01Buyer and market
Be specific. A role and a situation, not an industry.
- Our buyer is [role] at [type of company] who is trying to [job] and currently uses [current alternative].
- They start looking for a fix when [trigger event].
- The person who signs off is [same person / other role].
- This is possible now because [model capability, cost change, or new workflow].
02Positioning and message
Write the line before you write the launch thread.
- For [buyer] who [pain], [product] is a [category] that [outcome]. Unlike [alternative], it [key difference].
- Proof point 1, 2, 3: [what the demo shows, in plain words].
- The objection we expect most is [objection]. We answer it with [proof or policy].
03Channels and motion
One lead channel. Support channels serve the lead channel.
- Lead channel: X. Founder account [handle], posting [cadence] about [topic].
- Launch asset: a [length] video showing [task] from start to result.
- Amplification: creators and accounts who reach [buyer]: [list names to research].
- Support channels: [Product Hunt / communities / email / PR], timed on [dates].
- Motion: [product-led / sales-led / creator-led]. A visitor becomes a user by [first action].
04Plan, budget, metrics
Ranges, not single numbers. Owners, not teams.
- Launch date: [date]. Runway starts: [date].
- Budget per channel: low [amount], mid [amount], high [amount].
- Week one signals: [profile visits, replies, signups].
- Day 90 outcome: [activated users / paying accounts / pipeline].
- Owner per block: [name].
05How to know the template is done
Read the positioning line to someone in your ICP. If they can repeat it back and say who it is for, it works. If every bracket is filled and each line has an owner, the GTM strategy template has done its job. Revisit it at day 30.
06Common gaps
The usual blanks: the trigger event, the objection, and the week one signals. Teams know their product well and their buyer less well. If those brackets stay empty, spend a week on user calls before writing launch copy.
Fill every bracket, keep each answer to a line or two, and treat blanks as the next tasks.
Terms: GTM positioning