The Product Go-to-Market canvas (aka “Product GTM canvas”) is designed to assist facilitate your pondering when taking new merchandise or concepts to market. I developed this canvas after working in a digital product company. Throughout my time there, I introduced a number of merchandise to market and shipped much more concepts for various shoppers.
After I left again in 2019, I moved into Product Teaching, serving to product individuals and firms do product higher and change into extra product-led. In what I do now — I discovered a must bundle up these learnings and practices from transport so many merchandise to market right into a digestible format that I may give to the product managers I used to be teaching.
After just a few iterations from a dot-point record to a easy canvas, I’ve developed the Product GTM canvas seen beneath. I’ll proceed to iterate upon this as time goes on.
After all, be at liberty to iterate on it your self! I’ve intentionally added artistic commons for that reason — please obtain, change and amend to your context.
The canvas incorporates ten sections. Every is a dimension that must be thought-about when taking new concepts, options or merchandise to market. Some might be extra relevant than others to your context.
Every of the sections incorporates a number of prompting questions. These are questions I sometimes requested myself and/or I usually discovered myself asking the Product Managers/Homeowners I coached.
In no specific order, the sections and prompting questions are:
What are you promoting?
- What’s the product?
- What are individuals shopping for? What downside is it fixing?
- Be particular — what options will it have at launch? How a lot will you cost? and so on
Who’s shopping for it?
- Who’re your prospects? Buyer segments?
- Are there several types of prospects? (i.e. a two-sided market)
Goal Market
- Who’re your goal marketplace for launch?
- Who’re you particularly not focusing on at launch?
Worth Proposition
- Why ought to individuals purchase your product?
- What’s your market differentiator? What makes you totally different from rivals?
Distribution
- How do you intend to succeed in your goal prospects?
- The place will your prospects purchase your product?
- Do you have got a advertising distribution technique?
Opponents
- Who’re they?
- What are they doing?
- What dangers do they pose?
Launch Technique
- What’s your launch technique?
- Do you intend to launch to your complete market (big-bang) or will you have got a staged launch?
- Beta? Pilot?
Publish Launch (First 30, 60, 90 days)
- What’s your post-launch technique?
- What are the vital issues that must occur within the first 30 days? 60 days? 90 days post-launch?
- What’s your buyer engagement plan for these first 30, 60, 90 days?
- Do you have got any particular Advertising methods throughout this era?
- What key outcomes (metrics) will you be monitoring?
Assumptions/Dangers
- What assumptions are you making about this GTM technique?
- What dangers are we taking with the present strategy?
Concerns
- What issues do it’s good to consider with the present technique?
- Do now we have technical issues? Constraints?
- Are there groups/stakeholders/present prospects who we have to have interaction or inform?
Canvas 👉 https://drive.google.com/file/d/185Trjd-iWurJkEazRCwRx7e33dBa1UZv/view?usp=sharing
Clean canvas 👉 https://drive.google.com/file/d/1uBqbv1ieFgYp3q7k6fbtdnFKg3n8Wj-J/view?usp=sharing
Extra instruments 👉 https://www.antmurphy.me/all-tools
