Handbook
Go-to-market plan — [Product / Feature Name]
1. Overview
| Field | Detail |
|---|---|
| Product / feature | |
| Target launch date | YYYY-MM-DD |
| Launch type | New product / Major feature / Minor feature / Update |
| Target audience | |
| Owner |
2. Positioning & messaging
| Dimension | Detail |
|---|---|
| Value proposition | For [audience] who [need], [product] is a [category] that [benefit]. |
| Key differentiator | |
| Competitive positioning | |
| Tagline / headline |
Messaging by audience
| Audience | Key message | Proof point |
|---|---|---|
3. Pricing (if applicable)
| Tier | Price | Includes | Target segment |
|---|---|---|---|
4. Launch channels
| Channel | Activity | Owner | Timeline | Status |
|---|---|---|---|---|
| Blog / website | ||||
| In-app | ||||
| Social | ||||
| Sales enablement | ||||
| Partner / ecosystem | ||||
| PR / media |
5. Rollout plan
| Phase | Audience | Timeline | Success criteria | Rollback criteria |
|---|---|---|---|---|
| Internal dogfood | Team | |||
| Closed beta | Selected customers | |||
| Open beta / early access | Opt-in users | |||
| General availability | All users |
6. Enablement
| Team | What they need | Delivered by | Status |
|---|---|---|---|
| Support | FAQ, playbook, known issues | ||
| Sales | Pitch deck, demo script, objection handling | ||
| Marketing | Assets, copy, landing page | ||
| Docs | User guides, API reference, changelog |
7. Success metrics
| Metric | Target (launch week) | Target (launch month) |
|---|---|---|
8. Risks
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
9. Launch checklist
- [ ] Product is deployed and feature-flagged / accessible
- [ ] Documentation is published
- [ ] Support team is briefed
- [ ] Monitoring and alerting is active
- [ ] Rollback plan is tested
- [ ] Communications are scheduled
- [ ] Success metrics baseline is captured
- [ ] Legal / compliance review complete (if applicable)
- [ ] Sales enablement materials delivered (if applicable)
Last updated: YYYY-MM-DD · Owner: [name/role]