A strong go-to-market strategy sets the stage to increase the potential to adopt your value proposition and convert a user or customer. A GTM canvas is a blueprint for aligning internal stakeholders around what you want to accomplish and what you need to consider when bringing a new product, service, or venture to market. GTM usually has two main parts: business landscape and go-to-market approach.

Business landscape

• Market Need, or the problem we are trying to solve
• Value Proposition, or the value of the product or service we deliver, from its benefits to how unique our differentiation is in the market
• Competitive Landscape, or the product or company’s position relative to its competitors
• Pricing, or the product's price point relative to the market and competitive landscape
• Customer Segments, or the users or customers you serve (ideal & actual)
• Communication Channels ie. how one expects to communicate with the customer and deliver the value proposition?
• Customer Pains, ie. what user pains does our product solve?
• Customer Gains, ie. what a user gains by using our product?

Go-to-market approach

• Release strategy, or what will be the phases of releases, and what’s the rationale of splitting the product into those phases?
• Goals, or what are we trying to achieve through a digital product, think: fewer calls to the Contact center, more subscriptions, bigger webshop basket, and similar
• KPIs, or goals turned into measurable metrics
• Distribution channels, such as digital and offline ones
• Key messages, or what do we want customers to remember about us
• Creative direction, or what will the supporting visual or visuals, how do we make this product stand out visually on the market

Template of GTM canvas → FigJam