What’s Your Plan to Reach the Market? Here’s How to Build One That Actually Works.
- Izaafaa
- Aug 8
- 3 min read
It doesn’t matter how great your product is if no one knows it exists. Or worse — if the wrong people know it exists.
This is where your Go-To-Market (GTM) strategy comes in.
At Izaafaa, we work with early-stage founders building in all shapes and sizes — from digital platforms to homegrown services. One thing that consistently separates traction from stagnation is this:
The founder had a clear plan to reach the right people, in the right way, at the right time.
That’s all a GTM strategy is. But building one thoughtfully? That’s where the real work is.
So, What Exactly Is a Go-To-Market (GTM) Strategy?
Your GTM strategy is your battle plan for launching and scaling in the real world.
It answers questions like:
Who is this for — really?
Where are they already spending attention?
What message will make them stop and care?
How will we reach them — and convert interest into revenue?
It’s not just a marketing plan. It’s a bridge between your product and your buyer - from Day 1.
Step-by-Step: How to Build a GTM Strategy That’s Realistic and Repeatable
1. Start With the Customer — Not the Market
Most GTM strategies fail because they’re built for “a market,” not for a person.
You need to get specific:
Who are you solving for?
What do they believe, fear, want, or struggle with?
What are they currently using instead of your product?
Create a target persona, even if it’s just one person:
“Nadia is a 35-year-old solopreneur who runs an online modest fashion store. She’s overwhelmed by shipping, unsure how to track profits, and hesitant to raise prices.”
Once you know her, you know what to say — and where to say it.
2. Define Your Core Value Proposition
What do you help people achieve?
Not just what your product does — but what it means for them.
Try this template:
“We help [customer segment] solve [key problem] so they can [desired outcome], without [common pain point].”
For example:
“We help solopreneurs set up simple financial systems so they can grow with confidence, without feeling lost in spreadsheets.”
This becomes the anchor for your messaging — across all channels.
3. Choose a Primary Channel (Don’t Try to Be Everywhere)
In the early days, you don’t need to master every platform.
Pick one main acquisition channel based on:
Where your audience already hangs out
What your business model supports (e.g., B2B vs B2C)
Your own skillset or team capacity
Examples:
Direct outreach or founder-led selling (great for early B2B)
Instagram or WhatsApp selling (great for visual consumer products)
Content + community (great for educational or service-based brands)
The goal is focus over spread.
4. Map the Journey from “Aware” to “Customer”
Now ask: once someone knows about you, what happens next?
Build a simple funnel:
Discovery – Where/how do they first find you?
Engagement – How do they learn more or try it out?
Conversion – How do they pay, book, subscribe, or buy?
Retention – How do you stay useful or visible to them?
Even if this is just a WhatsApp conversation → Google Form → Payment link → Support group — it counts.
5. Set Metrics — and Keep Them Honest
Your GTM doesn’t need to impress anyone. It needs to help you learn.
Set basic goals like:
“We want to onboard 30 paying users in 3 months.”
“We want to have 10 sales conversations per week.”
“We want to test 2 messaging angles and see which converts better.”
And then: track what’s working. Refine. Simplify. Repeat what works.
What a Good GTM Strategy Feels Like
A good GTM isn’t loud. It’s clear, directional, and grounded.
You’re not scrambling every week. You’re not wondering where your next sale is coming from. You have a path. And even if it’s not perfect — it’s yours.
Real-World GTM Paths We’ve Seen Inside Izaafaa
A first-time founder with no tech team used Google Sheets + a WhatsApp group to onboard 20 early users
A bootstrapped entrepreneur launched an entire paid cohort just by sharing voice notes in a small Telegram channel
A solo consultant used direct DMs to book her first 5 clients — no website, no ads, just focused communication
It’s not about the tools. It’s about the fit between product, person, and path.
Your GTM is not a checklist. It’s not a launch week campaign. It’s your first real commitment to showing up in the market with intention.
And like everything at Izaafaa, we believe:
Success is not just in growth. It’s in the alignment between what you build and who you serve.
Need Help Crafting Your Go-To-Market Strategy?
Izaafaa offers 1:1 Go-To-Market Strategy Sessions designed for early-stage founders and solopreneurs who want to:
Identify their best-fit customer
Choose a simple and scalable channel
Craft compelling messaging that converts
Build a launch plan without overwhelm
Book your session now and launch with clarity, not chaos.
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