Simplified StartupResearch
Understand the market.
- ICP & persona definitionWho buys, who influences, and why.
- Competitor reviewHow alternatives are positioned and priced.
- Buyer journey mappingHow your buyers research and decide.
Who you sell to, how youreach them, what you do first.
Go-to-market strategy for new products, new markets, and businesses ready to grow, covering audience, positioning, pricing, channels, and a 90-day launch plan. One clear plan your team can actually follow.
Audience + positioning + pricing Channel & motion selection 90-day launch plan The plan is yours to run
How buyers buy today
Buyers decide before they ever talk to you.
They do most of their research independently, so a go-to-market plan has to reach them before your sales team does.
0%
Time with suppliersShare of a B2B buying process spent meeting with potential suppliers. Gartner
0–6%
Time with any one sellerWhen buyers compare several suppliers, time with any single rep can drop this low. Gartner
0%
Independent online researchShare of B2B buying time spent researching online, the largest single activity. Gartner
0%
Failed on bad timingShare of shut-down VC-backed startups (known reason) where timing was a factor. CB Insights, 2026
If buyers decide before they talk to you, your go-to-market plan has to reach them before your sales team does.
Services we provide
Grouped into three stages: use one, or all three.
Research the market, decide how to win, then turn the plan into action.
Strategy
Decide how to win.
- Positioning & messagingYour value proposition and key messages.
- Pricing & packagingPlans, tiers, and offer structure.
- Channel & motion selectionWhere and how you reach buyers.
Launch
Turn the plan into action.
- 90-day launch planWeekly priorities, owners, and budget.
- Sales & marketing alignmentLead definitions, handoffs, and enablement.
- GTM metrics dashboardThe numbers to track from day one.
The GTM decision board
Every plan comes down to six decisions.
We work through each one with you, and write down the answer.
Target customer
The segment you focus on first
The specific segment you’ll focus on first, and who you’ll ignore for now.
The offer
What you sell
What you sell, in what package, and what problem it solves.
Reason to choose you
Positioning & proof
Your positioning and proof against the alternatives.
Channels
Where buyers already are
The two or three channels where your buyers already spend time.
Pricing
Price to value
Price points and packaging that match value and buyer budgets.
Sales motion
How buyers buy
Self-serve, sales-led, partner-led, or a mix.
Choosing your GTM motion
The “motion” is how buyers move from first touch to purchase.
Most businesses lead with one and support it with another. Here’s how the five compare.
Motion
Often fits when…
Needs
Watch out for
Sales-led
Deals are larger and buyers need guidance
Sales team, outbound, demos
Higher cost per customer
Product-led
Buyers can try and see value on their own
Free trial / freemium, strong onboarding
Low conversion from free users
Marketing-led
Buyers search and research online first
Content, SEO, paid ads, email
Slower to build momentum
Partner-led
Others already sell to your buyers
Referral, reseller, integration partners
Less control over the sale
Community-led
Buyers trust peers more than vendors
Events, groups, user communities
Takes time and consistency
Not sure which fits? We’ll look at your buyers, price point, and team, and pick which motion to test first.
The 90-day launch plan
Strategy turns into a plan your team follows week by week.
Here’s the typical shape: three phases, each with clear checkpoints.
Prepare
- Messaging finalized
- Website and sales assets updated
- Tracking and CRM set up
- First channel tests planned
Launch
- Channels go live
- Outreach and campaigns start
- First customer conversations
- Weekly results review
Learn & adjust
- Double down on working channels
- Refine pricing and messaging
- Update targets and budget
- Next 90-day plan drafted
What you receive
Everything written down, and yours to run.
The full deliverable set. Pick one to see what’s inside.
ICP & Buyer Persona Profiles
The specific people you’ll focus on first, and who you’ll ignore for now.
What’s inside
Ideal customer profile (firmographics)
2–4 buyer + influencer personas
Pain points and buying triggers
Who to deprioritize for now
Who this is for
Best when you’re launching, expanding, or resetting growth.
Startups preparing to launch a first product and needing a focused plan.
Businesses entering a new market: a new region, industry, or customer segment.
Companies launching a new product line alongside an existing offer.
Teams whose growth has stalled and want to rethink audience, channels, or pricing.
How it works
A focused process: discovery to a plan you can run.
Timelines depend on how many markets or products are included.
Discover
Kickoff workshop and review of your product, data, and goals.
Research
Buyer, competitor, and channel research: the evidence base for every decision.
Decide
Work through the six GTM decisions together and write down the answers.
Plan
90-day launch plan delivered and walked through with your team.
Common questions
Asked before every engagement.
It depends on scope: how many products, markets, and buyer segments are involved. We share pricing on the strategy call.
A marketing plan focuses on campaigns and channels. GTM strategy comes first and also covers who to target, how to price, and how sales and marketing work together.
Yes. The plan is yours to run with any team, and many clients also bring in our marketing, sales, or web teams to help execute it.
No plan can guarantee results. A clear strategy helps you focus spending, test the right things first, and adjust faster based on what you learn.
We recommend reviewing it every 90 days, using real results to update targets, channels, and messaging.
You can use one stage or all three. If you’re unsure, most teams start with Research. It’s cheaper than building a strategy on the wrong assumptions.
Go-to-Market Strategy
Go to market with a clear plan.
Book a GTM strategy call to talk through your product, your buyers, and your first 90 days, and see what a focused launch plan could look like for your business.