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

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

## Positioning Canvas

Define your category, differentiator, and value prop.

- **Category**: What market do you compete in? (Define or redefine the category)
- **Differentiator**: What can you do that alternatives fundamentally cannot?
- **Value prop**: One sentence a customer would repeat to a colleague
- **Proof points**: 3 evidence pieces that make the claim believable (data, testimonials, demos)
- **Anti-positioning**: What you explicitly choose NOT to be

## ICP Worksheet

Identify and prioritize your ideal customer profiles.

- **Firmographics** (B2B): Company size, industry, tech stack, growth stage, geography
- **Demographics** (B2C): Age, income, lifestyle, pain intensity, buying behavior
- **Behavioral signals**: What they Google, where they hang out, what they've tried and abandoned
- **Prioritization matrix**: Score ICPs on willingness to pay × ease of reach × market size
- **Anti-persona**: Who is NOT your customer (saves wasted marketing spend)

## Messaging Framework

Headlines, elevator pitches, and objection handling.

- **One-liner**: 10 words or fewer that capture the core transformation
- **Elevator pitch**: 30-second version covering problem → solution → proof
- **Objection map**: Top 5 objections with pre-crafted responses and supporting evidence
- **Tone guide**: Define voice attributes (e.g., confident but not arrogant, technical but accessible)
- **Message testing**: Validate with 10+ target customers before committing to campaigns

## Channel-Market Fit

Match distribution channels to your buyer journey.

- **Awareness channels**: Where does your ICP discover new solutions? (Content, social, events, word-of-mouth)
- **Evaluation channels**: Where do they compare options? (Review sites, communities, analyst reports)
- **Purchase channels**: How do they prefer to buy? (Self-serve, demo, sales call, marketplace)
- **Channel scoring**: Rate each on CAC, speed, scalability, and competitive density
- **Sequencing**: Start with 1 channel, prove it, then layer — never launch on 5 channels simultaneously

## Competitive Analysis

Battle cards and positioning against alternatives.

- **Competitor map**: Direct competitors, indirect alternatives, and "do nothing" option
- **Battle card template**: Strengths, weaknesses, trigger phrases, win/loss themes
- **Positioning traps**: Avoid positioning against a competitor — position for a customer outcome
- **Monitoring**: Track competitor launches, pricing changes, and messaging shifts quarterly
- **Differentiation durability**: Score whether your differentiator is defensible over 12–24 months

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