Go to Market Strategy for a Learning Disability App

[00:00]: hi my name is Henry and in this video I'll show you how to create a go to market strategy using

[00:05]: a real product example first let's set up the context what is a go to market strategy

[00:10]: a go to market strategy is a plan to bring your product to your Target customers through the right

[00:16]: channels this should come after you've done your positioning and messaging there are three steps

[00:21]: in a go to market strategy pre-launch launch and post launch at the pre-launch stage your goal is

[00:28]: to build awareness and credibility you can do this by educating your target market this way you can

[00:34]: build up an organic following that will One beta test your product and two help spread the word

[00:40]: when your project is live at the launch stage your goal is to drive the user adoption you can do this

[00:46]: by announcing your launch across all of your organic channels and amplifying them with paid

[00:51]: advertising at the post launch stage your goal is to optimize and scale your channels you want to

[00:58]: scale down on the channels that aren't working scale up on the channels that are working and

[01:03]: explore new channels to test now let's apply this to a real product example first of all

[01:09]: I just want to give a shout out to the founder who let me use his product as the example for

[01:14]: this go to market video since this product hasn't launched yet I'm going to keep the product fairly

[01:19]: vague let's say I'm building a product to help children with learning disability read better

[01:24]: and the product is an app that makes reading fun through gamification you can think of it as

[01:29]: Duolingo for reading now I'm going to share screen and walk you through the process of building a go

[01:35]: to market strategy for this product the first thing I'll do is create a slide for each phase

[01:42]: of the launch we have phase one pre-launch then we have phase two launch and phase three post launch

[01:51]: next I'll add a slide starting with pre-launch and in this slide I'll create a more detailed

[01:57]: plan first I want to include objective what is the goal of this launch then kpi what is the success

[02:06]: metric for the smart and timeline how long are we going to spend for this phase of the launch

[02:13]: then I will create a table underneath listing now the channels that we'll be focusing on the

[02:20]: activity that we'll be doing for each Channel and the resources we need we need to execute then I'm

[02:27]: just going to update the formatting make the text a little smaller so we have more space

[02:32]: now that we have the template let's go ahead and fill everything in again we're building an app

[02:38]: to help children with learning disability read better in this case even though our users our

[02:44]: children our main target audience or buyers will be the parents the objective at the pre-launch

[02:51]: stage will be to build awareness and credibility and we can do that through content sharing and

[02:59]: community building we can share our content to help parents understand how to help their

[03:04]: children with learning disability read better we can also create communities where we can educate

[03:10]: the parents and facilitate discussions between the parents for kpi we can add a goal of 1

[03:18]: 000 users in a slack group that we're going to create because it's more impactful to have a

[03:24]: community than a waitlist in addition let's aim for 10 influencer partners that we can work with

[03:32]: to help spread the word these people can be experienced parents pediatricians or teachers

[03:39]: let's aim for a timeline of three months so we have ample time to build up our organic

[03:45]: following let's move on to the table when it comes to channels I think most parents will

[03:50]: search for a solution for a problem that the kid has so we you want to be optimizing for search

[03:57]: which includes both search on Google and search on YouTube to do that let's have a Blog let's also

[04:05]: have a YouTube channel I think people also search on core for answers to their questions so let's

[04:11]: have a presence on quora the last two channels I'll add will be Facebook groups and slack there

[04:18]: are many communities on Facebook that are parent focused that we can tap into and we can create our

[04:24]: own slack Community now that we have the channels listed let's add the activities for each Channel

[04:31]: we want to create a blog to educate parents on learning disability topics can include symptoms

[04:39]: diagnosis Solutions best practices and case studies we can also invite influencers to guest

[04:49]: blog call to action for this blog will be to sign up for new slider and also join the slide group

[04:58]: in terms of resources we need WordPress subject matter experts and Cat GPT for copy review and SEO

[05:08]: optimization next we have YouTube we can create a YouTube channel and repurpose blog content for

[05:16]: video we can also invite influencers to share advice we need a video editor and chat GPT to

[05:26]: repurpose the blog content for video script for core we can answer questions related to learning

[05:34]: disability and we can just do all of this in-house for Facebook groups we can join 10 Facebook groups

[05:42]: and really focus on adding value by sharing relevant and timely content from our blog and

[05:51]: YouTube the goal here is to build trust with the community organizer and the community itself we

[05:58]: can also do this in-house we can create a slack group and share advice with parents and facilitate

[06:07]: conversations we can also do this in-house in summary at the pre-launch stage we're going to

[06:13]: focus on building awareness and credibility by creating content and building communities

[06:19]: we're aiming for a thousand users and a slide group and partner up with 10 influencers these

[06:24]: are all of the channels and activities that we're going to execute now that we have this

[06:29]: template let's repurpose it for the launch stage at the launch stage the goal is to drive product

[06:36]: adoption we can do that by announcing the organic and amplifying Via paid we want to aim for 10

[06:47]: 000 users and the timeline here will be one month we want to get the launch out there and

[06:53]: start optimizing the launch after the product is live in terms of the channels there's organic paid

[07:00]: Facebook groups influencers NPR for organic we can announce via organic channels which includes

[07:09]: our blog YouTube newsletter slide Channel and the resources here it can just be in-house for paid

[07:19]: we can amplify our announcements via search ads on Google and YouTube so when someone's

[07:27]: searching for terms like learning disability and reading our product will show up we can do this

[07:34]: in-house and potentially Fiverr so we can hire someone to help set up and manage the campaigns

[07:41]: for the Facebook groups we can promote product and Facebook groups and the key here is to ask

[07:48]: for permission first from organizers this way we are being respectful and increase the likelihood

[07:55]: of our posts getting approved we can do this All in-house influencers we can sponsor 10 influencers

[08:03]: to create videos reviewing the product and sharing them on their social that way we get more of each

[08:13]: through their social media following we can also do this in-house finally PR we can post on product

[08:21]: hunt Reddit and TechCrunch we can do this in-house great so this is our launch plan our goal is to

[08:31]: drive product adoption we do this by announcing on our organic channels that we've already built

[08:37]: up and then amplifying them with page we're aiming for 10 000 users and one month let's go

[08:43]: ahead and do the same for post launch at the post launch stage the main goal should be to optimize

[08:50]: and scale to drive further product adoption the kpi here we can aim for something more

[08:57]: aggressive and the timeline could be three months for the channels there's really just

[09:02]: two organic and paid for organic we want to scale up on one to two performing channels so

[09:09]: this can be our blog or YouTube we also want to test one to two new channels in this case

[09:16]: we can test Tick Tock Instagram Facebook or SnapChat the resources here will be all done

[09:23]: in-house or we can hire someone on Fiverr to repurpose the content for those channels

[09:30]: for paid we can do the same thing we can scale up on one to two performing pay channels this can be

[09:38]: search ads or YouTube we can test Partnerships with pediatrician clinics or schools this is

[09:47]: an interesting approach because instead of selling to Consumers directly we can sell it to businesses

[09:53]: that have the most relevant consumer basis and we can do this in-house in addition I'd like to

[09:59]: include a small blurb about what we need to do on a product site post launch because it's not

[10:05]: just about executing the go to market strategy but taking feedback that we get from our customers to

[10:11]: improve the product I'll save product start working on V2 with feedback from existing

[10:19]: slack Community this feedback can be either to improve existing product features or building

[10:28]: complementary products works there you have it we have a go to market strategy for this app what I

[10:35]: really like about this format is that it's easy to follow at a quick glance you can see there's three

[10:42]: different phases and within each phase you can clearly see what the goal is what your metric is

[10:48]: what your timeline is and what channels you'll be leveraging as well as the activity and resources

[10:54]: from a macro perspective this means that it'll be easy for you to share with your stakeholders

[11:00]: it'll be easy for them to quickly understand what you're trying to do and then ultimately you'll be

[11:06]: able to get more buy-in there are two things I want to mention here one is that go to market

[11:10]: strategies will be different for b2c products and B2B products with a b2c product you will need to

[11:17]: think more about growth hacking whereas with a B2B product you will need to think more about

[11:22]: sales enablement because the sales cycle will be longer the second thing I want to mention is

[11:27]: that go to market strategies will be different at small companies and big companies our small

[11:33]: companies you'll be able to launch pretty quickly without much internal prep at large companies

[11:38]: you'll need to do more internal prep to drive internal alignment because you need to do things

[11:43]: at scale that's all for today if you enjoyed this video please give it a like and let me

[11:48]: know in the comments Below on what kind of videos I should make next till next time see you [Music]

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