Take your product to its first customers with a plan you can test and change
A complete go-to-market toolkit for founders: choose a beachhead, position and price the product, pick a sales motion and channels, run founder-led sales, launch in phases and read the signals in the first 90 days.
- A 10-chapter e-book teaching the GTM loop, with one composite B2B startup running through every chapter
- The Go-to-Market Workbook: 15 sheets covering segment scoring, ICP, positioning, pricing tiers, channels with CAC and payback, pipeline, design partners, launch checklist, 90-day metrics, retention and two dashboards
- A 7-sheet pricing and packaging calculator, 4 fillable PDF forms and 6 Word templates, including a founder-led sales playbook, 44 messages and scripts and 28 AI prompts
- A Start Here map, 3 cheat sheets including dated country and platform notes, a 56-event calendar and a 37-task CSV for your task board
The Go-to-Market Launch Plan Kit · Bodhih Pro Kits · 195 by Bodhih Training, trainers to 2,000+ companies since 2008.
How do I create a go-to-market strategy for a startup?
Work through nine decisions in order: pick one beachhead segment with evidence, position against customers' real alternatives, price from value and test it, match the sales motion to deal size, plan channels with written assumptions, run founder-led sales, launch in phases, track retention and product-market fit signals, then adjust on purpose. The Go-to-Market Launch Plan Kit from Bodhih Training gives you a file for each step.
Want the full free guide first? Read How to Build a Go-to-Market Strategy for a Startup, Step by Step.
You already feel the problem. Here is what it is costing you.
A launch plan with three rows
Website, launch site, tell everyone. It feels like a plan until someone asks which ten companies will buy first and how.
Selling to everyone with the problem
Every conversation is with a different kind of customer, so messages stay vague, features multiply and references never add up.
Prices set by instinct
One founder wants to remove friction, the other wants to match the big suites. Without value evidence or a test, the argument never ends.
Channels chosen because a peer used them
Eight channels at once, no written assumptions, and no way to tell which one is working or what a customer really costs.
Demos that are product tours
Prospects say it looks impressive and then go quiet. The pipeline fills with deals that have no next step.
Numbers that feel good but predict little
Sign-ups and launch-day traffic look exciting. Whether customers keep using the product, and would miss it, is harder to see.
Picture the next few weeks with the kit open beside you.
Picture the Monday after you open this kit. You type your settings into the workbook, score five segments and see one rise clearly to the top, with the evidence column showing exactly where you are still guessing. By Friday you have ten problem interviews booked from the message library.
Now imagine the investor meeting a month later. When they ask about go-to-market, you open the GTM plan document: a beachhead with evidence, a one-liner prospects have repeated back, prices tested on real leads, a sales motion matched to your deal size, and ten named sources for your first ten customers.
Then launch week. The readiness review was a week ago and every must-have is done. The runbook tells each person what happens at 8am, at midday and at 6pm. Demo requests are answered within hours, and every one appears in the pipeline with a next step.
And day 90. As you fill in the retrospective, the workbook shows what worked, what cost too much and which signals point to fit. Whether you start with the e-book tonight or the Segments sheet tomorrow morning, the next 90 days begin from everything the first 90 taught you.
19 files that do the work for you
The e-book shows you how. The tools make it happen. Here is exactly what you download.
The Go-to-Market Launch Plan Kit (e-book, PDF)
The guide: methods, worked examples, scripts and exercises
Start here: GTM map
The whole go-to-market job as nine decisions with the file to open at each, your first hour, a 30/60/90 day use plan and links to measure your starting point.
Go-to-Market Workbook
15-sheet workbook: settings, segment scoring, ICP, positioning and messaging grid, pricing tiers, channel plan with CAC and payback, sales stages, founder-led pipeline with flags, design partners, launch checklist, 90-day metrics with PMF signals, retention cohorts and two dashboards with charts.
Pricing and Packaging Calculator
7-sheet calculator: revenue per customer by tier and size, blended revenue from your mix, a price test ranked by revenue per 100 leads, and CAC payback, LTV and break-even by sales motion.
ICP and positioning worksheet
Three-page fillable worksheet: the ideal customer profile with evidence and disqualifiers, a positioning canvas after April Dunford's approach, and a messaging grid with a test log.
Pricing decision sheet
Two-page fillable form to set launch prices from value: cost of the problem, alternatives, cost to serve, unit, tiers, entry model, a price test plan, a discount policy and sign-off.
Launch readiness checklist
Two-page fillable go or no-go review a week before launch: product, sales, support, measurement, legal and data, people and roles, blockers and the decision.
Weekly GTM review and 90-day retrospective
Three-page fillable form: a 30-minute weekly GTM review (page 1) and a half-day 90-day retrospective (pages 2 and 3) that turns results into decisions and new triggers.
GTM plan document template
A ready-to-share go-to-market plan in ten sections for your team, board, mentors or investors, plus a 15-minute weekly GTM stand-up agenda.
Founder-led sales playbook
Eight-part playbook: the six-stage process, a discovery call plan with 22 questions, a demo flow, a ready-to-send two-page proposal template, objections and trades, a close checklist, a 30-day onboarding plan and a one-page early customer agreement discussion sheet.
GTM message and script library
44 ready-to-edit messages and spoken scripts in 7 groups: problem interviews, design partners and beta, first-customer outreach, the sales process, launch, after the sale, and partners and team.
Launch runbook
Launch week run as a plan: roles, the seven days before, launch day hour by hour, channel posts, what to watch, an incident plan and the seven days after.
Worked example pack: Fieldbook's launch
The main forms and decisions shown completed for one composite B2B launch, from segment scoring to the first 20 paying customers and the day-90 retrospective, with the numbers.
AI prompt pack for go-to-market
28 tool-agnostic prompts grouped by step of the GTM loop, each with what to paste in and what to check before you use the output.
GTM decision cards
Three decision cards: choosing a sales motion, reading product-market fit signals, and when to change the plan.
GTM mistakes to avoid
Mistakes-to-avoid card: fifteen go-to-market mistakes with what to do instead and the file that prevents each, plus six launch-week traps.
GTM country and platform notes (October 2026)
Dated quick reference: outreach email rules by market, reviews and testimonials rules, launch channels to check, cross-border tax questions for your accountant, subscriptions and the research cited in the kit.
12-week pre-launch and 90-day post-launch calendar
56 calendar events from the first segment workshop to the day-90 retrospective, with launch on day 86, each naming the file to open. Import into a new calendar and move to your dates.
GTM task board import
37 GTM tasks as a CSV ready to import into Trello, Asana, Notion, Planner or Jira, with phase, week, owner, file to open and due date.
Chapter by chapter
Each chapter opens with a real situation, gives you a method and ends with something to do today, using the tools in your kit.
- Format
- PDF e-book + XLSX + fillable PDF + DOCX + printable PDF + ICS + CSV
- Files
- 19 files plus a one-click ZIP
- E-book
- 59 pages
- Workbooks
- 15-sheet GTM workbook and 7-sheet pricing calculator, with sample data, formulas and dashboards
- Works with
- Excel, Google Sheets, LibreOffice, Word, Google Docs, Acrobat Reader, GoodNotes, Google Calendar, Outlook, Apple Calendar, Trello, Asana, Notion, Planner, Jira
- Best for
- Founders and early teams from pre-seed to Series A, B2B or B2C, in any country and currency
A Plan for Getting to Your First Customers
Why go-to-market is a system rather than a launch day, and the nine-decision GTM loop on one page.
Choose Your First Segment and Ideal Customer
Scoring five segments on seven criteria, choosing one beachhead and writing an ideal customer profile with evidence and disqualifiers.
Positioning and the One-Liner
Positioning from customers' real alternatives (after April Dunford's approach), a one-liner strangers can repeat and a messaging grid by role.
Pricing and Packaging
Value-based prices, a unit that grows with value, three tiers, the right entry model and a price test judged on revenue per 100 leads.
Choose Your Sales Motion
Self-serve, product-led, founder-led, inside, field or partners: matching the motion to contract value, setup and buyer.
Channels, the First Ten Customers, Budget and Forecast
Naming your first ten customer sources, a channel plan with written assumptions, CAC, payback, burn multiple and the default-alive test.
The Founder-Led Sales Playbook
Discovery, tailored demos, two-page proposals, trades instead of discounts, and onboarding as part of the sale.
The Launch Sequence
Design partners with written terms, a private beta, a go or no-go review and a launch week run from a runbook.
Early Metrics and Product-Market Fit Signals
Retention curves, the Sean Ellis disappointment question, sales cycle, win rate and pull, with a weekly metrics habit.
The First 90 Days and When to Change the Plan
Writing change-the-plan triggers before the data arrives, and the weekly, 30-day and day-90 review rhythm.
Growing the Engine: First Hires, New Segments and AI
The first salesperson or marketer, a second segment or country, and where AI helps and where people decide.
The Engine You Now Own
What you now have, the three habits to keep, and how to spend your first hour.
GTM Metrics Definitions
Plain definitions for sixteen GTM metrics, matched to the workbook.
Using AI Across the GTM Job
Six rules for using AI across go-to-market work, with a prompt for testing one-liners.
Not just reading. Tools you will actually open again.
E-book
- The Go-to-Market Launch Plan Kit: 10 chapters, 2 appendices and 6 figures (PDF)
Start here
- 00-Start-Here-GTM-Map: the job as nine decisions with the file to open at each, your first hour and a 30/60/90 day use plan
Spreadsheets
- Go-to-Market Workbook (15 sheets): Start here, Settings, Segments, ICP, Positioning, Pricing, Channels, Stages, Pipeline, Design Partners, Launch Checklist, 90-Day Metrics, Retention, a Dashboard with 25 live measures and a pipeline chart, and a Channel View with a cost chart
- Pricing and Packaging Calculator (7 sheets): tier scenarios, blended revenue from your mix, a price test ranked by revenue per 100 leads, and CAC payback and LTV by sales motion
Fillable PDF forms
- ICP and positioning worksheet: ideal customer profile, positioning canvas, messaging grid and test log
- Pricing decision sheet: value, unit, tiers, entry model, price test plan, discount policy and sign-off
- Launch readiness checklist: product, sales, support, measurement, legal and data, roles and the go or no-go decision
- Weekly GTM review and 90-day retrospective: the weekly 30-minute review and the day-90 decisions and triggers
Word templates
- GTM plan document template: ten sections to share with your team, board or investors, plus a 15-minute weekly stand-up agenda
- Founder-led sales playbook: process, 22 discovery questions, demo flow, a two-page proposal template, objections and trades, onboarding plan and an early customer agreement discussion sheet
- GTM message and script library: 44 messages and scripts from problem interviews to the first salesperson's brief
- Launch runbook: roles, the week before, launch day hour by hour, an incident plan and the week after
- Worked example pack: one composite B2B launch from segment scoring to the first 20 paying customers
- AI prompt pack for go-to-market: 28 prompts, each with what to paste in and what to check
Cheat sheets
- GTM decision cards: sales motion, product-market fit signals and when to change the plan
- GTM mistakes to avoid: fifteen mistakes and six launch-week traps
- GTM country and platform notes, dated October 2026
Calendar and import
- 12-week pre-launch and 90-day post-launch calendar (ICS): 56 events for Google Calendar, Outlook or Apple Calendar
- GTM task board import (CSV): 37 tasks for Trello, Asana, Notion, Planner or Jira
When you have worked through it, you will be able to…
Every outcome is practised with a worked example and a tool, not just described.
- Score candidate segments, choose a beachhead and write an ideal customer profile with evidence and disqualifiers
- Position your product against customers' real alternatives and test a one-liner with prospects
- Set launch prices from value, design tiers and an entry model, and run a price test
- Choose a sales motion that fits your contract value, setup effort and buyer
- Build a channel plan with written assumptions, CAC and payback, and name your first ten customer sources
- Run founder-led sales from discovery to onboarding with a pipeline that flags what needs attention
- Launch in phases with design partners, a private beta and a go or no-go review
- Track retention, the disappointment question, win rate and sales cycle, and change the plan on purpose
Know your starting point. Prove your progress.
People who measure before and after improve faster and can show it. AssessAll, our sister assessment platform, has AI-graded assessments that pair with this kit. Take one now, work through the kit, then re-take it.
A taste of Chapter 9
The most useful thing you can do on launch day is write down what would make you change the plan. Eric Ries's lean startup gave founders the build-measure-learn loop and the idea of a deliberate pivot or persevere decision. The trap is deciding after the fact, when every number can be read both ways. Write the triggers in advance. Examples of triggers worth writing down: If fewer than half of new customers are active in week two, stop new acquisition for two weeks and fix onboarding. If a channel's actual CAC is more than twice the plan after 60 days, move its budget to the best channel. If the disappointment score in the ICP is below 25% after two surveys, revisit positioning and the core use case before spending more on growth. If win rate outside the ICP stays below a third of the ICP rate, stop pursuing those deals.
The honest comparison
| Free templates and typical advice | This kit | |
|---|---|---|
| Choosing customers | Target 'SMBs' or anyone with the problem | Seven-criteria segment scoring with weights, an evidence column and one beachhead |
| Positioning | A feature list and a buzzword category | A positioning canvas from real alternatives, a tested one-liner and a messaging grid by role |
| Pricing | Copy a competitor's pricing page | Value-based tiers, a calculator, and a price test judged on revenue per 100 leads |
| Channels and budget | A list of channels to try | Written assumptions, founder time priced in, CAC and payback per channel, and a Channel View dashboard |
| Selling | Generic sales tips | A founder-led playbook with stages and exit rules, 22 discovery questions, a proposal template and 44 messages |
| Launch | One launch day | Design partners, private beta, a readiness review, a runbook and a 90-day calendar |
| Measurement | Sign-ups and traffic | Retention cohorts, the disappointment question, win rate, sales cycle and change-the-plan triggers |
Made for you if…
- First-time and second-time founders of early-stage companies, from pre-seed to Series A
- Co-founders splitting product and go-to-market work who want one shared plan
- Startup operators and first commercial hires asked to 'own GTM'
- Accelerator and incubator staff, mentors and fractional CFOs who help founders plan
- Founders launching a new product line into a new segment
- Teams selling across countries, including India, the US, the UK, Europe, Singapore, the Gulf, Africa and Latin America
Probably not for you if…
- Marketing teams launching one product inside an established company: The Product Launch Command Centre fits that job better
- Anyone looking for help raising money or building a full financial model: see The Startup Fundraising Kit and The Startup Financial Model Kit
- Anyone wanting legal, tax or financial advice: the kit teaches the logic and points you to your lawyer, accountant and the dated country notes
Built by trainers, tested in real rooms.
Bodhih Training has designed and delivered corporate programmes since 2008. Bodhih Pro Kits package what works in those workshops into a guide plus the exact tools we use, so you can apply it the same day without a facilitator in the room.
From here to using it in three steps
- STEP 1
Tap Get the kit
Name, email and country. UPI, card or netbanking in India; international cards everywhere else. No account to create.
- STEP 2
Download instantly
Your download page opens at once, with every file and a one-click ZIP. A permanent link lands in your inbox too.
- STEP 3
Open the first tool
Start with the quick-start chapter, then the main spreadsheet or planner. Most buyers use something from the kit the same day.
Your launch is a sequence of decisions. Make each one on purpose.
Open the Start Here map, type your settings into the workbook and score your five candidate segments. Whether you begin with the e-book this evening or the Segments sheet tomorrow morning, your first hour is already planned.
Personal licence for the buyer's own use (and use with your own team or clients where the kit says so). Please don't share or resell the files. Team and company licences: solutions@bodhih.com.
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The Bodhih family, when you are ready for more
The First Ten Hires Kit
Hire your first ten people without an HR team.
The Startup Fundraising Kit
Raise a pre-seed to Series A round with a system.
The Startup Financial Model Kit
Build a three-statement, driver-based startup model you can defend.
AssessAll
250+ AI-graded assessments to measure skills and earn verified credentials.
Jobulary
Individual development plans that start from evidence and stay yours.
Bodhih Training
Run this topic as a live workshop for your team, in person or online.
Pewple
Book a vetted coach for career, leadership or communication. Pay per session.
Bodhih.org pathways
Certification pathways in Applied AI, Workplace English and management.
The Go-to-Market Launch Plan Kit: FAQs
Read the free guideAlready bought? Resend my linkWhat is a go-to-market strategy?
It is the plan for how a product reaches its first customers and keeps them: which segment you sell to first, how you position and price the product, how customers buy, where they find you, how deals close and how you learn from the first months. The kit treats it as nine decisions in a loop, with a file for each.
How do I choose my first target segment?
List five candidate segments and score each on pain, urgency, ability to pay, reachability, strength of evidence, the gap competitors leave and fit with your product today. Pick the top one as your beachhead and write an ideal customer profile with disqualifiers. The Segments and ICP sheets do the scoring and keep your evidence visible.
How should an early-stage startup price its product?
Start from the value the customer gets and the cost of their alternatives; your costs set a floor, not the price. Choose a unit that grows with value, build tiers around customer types and test prices with comparable groups of prospects. The calculator compares revenue per 100 leads and the payback on acquisition cost.
How do I know if I have product-market fit?
Look for several signals together: retention curves that flatten, around 40% or more of active users saying they would be very disappointed without the product (Sean Ellis's rule of thumb), shorter sales cycles and higher win rates in your target segment, and customers referring others. No single number proves it.
Does it work for B2C or self-serve products as well as B2B?
Yes. The loop is the same, and Chapter 4 helps you choose between self-serve, product-led and sales-led motions. The worked example is a B2B tool sold through founder-led sales, so B2C founders will adapt the sales playbook and lean more on the activation and retention sheets.
How do I measure my starting point in this work?
AssessAll offers assessments that match this kit: Product Management Judgment, Commercial Judgment & Market Sense and Discovery & Questioning Skill. Take one before you plan and again after your first 90 days to see what has changed. Links are on the Start Here map; the assessments are separate products and not included.
How do I turn this into a development plan for myself or my team?
Use the 90-day retrospective to pick one or two skills to build, such as discovery or pricing judgement, and turn them into a plan with practice and review dates. Jobulary explains how its development plans work, and the link is on the Start Here map.
Is this legal, tax or financial advice?
No. The kit is educational. Outreach, data protection, consumer, contract and tax rules differ by country, so specifics are kept in one cheat sheet dated October 2026, and templates are starting points for your lawyer and accountant. The kit does not promise customers, revenue or funding.
Which software do I need?
The workbooks open in Excel, Google Sheets or LibreOffice and use no macros. The forms are fillable in Acrobat Reader and most PDF apps, the templates open in Word or Google Docs, the calendar imports into Google Calendar, Outlook or Apple Calendar, and the CSV imports into Trello, Asana, Notion, Planner or Jira.
What is the refund policy?
Digital kits are non-refundable once downloaded. The exceptions are corrupted files that are not fixed within 3 working days, duplicate charges, or failed delivery.
How much does The Go-to-Market Launch Plan Kit cost?
₹999 including 18% GST for buyers in India, or $29 for buyers outside India. One-time payment, no subscription, with an automatic invoice.
How do I get the files after paying?
Instantly. Your download page opens the moment payment succeeds, and a permanent download link is emailed to you. Download each file separately or everything in one ZIP.
What software do I need?
Any of the usual tools: Excel or Google Sheets for spreadsheets, Word or Google Docs for templates, Adobe Acrobat Reader, Preview, Xodo or GoodNotes for the fillable PDFs, and Google, Outlook or Apple Calendar for the calendar plan.
Can I get a refund?
Because it is a digital download, kits are not refundable once downloaded. We always refund a duplicate charge or a failed delivery, and if a file is corrupted and we cannot fix it within 3 working days. Full terms: bodhih.org/refunds.
Can my company buy this for a team?
Yes. Team and company licences, and workshops on this topic run by Bodhih Training, are available. Write to solutions@bodhih.com or call +91 99000 11601.
