Building a product is only half the battle. Getting it into the hands of the right customers is where the real challenge begins. In this article, I’ll break down how to create a Go-To-Market (GTM) strategy that actually works-based on lessons learned at NatWeb Solutions and years of helping startups grow.
What Is a Go-To-Market (GTM) Strategy?
A GTM strategy is your blueprint for launching your product and reaching your first real customers. It answers three core questions: Who are your customers? Where do you find them? How do you convince them to buy? It’s the bridge between building something cool and building something people actually want.
Why Bother?
Too many startups pour months into development, only to launch to silence. A focused GTM plan helps you avoid wasted effort, reach the right audience, and build momentum from day one.
The 5 Core Components of a GTM Strategy
- Target Audience: Get specific. “Small businesses” is not enough. Try “founders of early-stage startups struggling with technical execution.”
- Value Proposition: Why should anyone care? What makes your product different and better?
- Sales & Distribution Channels: How will you reach your audience? Direct sales, partnerships, content, or something else?
- Pricing Strategy: Is your offer premium, affordable, or something in between? Test, then refine.
- Marketing Tactics: What’s your plan to get attention? Early access, referrals, targeted ads, or thought leadership?
Common Pitfalls (and How to Dodge Them)
- Trying to please everyone-focus on your niche.
- Ignoring feedback-iterate based on real-world results.
- Overcomplicating-start simple, complexity kills execution.
Real-World Example: The NatWeb Solutions Pivot
When we started NatWeb Solutions, our assumption was that established businesses would be our best clients. But after several months, we realized that startup founders were in much greater need of advice and development support. Once we tweaked our GTM strategy to focus on founders-adjusting our messaging, outreach, and services-our sales doubled within a few months. The market is always smarter than your initial assumptions. Listen, adapt, and you’ll grow.
Your Action Plan
- Define your audience and value proposition.
- Pick 1–2 channels to reach them.
- Set a pricing hypothesis.
- Launch with a simple marketing campaign.
- Measure, learn, and iterate.
GTM Checklist
- I know exactly who my target user is
- I can explain my value proposition in one sentence
- I’ve picked my primary sales channel
- I have a pricing plan (even if it’s just a test)
- I’ve launched at least one marketing tactic
Launching is tough, but a focused GTM strategy gives you a real shot at traction. If you have questions, drop me a line.