A step for step plan for a successful launch

Here we are we have a new product that we want to launch and offer to customers, but we are not sure if we have the right audience in mind for example. Do not worry that is what a Go-To-Market strategy is for. A Go-to-market strategy is a step-by-step plan to successfully launch and deliver a product or a service to your customer, relaunch a brand or a company or bring a current product to a new market. Where you can test and launch demos of your product in a calculated and organised manner to save you time and money.

WHAT

WHAT: identify your product or service, is your product a new concept, is your product an updated version in the market, etc… It is essential to know your weaknesses and strengths and who your competitors are.

WHERE

WHERE: The first stage of developing a Go-to-market is establishing a clear definition of the target market. Start with the question are we targeting a B2c customer or a B2B customer? The purpose of your target market should be broad to be able to give more room for potential income objectives, yet specific enough to customize your marketing material and sales approach.

WHO

WHO: Identity your customer. You need to look at your service or product from the consumer's viewpoint. At this stage, we take several elements into consideration such as location, demographic, buying potential, interest, buying habits, etc… This stage will result in a customer profile “ buyer persona”

HOW

HOW: so we have established our market as well as customer how are we going to reach them? This how needs to cover aspects of how you are going to approach them and how are we delivering the product.

Let us start with the delivery as that is more straightforward. Are we applying a direct or indirect distribution model? Direct distribution enables the in-home team to sell and deliver directly to the customer as there is a distribution network set within the company, As for indirect distribution we rely on third-party distributors. As for the methods of approaching the customer is it better to apply a marketing strategy or a sales strategy? We need to understand the potential response of the customer.

WHY

WHY: this is the brand messaging. This message needs to speak to the consumer and the stakeholders simultaneously. When it comes to the consumer you need to address why this product or service is useful and valuable to them. The stakeholders on the other hand will want to see the value proposition of your product or service.

WHEN

WHEN: We have created a clear process now it is time to carry out the plan in an organized manner and use good communication skills within your team. This is also relevant to the timing of releasing your product and service if you calculate it right you might be ahead of the competition or have a first-mover advantage. If you are too late your product or service might not launch as smooth as expected.

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Download: Segmentation spreadsheet

For example, the ebike company is starting in Belgium