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Go-to-Market Strategy for Startups

Clear positioning, your first buyer, the right channel to reach them and a 90-day plan to win your first customers.

You've built a product you believe in. The next step is putting it in front of the right people, in a way that makes them want to start a conversation.

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The GTM Starter Plan gives you that focus. We start with a discovery to understand where you are today, then spend three weeks getting clear on your positioning, who to sell to first, what to say to them, which offer fits which buyer and the best channel to reach them. You finish with a practical 90-day plan, with clear targets you can start on straight away.

Go-to-market strategy for The Hillbrook Hotel
male founder of a startup looking at go-to-market strategy plan

Who it's for

  • Founders who’ve built the product and now need to find their first buyers

  • Startups with more than one product or service and need help knowing where to start

  • Founding teams who want to tell one clear story, whoever is speaking

  • Founders ready to start real conversations with buyers

What makes it different

Discovery first. Before I map a path, I look at what you have, what's holding you back and what we need from you. That sets the scope, so there are no surprises.

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Brand first. Your go-to-market is built on clear foundations: your Brand DNA, your positioning and what makes you different.

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One primary buyer. I help you choose who to focus on first, so all your effort, inbound and outbound, reaches them clearly rather than being spread across several audiences.

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Channel from the findings. I find out where your buyers actually are, then build a conversation-led posting and outreach approach for that channel.

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Yours to keep. The plan stands on its own. Put it into action yourselves, with your own team, or with my help.

female founder of a startup looking at go-to-market strategy plan

The Brand Persona Method

Here's how I build the foundations your go-to-market plan stands on.

1.

Brand DNA*

2.

Brand Positioning*

3.

Brand Persona

4.

Messaging for one buyer

5.

Brand Identity

*A structured Q&A, reviewed and refined with you in a 90-minute strategy session.

How it works

A discovery, then three weeks, with about four hours needed from you and a short written update at the end of every week.

BEFORE WEEK 1

Discovery

Audit

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Brand DNA and Positioning Q&As, a discovery form, and access to your website, LinkedIn and competitors. The clock starts when I have this.

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YOU GET

Discovery summary, confirmed scope and key dates.

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WEEK 1

Strategic Direction

Reality Snapshot · Audience Lock · Competitive Landscape · Position Lock

Messaging review and three competitors, draft your positioning, then we agree your first buyer, offer fit and primary channel together.

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YOU GET

Messaging review, competitor snapshot, Brand DNA and positioning summary.

WEEK 2

Message System

Personality & Voice · Message Map · Strategy Alignment

I set your brand's personality and voice, then build the messaging for your first buyer: pain points, benefits, objections and a lead message. Then we check it all rings true.

YOU GET

Personality and voice summary, first buyer profile and messaging.

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WEEK 3

Offer and Runway

Offer Build · Initiative Commit · Task Runway · Funnel Map · Sprint Complete

I map which offer fits which buyer, build your posting and outreach approach, and turn it all into a 90-day plan with clear targets.

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YOU GET

Offer map, posting and outreach framework, 90-day plan, website priorities.

£2,950 · 3 weeks · fixed price
Gemma from Emotion Brands discussing go-to-market strategy plan with startup founder

What you'll get

  • Discovery summary

  • Brand and messaging review

  • Competitor snapshot

  • Brand DNA and positioning summary

  • First buyer profile

  • Your brand's personality and voice, plus messaging for your first buyer

  • Offer map

  • Posting and outreach framework for your primary channel

  • 90-day plan with clear targets

  • Prioritised website recommendations

  • Check-in and handover call

What I need from you

  • Brand DNA and Positioning Q&As (about 90 minutes per founder)

  • Discovery form, access and a list of competitors

  • 60-minute working session in week 1

  • 30-minute check-in in week 2

  • 45-minute handover call at the end of week 3

  • Feedback within two working days of each update

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We agree every date together at the start, so you know exactly what's coming and when.

Gemma from Emotion Brands showing what she needs from a startup founder for the go-to-market strategy
Gemma from Emotion Brands showing what's not included in the go-to-market strategy

What's included and what's not

Included: positioning, first buyer, your brand's personality and voice, messaging for that buyer, offer fit, one primary channel with a posting and outreach approach, a 90-day plan, observations on your look and feel against three competitors, and prioritised recommendations for your homepage and up to two key pages.

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Not included: Archetype work, story frameworks, tone of voice guidelines, messaging for other audiences, brand guidelines, design or new assets, website copy or build, and done-for-you posting or outreach. These are covered by Persona Messaging, Persona Sprint or a separate implementation phase.

Give your brand a voice of its own

Persona Messaging adds your brand archetype, a story framework, messaging for investors, partners and your team, and guidelines anyone can write from, plus a pitch deck.

After the strategy

Your GTM strategy is a standalone plan, so you're free to put it into action however suits you best.

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If you'd like support, implementation becomes its own phase, with its own scope, price and timeline. Most of that work depends on your team (sign-offs, assets and access), so I plan it around your pace and budget once the strategy is in place.

male startup founder looking the go-to-market strategy starter plan

Book a Call

Book a 45 minute call with Gemma to discuss your requirements.

Frequently Asked Questions

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