Pawel Huryn
131 lines
4.4 KiB
Markdown
131 lines
4.4 KiB
Markdown
---
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description: Create a full go-to-market strategy — beachhead segment, ICP, messaging, channels, and launch plan
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argument-hint: "<product or feature to launch>"
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---
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# /plan-launch -- Go-to-Market Strategy
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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.
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## Invocation
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```
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/plan-launch AI-powered proposal writer for consulting firms
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/plan-launch New enterprise tier for our project management tool
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/plan-launch [upload a PRD, strategy doc, or pitch deck]
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```
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## Workflow
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### Step 1: Understand the Launch
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Ask:
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- What are you launching? (new product, new feature, new tier, market expansion)
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- What stage? (pre-launch planning, imminent launch, post-launch optimization)
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- Do you have existing customers? Or starting from zero?
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- What's the timeline? Any hard deadlines?
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- Budget constraints? Team size?
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### Step 2: Define Beachhead Segment
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Apply the **beachhead-segment** skill:
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- Evaluate potential market segments against:
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- Burning pain (how urgently they need this)
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- Willingness to pay (budget and purchase authority)
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- Winnable market share (can you reach and win them)
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- Referral potential (will they tell others)
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- Recommend the single best starting segment with rationale
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- Map adjacent segments for expansion after beachhead is secured
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### Step 3: Define Ideal Customer Profile
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Apply the **ideal-customer-profile** skill:
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- Demographics: company size, industry, geography, tech stack
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- Behaviors: how they discover solutions, buying process, decision makers
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- JTBD: specific jobs they're hiring your product for
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- Current alternatives: what they use today and why it falls short
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- Qualification criteria: how to identify them quickly
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### Step 4: Build GTM Strategy
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Apply the **gtm-strategy** skill:
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- **Positioning**: How you describe yourself to this segment
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- **Messaging**: Key messages for different stakeholders (buyer, user, influencer)
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- **Channels**: Where and how to reach your ICP (ranked by expected ROI)
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- **Launch tactics**: Specific actions for pre-launch, launch day, and post-launch
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- **Pricing alignment**: How pricing supports the GTM motion
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- **Success metrics**: How you'll know the launch worked
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### Step 5: Generate GTM Plan
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```
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## Go-to-Market Plan: [Product/Feature]
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**Launch date**: [target]
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**Type**: [new product / feature / tier / market expansion]
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### Beachhead Segment
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**Who**: [specific segment definition]
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**Why them first**: [rationale against criteria]
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**Size**: [TAM/SAM/SOM estimate]
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### Ideal Customer Profile
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| Attribute | Definition |
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|-----------|-----------|
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| Company size | [range] |
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| Industry | [specific] |
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| Decision maker | [title/role] |
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| Key JTBD | [job they need done] |
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| Current solution | [what they use today] |
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| Qualification signal | [how to identify them] |
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### Positioning & Messaging
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**Positioning statement**: For [who] who [need], [product] is [category] that [benefit]. Unlike [alternative], we [differentiator].
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**Key messages by stakeholder**:
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| Audience | Message | Proof Point |
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|----------|---------|------------|
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### Channel Strategy
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| Channel | Tactic | Reach | Cost | Priority |
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|---------|--------|-------|------|----------|
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### Launch Timeline
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| Phase | Timing | Actions | Owner |
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|-------|--------|---------|-------|
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| Pre-launch | [dates] | [list] | [who] |
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| Launch week | [dates] | [list] | [who] |
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| Post-launch | [dates] | [list] | [who] |
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### Success Metrics
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| Metric | 30-day target | 90-day target |
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|--------|-------------|-------------|
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### Risks & Mitigations
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| Risk | Likelihood | Impact | Mitigation |
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|------|-----------|--------|-----------|
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### Expansion Plan
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[After beachhead: which adjacent segments, in what order, with what adaptations]
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```
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Save as markdown.
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### Step 6: Offer Next Steps
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- "Want me to **design growth loops** for post-launch traction?"
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- "Should I **create competitive battlecards** for sales?"
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- "Want me to **draft marketing copy** for the launch?"
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- "Should I **build a metrics dashboard** for launch tracking?"
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## Notes
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- "Everyone" is not a segment — the tighter the beachhead, the faster you learn
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- The ICP should be specific enough that sales/marketing can identify prospects in 30 seconds
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- Messaging should use the customer's language, not your internal terminology
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- Pre-launch activities (waitlist, beta, early access) are as important as launch day
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- Plan for post-launch: the first 90 days after launch determine long-term trajectory
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