The C(2)M Beta Blog

Creating A Solid "Go-To-Market" Strategy For Startups

Posted by C2M Beta Team on Nov 10, 2020 7:00:00 AM

c2mbeta Early stage startup Business strategy

In 2018, Montana was ranked as the 4th best state to start a business, beating overhyped states like New York and California.

Starting a business in Montana is, however, no easy feat because there are so many frameworks and strategies to choose from and implement, all of which are essential to your startup's growth. Part of these frameworks is creating a go-to-market strategy.

What is a go-to-market strategy? How do you create one? How does it affect your overall ability to do business and create growth? Here's all you need to know about creating one for your startup.

What is A Go-to-Market Strategy?

A go-to-market strategy is not a business plan, though it is often confused for one. While a business plan is like a road map for your entire business, a go-to-market strategy is specific to one aspect of your startup: how you plan to deliver your services or products to the end consumer.

If you're the CEO of a company in the early stages of development, you will most likely be the one to build and orchestrate the strategy.

The strategy should help you define your ideal customer, unique selling proposition in the brand's messaging, positioning, and value proposition.

How To Create A Go-To-Market Strategy

Running an early-stage startup is tricky, and if you spend money trying to acquire new customers before you reach product-market fit, you will end up making losses. Your startup should create their go-to-market strategy before their products hit the market.

Focus on getting loyal customers who will be disappointed if your services no longer exist.

To create an impactful go to market strategy;

1.   Define Your Products

Know exactly what you're selling and how it will solve the customers' problems. Yes, you know what your products or services are, but you need to clearly define them and have a solid understanding of what you're selling.

2.   Define Your Market

Who is your preferred target audience? Be specific about who your product is developed for, identify your growth potential, and uncover the market drivers for your product's demands. This includes competitor analysis and audience behavior.

3.   Specify Your Target Buyers

Create comprehensive buyer personas that will give you a clear picture of the people that will buy your products. Include factors like their age, marital status, location, family status, and income level.

4.   Identify the Customers' Pain Points

What challenges are your ideal customers facing, and how can your product help them? Create a problem statement and focus on your customer's pain points. This will help you improve your product so that it can address the market better.

You should then determine your value proposition and create a fair pricing strategy.

5.   Outline Marketing Promotion Plans and Hit the Market

This is where you determine how to market your products to the target audience based on your research. The promotion channels are determined by the platforms where your target audience spends the most time.

Once this is in place, you can now hit the market!

How Long Does Execution Take?

Formulation may take several weeks if you're planning on creating a comprehensive go-to-market strategy, but execution takes anywhere between 1 to 3 years. This strategy is an integral part of your long-term business success and should not be rushed.

Some examples of successful go-to-market strategies include Huawei when establishing their brand in India, Upscope for instant screen sharing software, and Taxjar with their SaaS for sales tax software

 How Will A Go-To-Market Strategy Affect Your Startup?

This strategy helps your startup reduce the costs of failed product launches and the time it takes to penetrate the market and ensure exemplary customer experience & regulatory compliance. It also clarifies your business plan and establishes the path for growth, managing the challenges related to innovation.

A go-to-market strategy is an investment for your startup. It may take time and resources, but in the end, it streamlines your market efficiency.

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