---
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 testimonial, retrospective voi team, quyet dinh evergreen campaign.

### Buoc 5 — Milestone va go/no-go

Milestone theo giai doan:

| Milestone | Thoi diem | Tieu chi dat |
|-----------|-----------|--------------|
| M1 — Offer + LP ready | T-4 | LP live, tracking verify, offer lock (gia, bonus, deadline) |
| M2 — Audience warm | T-1 | Tep warm du lon: [X] engagement / [Y] email list / custom audience >= [Z] |
| M3 — Go/no-go | T-1 ngay | Qua het checklist go/no-go ben duoi |
| M4 — Mid-launch check | D+3 | CPL/CPMess trong nguong, co don dau tien |
| M5 — Close + retro | D+7 → D+14 | Dat >= [X]% target, retro hoan thanh |

**Checklist go/no-go (T-1 ngay, Leader sign off):**

- [ ] Tracking 100% hoat dong (pixel fire, UTM day du)
- [ ] Payment gateway test thanh cong
- [ ] Tat ca link dung, khong 404
- [ ] Offer copy dung (gia, bonus, deadline)
- [ ] Team confirm san sang, co nguoi truc inbox
- [ ] Plan B cho su co ky thuat da co

Thieu bat ky muc nao → NO-GO, doi launch. Khong launch "tam" roi fix sau.

### Buoc 6 — Success metrics

| Metric | Target | Cach do |
|--------|--------|---------|
| Revenue launch week | | |
| So don / slot ban | | |
| CPL / CPMess | | |
| ROAS | | |
| Email open rate | | |
| Landing page CVR | | |

Target tinh nguoc tu revenue muc tieu bang `10-tinh-kpi-nguoc` — khong dat target theo cam giac.

## Cau truc ket qua

Ten file: `gtm-plan-[ten-san-pham]-[YYYYMMDD].md`

```markdown
# GTM Plan — [Ten san pham] — Launch [ngay]

## 1. Product & offer summary
| Ten / Gia / Early bird / Slot / Guarantee / USP |

## 2. Beachhead segment
- Diem SOM: [X]/45 — quyet dinh:
- Chan dung + pain + desire + objection + trigger:

## 3. Positioning & messaging
- Core message (1 cau):
- Message hierarchy: Hook → Solution → Proof → Offer → Urgency

## 4. Channel plan theo giai doan
| Kenh | Giai doan | Noi dung | KPI |

## 5. Timeline
[Pre-launch T-4 → T-1 | Launch week D-day → D+7 | Post-launch D+8 → D+14]
| Moc | Activity | Owner | Output | Deadline |

## 6. Milestone & go/no-go
| Milestone | Thoi diem | Tieu chi |
- Checklist go/no-go T-1:

## 7. Success metrics
| Metric | Target | Cach do |

## 8. Plan B
| Su co | Phuong an |
```

## Lien ket skill

- `58-positioning`: chay truoc — core message launch lay tu positioning statement.
- `31-offer-design`: chay truoc — offer phai chot xong truoc khi len GTM.
- `10-tinh-kpi-nguoc`: tinh target leads/budget tu revenue muc tieu.
- `61-budget-planning`: phan bo budget launch theo giai doan.
- `60-launch-playbook`: chay sau — playbook thuc thi chi tiet tung ngay, war-room, escalation.
- `02-brief-chien-dich`: chuyen GTM plan thanh brief cho team content + performance.

## Checklist chat luong

- [ ] Beachhead chon bang SOM scoring, khong chon theo cam giac
- [ ] Offer summary day du: gia, early bird, slot, guarantee, USP
- [ ] Message hierarchy du 5 tang: Hook → Solution → Proof → Offer → Urgency
- [ ] Kenh co ca REACH va CONVERT, moi kenh co vai tro theo giai doan
- [ ] Warm audience bat dau >= 2 tuan truoc launch
- [ ] Timeline day du 3 giai doan, moi task co owner
- [ ] Milestone co tieu chi dat cu the, do duoc
- [ ] Checklist go/no-go day du — Leader la nguoi sign off
- [ ] Success metrics tinh nguoc tu revenue target
- [ ] Co plan B cho it nhat 3 su co (LP down, ads reject, payment loi)
- [ ] Sau launch co lich retrospective (goi 63-campaign-retrospective)