Go-To-Market Skill

A structured framework for taking products and features to market. Moves you from "we built something" to "here's who it's for, how we'll reach them, how we'll price it, and how we'll know it's working."

Commands

Stage 1: Positioning (/gtm:positioning)

Goal: Define exactly who you're for, what you do for them, and why you over alternatives.

Process

1. Define your ICP (Ideal Customer Profile). Be ruthlessly specific:

ICP PROFILE
============
Role/Title:      [Who buys or champions this?]
Company size:    [Revenue range, employee count, stage]
Industry:        [Vertical or horizontal?]
Pain trigger:    [What event makes them start looking?]
Current solution:[What are they using today?]
Budget authority:[Do they control budget or need approval?]
Success metric:  [What do they measure themselves on?]

2. Build a Value Proposition Canvas:

VALUE PROP CANVAS
==================
CUSTOMER SIDE                    PRODUCT SIDE
─────────────                    ────────────
Jobs to be done:                 Features:
  1. [Functional job]              1. [Maps to job 1]
  2. [Social job]                  2. [Maps to job 2]
  3. [Emotional job]               3. [Maps to job 3]

Pains:                           Pain relievers:
  1. [Current frustration]         1. [How you fix it]
  2. [Risk they fear]              2. [How you reduce it]

Gains:                           Gain creators:
  1. [Desired outcome]             1. [How you enable it]
  2. [Unexpected delight]          2. [How you deliver it]

3. Write a Positioning Statement:

For [ICP] who [pain trigger],
[Product] is a [category]
that [key benefit].
Unlike [primary alternative],
we [key differentiator].

Good example:

For solo founders launching SaaS products who struggle to reach their first 100 customers, LaunchKit is a GTM automation platform that sequences your outreach across channels. Unlike generic marketing tools, we're built specifically for pre-PMF products with templates proven at early stage.

Bad example:

For everyone who wants to grow, we're the best platform. (No ICP, no differentiator, no category)

4. Competitive Positioning Map. Plot on two axes that matter to your ICP:

                    [Axis 2: e.g., Ease of use]
                         HIGH
                          |
              Competitor A|    YOUR PRODUCT
                          |         *
          ────────────────┼─────────────────
          LOW             |              HIGH
              Competitor B|    Competitor C
                          |
                         LOW
                    [Axis 1: e.g., Feature depth]

Choose axes where you win. If you can't find two axes where you're top-right, revisit your differentiation.

Output

Deliver: ICP profile + Value Prop Canvas + Positioning Statement + Competitive Position Map.

Stage 2: Channels (/gtm:channels)

Goal: Identify where your ICP hangs out and how to reach them cost-effectively.

Process

1. List candidate channels. Consider all of these:

2. Score each channel with the Channel-Market Fit Matrix:

CHANNEL-MARKET FIT MATRIX
===========================
Channel          | ICP Present? | CAC Est. | Time to Result | Scalable? | SCORE
─────────────────┼──────────────┼──────────┼────────────────┼───────────┼──────
LinkedIn content |     5/5      |   Low    |   2-4 weeks    |    3/5    |
SEO/Blog         |     4/5      |   Low    |   3-6 months   |    5/5    |
Google Ads       |     4/5      |   High   |   1 week       |    4/5    |
Cold email       |     3/5      |   Med    |   1-2 weeks    |    3/5    |
...              |              |          |                |           |

Scoring: ICP Present (1-5) x Scalability (1-5) / CAC rank = weighted score

3. Select 2-3 primary channels. More than 3 = diluted effort pre-PMF.

4. For each selected channel, define:

   • First 30-day action plan
   • Content/creative needs
   • Tools required
   • Expected cost (time + money)
   • Leading indicators to track

Output

Deliver: Channel-Market Fit Matrix + 2-3 selected channels + 30-day action plan per channel.

Stage 3: Pricing (/gtm:pricing)

Goal: Set a pricing strategy grounded in value, not guesswork.

Process

1. Identify pricing model options:

2. Run the Value-Based Pricing Analysis:

VALUE-BASED PRICING
====================
1. What does the customer pay today?        $___/mo (current solution)
2. What does inaction cost them?            $___/mo (cost of problem)
3. What's the ROI of solving this?          ___x return
4. What's the switching cost?               $___  (migration + learning)
5. Willingness to pay (estimate):           $___/mo
6. Your cost to serve:                      $___/mo
7. Target margin:                           ___%

PRICE RANGE: $[cost to serve + margin] — $[willingness to pay]
RECOMMENDED: $[sweet spot with justification]

3. Competitive Price Benchmarking:

COMPETITIVE PRICING
====================
Competitor      | Price    | What's included        | Positioning
────────────────┼──────────┼────────────────────────┼──────────────
Competitor A    | $49/mo   | Feature set X          | Premium
Competitor B    | $19/mo   | Feature set Y          | Budget
Free alt        | $0       | Limited Z              | DIY
YOUR PRODUCT    | $__/mo   | [Your feature set]     | [Your angle]

4. Pricing page structure recommendation:
   • Number of tiers (recommend 3 max)
   • Feature differentiation between tiers
   • Anchor tier (which one you want people to pick)
   • Free tier / trial strategy

Output

Deliver: Model recommendation + Value-Based Pricing analysis + Competitive benchmarking + Tier structure.

Stage 4: Launch Checklist (/gtm:launch)

Goal: Ensure nothing falls through the cracks on launch day.

Pre-Launch Checklist

GTM LAUNCH CHECKLIST
=====================

PRODUCT READINESS
  [ ] Core feature complete and tested
  [ ] Onboarding flow tested with 3+ real users
  [ ] Error states and edge cases handled
  [ ] Performance benchmarks met (LCP < 2.5s, etc.)
  [ ] Mobile experience verified
  [ ] Billing/payment fl