Not launched yet? Doesn’t matter. Investors still insist on a go-to-market (GTM) strategy. This is your playbook for bringing a product to market and investors won’t bite without it. So, how deep do you need to go if you haven't launched and don't know what works yet?

📺 First, outline your channels. Here’s the deal. Investors don’t want to read a dissertation. They want to see logical thinking. None of this writing crap about how you are going to use five channels. Pick one, maybe two, and crush it. Trying to do a product-led motion, but also a sales-led motion? Bad. You need different teams and budgets for each, not to mention different resources. Pick what you can deliver.

🔭 Next, show that you get the landscape. What's your edge over the competition? Maybe by using personal networks or communities, you can lower your customer acquisition costs. Perhaps your strategic partners can help you get to market faster. In any case, if you don’t have potential customers, like in the case of B2B, don’t give up. Consider a twist, like a B2C2B. Even before you launch, you need your GTM plan to be slick and easy to communicate because it clearly shows your competitive advantage.

🦈 Make it sharp, make it convincing. Investors need to see that you know how to launch your product to market and that you can beat the competition. Even if you're still in the pre-launch phase, a strong GTM strategy can turn skeptics into believers.