Hello,
Instead of using 4 Ps (product, pricing, place, promotion), how should I structure the go-to-market strategy?
Thanks.
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Hi,
I recommend starting with clarifying the objective - Which metrics you need to achieve with the product? Then I will follow up with the structure:
Analyze the market:
- Size and growth rates
- Segments (geographical, customer, product)
- Distributors / Suppliers
- Regulation
- Key market trends
Analyze our product:
- The value proposition of a product (Core / non-core features),
- Different use cases for the product (Business / private / government, etc)
- Unit economics (Current unit costs and costs in relation to scale, Investments, ROI targets, Competitor / substitutes pricing)
- Key capabilities to compete (Patent, distribution, etc)
Analyze the competitors:
- Market shares, growth rates, profits
- Product / customer / geographical mix
- Products (Value proposition)
- Unit economics (Value proposition vs. price vs. costs)
- Key capabilities (Distribution, supply, assets, knowledge, etc)
Go-to-market strategy:
- Channels
- Time to market
- Costs, benefits, and investments
Best!
