Your go-to-market strategy

​A go to market strategy is absolutely essential when it comes time to sell your product. There’s no denying that.

We’re fed a lot of stats about the failure rate of startups.

The general consensus is that 9 out of 10 will fail. You could observe that knowing this information and consciously building a startup, with the target demographic of startups, is a bit ridiculous. But we think this has been an issue long enough to have a crack at tackling it. 

It seems to us there could be something inherently wrong with a lot of go to market strategies if 90% of startups crash and burn. If we could improve the go to market strategy, would more users adopt early, churn less, and ultimately give more startups a greater chance at life? It’s possible, right? 
 
Consider these three things for improving your Go To Market strategy:

Pricing

Pricing correctly is definitely important. That’s something that comes up a lot as the key to success. This is why the product value and benefits need to be communicated effectively. Whether it’s high cost or low, your buyer needs to see why the product costs what it costs. If you eliminate all doubt, replace it with clarity and sense, there’s less resistance when it comes to converting sales.

Features

If you’ve ever been in a product meeting, you’ll be familiar with how quickly the conversation can turn to “we need more features!” It’s an easy trap to fall into and generally comes from insecurity around your product not being enough. But if you’ve built your product for the right reasons (that is, because there’s a genuine need) then it should be a matter of getting it in front of the right people. 

If not, adding features on top of the current offering probably isn’t the answer. Instead, consider putting the energy into both market fit and communication. That’s not to say you need to ‘over-explain’ the product, perhaps it’s more a matter of making the product easier to use, so its value is understood easily. Users don’t respond well to clutter, both visual and written. Rather than trying to add more to get the point across, try to minimise first. With a simple, well-articulated solution to a core pain-point, users are much more likely to understand what you’re attempting and be intrigued enough to explore further. 

Onboarding

This is one of the most important pieces of the puzzle for any startup. Don’t underestimate how quickly a lead will abandon your onboarding process. Seriously, give them an excuse not to commit and watch them take their credit card elsewhere. Even if you offer a free trial, it’s incredibly important to onboard your user with little to no friction. The expectations of the average user have never been so high, so make sure you put a lot of energy into user testing and bug testing the process. Make it as easy and as quick as possible for your user to start using your product. 

The onboarding process essentially sets up the users expectations for how considered and robust your product is going to be. Due to the value your user puts on their own time, if they stumble at any point whilst onboarding, the perception will be that they will lose even more time once they’re in the product. To prevent this from happening, ask for minimal details during onboarding, reduce the number of steps required, and continuously give them feedback on their journey (“You’re only one step away from changing the way you do accounting!” etc.).  

Perception is important when it comes to nailing your go to market strategy. Great communication and visual media helps create a great first and lasting impression. Users are super judgemental because they can't hurt a products feelings (it sure as hell hurts us startup founders behind the scenes) but to the public, you're either a tool that looks like you're going to enhance their life or a tool that's going to waste their time. 

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