Market Strategy Plan

Shweta Aggarwal
[Pick the date]

Confidential
 Go to Market Strategy Plan

Table of Contents

1 Go to Market Strategy details........................................................................................ ...........................3

1.1 Major Goals....................................................................................................................................... .3

1.2 Offering specifics.................................................................................................... ...........................3

1.3 Value proposition.................................................................................................... ...........................3

1.4 Customer Value...................................................................................................... ...........................3

1.5 Partnerships and Alliances for service offering........................................................ ..........................3

1.6 <COMPANY> Differentiators......................................................................................................... .....3

1.7 Market research................................................................................................................... ..............3

1.8 Target Market...................................................................................................................... ...............4

1.9 Lead generation plan.................................................................................................... .....................4

1.10 Pricing................................................................................................................................... ...........5

1.11 Sales forecasting......................................................................................................................... .....5

1.12 Delivery Capability....................................................................................................... ....................5

1.13 Service and support.......................................................................................................... ...............6

1.14 Training........................................................................................................................... .................6

1.15 Risk analysis ...................................................................................................................... .............6

1.16 Sustainability and growth strategy in brief.................................................................................. ......6

2 Deliverables checklist...................................................................................................... ........................7

 Go to Market Strategy Plan

1 Go to Market Strategy details

1.1 Major Goals

1.2 Offering specifics

• Name
• Type -Best practice solution; new service offering; bundled package; jump start kit, General
• What customer need is proposed to be fulfilled

• Offering overview/details

1.3 Value proposition

• What is our value proposition?

• How your solution/ service differs from those that are now or will be available in the market

• Is it winning value proposition/ Innovativeness, uniqueness of the offering

• Ability to protect/ sustain the innovation in processes or service offering

1.4 Customer Value

• What are the benefits to customer?

• ROI

1.5 Partnerships and Alliances for service offering

1.6 <COMPANY> Differentiators

1.7 Market research

• Industry overview
• Current Size
• Growth trends and forecasts/ Maturity -What’s the maturity of this space?
• Competitor’s offeringsHow are they positioned?
• Positioning of competitors offering-How are our competitors positioned?
• Our experience -What is our experience level? How does it compare with the competition?
• SWOT analysis
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• Demographic/ geographic profile

• Buying sensitivities and behavior

• Purchasing patterns/ requirements

• Influencing factors that will have an impact on your business

• Vulnerability to economic factors

• Seasonality factors

• Technological factors

• Regulatory issues

1.8 Target Market

• Who is our target customer?

• Which markets offer the best opportunities for profitable growth?
• Who is the right contact person to target?

1.9 Lead generation plan

• Definition of qualified lead for this service offering

• Special strategies required to reach out to the segment

• How many leads need to be generated ?What’s the breakup of leads that need to be generated
for each lead generation mechanism

Lead generation mechanism Industry closure to No of Qualified leads to

lead ratio be generated

Sales

Telemarketing

Referrals

Tradeshow/Event

Email campaign

Press releases
 Go to Market Strategy Plan

Web 2.0
Marketing(linkedin,Blogs,nymz,Facebook

1.10 Pricing

• Pricing strategy plan

• Would we need to adjust pricing based on different vertical markets?
• How do want to position ourselves on price? Mid – high?
• What’s the profit margin we want to make?

1.11 Sales forecasting

• Potential revenues targeted in each market segment (based on past conversion ration and
extrapolation)?
• What is our annual forecast for sales? How was this determined?
• Revenue target from existing customer

• Revenue target from new customer

• No of deals that need to be closed

• How is this broken down by:
• Direct Sales Team
• LMG
• Partners

1.12 Delivery Capability

• Current capability-How many customers can you handle?

• No of resources -How many resources do you currently have?
• No of resources need to be added -How many do you plan on adding?
• Training needs and requirements to do the same-How long would it take to get them up to speed
in <COMPANY> training?
• Best practices-What are the best practices followed by industry
• Process redefinition /recommendation document -Please come up with the process
recommendation document
• In how many phases process recommendations can be achieved?
• How much time it will take to implement the process recommendations for each phase?
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1.13 Service and support

• Will we provide a standard service level agreement to enhance customer satisfaction?

• Do we need to set up infrastructure for calls or email requests that come in?

1.14 Training

• How do you plan on training the sales teams (direct and LMG)
• Do we need to provide training to our partners?

1.15 Risk analysis

• Market risks

• Competition risks

• Technology risks

• Regulatory risks

• Financial risks

• Management risks

Prepare best-case and worst-case scenarios involving key parameters of the business to help assess

• Measures proposed to counter these risks

• Sensitivity analysis of key factors in the assumptions to simulate the impact of changes

1.16 Sustainability and growth strategy in brief

• Service offering’s long term goals

• Growth Strategies

• Milestones & achievements

• How to sustain and innovate service offering

 Go to Market Strategy Plan

2 Deliverables checklist

Item Ownership Due Date Complete Notes

Basic Collaterals

Customer Presentation

Case Study/Success Story

Customer Reference

Solution Slick/Brochure

Solution Brief (from slick)

Web Content Update

Audience specific Collaterals

White paper

Red books

Best practices for Service offering

Client Demo

Webinars files

Lead generation Management

Lead Generation plan

LMG Scripts

LMG Training

Delivery

Resource ramp up training plan

Process recommendation and

implementation plan

Sales

Sales strategy plan

Sales Primer
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Item Ownership Due Date Complete Notes

Sales Training

Corporate Communication

Public relations plan

Internal Announcements