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When you have your MVP and want to start selling your product, you will face the challenge of finding a suitable Go-to-Market strategy (GTM). „As a founder myself, I experienced how hard it can be to get your startup started without a clear focus,“ says Franz Deubner, Co-Founder of Brainkick.
Launching your startup without a clear Go-to-Market strategy is like setting out on a journey without a map. A GTM ensures you not only reach your target audience but also stay aligned with their needs and solve their problems.
Many businesses fail because they rush to market with vague plans or incomplete understanding of their audience. In fact, research by CB Insights¹ shows that 35% of startups fail due to lack of market demand—often a result of poor GTM planning.
This guide will take you through the five steps to craft a proven GTM strategy that positions your product for success.
The first step is deeply understanding your target market. If you don’t know who your customers are or what problems they face, your product may miss the mark entirely.
How to Understand Your Target Market
Example
Consider a SaaS startup offering workflow automation tools. By focusing on small businesses instead of enterprises, they discovered their audience preferred affordable, plug-and-play solutions over customizable but costly platforms. This insight shaped their entire strategy.
Your unique selling proposition (USP) is the core of your GTM strategy. It defines why customers should choose your product over competitors. Without a strong USP, it’s impossible to stand out in crowded markets.
How to Develop a Winning Selling Proposition
Example
Take Airbnb’s value proposition: “Affordable, local experiences.” Unlike hotels, Airbnb promised unique stays and connections with local cultures, which immediately differentiated it from traditional hospitality offerings.
A critical part of your GTM strategy is selecting the channels through which you’ll reach your audience. The wrong channels can drain your resources and fail to generate meaningful traction.
How to Choose the Best Marketing Channels
Examples of Channels
No GTM strategy is flawless from the start. The key to success is constantly measuring results and adapting based on customer feedback and performance data.
How to Measure Success
Define key performance indicators (KPIs) for B2C startups such as:
Use analytics tools like Google Analytics, Mixpanel, or HubSpot to track these metrics.
Example
A D2C fashion brand used A/B testing on their landing pages to refine their messaging and layout. By analyzing the results, they improved their conversion rate by 20%.
Common Go-to-Market Mistakes to Avoid
Even the best ideas can fail if common pitfalls aren’t addressed. Here are some learnings Franz indicates based on his own startup experience:
A winning Go-to-Market strategy isn’t just about getting your product to market; it’s about doing it effectively and scalably. By following these four steps—understanding your target market, defining your selling proposition, choosing the right marketing channels, and iterating for improvement—you can position your startup for long-term success.
If you have a business idea and you need help with sharpening your Go-to-market strategy, book an Idea Talk with the FSEC team today!
Source:
Frankfurt School gGmbH
Adickesallee 32-34
60322 Frankfurt am Main
