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.

App name: Reclaim

Free/paid: Free

Reclaim is a focus and productivity app available on App store(only). It was started in July 2024. My OKR is to have 10 WAU by March 2025 under a budget of INR 20lacs.

The app has a block functionality that lets you block apps that distract you from real life. Users can use the functionality to do 2 things primarily

1. Limit app usage ( e.g 2 hrs per day can be stated as the limit for a group of apps as per user's selection)
2. Create block sessions (e.g I can block a bunch of apps from 10pm to 8am so that these apps do not eat into my sleep time)

Observation (as per founder of the app): 90% of WAU are DAUs as well. This is because, once the block functionality is used, users do not have to go back to the app to implement it everyday. It auto-blocks your apps everyday as per rules you have set.

Hence, our goal is to get more users to use the block functionality. WAU and DAU will follow.

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.⛔ Do not start any GTM without a goal.

GOAL: Get 10 DAU in 1 month with 3 lacs to spare per month.

Total budget till March is 20 lacs. Starting from Sep '24, I am taking 3 lacs as my monthly budget.

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

List down all input levers required to hit the target.

Input levers

Avg. no of app downloads monthly = 200

Churn% (people uninstalling the app) = 60%

Avg. no. of users retained = 80

% of users using the block functionality atleast once = 5% ~ 5% * 80 = 4

4 is DAU or WAU (WAU is almost DAU as an user has to use set up a block session once).

We need to make this 10. Delta is (10-4)=6

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Step 4: The users

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

A. people who are yet to download the app

- social media addicts who want to have more control over their phone usage

- people who have trouble sleeping due to too much screen time

B. existing users who have not yet used the functionality

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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.​

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Step 6: Channel and distribution documents

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

Leveraging 2 paths here :

A. Marketing (for new user acquisition)

To get 6 more WAUs, incremental monthly app downloads required = (333-200)= 133~140 (back calculation from input levers given above) Budget is INR 3 lacs/month.

Lever 1: Performance ads on Instagram (creating assets for Youtube is time-consuming. Not in the scope of this GTM) This is an un-tested channel. Hence 1 campaign to be run for 2 weeks and analyse results.

Lever 2: App store optimization

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B. Product-level integrations/improvements/changes

Integration 1:

Users might not know what to expect from creating a blocking session. Put the block feature benefit on Screen 1 (Homescreen) itself. After the user sees avg. time spent on social media apps, a recommendation message should be there to use the block feature.

Screen 1 screenshot

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A simple copy on the above screen asking user to put scheduled blocks on the most used apps will encourage users. Check out the mock up link in the google sheet.

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Integration 2:

Users might feel insecure for their app data. (users are not aware that the app uses Apple's screentime API) Put a disclaimer at the onboarding stage.

Integration 3:

Push notification for users who have not used the block feature once. Use personalised notifications based on IP

e.g for people who are using the app to sleep better - "Dozing off again? Block apps that are not letting you sleep."

e.g for people who want to kill social media addiction - "your IG creators are being productive today. Are you?"

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Click here to see the levers detailed out

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.

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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.

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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.

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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)

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1. Performance metrics : If conversion is < 140, identify which of the 2 ads is not working. Change the pitch or the creative collaboratively with marketing peers . If conversion > 140, double down on this channel, increase budget and scale.
2. ASO : (a) If app ranking does not improve, re-work on the keywords used in the keyword field. Work to improve on app ratings/review ratio. (b) If app ranking improves, but CTR does not increase, re-work on app icon and subtitle. (c) if CTR is good but conversion% is low, work on snapshots and app preview video.

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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

Since this GTM is a first for Reclaim, do not have points for post-GTM section at the moment.

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