---
name: go-to-market
description: Maak een lanceringsplan met FORCES per levenscyclusfase, messaging en kanaalstrategie voor beperkte resources.
tags:
  - go-to-market
  - gtm
  - lancering
  - product launch
  - marktintroductie
  - launch plan
  - channels
triggers:
  - go to market
  - gtm
  - lancering
  - lanceringsplan
  - product launch
  - marktintroductie
  - go-to-market strategy
---

# Go-to-Market

## Metadata

**Activatietrigger:** Je gaat iets lanceren (feature, product, markt) en wil een concreet plan: hoe win je aandacht, krijg je users, en zorg je dat ze blijven.

**Doel:** Realistisch lanceringsplan maken voor LIMITED RESOURCES met duidelijke messaging, kanaalstrategie en FORCES per lifecycle phase.

**Input:** Wat lanceer je? Wie zijn users? Wat is budget/team?

**Output:** Launch plan (pre-launch, launch day, post-launch) + messaging strategy + channel play + FORCES per phase.

**Scope:** Dit is 3-6 maand plan, niet 2-year full GTM strategie. Gericht op launch en eerste momentum.

---

## Instructies

### Fase 0: Context ophalen

**Stap 1 — Check wat er al is**
Scan uploads, gedeelde mappen en workspace op relevante bestanden (eerdere outputs, research, data). Lees ze door.

**Stap 2 — Slimme vragen stellen**
- **Wel context gevonden →** Bevestig kort wat je ziet ("Ik zie [X], klopt dat?"). Stel alleen vragen over wat je nog mist.
- **Geen context →** Stel onderstaande vragen.

---

### Fase 1: Duidelijkheid op WHAT & WHO

**Doorvragen:**

1. **What:** Wat lanceer je? (Feature, product, markt, pricing tier, repositioning?)
2. **Who:** Primaire doelgroep? (Rollen, bedrijfsgrootte, probleem)
3. **Why now:** Wat maakt dit moment special? (Trend, competitor move, customer demand?)
4. **Resources:** Wie zit erop? Team size? Budget (marketing, paid ads, content)?
5. **KPIs:** Hoe meet je succes? (Signups, activations, revenue, retention?)

**Voorbeeld:**
- Lancering: "AI Co-Pilot" (feature) voor product managers
- Doelgroep: PMs bij 20-500 people bedrijven, B2B SaaS focus
- Timing: Markt vraagt om AI, concurrent zit eraan vast
- Resources: 1 PM, 1 designer, 1 content writer, $15k budget
- KPI: 1000 activations in eerste maand

---

### Fase 2: StoryBrand Messaging Framework

Het StoryBrand-framework van Donald Miller structureert je messaging als een verhaal waarin de klant de held is en jij de gids. Het principe: mensen kopen niet het beste product, ze kopen het product dat ze het snelst begrijpen. StoryBrand geeft je een 7-stappen structuur om je boodschap helder te maken.

**De 7 stappen (Donald Miller StoryBrand):**

**1. The Customer Is the Hero** (Not you)
- User = main character
- Ik ben gids (mentor), niet held
- Focus op IHRE probleem, niet jouw feature

**2. They Have a Problem** (External + Internal)
- **External:** Het concrete probleem (PM wil time besparen op interviews)
- **Internal:** De emotionele pijn (Voelt zich incompetent? Inefficient? Overloaded?)
- **Philosophical:** Waarom MOET dit opgelost? (Je bent geen goede PM als je geen inzicht hebt)

**3. We're the Guide** (Credible, empathetic)
- Toon expertise: "We've seen 500+ PMs use this"
- Toon empathie: "We know you're time-starved"
- NIET: "Our AI is the best" → boring

**4. Here's a Plan** (Tangible steps)
- Stap 1: Upload je feature idee
- Stap 2: Co-Pilot generiert insights
- Stap 3: Jij neemt besluiting
- Clarity = action

**5. What Will Happen if You Call to Action** (Success vision)
- Niet: "You'll use our product"
- JA: "In 2 weeks, you'll have consensus on your top 5 features"
- Painting the toekomst

**6. Failure Scenario** (What if they DON'T?)
- "PMs keep guessing"
- "Backlog keeps growing"
- "Features ship nobody wanted"
- Fear drives action (used cautiously)

**7. Close the Loop** (Clear CTA)**
- Sign up
- Try for free
- Schedule a demo
- ÉÉN actie, niet 5

**Template je messaging:**

"For **[SEGMENT: Product Managers at scale-ups]**
who **[PAIN: spend too much time on feature interviews, lack customer data]**,
our **[PRODUCT: AI Co-Pilot]**
is a **[CATEGORY: interview assistant]**
that **[BENEFIT: generates actionable insights in 2 weeks]**
unlike **[ALTERNATIVE: expensive consultants or generic frameworks]**,
because **[REASON: we've analyzed 500+ product launches, so our model knows what converts]**."

---

### Fase 3: STEPPS for Virality (Is dit worth talking about?)

Niet alles gaat viraal. Berger's STEPPS model helpt je testen of jouw launch "purple cow" is.

| STEPPS | Wat? | Jouw product? |
|---|---|---|
| **Social Currency** | Zeggen mensen erover omdat het hun slim/cool/insider maakt? | "I use AI-powered insights to make PM decisions" — ja, klinkt smart |
| **Triggers** | Denken mensen spontaan aan dit? Of moet je eraan herinnerd? | "Every time I write a feature brief" → trigger aanwezig |
| **Emotion** | Maakt het mensen blij/verbaasd/verrast? | "Wow, het AI snapt onze customers?" → positive emotion |
| **Public** | Kun je het zien dat iemand dit gebruikt? | Minder (SaaS tool), maar "I got this insight from Co-Pilot" → mention |
| **Practical Value** | Is het useful om over te vertellen? ("Try this trick") | Ja, "Use AI for interview synthesis" is shareable advice |
| **Stories** | Kun je het verpakken als verhaal? ("Steve Jobs did this...") | Ja: "How one PM used AI to cut feature discovery from 8 weeks to 2" |

**Verdict:** Je hebt social currency + trigger + emotion + practical value = spreekwaardig.

**Actions:**
- Maak het shareable: blog posts, templates, case studies
- Stories: interview early users → publiceer hun success

---

### Fase 4: FORCES per Lifecycle Phase

Dit is waar strategy echt zit. Je launch gaat door fases. FORCES zijn anders per fase.

**PHASE 1: AWARENESS** (Weken -4 t/m -1 voor launch)
- Goal: "Er is iets nieuws, en het is voor jou"
- FORCES:
  - **Motivation:** "AI is trending, PMs care about efficiency" → leverage buzz
  - **Enablement:** "Kunnen ze het begrijpen zonder tech background?" → jaja, laag barrier
  - **Momentum:** "Welke influencers/media spreken erover?" → LinkedIn thought-leaders, PM communities
  - **Friction:** "Hoe onderscheid je jezelf van 100 andere AI tools?" → specifieke waardepropositie
  - **Fear:** "Is dit nog een hype-tool?" → Show proof (early beta results, customer quotes)
  - **Inertia:** "Waarom zou ik nu aandacht geven?" → FOMO, competitive advantage angle

- **Kanaal-strategie:**
  - Direct: LinkedIn posts, DM communities (Product School, Reforge forums)
  - Content: Blog post "The 5-Week Feature Interview Problem"
  - Partnerships: AI newsletter, PM newsletter (outreach)
  - Paid (small): LinkedIn Sponsored ads, targeted audiences
  - Organic: Ask beta users voor referrals, share stories

**PHASE 2: ACQUISITION** (Week 0: Launch week)
- Goal: "Ik wil dit proberen"
- FORCES:
  - **Motivation:** "Now it's live and credible" → momentum effect
  - **Enablement:** "Hoe easy is het om in te gaan?" → frictionless signup, immediate value
  - **Momentum:** "Anderen doen het ook" → "500 PMs already tried" badge
  - **Friction:** "Ik moet wat invullen/committen?" → Laag-friction entry (sign up, automatic onboarding demo)
  - **Fear:** "Zal dit werken voor mijn situatie?" → Money-back guarantee, live chat support
  - **Inertia:** "Veel werk om te switchen?" → Show "works in 10 minutes"

- **Kanaal-strategie:**
  - Email: Early-access list, product followers
  - Product-led: Free tier, in-product onboarding (guided)
  - Content: Launch email sequence, LinkedIn carousel (step-by-step)
  - Community: Product Hunt (if applicable), maker communities
  - Paid: Retargeting (website visitors), lookalike audiences

**PHASE 3: ACTIVATION** (Week 1-2)
- Goal: "Ik heb dat first aha-moment"
- FORCES:
  - **Motivation:** "Dit bespaart me echt tijd" → show quick result
  - **Enablement:** "Hoe krijg ik dit aan het werk?" → templates, documentation, quick-start
  - **Momentum:** "Anderen hebben dit al gedaan" → case studies, user testimonies
  - **Friction:** "Ik snap niet hoe" → live onboarding, video tutorials, response support (< 2h)
  - **Fear:** "Wat als het output is garbage?" → human review option, feedback loop
  - **Inertia:** "Mijn workflow aanpassen is werk" → Show how it plugs into existing tools (Slack, Jira, etc.)

- **Kanaal-strategie:**
  - Product: Onboarding flow, in-app guidance, tooltips
  - Email: "Getting started" sequence (day 1, 3, 5)
  - Community: Launch open Slack channel, daily Q&A
  - Content: Quickstart video, FAQ doc
  - Support: Live chat, responsive email

**PHASE 4: ENGAGEMENT** (Week 2-12)
- Goal: "Dit is nu deel van mijn workflow"
- FORCES:
  - **Motivation:** "Value loops are happening" → daily/weekly usage → new insights
  - **Enablement:** "Ik kan advanced features nu" → training, certifications
  - **Momentum:** "Communities forming around this" → user groups, expert badges
  - **Friction:** "Ik wil meer, maar..." → clear upgrade path, not blockers
  - **Fear:** "Zit ik vast?" → data export, portability, flexibility
  - **Inertia:** "Ik doe het gewoon anders" → nudges, notifications, integrations that matter

- **Kanaal-strategie:**
  - In-product: Value notifications ("You saved 3 hours this week!"), recommendations
  - Community: User stories, expert highlights, monthly challenges
  - Email: Value highlights, tips-and-tricks, new features
  - Content: Deep-dive guides, advanced use cases
  - Paid: Retention ads (not acquisition), cross-sell

**PHASE 5: RETENTION & EXPANSION** (Week 12+)
- Goal: "Dit is essentieel, ik kan het niet missen"
- FORCES:
  - **Motivation:** "Dit voelt als iets in mij is gegroeid (identity)" → "I'm a data-driven PM now"
  - **Enablement:** "Ik ben expert" → certifications, expert roles
  - **Momentum:** "Iedereen in mijn team doet dit" → team plans, network effect
  - **Friction:** "I want to expand" → easy team onboarding, integrations
  - **Fear:** "What if you disappear?" → transparent roadmap, community buy-in
  - **Inertia:** "This is how we work now" → deeply embedded, switching cost high

- **Kanaal-strategie:**
  - Product: Expansion features, team collaboration, integrations marketplace
  - Community: Customer advisory board, co-creation
  - Content: Thought leadership, research, benchmarks
  - Partnerships: Integrations, partnerships with complementary tools
  - Advocacy: Referral programs, testimonials, case studies

---

### Fase 5: Concreet Kanaal-keuze (Limited Budget)

Je hebt $15k en 3 people. Kies realistisch.

**HIGH LEVERAGE** (Start here):
- **LinkedIn (organic):** 3-4 posts per week (4h/week), DM communities, engage
- **Community presence:** Product School, Reforge forums, Slack communities (2h/week)
- **Email:** Leverage je bestaande users/list, automated sequences
- **Product-led:** Free tier, fast onboarding, low friction signup
- **Content:** 1 blog post per week (partner with customer, do interview) (6h/week)

**MEDIUM LEVERAGE** (If time/budget):
- **Partnerships:** 2-3 key podcasts (PM-focused), newsletter sponsorships ($500-1000)
- **Paid LinkedIn:** Target reachable audiences (mid-market PMs), $200-300/week
- **Product Hunt:** 1 big launch event (1 month prep)
- **GitHub:** If it's developer-relevant, repo + discussion board

**LOW PRIORITY** (Skip, high effort low ROI):
- **TikTok, Instagram:** Not where PMs are
- **Press:** Takes months, uncertain ROI
- **Speaking:** Takes prep time, high effort

**Realistisch budget allocation ($15k):**
- Paid ads: $3-4k (LinkedIn, retargeting)
- Tools (analytics, email): $1.5k
- Partnerships (sponsorships): $2-3k
- Design assets, video production: $3-4k
- Buffer: $2k

---

### Fase 6: Pre-Launch Checklist

**4 weeks BEFORE:**
- [ ] Messaging finalized (story brand, value prop locked)
- [ ] Audience list built (early access, press, influencers)
- [ ] Content calendar planned (blog, emails, social)
- [ ] Product ready for sign-ups (frictionless)
- [ ] Analytics tracked (GA, product events)

**2 weeks BEFORE:**
- [ ] Email sequences written (onboarding, activation, engagement)
- [ ] Landing page live (storyBrand messaging, clear CTA)
- [ ] Partnerships outreached (podcasts, newsletters, communities)
- [ ] Beta testers recruited (5-10 early users for launch day)
- [ ] Team trained (support, messaging alignment)

**1 week BEFORE:**
- [ ] Launch email sent to early access list
- [ ] Social calendar scheduled (LinkedIn, Twitter, etc.)
- [ ] Monitoring set up (analytics, support tickets, feedback)
- [ ] Fallback plan if something breaks
- [ ] Celebration planned (team morale!)

**LAUNCH DAY:**
- [ ] Go live on all channels simultaneously (morning, best time)
- [ ] Live chat staffed (first 24h)
- [ ] Email send #1 (announcement + CTA)
- [ ] Social posts (morning + afternoon push)
- [ ] Community engagement (answer questions, celebrate)

**POST-LAUNCH (Week 1):**
- [ ] Daily metrics review (signups, activation rate, feedback)
- [ ] Content velocity (case studies, user stories)
- [ ] Community momentum (respond to feedback fast)
- [ ] Adjustments (messaging, landing page, product based on feedback)

---

### Fase 7: Realistic Success Targets (First 30 Days)

Verwacht niet Slack growth curves.

**Realistic, niet magical:**
- **Awareness reach:** 10-20k impressions (LinkedIn, email, partnerships)
- **Clickthroughs:** 200-500 visits to landing page
- **Signups:** 50-150 new users (depends on offer: free vs. paid)
- **Activation (aha moment in 7 days):** 30-40% of signups
- **Retention (day 30):** 20-30% still active
- **NPS/Satisfaction:** 40+

**These are BASELINE. You might beat them, you might not. Adjust plan based on real data.**

---

## Output

Je levert af:

1. **Launch Plan** (Pre-launch, launch day, post-launch timeline)
2. **StoryBrand Messaging** (Story arc, messaging angles)
3. **STEPPS Analysis** (Is het spreekwaardig?)
4. **FORCES per Lifecycle Phase** (What drives adoption at each stage?)
5. **Channel Strategy** (Which channels, what content, timing)
6. **Budget Allocation** (Where does the $$ go?)
7. **Success Metrics & Tracking** (KPIs, monitoring, adjustments)
8. **Pre-Launch Checklist** (30-day countdown)

---

## Bronnen

- **Donald Miller** — StoryBrand Framework & "Building a Story Brand"
- **Jonah Berger** — Contagious: Why Things Catch On (STEPPS Model)
- **Seth Godin** — This Is Marketing & Purple Cow (differentiation, virality)
- **Product Faculty** — FORCES Framework (adoption strategy per lifecycle phase)
- **Reforge** — GTM Strategy & Product-Led Growth courses
- **Geoffrey Moore** — Crossing the Chasm (technology adoption lifecycle)