gtm-foundations

name

gtm-foundations

description

Use this skill when the user wants to start their go-to-market strategy, build a strategic foundation, or asks about SWOT analysis, value proposition canvas, 90-day GTM plan, analytics setup, or getting started with GTM. Phase 1 of 12: interactive guided workflow through One-Page Endgame (OPE) canvas, GTM Power Hour, SWOT analysis, problem space deep dive, value proposition canvas, LinkedIn optimization, email collection, domain setup, 90-day GTM plan, analytics setup, and mission-critical mindset.

GTM Foundations — Strategy & Setup (Phase 1 of 12)

You are executing Phase 1 of the GTM Strategist methodology. This phase builds the strategic foundation that every later phase depends on. Without this, everything else is guesswork.

Before You Start

1. Read my-gtm-context.md. If the user's product description (Section 1) or target market (Section 2) are empty, stop and ask the user to fill those in first. You need at minimum: what the product is, who it's for, and what stage they're at.
2. Check outputs/ for any existing Phase 1 deliverables. If some tasks are already done, acknowledge them and pick up where the user left off.
3. Work through tasks one at a time. Present each deliverable, get feedback, then move to the next. Do not dump all 11 at once.

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Task 1: One-Page Endgame Canvas (OPE)

What you'll create: A filled-in One-Page Endgame canvas that clarifies the user's personal motivation, vision, and definition of success. Time estimate: 1-3 hours Save to: outputs/01-one-page-endgame.md

Instructions

Read my-gtm-context.md sections 1 (Product), 8 (Team), and 9 (Goals).

The OPE canvas comes from Wes Bush's product-led growth methodology. It forces founders to answer: "What does winning actually look like for ME?" before building any GTM strategy. Too many founders build toward someone else's definition of success.

Guide the user through these OPE sections:

1. Your Endgame — What is the end goal? 1M ARR? Helping 10K customers? Acquisition? Lifestyle business? Be specific with numbers and timeframes.
2. Why This Matters to You — Personal motivation behind the business. What changes in your life when you hit the endgame?
3. Your Strengths — What unfair advantages do you bring? Domain expertise, network, technical skills, existing audience?
4. Your Constraints — Time, money, team, geography. Be honest — the GTM plan must work within these limits.
5. Success Milestones — Break the endgame into 3-4 concrete checkpoints. What does progress look like at 30/90/180/365 days?
6. What You're Willing to Do — Sales calls? Content creation? Cold outreach? Public speaking? Not everything works for everyone. Name what you'll actually do.
7. What You're NOT Willing to Do — Equally important. If you hate cold calling, don't build a GTM plan that depends on it.

Ask the user direct questions for each section. Do not fill in answers based on assumptions. Use their my-gtm-context.md data as a starting point, but push for specifics.

Format the output as a clean one-page canvas with all 7 sections. Add a "Key Insight" at the bottom summarizing the one thing that should shape every GTM decision going forward.

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Task 2: GTM Power Hour

What you'll create: A rapid GTM strategy snapshot covering all critical go-to-market elements in one document. Time estimate: 1-3 hours Save to: outputs/01-gtm-power-hour.md

Instructions

Read my-gtm-context.md fully. Also read outputs/01-one-page-endgame.md if it exists.

The GTM Power Hour is a fast diagnostic used with 1000+ companies and 3000+ people. It forces you to write down your best current thinking across every GTM dimension — even when you don't have answers yet. Blank spots reveal exactly where you need to do more work.

Walk the user through each element. For each, capture their current best answer and flag gaps:

1. Target Customer — Who specifically? (Not "everyone who needs X")
2. Problem — What pain are you solving? How urgent is it?
3. Solution — How does your product solve this? In one sentence.
4. Value Proposition — Why should the customer care? What changes for them?
5. Pricing — What will you charge? Or best guess.
6. Channels — Where will you reach your target customer?
7. Competition — Who else solves this problem? Including "do nothing."
8. Differentiation — Why you vs. alternatives?
9. First 10 Customers — Name them if you can. How will you get them?
10. Key Metric — What single number tells you this is working?

Format as a structured document with each element as a section. Use a "Confidence" indicator per section (High / Medium / Low / Unknown). Add a summary at the end listing the top 3 gaps that need attention first.

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Task 3: SWOT Analysis

What you'll create: A strategic SWOT matrix with prioritized action items. Time estimate: 1-3 hours Save to: outputs/01-swot-analysis.md Notion prompt: https://gtmstrategist.notion.site/GTM-SWOT-Analysis-18663b202ddd8034bbf7d9061ed01162

Instructions

Read my-gtm-context.md sections 1-7. Read outputs/01-one-page-endgame.md and outputs/01-gtm-power-hour.md if they exist.

SWOT is old-school for a reason — it works as a first orientation. The goal is not a generic matrix but a specific, honest assessment tied to this user's product and market.

For each quadrant, push beyond surface-level answers:

• Strengths — Internal advantages. What do you have that competitors don't? Include team skills, existing traction, domain expertise, network, technology.
• Weaknesses — Internal gaps. Where are you under-resourced? What's missing? Be brutally honest — these become your risk list.
• Opportunities — External tailwinds. Market trends, regulatory changes, competitor failures, emerging channels, timing advantages.
• Threats — External headwinds. Competitive moves, market saturation, platform dependency, regulatory risk, economic conditions.

After completing the matrix, create a "So What?" section:

1. Strength + Opportunity combos — Where can you play offense?
2. Weakness + Threat combos — Where are you most vulnerable?
3. Top 3 Strategic Priorities — Based on the analysis, what should the user focus on first?

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Task 4: Problem Space Deep Dive

What you'll create: A comprehensive problem statement map for the target customer, organized by severity and frequency. Time estimate: 1-3 hours Save to: outputs/01-problem-space.md Notion prompt: https://gtmstrategist.notion.site/Creating-a-List-of-Problem-Statements-for-the-ICP-and-Validation-Process-18663b202ddd808e80e4feb2446b3397

Instructions

Read my-gtm-context.md sections 2-4. Read prior Phase 1 outputs if they exist.

This task builds empathy. You are mapping the target customer's world — not your product's features. What keeps them up at night? What do they complain about? What are they trying to accomplish?

Guide the user to brainstorm problem statements across these layers:

1. Functional Problems — What tasks are hard, slow, or broken? What takes too long? What fails?
2. Emotional Problems — What frustrates them? What makes them anxious? What do they fear?
3. Social Problems — How do they look to their boss/peers/customers? What status pressures exist?
4. Financial Problems — Where are they losing money? What's too expensive? What ROI are they missing?

For each problem statement, capture:

• The problem in the customer's own words (not product jargon)
• Severity: Hair on Fire / Important / Nice to Solve
• Frequency: Daily / Weekly / Monthly / Occasionally
• Current workaround: What do they do today?

Organize the final output as a prioritized list. Problems that are high severity + high frequency + bad current workaround = your best opportunities. Highlight the top 3-5 problems that your product is best positioned to solve.

Add a "Validation Questions" section with 5-7 interview questions the user can ask real customers to confirm these problems exist.

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Task 5: Value Proposition Canvas 1.0

What you'll create: A first-draft value proposition canvas mapping customer jobs, pains, and gains to your product's features, pain relievers, and gain creators. Time estimate: 1-3 hours Save to: outputs/01-value-proposition-canvas.md Notion prompt: https://gtmstrategist.notion.site/Creating-a-Value-Proposition-Canvas-18663b202ddd80909207c023cfa6b691

Instructions

Read my-gtm-context.md sections 1 and 4. Read outputs/01-problem-space.md if it exists — it feeds directly into this canvas.

The Value Proposition Canvas (Strategyzer framework) finds the best intercept between what your customer needs and what your product does. Version 1.0 is your best hypothesis — it WILL change after customer validation in Phase 3.

Build both sides of the canvas:

Customer Profile (right side):

• Customer Jobs — What are they trying to get done? (functional, social, emotional jobs)
• Pains — What makes these jobs hard? What risks do they fear? (Pull from Problem Space if available)
• Gains — What outcomes do they want? What would delight them?

Value Map (left side):

• Products & Services — What do you offer?
• Pain Relievers — How does your product eliminate or reduce specific pains?
• Gain Creators — How does your product create specific gains?

Draw explicit connections: Pain Reliever X addresses Pain Y. Gain Creator A enables Gain B. Unconnected items on either side reveal gaps.

Create a "Fit Score" section:

• Which pains are you relieving strongly? Partially? Not at all?
• Which gains are you creating? Missing?
• Where is the strongest fit? This becomes your initial positioning anchor.

Mark this as "v1.0 — Pre-Validation" in the header. It will be revisited after Phase 3 (customer validation).

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Task 6: LinkedIn Profile Optimization

What you'll create: A LinkedIn profile optimization plan with specific copy recommendations for headline, about section, featured section, and experience. Time estimate: 1-3 hours Save to: outputs/01-linkedin-profile.md Notion prompt: https://gtmstrategist.notion.site/LinkedIn-Profile-Optimization-for-Building-Trust-and-Driving-Leads-18663b202ddd80a59123ec606d705607

Instructions

Read my-gtm-context.md sections 1-4 and 10 (Voice & Brand). Read outputs/01-value-proposition-canvas.md if it exists.

LinkedIn is the #1 trust-building platform for B2B. Your profile is not a resume — it's a landing page for your expertise and product. Every element should answer the visitor's question: "Can this person/product help me?"

Create specific recommendations for each profile element:

1. Headline — Write 2-3 options. Formula: [What you do] + [for whom] + [what result]. Max 220 characters. Avoid buzzwords.
2. About Section — Write a full draft. Structure: Hook (problem statement) → What you do → Who you help → Proof/results → CTA. First-person voice matching the user's tone from section 10.
3. Featured Section — Recommend 3-5 items to pin. Prioritize: lead magnet, case study, product demo, key content piece.
4. Experience Section — Recommend how to frame the current role as outcome-focused, not task-focused.
5. Banner Image — Describe what the banner should communicate. Suggest tools (Canva) and dimensions (1584x396).
6. Profile Photo — Quick best practices (professional, clear face, on-brand background).

If the user's product is B2C or not LinkedIn-relevant, adjust recommendations accordingly and note that this task is lower priority for their GTM.

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Task 7: Email Collection Setup

What you'll create: A waitlist/email collection strategy with landing page copy, tool recommendations, and a nurture sequence outline. Time estimate: 1-3 hours Save to: outputs/01-email-collection.md Notion prompt: https://gtmstrategist.notion.site/Crafting-a-Highly-Converting-Sign-Up-for-Waitlist-Page-18663b202ddd8003921ef63247f013bb

Instructions

Read my-gtm-context.md sections 1, 2, 4, 5, and 8 (Team & Resources). Read outputs/01-value-proposition-canvas.md if it exists.

Start collecting emails immediately. Every conversation about your product, every social post, every mention — should have a way to capture interest. This is not about having a perfect email strategy yet. It's about not losing potential early adopters.

Deliver these components:

1. Tool Recommendation — Based on the user's budget and tech comfort, recommend one email tool. Options: Mailchimp (free tier, easiest), ConvertKit (creator-friendly), Beehiiv (newsletter-native), or their existing tool. Pick one. Do not overwhelm with options.

2. Landing Page Copy — Write a complete waitlist/signup page:

   • Headline (benefit-driven, under 10 words)
   • Subheadline (what they'll get, 1-2 sentences)
   • 3 bullet points of value
   • CTA button text
   • Social proof line (even if it's "Join X early adopters" with a starting number)

3. Where to Place the Link — List 5-7 specific places the user should add their signup link (LinkedIn profile, email signature, social bios, etc.).

4. Welcome Email Draft — Write a short welcome email for new subscribers. Warm, personal, sets expectations.

5. 3-Email Nurture Outline — After welcome, what 3 emails keep subscribers engaged before launch? Outline subject lines and core message for each.

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Task 8: Domain & Social Media Profiles

What you'll create: A naming checklist with domain availability check plan and social handle reservation list. Time estimate: Under 1 hour Save to: outputs/01-domain-social.md Notion prompt: https://gtmstrategist.notion.site/Crafting-a-Compelling-Product-Name-18663b202ddd80939205c0f596ae0b12

Instructions

Read my-gtm-context.md sections 1 and 10 (Voice & Brand).

Do this before you fall in love with a name. Discovering your perfect brand name has no .com and no available social handles is painful at month 3. Check now.

Create a practical checklist:

1. Current Name Assessment — If the user already has a name, evaluate: Is it easy to spell? Easy to say? Memorable? Does it work internationally (if relevant)?

2. Domain Check Plan — Tell the user to check these resources:

   • namechk.com — bulk social media handle availability
   • instantdomainsearch.com — fast domain search
   • List the TLDs to check: .com (priority), .io, .co, .app, country-specific if relevant

3. Social Handle Checklist — List platforms to reserve based on their market:

   • B2B: LinkedIn company page, Twitter/X, YouTube (minimum)
   • B2C: Add Instagram, TikTok, Facebook
   • Create accounts NOW even if you won't use them immediately

4. Naming Tips (if they're still deciding):

   • Keep it under 3 syllables if possible
   • Avoid hyphens and numbers in domains
   • Test: Can someone find you after hearing the name once?
   • Consider how the name looks as a hashtag (no awkward word combinations)

5. Action Items — Numbered list of exactly what to do and in what order.

This is the shortest task in Phase 1. Keep the output concise and action-oriented.

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Task 9: 90-Day GTM Plan

What you'll create: A phased 90-day go-to-market plan with weekly milestones, broken into three 30-day sprints. Time estimate: 1-3 days (this is the most intensive task in Phase 1) Save to: outputs/01-90-day-gtm-plan.md Notion prompt: https://gtmstrategist.notion.site/90-Day-Go-To-Market-Plan-18663b202ddd80e19b76c472fcbefdfd

Instructions

Read my-gtm-context.md fully — every section matters here. Read ALL existing Phase 1 outputs. This task synthesizes everything into a concrete action plan.

The 90-day plan is the backbone of Phase 1. You need at least 90 days to set a product up to succeed. Planning backward from your launch date forces realistic prioritization.

Build the plan in this structure:

Header:

• Start date, target launch date (or key milestone date)
• One-line goal for the 90 days (pulled from OPE canvas if available)
• Key constraints (budget, team size, time availability per week)

Sprint 1: Foundation (Days 1-30)

• Week-by-week breakdown with specific tasks
• Focus: Validate assumptions, build audience, set up infrastructure
• Milestone: What's true at Day 30 that isn't true today?

Sprint 2: Build & Validate (Days 31-60)

• Week-by-week breakdown
• Focus: Customer conversations, MVP/prototype, initial content
• Milestone: What evidence do you have at Day 60?

Sprint 3: Launch Prep (Days 61-90)

• Week-by-week breakdown
• Focus: Launch assets, outreach, pre-launch buzz, soft launch
• Milestone: What does "ready to launch" look like?

For each week, specify:

• 2-3 key tasks (concrete, not vague)
• Who owns each task (if team > 1)
• What "done" looks like
• Dependencies (what needs to happen before this)

Add a "Risks & Contingencies" section listing the 3 biggest things that could derail the plan and what to do about each.

Add a "Metrics Dashboard" section with 5-7 numbers to track weekly (email subscribers, conversations held, features shipped, etc.).

Tie tasks back to the GTM Strategist methodology phases: this 90-day plan should naturally flow into Phases 2-7.

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Task 10: Analytics & Pixels Setup

What you'll create: An analytics implementation checklist with tool recommendations and tracking plan. Time estimate: 1-3 hours Save to: outputs/01-analytics-setup.md

Instructions

Read my-gtm-context.md sections 1, 5, and 8.

Teams that forget analytics and pixels at the beginning struggle badly later. You cannot build remarketing audiences retroactively. You cannot prove ROI without baseline data. Set this up now, even if your site is just a landing page.

Create a practical checklist organized by priority:

Must-Have (set up this week):

1. Google Analytics 4 — Basic setup steps. What events to track beyond pageviews (signup form submissions, CTA clicks, scroll depth).
2. Google Search Console — Connect to GA4. Baseline for SEO.
3. Meta Pixel (if any social advertising planned) — Even if you won't run ads for months, the pixel starts building audiences now.

Should-Have (set up within 30 days): 4. LinkedIn Insight Tag (if B2B) — Remarketing to website visitors on LinkedIn. 5. Hotjar or Microsoft Clarity (free) — Heatmaps and session recordings. See what visitors actually do. 6. UTM Parameter Convention — Define a naming convention now. Provide a template.

Nice-to-Have (set up when ready): 7. Google Tag Manager — Central management for all tags. Recommend if the user is semi-technical or has dev support. 8. Conversion tracking — Map key actions to track as conversions in each platform.

For each item, provide:

• Why it matters (one sentence)
• Concrete setup steps or a link to the official guide
• Time estimate

Tailor the list to the user's technical comfort level (from my-gtm-context.md section 8). If they're non-technical, emphasize the no-code options and suggest they find someone to help with Tag Manager.

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Task 11: Mission-Critical Mindset

What you'll create: A personal decision filter and focus framework to use throughout the GTM journey. Time estimate: Ongoing (30-minute initial exercise) Save to: outputs/01-mission-critical-mindset.md

Instructions

Read my-gtm-context.md section 9 (Goals & Constraints). Read outputs/01-one-page-endgame.md if it exists.

This is the most important "soft" task in Phase 1. Focus is your best friend. FOMO is your worst enemy. For every activity, ask: "Is this mission-critical for my next milestone?"

Create a practical focus framework:

1. The Mission-Critical Filter — A simple 3-question test the user can apply to any opportunity, tactic, or idea:

   • Does this directly move me toward my 90-day milestone?
   • Is there evidence this works for my specific market?
   • Can I execute this well with my current resources?
   • If not 3/3: park it. It's a distraction, not a priority.

2. High-Impact Activities List — Based on everything from Phase 1, list the 5 activities that will have the most impact. Be specific. Example: "Send 50 personalized DMs to [target persona] on LinkedIn" is better than "do outreach." "Post 3x per week on LinkedIn about [topic]" beats "build social presence."

3. Distraction Hit List — Name 5-7 common activities that FEEL productive but DON'T move the needle at this stage. Be specific to the user's situation. Common culprits: redesigning the logo again, building features nobody asked for, attending conferences without a plan, perfecting the website before talking to customers.

4. Weekly Focus Check — A 5-minute weekly review template:

   • What was my #1 priority this week? Did I do it?
   • What distracted me? Why?
   • What's my #1 priority next week?

Keep this output short and punchy. It's a reference card, not a dissertation.

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Phase 1 Summary

After all tasks are complete, create a summary document.

Save to: outputs/01-phase-1-summary.md

Instructions

Read all outputs/01-*.md files. Synthesize into a Phase 1 completion summary:

1. What We Built — One-line summary of each completed deliverable.
2. Key Strategic Insights — The 3-5 most important things learned during Phase 1.
3. Biggest Open Questions — What assumptions still need validation? These feed directly into Phase 2 (Collecting Intelligence) and Phase 3 (Validating Customers).
4. Confidence Assessment — Rate confidence (High/Medium/Low) in: Target customer definition, Problem understanding, Value proposition, Go-to-market approach.
5. Ready for Phase 2? — Clear yes/no with reasoning. If gaps exist, name what to revisit before moving forward.

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Go Deeper

These resources supplement the Phase 1 tasks:

• GTM Strategist Book — Full methodology with case studies: https://gtmstrategist.com/book
• GTM Strategist Masterclass — Video walkthroughs of every framework: https://gtmstrategist.com/masterclass
• Wes Bush's OPE Canvas — Product-Led Growth context for Task 1: https://productled.com
• Strategyzer Value Proposition Canvas — Original framework for Task 5: https://strategyzer.com/canvas/value-proposition-canvas
• SWOT Analysis Notion Prompt — https://gtmstrategist.notion.site/GTM-SWOT-Analysis-18663b202ddd8034bbf7d9061ed01162
• Problem Space Notion Prompt — https://gtmstrategist.notion.site/Creating-a-List-of-Problem-Statements-for-the-ICP-and-Validation-Process-18663b202ddd808e80e4feb2446b3397
• Value Proposition Notion Prompt — https://gtmstrategist.notion.site/Creating-a-Value-Proposition-Canvas-18663b202ddd80909207c023cfa6b691
• LinkedIn Profile Notion Prompt — https://gtmstrategist.notion.site/LinkedIn-Profile-Optimization-for-Building-Trust-and-Driving-Leads-18663b202ddd80a59123ec606d705607
• Email Collection Notion Prompt — https://gtmstrategist.notion.site/Crafting-a-Highly-Converting-Sign-Up-for-Waitlist-Page-18663b202ddd8003921ef63247f013bb
• Product Naming Notion Prompt — https://gtmstrategist.notion.site/Crafting-a-Compelling-Product-Name-18663b202ddd80939205c0f596ae0b12
• 90-Day Plan Notion Prompt — https://gtmstrategist.notion.site/90-Day-Go-To-Market-Plan-18663b202ddd80e19b76c472fcbefdfd

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GTM Strategist methodology by Maja Voje. https://gtmstrategist.com