If you’re launching a new product or startup, you need a go to market (GTM) plan that’s more than just a bunch of slides and wishful thinking. You need something you’ll actually use—something that helps you get your first real customers. This guide is for founders, first-time marketers, and anyone who wants to skip the fluff and get a real GTM plan built in Brevitypitch, step by step.
Let’s get your plan out of your head, into Brevitypitch, and ready for the real world.
Step 1: Get Clear on What You’re Selling
Before you even open Brevitypitch, get brutally honest about what you’re actually offering—and to whom.
Don’t skip this part. Most GTM plans flop because the product and audience aren’t nailed down.
- What problem do you solve? (Not “what features do you have”—what pain are you killing?)
- Who really cares? (Be specific. “Small businesses” isn’t a market.)
- Why now? (Is the problem urgent, or are you just hoping?)
Brevitypitch tip: When you create a new GTM plan, you’ll be prompted to define your product, target customer, and unique value. Don’t copy-paste your website tagline. Write it like you’re explaining it to a friend who’s skeptical.
What works: Clear, blunt language about the customer and the problem. What doesn’t: Jargon, wishful thinking, or saying “everyone is our customer.”
Step 2: Map Out Your Real Target Market
Brevitypitch will ask you to define your target segment. Don’t be afraid to make it small at first. You can always expand later.
How to get specific:
- Demographics: Age, role, industry, company size.
- Behaviors: What are they already spending money on? What tools do they use?
- Pain signals: What triggers them to look for a solution like yours?
Pro tip: If you can’t easily find 10 real people who fit your description, your “market” is probably too vague.
Brevitypitch tip: Use the “Buyer Persona” section, but keep it simple. One good persona is better than five generic ones.
Step 3: Spell Out Your Value Proposition
This is where most plans get fuzzy. Don’t just say “we’re faster” or “we save time.” Spell out why someone would actually switch to you—despite the hassle.
- What’s the real-world benefit in dollars, time, or pain avoided?
- What are you doing that no one else is (or why are you doing it better)?
Brevitypitch tip: The “Value Proposition” field is short for a reason. If you can’t say it in a couple of sentences, it’s not clear enough yet.
What works: “We help independent accountants get paid 2x faster with zero paperwork.” What doesn’t: “We empower businesses with innovative solutions for tomorrow’s challenges.”
Step 4: Identify Your Early Adopter Channels
Don’t list every channel under the sun. Pick the 1–2 that actually match how your buyers find products.
Ask yourself:
- Where do your early adopters hang out—Slack groups, Reddit, LinkedIn, industry events?
- Do they respond to cold email? Content? Personal intros?
- What’s worked for similar products in your space?
Brevitypitch tip: The “Channels” section lets you list and prioritize. Don’t be afraid to say “We aren’t touching Facebook Ads” if you know it’s not your crowd.
What works: Focused outreach—e.g., “Direct emails to 200 startup CFOs using LinkedIn and industry referrals.” What doesn’t: “We’ll use social media” with zero proof your customers care.
Step 5: Set Clear, Testable Goals
If your only goal is “get customers,” you’ll never know if you’re making progress. Brevitypitch makes you pick metrics—don’t just pick “revenue” because it sounds good.
- What’s a realistic goal for the next 30–90 days? (Demos booked, signups, pilot customers.)
- How will you track if your channel is actually working?
Brevitypitch tip: Use the “Milestones” section to set these short-term targets. Make them so clear that you’ll know if you’re blowing it after a month.
Pro tip: If you can’t measure it, it doesn’t belong in your GTM plan.
Step 6: Outline Your Messaging (Keep It Simple)
This is where you translate your value prop into words your customer actually uses.
- What’s the 1–2 sentence pitch you’ll use in emails? On your site?
- What objections will people have, and how will you answer?
- What proof can you offer? (A case study, a testimonial, a stat—even a beta user quote.)
Brevitypitch tip: Use the “Messaging” section to draft your email or call pitch, not your brand manifesto. Real words, not slogans.
What works: Borrowing the language your customers use—repeat their own complaints back to them. What doesn’t: Aspirational, vague phrases (“Unlock your full potential!”).
Step 7: Assign Clear Roles (Even If It’s Just You)
If you’re a solo founder, this is easy. If you’ve got a team, get clear on who’s doing what.
- Who’s writing the emails?
- Who’s handling demos or onboarding?
- Who’s measuring results?
Brevitypitch tip: The “Team & Responsibilities” section isn’t busywork. If there’s a task with no name attached, it won’t get done.
Pro tip: If you’re solo, still write your name next to every task. It’ll keep you honest.
Step 8: Build the Minimum Plan You’ll Actually Use
Now pull it all together. In Brevitypitch, your GTM plan is a single, shareable document. Don’t be tempted to write a novel. You want something you—and your team—will actually check back on.
- Double-check: Is every section filled with something specific and honest?
- Is there anything you’re just guessing about? Call it out—don’t pretend you know.
- Is it short enough that you could review it weekly without dreading it?
Brevitypitch tip: Use the export/share function to get feedback from someone who’ll give it to you straight (not just your co-founder who always says “looks good”).
Step 9: Test It—Then Iterate Fast
The first version of your GTM plan is just a hypothesis. Don’t get precious about it.
- Run your outreach, launch your messaging, hit your milestone targets.
- Did anything work? Great—double down. Did something flop? Cut it.
- Update your plan in Brevitypitch. The point isn’t to have a perfect doc—it’s to have a living guide you actually use.
What works: Ruthless honesty about what’s moving the needle. What doesn’t: Sticking to the plan just because you wrote it down.
Wrap-up: Keep It Real, Keep It Moving
A go to market plan isn’t a one-time homework assignment—it’s a tool you should be tweaking every week as you find out what works. Brevitypitch makes it easy to keep things short, specific, and actionable, but it won’t do the thinking for you.
Start small, stay honest, and don’t waste time on what doesn’t move the ball. The best go to market plan is the one you actually use—and update—while you get real customers in the door.