The One Question That Exposes Weak GTM
Early stage startups can look great on paper, but there’s a simple way to reveal whether they’re actually ready to grow.
Ask one question:
“What’s your go to market strategy?”
Most teams answer wrong. Not because they’re lazy, but because they confuse go to market with tactics.
They’ll say things like:
- “We’re going to do direct sales.”
- “We’re going to use channel partners.”
- “We’re going after early adopters.”
Those aren’t go to market strategies. They’re delivery methods. A real go to market strategy starts earlier and deeper.
What a Real GTM Answer Sounds Like
A real GTM strategy clearly defines:
- Who your early customers are
- Why they are the best early fit
- What criteria makes them high value
- How you’ll get traction fast with them
If someone says “early adopters,” push back.
A useful answer sounds like:
- Customer size fits the product
- The pricing model fits their budget
- The product solves a pain point that is urgent
- The customer can adopt quickly
- The path to revenue and proof is short
Your goal isn’t to win the biggest customers first. Your goal is to get revenue and traction early, with customers who match:
- your value proposition
- your business model
- your adoption reality
The Fishing Test
A simple way to understand early targeting is to think of GTM like fishing.
Go to market is deciding what kind of fish you’re going after and where you’ll fish first.
Option A: Big game fishing
This is the “tuna fishing 100 miles offshore” approach.
- big, prestigious customers
- long and complex sales cycles
- crowded competition
- lots of time and money required
- high risk of running out of runway
It sounds exciting. It looks impressive. But it can kill early stage startups.
Option B: Fishing in the back bay
This is the “fish are right off the dock” approach.
- easier to reach decision makers
- faster pilot and adoption
- less competition
- quicker path to revenue
- more feedback and momentum
It may not feel as glamorous, but it keeps the company alive and growing.
At the end of the day, you’re eating fish either way. Early stage startups need survival and traction first.
Why This Matters
A common mistake is chasing “trophy logos” too early.
Example in healthtech:
Many healthtech startups only want to sell into big academic medical centers. The problem is:
- sales cycles can be 12 to 18 months
- every startup is trying to win those same logos
- you burn runway while waiting
Instead, the better move is often:
- a regional medical center
- a mid size hospital system
- a customer that still has the same problems, but is easier to close
Even if the logo isn’t famous, the startup wins because:
- deals close faster
- revenue comes sooner
- momentum builds
- the product improves through real use
And the truth is:
investors care more about traction than prestige.
Your Fish Finder
The key question is:
What is your fish finder
Meaning: what is your litmus test for an ideal early customer.
Think of it like a simple rule set:
“I know it’s a great early customer if it has these characteristics.”
Examples of fish finder criteria:
- customer size (small, mid market, enterprise)
- team size (smaller teams often adopt faster)
- urgency of pain (must solve now, not later)
- buying process simplicity (fast approval path)
- pricing fit (no budget gymnastics)
- deployment reality (low lift, quick value)
- geographic proximity (easier early selling and support)
A Clear Example: Regional Banks
Say you have a security solution for banks.
Most startups say:
- “We target banks.”
That’s not specific enough.
A sharper early GTM target might be:
- regional banks
Why regional banks can be better early customers:
- smaller teams
- faster decision making
- less procurement friction
- greater impact from automation (you become a force multiplier)
- value proposition fits cleanly reminds them why they need you
This is what strong GTM looks like:
target a segment where you can deliver value fast and close faster.
Push Sand Down a Hill
Strong GTM should feel like:
pushing sand down a hill
Weak GTM feels like:
pushing sand up a hill
Startups fail when they:
- chase the wrong early customers
- enter 12 to 18 month sales cycles
- get stuck in endless trials
- burn runway before they can prove value
They don’t die because the product is bad.
They die because the early go to market strategy meant their boat ran out of gas.
Use This as Your Early Targeting Checklist
Before you choose your first segment, ask:
- What kind of customer can adopt fastest
- Where is the pain urgent
- Who has budget and authority
- Who is not an overfished logo
- Where can we close and learn quickly
- Where are customers practically jumping in the boat
That’s the core of early stage go to market:
pick the pond where the fish are biting first.
A Practical 3 Phase Plan Using a Real Product Example
A go to market strategy is one of the most misunderstood parts of launching a product.
People often:
- confuse it with marketing
- treat it like a launch checklist
- assume it only matters after the product is finished
In reality, a go to market strategy is the bridge between a good product and real adoption.
It’s the plan that connects:
- the right product
- to the right customers
- through the right channels
- with the right message
- at the right time
Without it, even strong products struggle. They:
- launch quietly
- reach the wrong audience
- fail to gain early traction
- miss the chance to learn and iterate fast
This guide breaks go to market into a simple structure you can actually use, with a real example throughout.
Product Example Used in This Guide
We’ll use one consistent example so the strategy feels concrete.
Product: an app that helps children with learning disabilities read better through gamification
Comparable framing: “Duolingo for reading”
Users: children
Buyers and decision makers: parents
Key point:
- The GTM strategy must speak to parents, not children
- Parents are the ones who:
- search for solutions
- join communities
- choose tools
- decide to download and pay
What is a go to market strategy
A go to market strategy is a plan to bring your product to your target customers through the right channels.
It should happen after you complete:
- Positioning
- Messaging
Why that order matters:
- Positioning defines:
- who it’s for
- what problem it solves
- why it’s different
- Messaging turns positioning into:
- clear words customers understand
- GTM uses positioning + messaging to drive:
- awareness
- adoption
- growth
A GTM strategy helps you answer:
- Who are we trying to reach first
- Where do they already search and learn
- What do we need to build before launch to avoid a cold start
- How do we define success in each phase
- Which weekly actions will hit our goals
- What do we scale and what do we stop
The 3 phases of a go to market strategy
A simple and effective GTM plan has three phases:
- Pre launch
- Launch
- Post launch
Each phase has:
- a different goal
- a different KPI
- a different channel mix
If you treat every phase the same:
- you waste time
- you waste budget
- you miss momentum
If you build them correctly:
- each phase supports the next
Phase 1: Pre launch
Goal: Build awareness and credibility
Your job before launch is to build:
- awareness (people know you exist)
- credibility (people trust you)
Common mistake:
- waiting until launch to start marketing
- this creates a cold start problem:
- nobody knows you
- nobody trusts you
- nobody is ready to try
Smarter move:
- educate early
- build a community that will:
- beta test
- share feedback
- spread the word at launch
Pre launch plan for the reading app
Objective
Build awareness and credibility through:
- content
- community building
Why:
- parents will not download something for a learning challenge unless they trust:
- the approach
- the intent
- the expertise
KPIs
Instead of focusing only on a waitlist, focus on community quality.
Target KPIs:
- 1,000 users in a Slack community
- 10 influencer partners
Influencer partners should be trusted voices, such as:
- experienced parents sharing real journeys
- pediatricians and child psychologists
- teachers and reading specialists
- speech language pathologists
- child development educators
Timeline
3 months
Reason:
- content compounds
- trust compounds
- community needs time to form
Pre launch channels, activities, and resources
1) Blog
Why it fits: parents often start with Google search
They search:
- symptoms
- diagnosis
- best practices
- solutions
Activities:
Create blog content on:
- symptoms and early signs
- diagnosis process and what to expect
- reading strategies at home
- mistakes to avoid
- tools and routines that help
- case studies and parent stories
- expert perspectives
- gamification methods that improve motivation
Add credibility:
- invite influencers to guest blog
Calls to action:
- newsletter signup
- join the Slack community
Resources needed:
- WordPress (or similar CMS)
- subject matter expert input
- ChatGPT for copy review + SEO optimization
- basic design templates for readability
2) YouTube
Why it fits: parents also search for solutions on YouTube
They want:
- a human voice
- simple explanations
- real examples
Activities:
Repurpose blog posts into short videos:
- how to help a child with reading frustration
- how to build a daily reading routine
- what dyslexia looks like at home
- how to make reading less stressful
- why gamification helps confidence
Add credibility:
- bring influencers into videos
Resources needed:
- video editor
- basic filming setup
- ChatGPT to turn blog content into scripts
3) Quora
Why it fits: parents ask real questions in plain language
Examples:
- why does my child avoid reading
- how do I help my child read better
- what tools work for dyslexia
Activities:
- answer questions weekly
- link to relevant blog posts
- invite users to:
- newsletter
- Slack community
Resources needed:
- in house effort
- simple weekly schedule
4) Facebook groups
Why it fits: many parent communities already exist there
These spaces are trust based
Activities:
- join 10 relevant groups
- do not promote immediately
- build trust first by sharing:
- helpful answers
- checklists
- routines
- summaries of reading strategies
- encouragement and clarity
Goal:
- build trust with organizers and members
- earn permission to share product updates later
Resources needed:
- in house community manager effort
5) Slack community
Why it fits: this is a space you control
Slack becomes:
- a feedback engine
- a trust engine
- a launch activation engine
Activities:
Create channels like:
- welcome
- introductions
- reading routines
- ask an expert
- resource library
- wins and progress
Weekly actions:
- facilitate discussion
- collect pain points
- track repeated questions
Resources needed:
- in house facilitation
- basic moderation rules
What pre launch looks like in practice
Every week you do two things:
- publish content that earns attention through search
- build community that earns trust through conversation
By the end of 3 months, you should have:
- a base of educational content
- a newsletter list
- an active parent community
- influencer relationships ready for launch
Phase 2: Launch
Goal: Drive product adoption
At launch, awareness is not enough. You need:
- installs
- signups
- real usage
- retention signals
- feedback loops
Your advantage:
- you activate the audience you built pre launch
- you amplify with paid + partners
Launch plan
Objective
Drive product adoption
KPI
Target: 10,000 users
Supporting metrics:
- cost per install
- activation rate (signup → first session)
- week one retention
- community → user conversion rate
Timeline
1 month
Launch should feel concentrated and noticeable.
Launch channels and activities
1) Organic announcements
Includes:
- blog
- YouTube
- newsletter
- Slack
- existing social channels
Activities:
- announce everywhere
- make it action focused
- keep the message simple
Launch content examples:
- how the app works
- who it is for
- how to start in five minutes
- what results to expect and what not to expect
- beta quotes and early feedback
Resources: in house
2) Paid ads
Why it fits: paid amplifies demand already happening in search
Activities:
Run Google + YouTube search ads for terms like:
- learning disability reading help
- dyslexia reading app
- how to help my child read
- reading fluency practice
- reading confidence app for kids
Resources:
- in house setup
- optional Fiverr support to manage campaigns
3) Facebook groups promotion
Important: ask permission first
Activities:
Request permission + offer something useful:
- free reading routine guide
- free webinar with a teacher
- free mini challenge inside the app
Resources: in house
4) Influencer sponsorships
Activities:
Sponsor 10 influencers to create:
- product reviews
- walkthroughs
- honest pros and cons
- how it fits into routines
Goal: distribution + trust borrowing
Resources: in house + sponsorship budget
5) PR style distribution
Activities:
Share on:
- Product Hunt
- Reddit communities
- TechCrunch style outreach if relevant
Resources: in house
What launch looks like in practice
Launch is a short, high energy window:
- announce everywhere
- amplify with paid
- borrow trust through partners
- drive installs
- learn fast
Phase 3: Post launch
Goal: Optimize and scale channels
Once the product is live:
- you stop guessing
- you use data to scale what works
- you reduce what doesn’t
- you test new channels strategically
Post launch is where growth becomes:
- predictable
- repeatable
- scalable
Post launch plan
Objective
Optimize and scale to drive continued adoption
KPI
Choose a stretch KPI based on traction, examples:
- increase weekly active users by X percent
- improve retention by X points
- reduce acquisition cost by X percent
- increase free to paid conversion
- increase community to paid plan conversion
Timeline
3 months
Long enough to test and scale without chaos.
Post launch channels and activities
Organic scaling
Activities:
Scale 1 to 2 best channels:
- blog
- YouTube
Test 1 to 2 new channels:
- TikTok
- short form Facebook
- Snapchat if relevant
Repurpose content into new formats.
Resources:
- in house
- optional Fiverr repurposing support
Paid scaling
Activities:
Scale 1 to 2 best paid channels:
- Google search ads
- YouTube search ads
Test partnerships:
- pediatric clinics
- schools
- special education programs
- tutoring centers
Why this matters:
- you unlock distribution through institutions
- you reduce dependency on direct consumer acquisition
Resources: in house outreach + partnership coordination
Post launch product work
Go to market and product must work together.
Use the Slack community as a feedback engine:
- collect feature requests
- track friction points
- improve onboarding
- add complementary features parents request
- prioritize V2 based on real usage
This drives compounding growth:
- better product → better retention
- better retention → better paid performance
- better performance → better organic sharing
Reusable GTM template
For each phase, define:
- Objective
- KPI
- Timeline
- Channels
- Activities per channel
- Resources needed
Why this template works:
- easy to scan
- easy to share with stakeholders
- easy to get buy in
- easy to execute week by week
Two key GTM reminders
B2C vs B2B GTM is different
B2C typically requires:
- growth thinking
- community and content
- performance marketing
B2B typically requires:
- sales enablement
- longer sales cycles
- outbound + partnerships
- case studies and proofs
Same structure. Different channels.
Small companies vs big companies launch differently
Small companies:
- launch fast
- minimal internal alignment
Large companies:
- need internal prep:
- stakeholder alignment
- support readiness
- legal and compliance
- customer success planning
- scale considerations
Final thoughts
A go to market strategy is not a launch post.
It is a plan that connects your product to your customers with:
- clarity
- timing
- channels
- measurable execution
The simple path:
- Pre launch: build awareness + credibility through education + community
- Launch: drive adoption via organic activation + paid amplification
- Post launch: optimize what works, cut what doesn’t, test new channels, improve product
That’s a go to market strategy that can actually work in the real world.
Go-To-Market Strategy FAQs
1. What is a go to market (GTM) strategy?
A go to market strategy is a plan for how a product reaches its target customers through the right channels, messaging, and timing to drive adoption and revenue.
2. How is a GTM strategy different from marketing?
Marketing is one component. GTM includes target customer definition, positioning, channels, pricing fit, adoption strategy, metrics, and post-launch optimization.
3. Why do most startups get GTM wrong?
They confuse GTM with tactics like “direct sales” or “paid ads” instead of defining who the early customer is and why they’ll buy now.
4. When should a GTM strategy be created?
After positioning and messaging are complete, but before launch execution begins.
5. What question exposes a weak GTM strategy?
“What’s your go to market strategy?”
If the answer is just channels or sales motion, it’s incomplete.
6. Why is “early adopters” not a good target definition?
Because it lacks specific buying criteria, urgency, budget clarity, and adoption reality.
7. What defines a strong early target customer?
A customer whose pain is urgent, budget fits, decision process is short, and value is realized quickly.
8. What is the “fishing” analogy in GTM?
It compares chasing big prestigious customers (offshore tuna fishing) versus targeting easier-to-close customers first (back-bay fishing).
9. Why should startups avoid “trophy logos” early?
Because they usually come with long sales cycles, heavy competition, and high burn risk.
10. Why do investors care more about traction than logos?
Traction proves real demand, repeatability, and execution, not just brand association.
Early Targeting & Customer Fit
11. What is a “fish finder” in GTM?
A litmus test that helps identify ideal early customers based on clear criteria.
12. What are examples of fish finder criteria?
Customer size, team size, urgency of pain, buying simplicity, pricing fit, deployment ease, and geography.
13. Why does customer size matter in early GTM?
Smaller or mid-market customers often adopt faster and have fewer procurement hurdles.
14. Why is urgency more important than market size early on?
Urgent pain leads to faster decisions, which is critical for early traction and learning.
15. Why do smaller teams often adopt faster?
They have fewer approval layers and benefit more from productivity or automation gains.
16. How does pricing fit affect early adoption?
If pricing doesn’t align with customer budget reality, deals stall regardless of value.
17. Why does geographic proximity sometimes matter?
It can reduce friction in early selling, onboarding, and support.
18. What does “push sand down a hill” mean in GTM?
Choosing customers and channels where momentum comes naturally, not through constant force.
19. What does “pushing sand up a hill” look like?
Long pilots, repeated stalls, endless revisions, and slow decision cycles.
20. Why do startups fail even with good products?
Because the early GTM strategy burns runway before proving value.
GTM Phases Explained
21. What are the three phases of a GTM strategy?
Pre-launch, launch, and post-launch.
22. What is the goal of pre-launch?
To build awareness and credibility before asking for adoption.
23. Why is pre-launch critical?
It avoids a cold start where nobody knows or trusts the product at launch.
24. What KPIs matter most in pre-launch?
Community size, engagement, influencer partnerships—not just waitlists.
25. Why is community better than a waitlist?
Communities create feedback, trust, and retention, while waitlists often go cold.
26. What is the main goal of the launch phase?
Drive real product adoption and usage.
27. How long should a launch phase last?
Typically about one focused month.
28. What metrics matter most at launch?
Installs, activation rate, early retention, and community-to-user conversion.
29. Why combine organic and paid channels at launch?
Organic provides trust; paid provides scale and speed.
30. What is the goal of post-launch?
Optimize, scale, and systematize what works—while cutting what doesn’t.
Channels, Scaling & Execution
31. Why should channels be reduced post-launch?
Too many channels dilute focus and slow optimization.
32. How do you decide which channels to scale?
Based on cost, quality of users, retention, and conversion, not vanity metrics.
33. Why is content so important in GTM?
Content builds trust before purchase and compounds over time.
34. Why are partnerships powerful post-launch?
They unlock distribution through trusted institutions, reducing acquisition costs.
35. Why must GTM and product teams work together?
Because feedback from GTM should directly shape product improvements.
36. How does feedback accelerate growth?
It improves onboarding, retention, and word-of-mouth.
37. Why does GTM differ between B2C and B2B?
B2C relies on attention and scale; B2B relies on sales enablement and longer cycles.
38. How does GTM differ for small vs large companies?
Small teams move fast; large companies need internal alignment and readiness.
39. What makes a GTM strategy easy to execute?
Clear objectives, KPIs, timelines, channels, activities, and ownership per phase.
40. What is the biggest takeaway from this GTM framework?
Pick the right early customers first. Growth follows clarity, not noise.
