Startups Need a Go To Market Plan once they are ready to launch. This shares a 5 step process to make that for any type of startup. Youtube link for video session on these slides - https://www.youtube.com/watch?v=vZLgCeDflF4

1. Building a Go To
Market Plan
Ravi Trivedi
Former Founder, PushEngage, CouponRani
Twitter: @trivediravi

2. My Background
Venture Investor [US]
Equity Analyst [US]
Customer Acquisition [US]
Online Division [US]
Startups, Investment, Technology
Angel Investments
Digital Marketing
Coupon Site [India, Malaysia, Singapore]
Software
Developer,
Pre Sales
Engage Users With Browser Push Notifications
Build Startups, Holding Company

3. 5 Steps to Make Your
Marketing or Go To
Market Plan

4. 1. What Business/Market Are you in?
• What Business/Market you are in ?
• Is it New Market or Existing?
• What is the specific problem you are solving
• What is the frequency of purchase
• Product/Market Fit question
• Sounds simple – but it is a very nuanced question.
• Let’s take an example - Freshdesk

5. 2. Find your Ideal/Target Customer Profile
• Whose problem are you solving?
• What is the ideal customer profile(ICP)? How to find
that out?
 Do you build for ICP, or build first then find ICP?
• Who will pay for, and who are you Marketing to?
 Is It Targeted Enough?
• Is your market large, but still targeted?
• The more focused your target market, the lower the
Cost Per Acquisition

6. 3. Hone Your
Messaging
• What is our Positioning?
 Example – Salesforce vs Freshsales
• Create Messaging For the Target Audience
• What is our unique value proposition
 Broad messaging has poor conversion
• Why is Messaging Important ?
 Bounce Rate. Good benchmark
• OK to ignore a set of audience, as long as
you reach target audience.
• Don’t create messaging YOU want, create
messaging for what the customers CARE
about.

7. Landing Page/Home Page Example 1
What is the Good/Bad & Ugly for this page?

8. What is the Good/Bad & Ugly for this page?
Landing Page/Home Page Example 2

9. 4. Pick Top 3
Marketing
Tactics for
your Ideal
Customer
Profile
• List all the places where your target
customers are
 Use Tools to analyze competitors dominant
acquisition strategy
• Analyze the 3 Tactics/Channel With
Highest Expected ROI & Volume
 Use keyword and other research to get to
expected Volume/ROI.
 Measure ROI of channels. Remove Channels
that don’t perform
Channel Volume [Clicks] ROI
Adwords 10,000 15%
Email 5,000 25%

10. SimilarWeb – Competitor Analysis Tool

11. 5. Ongoing Measure & Optimize
• Measure Each Channel Cost of Lead, Cost of Acquisition
• Funnel Analysis for channel/flow
 What is the Funnel for your Business?
 What are the benchmarks for your industry
conversion
 Lead Gen – Benchmark
 Registration Rate
 Conversion on Ecommerce
 SAAS : Free to Paid Conversion Rate
• Have you Set Up Enable Event/Goal Tracking in GA
 Micro-conversions Are Valuable too
 Whitepaper download, Video watch, Newsletter Subscriber
 How much value should I assign to each conversion
Visitors
Add to
Cart
Checkout

12. GTM Bird’s eye view
1. Define What is Your Business/Market
2. Define Your Ideal Customer Profile
3. Hone your messaging & share your differentiator
4. Find where your ideal customers hangout & make a plan to reach
them in those places
5. Run Campaigns, Test & Optimize

13. Workshop
• Tell me the Startup/Company/Website you run/manage
• Let us make a Quick GTM plan for your online business