Undervalued Go-To-Market Considerations

When it comes to launching a product into the market, the real work starts with the generation of ideas. You must encourage your team and your users to dream big and push the solution beyond what they know or what they believe is viable.

In order to get customers to think big and accept something they don’t know, you have to help get them there.

We’re going to uncover three go-to-market considerations that are often overlooked by teams.

Three Go-To-Market Considerations Often Overlooked

Leveraging Internal Customers

Go to market when your customers are internal. When you have easy access to your internal customers you can go out to let’s say your email list and send out an email asking them what pain points they currently have and how you can be of any help in their current situation. You can do similar things through the implementation of a survey where you focus on pain points within a specific topic area. You can ask questions such as:

“What are your pain points in this specific area?”

“What would you like to see?”

“Would you be interested in being contacted for those purposes?”

In your survey, be sure to incentivize them to get involved by offering a free product or gift. Sometimes this product can be as simple as a badge that they can display on their profile.

Find Ways To Get Products To Stick

The days of introducing products into the market that people don’t like or want to use are gone. It’s time to develop products that people want and are ready to use. With this comes new challenges in trying to really understand what it is people want and ensuring that once a solution is developed, these customers can be retained and stay on board.

One of the ways to ensure your product will stick is to capture relevant metrics that are essential in ensuring the success of your product. These metrics may include data points in the use of your product.

Consider All Channels

Distribution of your products, no matter how good they are, is very difficult. And if you have this great product that you can’t find the means to distribute, you have a problem and you’re not going to be very successful. This is a problem that many organizations face and none of them are alone.

So, when planning your go-to-market strategy, you must consider the distribution chain and channels you’ll need to take to get to your desired solution.

Final Thoughts

Throughout product development, you must retain an experimental mindset and only this mindset will ensure you’re on track to launch a product into the market that’s open and receptive to feedback and adaptable to change.

When developing a product, remember that customers aren’t buying features, they’re buying results and outcomes.

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Educator + Entrepreneur who lives for the “aha!” moment. Co-Founder @theberkeleyinnovationgroup, @healthcarebydesign. Lecturer of Design Thinking @BerkeleyHaas.