execute

name	execute
description	Turns the positioning read from `decide` into a concrete GTM strategy document — ICP, messaging, channel mix, pricing, and a 90-day launch plan with owners and metrics. Triggers on "GTM 전략 짜줘", "출시 계획", "채널 전략".

Execute — GTM Strategy Document

The GTM document is the artifact the engagement was scoped to produce (per research/SCOPE.md). It must be specific enough that someone could start executing it Monday morning — no "leverage synergies" filler.

Process

1. Read research/SCOPE.md, research/FINDINGS.md, research/COMPARISON.md. The GTM plan must be traceable to the positioning gap decide identified — don't introduce a new strategy the research didn't support.
2. ICP (Ideal Customer Profile). Name the specific segment the positioning gap serves best — firmographic/demographic filters, the trigger event that makes them look for a solution, and the budget holder.
3. Messaging. One-sentence value proposition tied to the defensible gap. Then 3 supporting proof points, each traceable to a FINDINGS.md fact (not invented).
4. Channel mix. Pick 2–3 channels matched to where the ICP actually is (not a generic list of every channel). For each: expected CAC range if estimable, and why this channel fits this ICP specifically.
5. Pricing. Position relative to the comparison matrix — premium, parity, or penetration — and justify against the gap and ICP's budget reality, not a round number.
6. 90-day plan. Break into 3 phases (0–30, 31–60, 61–90) with concrete milestones, an owner placeholder, and one leading metric per phase that would tell you early if the plan is failing.
7. Kill criteria. State what result, by day 90, means "stop and rethink" rather than "keep going." Every GTM plan needs an exit condition or it never gets re-evaluated.

Write to gtm/GTM-PLAN.md:

---
scope_ref: research/SCOPE.md
comparison_ref: research/COMPARISON.md
created: {ISO-8601}
---

# GTM Strategy: {product/idea}

## ICP
- Segment: {...}
- Trigger event: {...}
- Budget holder: {...}

## Positioning & Messaging
**Value proposition**: {one sentence, tied to the gap from COMPARISON.md}

Proof points:
1. {...} — [ref: FINDINGS.md]
2. {...}
3. {...}

## Pricing
{premium/parity/penetration} — {justification vs. comparison matrix and ICP budget}

## Channel Mix
| Channel | Why this ICP | Est. CAC | Notes |
|---|---|---|---|
| {...} | {...} | {...} | {...} |

## 90-Day Plan
### Days 0–30
- Milestone: {...}
- Leading metric: {...}

### Days 31–60
- Milestone: {...}
- Leading metric: {...}

### Days 61–90
- Milestone: {...}
- Leading metric: {...}

## Kill Criteria
{what result at day 90 triggers a stop/rethink}

Anti-Rationalization

• "We'll do content, paid, and partnerships" (all channels) is not a channel strategy — it's a hedge. Pick what fits the ICP and defend the cut.
• A value proposition not traceable to a COMPARISON.md gap is marketing copy, not GTM strategy grounded in research.
• No kill criteria means the plan runs forever regardless of results — always state one.

Evidence

The GTM plan is complete when every section traces back to SCOPE/FINDINGS/ COMPARISON, the channel mix is justified (not exhaustive), and kill criteria are stated in measurable terms.

Red Flags

• Generic ICP ("small and medium businesses") with no trigger event.
• Channel list with no cost estimate or fit justification.
• 90-day plan with milestones but no metrics — "launch the website" without "and by day 30, X signups."
• No kill criteria, or a kill criterion so vague it can never be triggered.