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Your go-to-market (GTM) strategy is an in-depth and actionable plan for how you’ll launch a new product or service, or expand your current offering to a new market. 

The strategy can build on your overall marketing plan. But unlike an overall marketing plan or business plan, the GTM strategy should be specific to the approach, target customers, total addressable market, competing products, and pricing for this launch. 

Taking the time to research and develop a thorough go-to-market strategy can be important for a successful launch. Whether you’re in the early stages with your startup or planning an expansion, potential investors may want to review your GTM strategy and consider whether it can scale.