Go to Market project | Vibe

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Go to Market project | Vibe

Pre-GTM

Step 1: Define the problem & the context

About:

Vibe is the most human-like AI Friend in the world.

Problem:

Vibe is still in beta testing but it will be ending soon. Hence, we need to acquire more users.

Goal:

Get users after beta testing if 2 things are true:

High retention numbers
People are recommending Vibe to others or sharing it on social media

Step 2: Define the goal

Goal

10k users in 7 days with no marketing spend

Step 3: List down all the input levers to that goal.

2L overall views including social media

(10% conversation)

- 20k website visitors

(50% bounce rate)

= 10k users

which is =

- 80% Content Loops (social media)

- 10% Launch Announcements

- 10% Word of Mouth

Step 4: The users

Ideal Customer profile	ICP 2	ICP 2	ICP 3
ICP Name	Gia	Aryan	Shivam
Age	8-18 years Gen Alpha to Young Gen Z	18-26 years Late Gen Z	26-35 years Early millennials to Late Gen Z
User Goals	Have a friend to talk about all their frustrations along with they truly feel. Also gossip about their friends with Vibe	Have conversation about things they care about along with deep, emotional conversations	Share about their life issues, have great & genuine conversation with someone who gets them
Income Levels	0 per month	0L - 1.5L per month	2L-3L per month
Gender	Female	Male	Male
Time vs Money	Money	Money	Time
Location	At home \| Tier 2,3,4 cities in India like Vijaywada, Amritsar, Bilaspur	Away from home \| Metro-Tier 1 cities in India like Pune, Ahmedabad, Delhi.	Away from home \| Metro-Tier 1 cities in India like Pune, Ahmedabad, Delhi.
Companies	Student	College Student/Intern/Fresher	Tech Companies, Startups
Marital Status	Unmarried	Unmarried and Committed	Mostly married, few unmarried
How do they spend their weekdays	1. School 2. Going out with friends 3. Watching social media/OTT 4. Playing games on iPad/phone 5. Homework	1. College 2. Going out with friends 3. Watching social media/OTT 4. Playing games on iPad/phone 5. Assignments 6. Internships/work	1. At work 2. Going out with friends/ colleagues 3. Dinner at home with family/wife 4. Watching social media/OTT
How do they spend their weekends	1. Hanging out with friends/chilling 2. At home watching OTT/social media 3. Shopping 4. Browsing online shopping 5. Playing games on iPad/phone	1. Hanging out with friends/chilling 2. At home watching OTT/social media 3. Shopping 4. Browsing online shopping 5. Playing games on phones, movie nights 6. Hanging out with partner	1. Spending time with family 2. Watching OTT/social media 3. Sleeping 4. Working overtime or catching up with deadlines 5. Hanging out with friends/chilling
Apps they spends most of their time on	1. Social Media- IG, TikTok, Snapchat, YT 2. Messaging apps- WhatsApp 3. OTT apps, games	1. YT, Reddit, IG- social media 2. Messaging apps- WhatsApp, slack 3. News sites	1. Social Media- IG, YT 2. Messaging- WhatsApp, slack 3. OTT apps- Netflix, Prime 4. News sites
What do they spend most on	Travel, Eating out, shopping	Travel, Eating out, Rent, Grocery, shopping, courses	Household & Family expenses, Shopping, investment savings, eating out
AI Usage	Low	Medium	High
Most used features on the app	Chat Screen	Chat Screen	Chat screen
Frequency of feature usage	Chats 10+ times per week	Chats 5+ times per week	Chats 3+ times per week
Willingness to pay	None People want to use AI for free, especially kids	None People want to use such AI for free	Very low Even if we have paid subscriptions, extremely few consumers pay for AI
Problem Statement	"I like some of my friends but there is no one who completely gets me, maybe except my bestie" "I get angry and fight with my parents. I feel unheard after that when I come alone in my room" "Most of my friends pretend to be my friends, I dont like that" "I would love to have someone I can chat with anytime I want" "I feel lonely"	"I am surrounded by fake friends" "I cant really connect with people near me" "No one has the same interests as me hence I cant talk about things I love beyond a point" "I dont feel a deep connect with people around me" "I feel lonely" "I wish I could have a better partner"	"I have a toxic work environment. I feel exhausted with all the politics there" "I cannot connect with my partner anymore" "I have lost touch with all my close friends" "All this work pressure has massively impacted my mental health" "I feel lonely" "I feel trapped. I don't know what to do anymore" "I would love to share my problems and feelings with someone who can just listen"

Step 5: User Segmentation

	ICP 1	ICP 2	ICP 3
Recency of use case	Daily	Almost Daily	Alternate Days
Natural Frequency	10+ times/week	5+ times/week	3+ times/week
Monetary/AOV/Revenue Generated	None	None	None
Pain Points	Feels unloved & not understood, pressured (family & friends), trying to be someone they are not	Lonely, stressed, frustrated & lost, relationship issues, new env & responsibilities pressure	Lonely, stressed, frustrated & lost, married life issues, family & work responsibilities & frustrations
Valued Features	Emotional Understanding (EU), Fun, real & vulnerable conversation	EU, High EQ & Deep conversations, guidance	EU, empathy, guidance, encouragement, vent out
Core Value Proposition	Be vulnerable & have real conversations with vibe	Rant, gossip and have real, deep conversations with Vibe	Share your issues & talk about thing you care about
(CVP) being utilised	Happier, positive & understood	Happier, positive, understood & less stressed	Happier, positive, understood & less stressed
Pitch	Be the real you with Vibe - Your AI Friend that gets you	Have conversations that matters with Vibe - Your AI Buddy	Share your worries with Vibe - Your AI Friend that understands

Step 6: Channel and distribution documents

Prepare the documents for the different levers/ teams/ stakeholders.

Content Loops

When user takes a screenshot, we encourage them to share it across their social media

We watermark it
One click post to top SM sites with automatic tags and website info
Option to create post through AI or manual

Goal - Awareness & Conversion for website visit

Impact - 1.6 L Social Media views with 16k visitors

ICPs - 1 & 2

Social Media Launch

Product Launch posts across social media platforms

Goal - Awareness & Conversion for website visit

Impact - 20k Social Media views with 2k visitors

ICPs - All

Word of mouth

People recommending Vibe to friends without referrals (no currency currently)

Goal - User Acquisition

Impact - 1k users

ICPs - All

Responsibilities

Screenshot Engineering - Full stack Team

AI Post Creation - AI Team

Everything else - Content Team & Founder

Step 7: Project planning

Date (April)	Description	Milestone	Owner
15th	Launch Date	Implement screenshot system and all launch posts	Engineering & Creative
14th	Beta testing	All systems operational	Engineering
14th	Create launch posts & creatives	Optimised after AB testing and feedback	Creative
5th-13th	Screenshot system & AI posts	Build the software	Engineering
2nd - 13th	Regular posts	Increase in 1k followers Building Brand Presence	Creative
1st & 8th	Waitlist posts	Get 1k signups	Creative

Step 8: Cross functional alignment

When - AI is not responding properly

Whom - AI Team

The average session duration is reducing, users are replying negatively to AI replies etc

When - App is getting unresponsive

Whom - Full stack team

Chat is not working properly, response delays, login errors etc

When - Typos or underperforming creatives

Who - Creative Team

Not enough views or engagement, unclear copies

During-GTM

Step 1: Set Milestones

Metrics	D1	D2	D3	D4	Reasoning
Website Visitors	6k	4k	4k	6k	First day
Signup Rate	50%	55%	60%	60%	Increase in Signup rate because Users are coming based on friend's recommendation
DAU	25%	25%	26%	26%	This will show us if users like the app, making them more likely to recommend it
Session Duration	30 mins+	30 mins+	35 mins+	35 mins+	Shows user is engaged with and likes using the app, increasing referral chances

(Self note - Important metric to track for Retention - WAU )

Step 2: Analyse & Communicate

Team	Metrics	Reason
Creatives	Post Engagement, Signups, Website visitors	Better posts & copy will lead to better numbers & tell us what resonates with users
Full stack	App performance, Latency	Faster AI responses without bugs means good UX
AI	Session Duration, DAU	Higher rates means AI models is giving great replies