C O M M E R C I A L I S A T I O N
Go-to-Market Planning

1. Define your target market

Before going to market, you should have a clear definition of your target audience. This involves the demographic, geographical, and other variables that can help you narrow down your focus. Use personas you’ve already created to help guide this.

1. • Who is your target market?

   • What problems are you solving for your customer?

   • What jobs are your customers trying to do that you’re helping with?

   • Are there any geographical factors at play here?

2. Value Proposition and Product Messaging

Your value proposition and a clear description of your product and the problems it solves are critical components of your Go-To-Market plan. These will help you position your brand and stand out from the crowd. Use the value proposition canvas and the business model canvas to build these out.

2. • What value are you creating for your customer?

   • What makes your proposition stand up from the crowd?

   • What are the core elements of your value proposition?

3. Pricing and cost model

Decide on the appropriate pricing model by speaking to marketing and finance team

3. • How are you going to charge customers for the service?

   • What is your customers willingness to pay?

4. Channel and distribution strategy

Make sure that you have an effective channel and distribution strategy to get your solution out to the market.

4. • How will customers buy this solution and through what channel?

   • Which channels are you planning to use and which ones work best?

   • How are your integrating the channels with customers routine?