How to build you Go-To-Market Strategy

Ana Bibikova
6 min readNov 18, 2021

This is a question I’ve been asked about 200 times. And it’s just this month. Here’s a detailed guide on how to do it.

You woke up, looked around and found yourself…in the middle of a desert.

You have no idea, how did you get here. There’s no water around and no sun screen.

When the stress of waking up in the unknown location finally diminishes you will probably start planning things that should be done:

  1. Find water
  2. Find sunscreen
  3. Find help
  4. Get out of here

This is a roadmap — your declaration of what you’re planning to do with this mess you’ve found yourself in.

But obviously, the roadmap alone is not enough

You also have to figure out HOW you’re going to do everything that you’ve planned.

The HOW part is your “GO-TO-MARKET”.

The beauty of it is that you can be flexible: if you come up with an idea how to get to 4) from 0) and get out of this mess straight away no one is going to blame you.

For instance, you know that you have a cell phone in your pocket and you can write down sometjing like this👇

— as the first part of your escape plan and it will seal the deal.

Or you have a phone but there’s no cellular network in the desert. Luckily you happened to have some satellite pictures of this specific desert in your Photos app — and you use them to find the nearest water source. You decide that you can skip the sunscreen, and head to the nearest village after you get your feel at the stream.

You see what I mean? Go-to-market is all about HOW you’re going to solve your problem of getting yourself out of this mess. And it is very, very contextual — meaning, it fully depends on what you have on your hands right now and what you’re able to do.

Therefore, it will work best if you learn as much as you can about your context, use 100% of available resources and try to…