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Anonymous A

on May 13, 2018

Global

How to structure the go-to-market strategy?

Hello,

Instead of using 4 Ps (product, pricing, place, promotion), how should I structure the go-to-market strategy?

Thanks.

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Top answer

Vlad

Coach

on May 13, 2018

McKinsey / Accenture Alum / Got all BIG3 offers / Harvard Business School

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!