GTM - план вывода продукта на рынок. Без GTM-плана запуск = хаос. С GTM - координированная операция с измеримыми результатами.
#intermediate #strategy #block-03
GTM Plan Structure
1. Market Definition
- Target segment, ICP (Ideal Customer Profile)
- TAM/SAM/SOM
- Competitive landscape и ваша позиция
2. Positioning & Messaging
- Positioning statement (Dunford framework)
- Message map: 3 VP × proof points
- Channel-specific messaging adaptation
3. Channel Strategy
| Phase | Каналы | Цель | Бюджет | KPI |
|---|---|---|---|---|
| Beta (2 нед) | Invite-only, community | Validate PMF | ₸0-100K | Activation >30%, NPS >40 |
| Soft Launch (1 мес) | Google Search, referral | First 100 customers | ₸500K | CPA < target, D7 ret >25% |
| Broad Launch (3 мес) | + Meta, TikTok, SEO, email | Scale | ₸2-5M/мес | ROAS > 3×, MoM growth >15% |
4. Pricing & Offer
- Pricing model (из 03.08 - Стратегии ценообразования)
- Launch offer: introductory price, free trial, bonus
- Upgrade path: free → paid → premium
5. Launch Timeline
| Неделя | Pre-Launch | Launch | Post-Launch |
|---|---|---|---|
| -4 | Beta recruitment, tracking setup | ||
| -2 | PR seeding, waitlist, content prep | ||
| -1 | Final QA, creative approval | ||
| 0 | 🚀 Ads live, PR, influencers | ||
| +1 | Daily monitoring, quick fixes | ||
| +2-4 | Optimize: A/B tests, budget realloc | ||
| +5-12 | Scale winners, new channels |
6. Success Criteria
| Timeframe | Metric | Target | Action if missed |
|---|---|---|---|
| Week 1 | CPA | < ₸X | Check tracking, adjust targeting |
| Month 1 | D7 retention | > 25% | Product issue → pause scaling |
| Month 3 | LTV/CAC | > 3× | Optimize channels or pivot |
7. Risks & Mitigation
| Risk | Probability | Impact | Mitigation |
|---|---|---|---|
| CPA 2× above target | Medium | High | Pre-launch smoke test, creative variants ready |
| Low retention (PMF issue) | Medium | Critical | Beta validation, kill-switch criteria |
| Competitor launches same week | Low | Medium | Monitor, differentiate on messaging |
🔧 Практика
Создайте полный GTM-план для запуска одного из:
- Мобильное приложение для бюджетирования (финтех)
- D2C бренд казахстанской косметики (e-commerce)
- Подписка на фитнес-контент (mobile app)
Включите все 7 секций. Формат: Markdown, 5-10 страниц.