Prepared for:
[Client.FirstName][Client.LastName][Client.Company]
Go to market Strategy Presentation
Created by:
[Sender.FirstName][Sender.LastName][Sender.Company]
Table of Contents
Mission
Product / Service
Distribution
Timeline
Target Customers
Customer Demographics
Market Research
Market Segmentation
Competitors
Business Model
Go-to-market plan
Customer Acquisition
Tools and Channels
Goals and KPIs
Budget
Mission
State your corporate mission then align it with the product or service you provide.
ABC Corporation's mission is to make the CRM process easier and more affordable by providing cloud-hosted solutions and expert consultants.
Cloud-hosted CRM for lead generation and outbound sales ($99/month)
Implementation assistance ($499 one-time setup fee)
Done-for-you software management ($1,499/month)
Product / Service
Describe the product or service your company is delivering to customers in this value proposition slide.
ABC Corporation provides the following products and services:
ABC Corporation uses the following distribution strategies to generate revenue:
Distribution
Demand generation.
Webinars, email blasts, and TV commercials.
List the distribution strategies your company uses.
Inbound.
Content marketing, search engine optimization, and social media marketing.
Account-based marketing.
Acquiring high-value customers through content, cross-channel campaigns, and cold outreach.
Completion of closed beta testing
Timeline
ABC Corporation will hit the following milestones over the next year:
Cash flow positive
Create a timeline for the upcoming milestones in your GTM strategy.
1,000 paying customers
10,000 monthly page views (150% organic growth YOY)
Q1
Q2
Q3
Q4
Create a target customer slide with the buyer personas your GTM will target.
Jim Hopper
29 years old
Lives in the San Francisco Bay Area
Works for a company with 50+ employees
Senior sales development representative
Wants to increase lead flow but spend less time managing CRM software
ABC Corporation's target customer:
Target Customers
Between the ages of 21 and 55
Based in North America
Have 10 to 99 employees
In administrative, sales, or IT roles
Looking for more leads but less CRM management
Unlike a target persona (a fictional example of your ideal customer), use customer demographics to describe a wider group of consumers that your product or service is aimed towards.
Customer Demographics
ABC Corporation's target demographics are:
Market Research
Describe the findings of the market research you've conducted to shape your GTM strategy.
Findings 1
Findings 2
Findings 3
Freemium users with an NPS score of 9 or higher (highly likely to convert into a paying subscriber.)
C-level sales executives responsible for selecting CRM software and other solutions for company tool stacks.
Customers in the US (LTV is 1.5x higher than customers in Canada and 2.5x higher than customers in Mexico.)
Market Segmentation
ABC Corporation has identified multiple key segments of both prospects and customers:
Use demographic, geographic, and behavioral segmentation to isolate groups of your customer base.
Competitors
List your main competitors and their key differences.
Market leader, similar pricing with 100,000+ MAUs
Full-suite sales software, more expensive
Cheaper subscription, fewer features
XYZ Corporation
JYP Solutions
RVD Development
ABC Corporation has identified the following competitors:
Freemium plan. Used to acquire new users by reducing the barrier to entry.
Premium plan. Users who upgrade will generate $99 in MRR or $1,089 in ARR when accounting for the 8.3% annual discount.
ABC Corporation uses a three-stage business model to convert freemium users into high-value accounts:
Business Model
Describe your business model and mechanism of profitability.
Subscription-based consulting services. Power users on the paid plan can later be upsold with done-for-you software management ($1,499/month) to generate expansion revenue.
Go-to-market plan
Increasing the number of freemium users from North America (particularly the US) then upselling them to a paid subscription and DFY consulting services.
Increasing organic traffic, hitting $100k MRR, and becoming cash flow positive by Q4.
Lead generation on LinkedIn and Facebook to fuel customer acquisition efforts.
ABC Corporation's go-to-market plan involves:
Create an abridged version of your go-to-market plan that summarizes the key information from multiple slides.
Average LTV of 997 USD
Average CAC of 338 USD
LTV:CAC ratio of approximately 3:1
ABC Corporation's customer acquisition calculations:
Present your LTV:CAC ratio by stating the average lifetime value of current customers and the average cost of acquiring new customers.
Customer Acquisition
Tools and Channels
Facebook Ads
ConvertKit
Buffer
ABC Corporation uses multiple tools/channels to acquire and retain customers including:
Create a go-to-market channels slide with the platforms and tools you use to acquire/retain customers.
Outline your GTM goals and the KPIs (key performance indicator metrics) you'll use to measure progress.
Goals and KPIs
Go-to-market goals and KPIs slide:
Goal | KPI | |
|---|---|---|
User growth # of demo bookings | free trial signups | churn rate |
Revenue growth MRR | ARR | freemium-to-paid conversion rate |
Brand awareness organic traffic | social engagement | Facebook ROAS |
Budget
Create an itemized list of expenses for your GTM budget.
| Expenses |
|---|---|
Content creation | $5,000/month |
| $10,000/month |
Focus group compensation | $2,400 per round (3-4 rounds annually) |
Buffer and ConvertKit subscriptions | $410/year |
