10 January 2020  4 min read

Go to market strategy framework

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The framework consists of 8 steps (grouped in 4 waves), which are driving the effort towards figuring out the most compelling go-to-market strategy as well as launching a new product or service eventually. 

Designing and implementing the strategy requires going out of the office, co-creating the strategy with customers, and embedding extensive feedback into strategy assumptions. This is the perfect template for your product management practices, and it's a healthy root system for launching a tech product.

8 steps to build a go-to-market strategy (grouped in 4 waves)

4 Waves the go to market strategy framework developed by Arek Skuza
Picture 1:: 4 Waves the go-to-market strategy framework developed by Arek Skuza

Please note that the grey color represents strategy building steps; the cayenne color represents product launch phases. I believe that separate those two is impossible, as the best go-to-market strategies are built with customers as well as products and services. Meaning the best strategies can't be developed inhouse solely or be delegated or be outsourced. 

Wave 1 of the framework: CAPTURE

Step 1 - Trends capture - the phase consists of a series of activities that focus on understanding the market trends. 

Step 2 - Landscape capture - product managers need to have a full understanding of what happens in the landscape in which a new product or service will be launched. The landscape is more than only the competitors' scan.

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Wave 2 of the framework: CHECK

Step 3 - Value Proposition (VP) design and test - customers and end-users expect powerful value proposition, not features. Step 3 answered the question of how to find a compelling value proposition (what customers' pains should be removed, what benefits should be delivered and how, what is the niche which will be served by VP), and make sure (test VP) it will resonate. 

Step 4 - Business model design and test - it's the first step when go-to-market strategy mixes with a product launch. Go-to-market strategy guidelines are in place, and the strategy can be executed. At this stage, product launch managers focus on designing and testing the business model (growth streams, cost structure, distribution, resources). It's a first step in the whole framework where strategy mixes with the product launch.

Step 5 - Product/service design and test - at this stage working prototype (product launch) or framework (service launch) is available. It can be exposed to customers via various experiments. 

Wave 3 of the framework: LAUNCH

Step 6 - Limited launch - after value proposition, business model, and product/service tests, it's high time for controlled launch. Product launch managers distribute products or services to a closed group of end-users in a strictly controlled way. 

Step 7 - Complete launch - Step 6 provided technical and business feedback; now it's a time for a real launch.

Wave 4 of the framework: TRACK

Step 8 - Product managers control the new product performance by applying various metrics. It's a step that protects the company assets by shutting down quickly offerings that don't work.

Arek customers say: "THIS FRAMEWORK WORKS!"


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