashboard for launch tracking?"

Notes

• "Everyone" is not a segment — the tighter the beachhead, the faster you learn
• The ICP should be specific enough that sales/marketing can identify prospects in 30 seconds
• Messaging should use the customer's language, not your internal terminology
• Pre-launch activities (waitlist, beta, early access) are as important as launch day
• Plan for post-launch: the first 90 days after launch determine long-term trajectory