Go-to-Market Strategy plan

Three sections that set how you'll win your first customers: GTM Hypothesis (who, why, which channel), Channel Planner (the channels you'll run) and Market Test (what actually happened). Finishing it unlocks the Go-to-Market Plan and the Assumption Map.

What it is

The Go-to-Market Strategy is where you decide who you sell to first, how you position against what they use today, and which channels you'll use to reach them. Then you test those channels and record the results. It has three sections: GTM Hypothesis, Channel Planner and Market Test.

Where to open it

Sidebar → Plans → the Go-to-Market Strategy card. The Roadmap's Planning track also links here. Open Go-to-Market Strategy

Before you start

  • The plan unlocks when 10 Idea Book sections are fully complete: Problem Discovery, Market Landscape, Target Segments, Customer Personas, Competitor Analysis (at least one competitor), Value Proposition Canvas, Solution Mechanics, Business Model Canvas, Pricing Strategy and Pricing Engine. Founding Team is not needed.
  • Inside the plan, Market Test stays locked until GTM Hypothesis is at least 50% filled: Complete GTM Hypothesis first (at least 50% filled).

How to use it

  • Open the plan. The overview shows your progress, a confidence card (Low Confidence, Moderate Confidence or High Confidence, with a score for each section) and the three section cards.
  • GTM Hypothesis. Fill three cards:
  • ICP Definition: pick your Prime Target Segment from your Idea Book segments (this also fills Pain Urgency and size), then why this segment first, the trigger event, buyer vs user. B2B ventures see Company Size & Type; B2C ventures see Consumer Segment Scale.
  • Positioning: core value driver, category positioning, who you're positioned against, then click Generate Statement for your Positioning Statement.
  • Channel Strategy: Primary Channel, secondary channels, acquisition model and pricing–channel fit.
  • Channel Planner. Your primary and secondary channels appear as rows automatically. Use Add Channel to add more, and set for each: type, audience, status (Planned, Active, Paused, Killed), priority, budget and KPIs. Drag rows to reorder.
  • Market Test. Click Import channels to pull in your channels, then for up to three channels record budget, duration and results. Fill the funnel (visitors, signups, activation, paid), messaging results (best headline, top objections, most resonant pain and outcome) and the unit economics signal (CAC, LTV, payback, CAC:LTV).

What the AI does

  • Generate in each section's header drafts the whole section. Each Hypothesis field also has its own AI button.
  • Suggest with AI in Channel Planner adds 3–6 new channel rows as Planned. It never replaces your rows.
  • In Market Test, the AI buttons on channel cards and messaging fields fill in expected numbers and feedback. They are estimates, not results. Replace them with what really happened.
  • Generate AI Insights reads your Market Test and gives three points (what's working, a concern, an action) and an overall health badge. It isn't saved, so note anything you want to keep.
  • The AI reads your Idea Book, founders, competitors, Vault documents marked for AI and the other sections of this plan. It can't see your CRM, analytics or real campaign data.

How it connects

  • Fed by: Target Segments (segment chips), Market Landscape (B2B or B2C fields) and the channels in your Business Model Canvas (Market Test suggestions).
  • Feeds: at 100% it unlocks the Go-to-Market Plan and the Assumption Map, and it is required for Legal & governance. Your channels also appear in Customer CRM and Sales Scripts & Templates.
  • Run scored tests in Structured Experiments under Validation.
  • Your repeatable motion lives in GTM Engine, under Playbooks.

Tips

  • Pick one Prime Target Segment. "Everyone in the GCC" isn't a segment.
  • In the UAE and KSA, WhatsApp and referral-led selling often beat paid ads for a first test. Give one of them a fair budget before you rule it out.
  • Keep Market Test honest. Three real numbers are worth more than a full card of AI estimates.

Getting started

Open GTM Hypothesis and choose your Prime Target Segment from the chips.

Open Go-to-Market Strategy