Go-to-Market Strategy
The Go-to-Market exercise compiles a complete strategy for how your product or service will reach the market — from value proposition to launch plan — all in one place.
What is it for?
Other Market Intelligence exercises analyze the scenario (market, competitors, external factors); the Go-to-Market exercise is where this turns into an action plan: what to communicate, to whom, through which channels, with what timeline, and with what foreseen risks. It is the longest and most “free-form text” exercise in this stage — it functions as a strategic document, not as a checklist.
The seven sections
A side navigation organizes the exercise into seven sections, each editable independently:
- Product and Value Proposition — an overview of the product and its core value message.
- Target Market Analysis — who is the customer this strategy is targeting.
- Marketing Plan — how to generate demand and attention.
- Sales Plan — how to convert that demand into revenue.
- Launch Plan and Timeline — the steps and deadlines to put everything into practice.
- Risks and Mitigations — what could go wrong with the launch and how to reduce that risk.
- Strategy Summary — the synthesis of everything in one place.
How to edit
Each section has its own Edit button. When clicked, the text becomes a rich editor (bold, italic, underline, and lists), where you can rewrite the content directly. Changes are only saved after clicking Save; Cancel discards what was typed and keeps the previous text.
AI Support
The AI button in the upper right corner of the page helps generate a first draft of each section, based on the rest of the plan (Lean Canvas, personas, competitors, industry analysis). Since this is a free-form text exercise and not a list, reviewing the generated draft is even more important here — it's easy for a well-written paragraph to sound convincing even when some of its premises are already outdated in relation to the rest of your plan.
Tips
- Complete this exercise after Personas, Competitor Analysis, and Industry Analysis — it should reflect what you've already concluded in those exercises, not anticipate them.
- Use the "Strategy Summary" as a test: if it can't adequately summarize the other sections in a few paragraphs, then some section is probably still too generic.
- Revisit "Risks and Mitigations" closer to the actual launch date — risks that seemed distant during planning often become more concrete as the date approaches.