59-go-to-market-global

# Go-To-Market Plan (Global)

> A launch is not a one-day event. It is a three-phase process: prepare, launch, sustain. Failed launches usually are not caused by a weak product — they are caused by nobody knowing, nobody believing, and nobody buying at the right moment. Run `58-positioning-global` and `31-offer-design-global` first to lock the message and the offer; run `60-launch-playbook-global` afterwards for the detailed execution checklist.

## Information gathering

Read `.agents/product-marketing-context-global.md`, the positioning doc, and the offer doc if available. If missing, ask up to 4 questions:

1. **What is being launched?** Price, early-bird or bundle pricing, and any capacity limit.
2. **Who is the primary audience: who are they, where are they, what are they thinking?** Do you already have a warm base (followers, email list, past customers)?
3. **Timeline and budget:** exact launch date? Budget allocated to the launch?
4. **Team and competitors:** who do you have (writer, designer, media buyer, agency)? Does a competitor already sell something similar, and how are they positioned?

## Principles

1. **Never launch cold.** Start warming the audience at least 2 weeks before launch — teasers, community seeding, email warm-up.
2. **Beachhead first, expand later.** Pick one segment small enough to win and large enough to sustain you. Win there, then move to the next. Always plan from SOM (what you can actually reach in 3-6 months), never from TAM.
3. **One core message throughout.** Every launch asset reflects the same message, taken from the positioning statement.
4. **Have a plan B.** Launch day brings technical failures (page down, ad rejection, payment errors). Have the fallback ready in advance.
5. **No-go is a valid decision.** Launching at the wrong time is worse than launching late. Only the leader decides go/no-go — never delegate it.

## Workflow

### 1. Choose the beachhead segment

Score 2-3 candidate segments (1-5 per question, 45 max):

| Criteria group | Scoring questions |
|----------------|-------------------|
| Market need | Is the pain clear and growing? Is search or discussion volume high? Is the market durable rather than a passing trend? |
| Competition | Are there large incumbents? Have they saturated the channels? Is there a niche nobody addresses clearly? |
| Reachability | Do you already have a fitting channel or list? Can you test it on a small budget? Can the buyer decide quickly? |

Decision: 30+ points means launch on this beachhead. 25-30 means reconsider or narrow further. Below 25 means revisit the product or the segment.

Signals of a high-value beachhead customer: high LTV, low churn, active referrals. Filter question: "If this product disappeared tomorrow, what would you do?" The more painful the answer, the better the segment.

### 2. Lock the offer and the launch message

Offer summary (from `31-offer-design-global`):

| Item | Detail |
|------|--------|
| Product name | |
| List price / early bird / bundle | |
| Sales window and capacity limit | |
| Guarantee | |
| USP — one sentence of difference | |

Launch message hierarchy — 5 layers, used in this order inside every asset:

1. **Hook** (pain or desire) > 2. **Solution** (why this product) > 3. **Proof** (evidence) > 4. **Offer** (exactly what they get) > 5. **Urgency** (why buy now).

Required audience insight: persona, pain point, desire, primary objection, buying trigger. In US/EU markets the dominant objection is usually credibility and reviews rather than price — plan proof accordingly.

### 3. Set channels by phase

| Channel | Phase | Content | KPI |
|---------|-------|---------|-----|
| Meta (Facebook + Instagram) | Pre + Launch | Teaser > announce > urgency | Reach, leads |
| TikTok | Pre + Launch | Hook video, testimonial, creator content | Views, CTR |
| Email + SMS (Klaviyo, Mailchimp, Attentive) | Pre + Launch | Warm-up sequence > offer > last call | Open rate, CVR |
| Community seeding (Reddit, Discord, Slack, niche forums) | Pre-launch | Problem-aware content, no offer reveal | Engagement, saved posts |
| Google Search / Shopping | Launch | High-intent and brand keywords | CVR, ROAS |
| Affiliates / partners / creators | Launch | Co-promotion with tracked links | Attributed revenue |

Selection rule: you need both a REACH channel (drives traffic) and a CONVERT channel (closes). One channel rarely does both. Prioritize where the beachhead already spends time and where you have a real advantage.

### 4. Build the three-phase timeline

**PRE-LAUNCH (T-4 to T-1 weeks):**

| Week | Activity | Owner | Output |
|------|----------|-------|--------|
| T-4 | Offer finalized, landing page live | Leader + dev | Page live, tracking verified |
| T-3 | Produce teaser content (3-5 pieces) | Content | Posts ready |
| T-2 | Start seeding and warm-audience ads | Content + performance | Engagement, custom audiences |
| T-1 | Email/SMS pre-launch sequence | Leader | Warm list |
| T-3 days | Ads built and verified, tracking checked | Media buyer | Campaigns in Paused state |
| T-1 day | Full funnel final check > go/no-go | Leader | GO decision |

**LAUNCH WEEK:**

| Day | Activity | Channel | Owner |
|-----|----------|---------|-------|
| D-day morning | Official announcement | All | Leader |
| D-day | Turn on BOFU ads | Meta, TikTok, Google | Media buyer |
| D+1 | Follow-up email to non-buying leads | Email/SMS | Leader |
| D+2 | Social proof — first customer reviews | Social | Writer |
| D+3 | Media buyer report > scale, hold, or cut | — | Leader |
| D+5 | Urgency push — remaining capacity or bonus deadline | All | Leader |
| D+7 | Close cart — final email and post | Email + social | Leader |

**POST-LAUNCH (D+8 to D+14):** compile results (revenue, leads, ROAS, CPA), collect customer feedback to improve the product and capture testimonials, run the team retrospective, and decide whether to convert the campaign to evergreen.

### 5. Milestones and go/no-go

| Milestone | Timing | Pass c