Go to Market project | Saveri

Pre-GTM

Step 1: Define the problem & the context

It is 26th of September and the organisation has the goal of achieving 1000 orders before the end of the financial year (next 6 months). Out of the 1000 orders, 250 orders are the target for the month of October because of the festive season for the company's own website.

Step 2: Define the goal

250 orders in 30 days with a budget of 20,000

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

For 250 orders, we need :

→ 500 add to carts

→ 9500 visitors

which is =

→ 70% Performance

→ 30% Instagram Organic

Step 4: The users

Criteria	ICP 1	ICP 2
Age	25-35	27-35
Gender	Female	Female
Place of current residence	Mumbai, Bangalore	Mumbai, Bangalore
Annual Income	15 Lakhs +	15 Lakhs +
Needs for jewellery	Herself	Gifting
Avg. order size value the particular reason (with w new brand)	<1500 Rupees	<1000 Rupees
Most used apps	Instagram, LinkedIn, Youtube	Instagram, Youtube, Linkedin
touchpoints for buying jewellery for the specific reason	* Friends * Insta Ads * Influencers * Reels/Shorts *	* Popular brands * Physical stores
Non negotiables	Quality, experience, customer service, pictures of the product in real life scenarios (UGC)	timely delivery, packaging, quality
Negotiables	Discounts
Add ons (that they would appreciate)	Exchange value	Postcards with a personalised message
Frequency of buying jewellery	1/month or more	3-4 times / year
Market Size
KEY ICP DEFINITION	Women with good disposable income who wouldn’t mind spending upto 1500 rupees on a jewellery piece that they like, when they see it	Women with good disposable income who are looking for a thoughtful jewellery gift for their close friends
Interests	fitness, pop culture, bollywood, finance, personal growth, sports
Values & Preferences
Life Goals	financial, health	financial, health
Pain points	Expensive or bad quality jewellery, no standout designs	Not being able to decide what to gift and bad packaging with current alternatives, expensive jewellery

Step 5: User Segmentation

Pitch segmentation based on user insights:

→ Own use

→ Gifting

	For Own Use	For Gifting
Usage Characteristics	Buy when they have money in the account and like a design on ads	Buy when they are looking for a gift for a close friend/family
Recency of use case	Last month	once in the last quarter
Natural Frequency	1/month	4/year
Monetary/AOV/Revenue Generated	AOV - 1100	AOV - 1500
Pain Points	Lack of good unique designs	Bad packaging and no personalisation
Valued Features	Good user experience and after sale service	Personalised notes/postcards, good packaging and exceptional after sale service
Core Value Proposition	For women aged 25-35 who need good unique designs for themselves, Saveri is a silver jewellery brand that provides them a unique collection of silver jewellery	For women aged 27-35 who want to gift silver jewellery in within the range of 1500, Saveri is a silver jewellery brand that ensures that gifts are sent with a personalised touch and exceptional packaging

Step 6: Channel and distribution documents

Performance Marketing -

Goal	175 orders
Impact	70%
ICPs	ICP 1 and 2
Pitch	Unique collection to satisfy your need for something new, still fitting your comfort zone. Gifts that create value for you because of the personalisation
OKR alignment	100%
Budgets	1,00,000
Creatives	Drive linked attached

Organic Instagram -

Goal	75 orders
Impact	30%
ICPs	ICP 1 and 2
Pitch	Unique collection to satisfy your need for something new, still fitting your comfort zone. Gifts that create value for you because of the personalisation
OKR alignment	100%
Budgets	15,000
Creatives	Drive link attached

Distribution lever docs

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.

Date	Milestone	Owner	Description
1 October	Launch	Performance and Social media teams	Upload the content on social media and start the performance marketing campaign
3 October	Check-up	Performance and Social media teams	Check for any technical issues in the launch and make corrective decisions.
10 October	35% orders	Performance and Social media teams	Check if the GTM has been able to achieve 88 orders. If not, take corrective actions
20 October	70% orders	Performance and Social media teams	Check if the GTM has been able to achieve 175 orders. If not, take corrective actions
31 October	100% orders	Performance and Social media teams	Check if the GTM has been able to achieve 250 orders. If not, take corrective actions

Step 8: Cross functional alignment

We have a lean team and not a very clear functional divide

During-GTM

Step 1 : Set Milestones

Visitors - 9500 visitors on the website
Add to carts - 500 add to carts
Orders - 250 orders
CPC - 15 rupees for Performance Campaign
AOV - 1000 rupees

Step 2: Analyse & Communicate

We have a lean team so complex communication process is irrelevant

Following section not relevant-

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