Go to Market project | Playverse Ventures Private Limited

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Go to Market project | Playverse Ventures Private Limited

Hey there! ✨

Congratulations on completing the modules!

"True learning doesn't happen till you apply it!"

If you struggle with a blank canvas, use this boilerplate to start. Remember, this is a flexible resource—tweak it as needed. Some sections might not apply to your product and you might come up with great ideas not listed here, don't let be restricted.

This is not the only format, we would love to see you scope out a great format for your product!

Go wild and dive deep—we love well-researched documents that cover all bases with depth and understanding

Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let's begin

Pre-GTM

Step 1: Define the problem & the context

Write the problem statement you’re facing and the goal of the GTM.

PlayVerse Toys

It's 28th of September. As the Head of Growth at PlayVerse. Your OKRs are to grow Sleepy Owl to 1.2CR Topline by the end of next year . Of which In September you've mapped you need to reach 10L while maintaining an AOV of Rs. 1,400. Amazon is to contribute 60% of the 10L monthly rev goal. Current campaigns are contributing to 1.6 Lakhs at Amazon. You need to close the gap of delta of 4.4 Lakhs at Amazon India.

Step 2: Define the goal

Put the goal in the XYZ framework. The Goal will always be in the format: X metric in Y time with Z constraints. In lean GTMs, the Z is optional.

4.4 Lakhs in 30 days with an AOV of Rs. 1070

Here 4.4 lakhs is X, 30 days is Y and AOV is Z.

⛔ Do not start any GTM without a goal.

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

List down all input levers required to hit the target.

Bonus: Go deeper by mapping the input levers on a google sheet.

It’s natural to go into the rabbit hole, stop once you realise the channels or top 2 places you want to use and the numbers they need to deliver.

PlayVerse Toys:

For 4.4L in revenue, we need 411 orders =

→ 411 Purchases

→ 17,573 Gross Page views on Amazon

-> 2.33% CTR( Currently maintained)

which is 100% Amazon Ads, broken further into

→ 60% Sponsored Products Ads - Keywords Ads

( Further - 60% Generic High Volume , 20% Competitors Ads , 20% Brand Keywords)

→ 20% Sponsored Display Ads - Video and Image

( Further 50% Video Creatives and 50% Image Catalogue Ads)

→ 20% Brand Ads

( Traffic sent to Brand Page on Amazon India)

More Details here : https://docs.google.com/spreadsheets/d/1qsAOfiIO0s-Bf34iKFf0KvYFBXEkwt7nso5rNyzhsts/edit?usp=sharing

Step 4: The users

Define the ICPs/ users who you will be targeting for this goal

PlayVerse Toys:

→ Existing customers

→ Customers who can purchase above Rs. 1,000

→ Have not purchased in the last 6 months (Natural Frequency)

-> Customers who are purchasing for return bday gift occasions

Step 5: User Segmentation

Categorise your users for personalisation of content, offers, products pitches, flow changes etc. This is dependant on the context of your GTM. In the example below, we’ve only demonstrated the thought process. We expect you to scope this out completely and put down the final segmentation and personalisations.

PlayVerse Toys

People purchase above Rs. 1000 when there is:

→ Bundling(Age Bundling - User buys a 4yr category toy and 7yr toy category together)

→ (Learning Milestones bundling - A math toy + an alphabet toy

→ Gifting( Return Bday Gifts)

Pitch segmentation based on user insights:

→ PlayVerse Supports your child's educational journey as they grow and learn. Right Toys for the Right Age

→ Conquer every learning milestones with the PlayVerse Approach. Get the appropriate learning kit now!

→ The Gift every child deserves. PlayVerse Toys can be your perfect return bday gift choice!

	A	B	C
Usage Characteristics
Recency of use case	Daily	Daily	Once in a month
Natural Frequency	6 - 8 Months	6 Months	1 Month
Monetary/AOV/Revenue Generated	1000 - 1400	1000 - 1200	800 - 1000
Pain Points	Unable to find toys that introduce play based learning throughout the child's growth	Not able to find toys that keeps child engaged and also delivers educational value	Not able to find an intentional and appropriate gifting toy
Valued Features	Age appropriate learning and skills that the toy delivers	Specific learning milestones being taught by the toy	Status symbol acquired while gifting a well though through toy
Core Value Proposition	Learning based play that improves child's learning capacity as they grow	Master a particular learning milestones which shapes the future of child's educational growth	Ideal return bday gift for sensible and educated parents
(CVP) being utilised	-	-	-

Step 6: Channel and distribution documents

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

An overview of what the structure of the doc should be has been provided in the resources.

You can access them ↓

Distribution lever docs

Marketing

Performance


Goal	Increase Amazon Gross Page Views by 160% in 30 Days
Impact	327 New Buyers
ICPs	Age - 35 to 40 , geography : Top 10 Metro cities
Pitch	PlayVerse Supports your child's educational journey as they grow and learn. Right Toys for the Right Age
OKR Alignment	Contributes to 10% to Performance OKRs
Budgets	150,000
Creatives	Videos + Image reference

Operations

Logistics and Production


Goal	Increase Inventory Turnover Ratio
Impact	Increase of Inventory efficiency by 30%
ICPs	Age - 35 to 40 , geography : Top 10 Metro cities
Pitch	-
OKR Alignment	Contributes to 10% to Operations OKRs
Budgets	25,000
Inventory count(dispatch)	1000

Step 7: Project planning

Make a project plan nailing the launch date and work the dates backwards. The table should have name of the milestone, owner, description.

Launch Date : 15 Oct, 2024

Milestone	Owner	Description	Due Date
Quality Checks at warehouse	Operations	All inventory to be dispatched must go through the QC process	5 October
Inventory Shipment	Operations	Dispatch inventory from production to warehouse	10 October
Listing Hygiene	Amazon Catalogue Team	Audit of each SKU page	10 October
Current Ads Audit	Performance	Identify redundant Ads and remove
Launch 1st Phase of Sponsored Keywords Ads	Performance	Launch individual SKU's Keywords Ads	12 October
Launch 2nd Phase of Brand Ads	Performance	Launch brand page ads	13 October
Launch Final Phase of Competitor Ads	Performance	Target competitor Ads	14 October

Step 8: Cross functional alignment

Write in detail when you will communicate and with whom.

Constraint: It shouldn’t be more than 4-5 times throughout the GTM. This is to force you to think about the most important times for communication.

Communication

When → gap for monthly goal

Whom → Manager & cc: self team peers

Timing : Day T - 30

When -> Inventory levels deficit

Whom - > Ops Manager & Manager

Timing -> Day T - 25

When -> Performance Marketing Budget

Whom -> Performance Marketing Manager & cc : performance team

Timing -> Day T - 20

During-GTM

Step 1: Set Milestones

Set milestones for during GTM as a health metric to see if your GTM is on track. Put down the metrics you’ll be tracking.

Metrics to Track

Campaign Levels Analysis
Budget Spent
Sales attributed to Advertisements
ACOS levels
ROAS on individual campaigns
CTR
Gross page Views
Comparison with Category Conversion Rates
Amazon Seller Rankings
Share on First page of ad driven search results
Avg shipping time
RTO

Step 2: Analyse & Communicate

Analyse metrics and funnel data with respect to the launch. Apart from this communicate to your stakeholders on the milestones. JTBD is to share the launch and milestones. (Ensure you aren’t communicating with them more than twice)

Stakeholders

Amazon Catalogue Team
Performance Team
Head of Growth

Milestones

Goal Check : 7th Day - 40% revenue

Goal Check : 15th Day - 70% revenue

Goal Check : 25th Day - 100% Revenue

First Goal check : An indicator of hitting the goal must be seen on the 3rd day with spike in gross page views leading to major contribution of the 1st Goal check. If not, an email will be sent to performance team for reassessment of performance marketing activities.

Second Goal check :An indicator of hitting the goal must be seen on the 10th day leading to major contribution of the 2nd Goal check. If not, an email will be sent to performance team for reassessment of performance marketing activities. and Amazon catalogue team for product related and RTO Concerns if any

Final Goal Check : An indicator of hitting the goal must be seen on the 20th day leading to major contribution of the 3rd Goal check. If not, an email will be sent to performance team for reassessment of performance marketing activities.

Note: This last section might not be relevant to you if you just got done with your GTM. But make sure you come back to this and analyse your post GTM success!

If you have done a GTM before, you can use that GTM as a reference to do Post - GTM

Post-GTM

Step 1: User calls

Speak to 5 users to validate the hypothesis your GTM was built on.

For example →

If you assumed, users are more likely to buy when there is bundling, speak to users to understand why they bought/ didn’t buy. Validate all hypothesis