Go-to-marketstrategy forIndian SMEs

A good product doesn't sell itself in a market that has never heard of you.

We see it often. A founder with a great product launches in a new city or segment, spends on ads and a sales team, and gets silence. The product was fine. What was missing was a go-to-market strategy: the plan for how a product wins where nobody knows it yet.

Why good products fail in new markets

None of these are product problems. They're decisions made too late, or not at all.

The six decisions of a GTM plan

1. 1

   Which market first

   Pick the market where demand already exists and competition is beatable. One state done well beats five done badly.

2. 2

   Which customers to win

   Define the buyer who needs you most and can pay. Name the decision-maker, not just the company type.

3. 3

   Pricing that travels

   Price for the new market after freight, margins and local competition. Not your home price plus hope.

4. 4

   The right channel mix

   Decide how buyers will reach you, and start with one route done properly.

   DistributorsModern tradeMarketplacesDirect B2B
5. 5

   What to say, to whom, where

   One clear reason to choose you, said where your buyer already looks: search, trade events, WhatsApp or LinkedIn.

6. 6

   Launch sequence and targets

   Set what happens in months one, three and six, with numbers attached. Without targets you can't tell a slow start from a wrong plan.

   Month 1Launch

   Month 3Review

   Month 6Scale

Write all six on one page. If your team can't explain the plan in two minutes, the market won't understand it either.

Good Eggs sold eggs, a commodity people buy on price. Its product launch strategy started with one decision: be a brand, not a commodity. A clear buyer, a clear message and a complete brand from the first label took it to 10x revenue by month six.

Mistakes that sink a launch