go-to-market-planning

name	go-to-market-planning
effort	high
description	Use when a product or feature is near-complete and the team needs to answer: who do we target first, what do we say, where do we reach them, and how do we know the launch succeeded? Triggers on: "GTM plan", "launch strategy", "출시 전략", 론칭 계획", "how
type	workflow
theme	pm-strategy
best_for	["Planning a major product or feature launch end-to-end","Defining launch phases (beta → limited → full)","Aligning sales, marketing, and product on a launch narrative"]
scenarios	["We're shipping in 6 weeks — help me build a GTM plan.","출시 전략을 짜야 하는데, 어디서부터 시작해야 할지 모르겠어.","We have the PRD and we're building — now I need to figure out how to launch this.","Who should we target first for this launch, and what do we say to them?","론칭 단계(베타→제한→전체)를 어떻게 나눌지 정해줘.","Help me define success metrics specifically for the launch, not the product."]
estimated_time	90-180 min
compatibility	{"recommended":["think-tool"],"optional":["sequential-thinking","mcp-reasoner"],"remote_mcp_note":"think-tool이 있으면 비치헤드 세그먼트 선정과 채널 선택의 트레이드오프 논리를 검증하는 데 도움이 됩니다. Claude 설정 → MCP Servers에서 remote SSE 엔드포인트를 추가하세요."}

Standing Mandates

• ALWAYS define the beachhead segment before setting messaging or channel strategy.
• ALWAYS separate launch success metrics from product success metrics.
• NEVER write a GTM plan without defining what success looks like at 30, 60, and 90 days.
• NEVER conflate channel selection with message design — these are independent decisions.

Purpose

A GTM plan answers:

1. Who is the beachhead? (first target segment — not everyone)
2. What is the core message? (what problem we solve, for whom, why now)
3. Where do we reach them? (channels)
4. When and how do we roll out? (phased launch timeline)
5. How will we know if launch succeeded? (launch-specific metrics)

This skill produces a GTM Canvas and a Rollout Plan.

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When to Use This

• After PRD completion — input from ../prd-development/SKILL.md
• When competitive landscape is understood — input from ../competitive-analysis/SKILL.md
• When pricing is defined (or being defined in parallel) — ../pricing-monetization-strategy/SKILL.md
• Output feeds ../post-launch-retrospective/SKILL.md as the baseline for measuring launch success
• Internal communication of the launch plan references ../roadmap-communication/SKILL.md

When NOT to Use This

• For minor feature releases (no formal GTM needed — use a release note + in-app announcement)
• Before product-market fit is established (pre-PMF: validate first, launch broadly second)
• As a substitute for a positioning or messaging strategy — this operationalizes messaging; it doesn't create it from scratch

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Step 1 — Define the Beachhead Segment (20 min)

The most common GTM mistake: trying to launch to everyone.

A beachhead is the smallest viable segment where you can win decisively, then expand from. Ask:

• Who has the pain most acutely?
• Who has the lowest switching cost or acquisition friction?
• Who, if they love us, will influence others?
• Who can we reach affordably through our existing channels?

Segment Prioritization Grid

Segment