gtm-launch

Map competitors across product, pricing, and positioning and produce sales-ready battle cards.

Build a focused GTM plan — ICP, positioning, channels, and a sequenced launch — instead of a scattershot.

Use when you are running an actual launch day in real time across channels. Triggers on "launch day runbook", "we launch tomorrow", "Product Hunt launch day plan", "hour by hour launch schedule", "who does what on launch day", "PH / Hacker News / Twitter / email sequencing", "launch day checklist", "our launch is going sideways", "contingency if we get rate-limited / Show HN flops / site goes down". Turns the plan into a minute-by-minute war room. Do NOT use when you are still picking the launch date, beats, or channel mix — use [[launch-plan-sequencer]] for the calendar first; this is the execution companion that runs the day it lands on.

Use when planning a product launch end-to-end and you need the full dated timeline. Triggers on "plan my launch", "launch plan", "how do I sequence a launch", "pre-launch checklist", "what happens before launch day", "launch timeline", "GTM launch plan", "coordinate a launch across channels", "who owns what for launch". Builds the pre-launch → launch-day → post-launch arc with a channel & asset checklist, owners, and dates. Do NOT use when you need the minute-by-minute run-of-show for the day itself — use launch-day-runbook instead. Do NOT use to write the core message — use positioning-statement and messaging-hierarchy. Do NOT use to design the self-serve adoption motion — use plg-motion-designer. Do NOT use to build the sales deck, battlecard, or demo script — use sales-enablement-kit.

Use when turning a positioning statement into actual copy — building the value proposition, message pillars, proof points, and per-channel messaging that keep the website, ads, and sales deck all saying the same thing. Triggers on "write our value proposition", "message pillars", "messaging framework", "messaging house", "key messages", "proof points", "our website and sales say different things", "per-channel messaging", "on-message copy". Takes the positioning-statement as input and feeds landing-page-copy. Do NOT use when you have not yet fixed positioning — use positioning-statement first. Do NOT use when you need the actual hero/landing page words — use landing-page-copy. Do NOT use to sequence launch phases — use launch-plan-sequencer; for the hour-by-hour go-live — use launch-day-runbook; for the sales deck/talk track — use sales-enablement-kit; for the in-product activation flow — use plg-motion-designer.

Use when designing a product-led, self-serve activation motion for signups. Triggers on "design our PLG motion", "self-serve onboarding", "what is our aha moment", "define activation", "activation rate", "time-to-value", "onboarding funnel", "in-product nudges", "set activation milestones", "signup to value", "free-to-paid", "PQL". Defines the aha moment, the activation milestones to it, and the in-product nudges and metric gates between each step. Do NOT use for outbound/sales-led launch sequencing — use [[launch-plan-sequencer]] instead; for arming a human sales team with collateral, use [[sales-enablement-kit]] instead; for the page that captures the signup, use [[landing-page-copy]]; for pricing tiers and the paywall, use [[saas-pricing]] and [[pricing-strategy]].

Use when defining or sharpening what a product IS before writing copy or planning a launch. Triggers on "how do I position this", "what category are we in", "who is this really for", "positioning statement", "we sound like everyone else", "nobody gets what we do", "frame the product", "April Dunford positioning". Runs competitive alternatives → unique attributes → the value they enable → best-fit segment → market frame, producing one tight defensible paragraph. Do NOT use for the actual page/headline wording — use [[messaging-hierarchy]] instead; for price points — use [[pricing-strategy]] or [[saas-pricing]].

Reason about pricing from value, competition, and cost, and land on a structure that fits the business.

Design SaaS tiers, value metrics, and packaging that grow with the customer.

Use when equipping a sales motion with the assets reps actually carry into deals — a one-pager, a competitive battlecard, a demo script outline, and an objection-handling matrix. Triggers on "build a sales one-pager", "leave-behind", "sales battlecard", "how do we sell against <competitor>", "demo script", "objection handling matrix", "sales collateral", "equip the sales team", "enablement assets". Do NOT use when the category and "for whom / unlike what" frame is not yet fixed — use positioning-statement first; do NOT use when the value ladder and proof points are not settled — use messaging-hierarchy first; do NOT use to sequence the rollout calendar — use launch-plan-sequencer; do NOT use to brief the team and run the checklist on launch day — use launch-day-runbook; do NOT use for a self-serve / no-rep-in-the-room motion — use plg-motion-designer instead.