Go To Market Playbook

SKILL.md

---
name: go-to-market-playbook
description: |
  You're two weeks from launch and still can't say, in one sentence, who this is for and why they'd switch. That's not a copywriting problem — it's a missing GTM spine. This reusable template forces positioning, ICP, and channel choice into place before you spend a dollar, for B2B or B2C.

  What's inside:
  • Positioning canvas — define your category, differentiator, and value prop
  • ICP worksheet — identify and prioritize your ideal customer profiles
  • Messaging framework — headlines, elevator pitches, and objection handling
  • Channel-market fit matrix — match distribution channels to your buyer journey
  • Competitive battle cards — positioning against the alternatives buyers already know

  A fill-in template, not a lecture — refined across 150+ startup consultations.

  🇨🇳 GTM 策略模板 — 定位画布+ICP+渠道-市场匹配+竞品对比卡，B2B/B2C 通用，发布前把打法钉死。
  🇯🇵 GTM戦略テンプレート — ポジショニング、ICP、チャネル選定、競合バトルカード。B2B/B2C両対応。
  🇰🇷 GTM 전략 템플릿 — 포지셔닝, ICP, 채널 선택, 경쟁 배틀카드. B2B/B2C 겸용.

  Triggers: "go to market" | "GTM" | "GTM strategy" | "go-to-market plan" | "positioning" | "product positioning" | "ICP" | "ideal customer profile" | "messaging framework" | "channel strategy" | "launch strategy" | "competitive analysis" | "市场进入" | "定位" | "GTM 战略" | "市場投入" | "포지셔닝"
source: https://github.com/Gingiris-1031/gingiris-skills/tree/main/skills/go-to-market-playbook
tags:
  - go-to-market
  - gtm
  - product-launch
  - startup-launch
  - positioning
  - icp
  - b2b-saas
  - saas
  - startup
  - competitive-analysis
  - claude-code
  - ai-agent-skill
  - messaging
  - channel-selection
  - latest
---

## ⚠️ 区分 B2B 与 2C

本 skill 默认偏 dev / 开源 / B2B SaaS。若产品是 **2C 消费品 / 教育 / 应用 / 游戏**：核心指标换成 D1/D7/D30 留存、激活率、病毒系数 K（非 MRR/CAC/LTV）；冷启动渠道换成垂类社区 / 短视频 / 垂直 KOL（非 PH/HN/LinkedIn）。完整 2C 适配指南 + 各国渠道公开数据见 → `gingiris-seo-geo/references/2c-adaptation.md`。

---

## 📦 Install

```bash
clawhub install go-to-market-playbook
```

**What you get after installing:**
- Positioning canvas and ICP worksheet you can fill in for any product launch
- Channel-market fit matrix matching distribution to your buyer journey
- Competitive battle cards and objection-handling messaging framework

---

# Go-to-Market Strategy Template — B2B & B2C Launch Planning

> 🌍 **Language / 语言**: [中文](#中文版) | [English](references/en/README.md) | [日本語](references/ja/README.md) | [한국어](references/ko/README.md)

A structured GTM template you can fill in for any product launch — B2B or B2C.

- **Positioning canvas**: Define your category, differentiator, and value prop
- **ICP worksheet**: Identify and prioritize your ideal customer profiles
- **Messaging framework**: Headlines, elevator pitches, and objection handling
- **Channel-market fit**: Match distribution channels to your buyer journey
- **Competitive analysis**: Battle cards and positioning against alternatives

## Channel Sequencing by Revenue Stage (2026 consulting data)

Channels unlock in order — running a $5M-ARR playbook at seed stage burns cash:

| ARR stage | What unlocks | Discipline |
|---|---|---|
| Pre-revenue | Founder network, warm intros | First 3 customers closed personally by founders |
| → $500K | PH, Reddit, Discord, founder brand, owned content matrix | Total acquisition spend <$20K; no scaled paid ads pre-PMF |
| → $1M | Influencer partnerships + SEM + founder brand | Hand-test 5–10 keywords to establish CPA before scaling |
| → $5M | SEO/SEM at matrix scale, multi-channel paid, referral loops | Systematize organic content production |
| → $20M | PLG + SLG combined, host your own conference | — |

Team rule: below ~$2–3M revenue, don't open an overseas office — let affiliates, resellers, and service partners carry international distribution (top products share up to 50% of revenue with partners).

### Guardrails before north stars

A north-star metric without guardrails misallocates resources. Pair it with floors — e.g. D1 activation ≥10%, a blended-CAC ceiling derived from price point, K-factor ≥0.4 — plus one hard rule: **when activation drops below threshold, automatically throttle acquisition.** Filling a leaking bucket is the most expensive way to grow. Weekly routine: cut channels above your CAC ceiling, reinvest in channels below it.

### Paid acquisition red lines (field-tested)

- Cost per signup: $5–8 acceptable. Cost per paying user: under $50, ideally under $30. **At $100 per paying user something is structurally broken** — stop and audit before scaling.
- Watch for polluted-traffic signals: average session time collapsing (a real case went 189s → 8s after ads ramped) or thousands of paid-in users converting at zero.

### B2B channel ranking, measured

Conversion order across client projects: **LinkedIn > Reddit > Twitter**. LinkedIn at $10/day produced paying users at ~$30 CPA in tests, with 3-day flight cycles working best. Twitter drives awareness, not conversion — one team cut Twitter spend 32% with flat conversions. Budget it for share-of-voice only.

## Related Gingiris Skills
- Full version: https://clawhub.ai/gingiris-1031/skills/gingiris-b2b-growth
- All skills: https://clawhub.ai/gingiris-1031
- Follow: [@WeiYipei on X](https://x.com/WeiYipei)