/59-go-to-market

name: 59-go-to-market
description: "Lap ke hoach go-to-market (GTM) ra mat san pham / offer / khoa hoc moi: chon phan khuc beachhead, message launch, kenh theo giai doan pre-launch → launch → post-launch, milestone va tieu chi go/no-go. Dung khi nhac 'GTM', 'go-to-market', 'ke hoach ra mat san pham', 'launch plan'."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
triggers:
  - "go-to-market"
  - "GTM plan"
  - "ke hoach ra mat san pham"
  - "launch plan"
  - "ra mat san pham moi"
  - "ke hoach launch offer"
  - "tung san pham moi"
  - "chuan bi ra mat"
output: "File .md — GTM plan day du: beachhead segment, message, kenh theo giai doan, timeline pre-launch → post-launch, milestone, tieu chi go/no-go"
related:
  - 58-positioning
  - 31-offer-design
  - 60-launch-playbook
  - 10-tinh-kpi-nguoc
  - 61-budget-planning
  - 02-brief-chien-dich

Go-To-Market Plan

> Ra mat san pham khong phai su kien 1 ngay — la quy trinh 3 giai doan: Chuan bi, Launch, Duy tri. That bai launch thuong khong do san pham kem — do khong ai biet, khong ai tin, khong ai mua dung luc. Goi `58-positioning` va `31-offer-design` truoc de co message va offer; goi `60-launch-playbook` sau de co checklist thuc thi chi tiet.

Thu thap thong tin

Doc `.agents/product-marketing-context.md`, positioning doc va offer doc neu co. Neu thieu, hoi toi da 4 cau:

1. **San pham / offer / khoa hoc can launch la gi?** Gia ban, co early bird / bundle khong, gioi han slot khong? 2. **Target audience chinh: ai, dang o dau, dang nghi gi?** Da co tep warm nao chua (follower, email list, khach cu)? 3. **Timeline va budget:** ngay launch cu the? Budget danh cho launch? 4. **Team va doi thu:** team co gi (writer, designer, media buyer, agency)? Doi thu co san pham tuong tu khong — dang dinh vi the nao?

Nguyen tac

1. **Khong launch lanh.** Bat dau warm audience it nhat 2 tuan truoc launch — teasing, seeding, email warm-up. 2. **Beachhead truoc, mo rong sau.** Chon 1 phan khuc du nho de thang, du lon de song — thang o do roi moi buoc sang phan khuc ke tiep. Luon bat dau tu SOM (tep tiep can duoc trong 3-6 thang), khong plan theo TAM. 3. **1 core message xuyen suot.** Tat ca content launch phan anh cung 1 message — lay tu positioning statement. 4. **Co plan B.** Ngay launch co su co ky thuat (LP down, ads reject, payment loi) phai co phuong an thay the san. 5. **No-go la quyet dinh hop le.** Launch sai thoi diem te hon tre launch. Nguoi duy nhat quyet go/no-go la Leader — khong delegate.

Quy trinh

Buoc 1 — Chon beachhead segment

Cham diem SOM cho 2-3 phan khuc ung vien (thang 1-5 moi cau, toi da 45 diem):

| Nhom tieu chi | Cau hoi cham diem | |---------------|-------------------| | Nhu cau thi truong | Noi dau ro rang va dang gia tang? Tan suat tim kiem/thao luan cao? Thi truong ben vung, khong phai trend nhat thoi? | | Muc do canh tranh | Co nhieu doi thu lon khong? Ho da phu kin kenh chua? Co ngach nho chua ai truyen thong ro? | | Kha nang tiep can | Co san kenh/tep phu hop? Test duoc voi ngan sach thap? Khach de ra quyet dinh? |

Quyet dinh: >= 30 diem → chon lam beachhead, launch ngay. 25-30 → can nhac, thu hep them. < 25 → xem lai san pham hoac phan khuc.

Dau hieu khach gia tri cao trong beachhead: LTV cao, it roi bo, tu gioi thieu nguoi khac. Cau hoi loc: "Neu ngay mai san pham bien mat, ban se lam gi?" — cau tra loi cang tiec cang dung tep.

Buoc 2 — Chot offer va message launch

Offer summary (lay tu `31-offer-design`):

| Hang muc | Chi tiet | |----------|----------| | Ten san pham | | | Gia chinh thuc / Early bird / Bundle | | | Thoi gian mo ban + gioi han slot | | | Guarantee / cam ket | | | USP — 1 cau khac biet | |

Message hierarchy cho launch — 5 tang, dung theo thu tu trong moi content:

1. **Hook** (pain / desire) → 2. **Solution** (tai sao san pham nay) → 3. **Proof** (bang chung) → 4. **Offer** (cu the nhan duoc gi) → 5. **Urgency** (tai sao mua ngay).

Audience insight bat buoc co: chan dung, pain point, desire, objection chinh, trigger mua.

Buoc 3 — Kenh theo giai doan

| Kenh | Giai doan | Noi dung | KPI | |------|-----------|----------|-----| | Facebook / Meta | Pre + Launch | Teasing → Announce → Urgency | Reach, Leads | | TikTok | Pre + Launch | Hook video, testimonial | Views, CTR | | Email / Zalo OA | Pre + Launch | Warm-up sequence → offer → last call | Open rate, CVR | | Seeding group/community | Pre-launch | Problem-aware content, khong reveal offer | Engagement | | Google Ads / Search | Launch | Search intent, brand keyword | CVR, ROAS |

Nguyen tac chon: phai co ca kenh REACH (loi traffic) va kenh CONVERT (chot don) — 1 kenh khong lam duoc ca 2 viec. Uu tien kenh khach beachhead dang tap trung va minh co loi the that.

Buoc 4 — Timeline 3 giai doan

**PRE-LAUNCH (T-4 → T-1 tuan):**

| Tuan | Activity | Owner | Output | |------|----------|-------|--------| | T-4 | Hoan thien offer + landing page live | Leader + Dev | LP live, tracking xanh | | T-3 | San xuat content teasing (3-5 pieces) | Content | Posts ready | | T-2 | Bat dau seeding + warm audience ads | Content + Perf | Engagement, custom audience | | T-1 | Email/Zalo pre-launch sequence | Leader | Warm list | | T-3 ngay | Ads setup + verify tracking | Media Buyer | Ads o trang thai Paused | | T-1 ngay | Final check toan funnel → go/no-go | Leader | Quyet dinh GO |

**LAUNCH WEEK:**

| Ngay | Activity | Kenh | Owner | |------|----------|------|-------| | D-day sang | Announce chinh thuc | Tat ca | Leader | | D-day | Bat ads BOFU | Meta, TikTok | Media Buyer | | D+1 | Email follow-up leads chua mua | Email | Leader | | D+2 | Social proof — review khach dau tien | Content | Writer | | D+3 | Media buyer report → quyet dinh tang/giu/scale | — | Leader | | D+5 | Urgency push — con X slot / het han bonus | Tat ca | Leader | | D+7 | Close cart — email + post cuoi | Email + Social | Leader |

**POST-LAUNCH (D+8 → D+14):** tong ket so lieu (revenue/leads/ROAS/CPL), thu thap feedback khach de cai san pham + lay testim