Your go-to-market (GTM) strategy for investors is arguably more important than a business plan: it is a road map that details, in detail, how you will take your product to market. The key points you need to nail down are:

👜 Target market. Make sure to define your target market from the outset. Name a specific persona, like marketing personnel, and describe your further roadmap for expansion – from marketing to HR teams, for example. Be as specific as possible.

🌱 Distribution strategy. How will you reach your market? Which are your key marketing channels? Will you go after customers in a sales-led manner (e.g., with a sales force)? Or will you go product-led (e.g., inbound marketing)? What are the specifics? Thought leadership? PR? Google Ads? What are those channels? Distinguish.

💨 Promotion strategy. Spotlight unique promotion strategies. Are you leveraging a big influencer network? Selling through physicians if you’re a health tech product? Any unique promotion strategies should be highlighted.

🥫 The secret sauce. Investors will be interested in what makes you different. What is your differentiation? Do some competitive analysis to identify what you can do differently. Can your GTM be more cost-efficient, allowing for higher growth? Describe innovative strategies such as a powerful referral engine or community-led growth, highlighting how these tactics will be key to driving scalability and efficiency.

👾 Cost efficiency and growth potential. Prove why your customer acquisition costs are going to be cheaper (do you have relationships, a large newsletter list or a popular podcast that converts into your audience?), and prove that you have a strategy that works, it is scalable and growth-focused.

In short, your GTM strategy has to be extremely focused, innovative, and it has to be articulated with precision. It has to demonstrate to your investors that you’ve done your homework, you really understand your market, and your plan is truly a differentiated, well-thought-out, highly efficient path to growth. That clarity and precision will go a long way.