Assignment: Marketing & Go-To-Market Strategy
Objective
This assignment helps startup founders develop a clear marketing strategy and an effective go-to-market (GTM) plan. You will define your target customers, value proposition, brand positioning, and customer acquisition strategy to ensure your startup’s success.
Instructions
- Answer each section in bullet points or short paragraphs (2–5 sentences each).
- Keep responses concise and focused on your startup.
- Apply real marketing and GTM strategies to launch or grow your business effectively.
Assignment Questions
1. Defining Your Target Market
(a) Who is your primary target customer?
👉 Example: Young professionals, small business owners, students, healthcare providers.
(b) What problem does your product/service solve for them?
👉 Describe the pain points and how your solution addresses them.
(c) How do your target customers currently solve this problem?
👉 Example: Using competitors’ products, relying on manual processes, or not addressing the problem at all.
2. Crafting Your Value Proposition
(a) What is your unique selling proposition (USP)?
👉 Example: “Our AI-powered platform helps small businesses automate invoicing, saving them10+ hours per week.”
(b) How does your product/service differentiate from competitors?
👉 List 2–3 unique benefits that make your solution better or different.
(c) What emotional or functional benefits does your brand provide?
👉 Example: Emotional – Status, security, happiness. Functional – Convenience, cost savings, efficiency.
3. Brand Positioning & Messaging
(a) What 3 words best describe your brand personality?
👉 Example: Innovative, reliable, community-driven.
(b) What message do you want customers to associate with your brand?
👉 Example: “The most affordable and efficient way to manage your finances.”
(c) What is your tagline or brand promise?
👉 Example: “Simplifying payments for small businesses.”
4. Go-To-Market (GTM) Strategy
(a) What is your primary GTM approach? (Select one or more)
👉 Example:
Direct-to-Consumer (DTC) – Selling directly through a website or app.
B2B Sales – Targeting businesses through partnerships and corporate deals.
Marketplace Strategy – Leveraging platforms like Amazon, Etsy, or Shopify.
Retail & Distribution – Selling through physical stores or resellers.
Freemium & Subscription – Offering a free version with paid premium features.
(b) What customer acquisition channels will you use?
👉 Example: Social media, SEO, referrals, influencer partnerships, cold outreach.
(c) What marketing tactics will you prioritise?
👉 Example: Content marketing, paid ads, PR campaigns, affiliate marketing.
5. Measuring Success & Iteration
(a) What key performance indicators (KPIs) will you track?
👉 Example: Customer acquisition cost (CAC), conversion rate, lifetime value (LTV), website traffic.
(b) How will you collect customer feedback to improve your marketing efforts?
👉 Example: Surveys, reviews, social media engagement, A/B testing.
(c) How often will you revisit and adjust your GTM strategy?
👉 Example: Monthly, quarterly, after each product iteration.
6. Reflection & Next Steps
(a) What is one marketing tactic your startup is doing well?
👉 Example: Strong social media engagement, successful influencer collaborations.
(b) What is one area you need to improve?
👉 Example: Optimising conversion rates, increasing organic traffic, refining messaging.
(c) What will you do in the next 30 days to strengthen your marketing strategy?
👉 Example: Launching a paid ad campaign, refining email marketing, testing new content formats.
- Call to Action (Funding/Partnerships Needed)
Submission: Not required
Keep answer short and to the point
Due Date: None
