Your Go-To-Market (GTM) Strategy Checklist for a New SaaS

You've built a great product. Now, how do you get it into the hands of paying customers? Simply launching is not a strategy. You need a Go-To-Market (GTM) plan—a roadmap that defines how you'll reach, attract, and convert your target audience.

A GTM strategy can feel complex, but it doesn't have to be. This checklist breaks it down into four essential pillars, helping you move from "product-ready" to "market-ready" with a clear and actionable plan.

1. Foundation: Defining Your Position

Before you can sell, you must understand who you're selling to and what makes you different.

• [ ] Define Your Ideal Customer Profile (ICP): Who feels the pain you're solving most acutely? Get specific. Go beyond demographics to company size, industry, and user roles. Action: Write a one-paragraph description of your perfect customer.
• [ ] Craft Your Core Value Proposition: In a single sentence, what is the primary benefit you offer your ICP? Example: "For indie hackers, BuildVoyage is the curated directory that provides inspiration and tech stack insights for new projects."
• [ ] Analyze Key Competitors: Identify 2-3 direct or indirect competitors. How do they position themselves? What are their strengths and weaknesses? Find your unique angle.
• [ ] Create Your Messaging Matrix: Based on your ICP and value prop, write down key talking points. How do you describe the problem, the solution, and the outcome? This becomes the source material for all your marketing copy.

2. Strategy: Structuring Your Offer

This is where you decide on the "how"—how you'll price, package, and present your product to the market.

• [ ] Finalize Your Pricing Model: Will you use tiered pricing, usage-based, or a flat fee? Your pricing should align with the value you provide. Tip: It's often better to start slightly higher and offer discounts than to start too low.
• [ ] Choose Your Core Marketing Channels (1-2 to start): You can't be everywhere at once. Pick the one or two channels where your ICP is most likely to be found.
  • Content/SEO: Are they searching Google for solutions?
  • Social Media: Are they active on Twitter, LinkedIn, or in Facebook groups?
  • Communities: Are they on Reddit, Hacker News, or Indie Hackers?
  • Outreach: Can you identify and contact them directly via email or LinkedIn?
• [ ] Set Up Your Conversion Funnel: Map the user's journey. For example: Google Search -> Blog Post -> Sign Up for Free Trial -> Upgrade Email -> Subscribed. Know what path you want users to take.

3. Execution: Activating Your Plan

Strategy is nothing without execution. This is about creating the assets and starting the outreach.

• [ ] Build Your Foundational Content: Create the essential pieces of content for your chosen channels. This could be a few high-value blog posts, your social media profiles with initial posts, or a clear landing page.
• [ ] Prepare Your Launch Campaign Assets: Write the copy for your emails, social posts, and community announcements.
• [ ] Implement a System for Tracking: How will you know if your marketing is working? Use a tool like our UTM Link Builder to create unique tracking URLs for each campaign, post, and link.
• [ ] Engage in Early Outreach: Don't wait for people to come to you. Start talking to potential customers in your chosen communities. Share your expertise, not just your link.

4. Measurement: Learning and Iterating

Your initial GTM strategy is a hypothesis. The goal now is to test and refine it with real-world data.

• [ ] Define Your Key Performance Indicators (KPIs): What are the 2-3 most important metrics for success right now? This could be Website Visitors, Free Trial Signups, or Conversion Rate.
• [ ] Establish a Feedback Loop: Create a simple way to gather feedback from your first users. This could be a survey, a personal email, or a quick call. Ask them: "Why did you sign up?" and "What problem were you hoping to solve?"
• [ ] Schedule Regular Reviews: Set aside time every week or two to review your KPIs and user feedback. What's working? What's not? Be prepared to double down on successful channels and adjust your messaging.

A Go-To-Market strategy isn't a static document; it's a living plan that evolves as you learn more about your customers and your market. By following this checklist, you'll build a strong foundation for sustainable growth.