How do I bring my product to market most effectively? Our consultants answer

What is a go-to-market strategy?

It is the plan for taking a product or service from finished to paying customers. It answers five questions. Who is the customer, which problem do you solve, why should the customer choose you, how do you reach the customer and what should it cost?

The strategy applies both when launching something new and when entering a new market or customer segment with something you already have.

Where should I start?

With the customer, not the product. Describe as concretely as possible who has the problem you solve, how they solve it today and what it costs them. The narrower and clearer the target group is at the start, the easier everything else becomes, such as message, channels and pricing.

How do I know there is a market before I invest?

Test early and cheaply. Talk to potential customers, let a few use a first version and see whether they are willing to pay, or at least to spend time. Interest in a conversation is not the same as a signed order.

What you learn here is worth more than any market analysis, because it is based on real decisions.

Which sales channels should I choose?

It depends on what you sell and to whom. A high-priced product with a long decision process often requires personal selling and relationships. A simpler, lower-priced product can be sold digitally, through your own website, advertising and content. Partners and resellers can give quick reach but cost margin and control.

Start with one or two channels you can do really well, measure the results and build on what works.

How do I set the right price?

Start from the value to the customer, not just your costs. What does the customer save or earn with your solution? Price it so that it feels obvious to the right customer and make sure the model fits how the customer buys, whether that is a one-off price, a subscription or packages.

Fixed, clear prices lower the threshold for the customer and shorten the sales process.

What role does the website play?

A decisive one. Almost all customers look for information before they get in touch. The website should explain the problem you solve in the customer's language, show why you are the right choice and make it easy to take the next step, with clear buttons to book a meeting or get in touch.

Measure the enquiries. Then you can see which messages and channels actually bring in customers, and put your money there.

What are the most common mistakes?

Trying to reach everyone at once, launching without talking to customers, spreading yourself across too many channels and not measuring. Another common mistake is putting all the energy into the product and too little into how it is sold.

How quickly can we get started?

A first version of the strategy with target group, message, channel and price can often be produced in a few weeks. After that it is about testing, measuring and adjusting. Go to market is not a document that gets finished, but a way of working that improves with every customer you win.