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← Week 12: Ignite at scale II: go to market and make the case SESSION 01 · TUESDAY

Find the people who need it, and tell them why

A working product nobody hears about teaches you nothing. Tonight you choose who to reach, what to say, and how to learn from it.

Go-to-market on a pagePositioningEarly channelsActivationGrowth experiments
Present slides Full screen, one slide at a time · 11 slides
TONIGHT 01

By the end of tonight you can…

  • Write a go-to-market plan on a page: segment, message, channel, offer and metric
  • Position your product with five components, starting from the real alternative
  • Choose one or two early channels, stating the effort each needs and why it fits
  • Define activation as one event in a time window, and design onboarding towards it
  • Score growth ideas with ICE and run one change with a threshold and a guardrail

OUTPUT · Go-to-market plan + launch page + first growth experiment

THE IDEA 02

Go-to-market on a page: five choices

  1. SEGMENTThe narrowest group that needs it most now: solo tutors with 15+ regular learners
  2. MESSAGEOne promise in their words, with proof: every request in one place
  3. CHANNELOne or two places they already gather, chosen for fit, not for reach
  4. OFFERWhat they get and pay to start: first month free, then £8 a month
  5. METRICOne number tied to value: new tutors with a confirmed booking in 7 days

Five choices on one page. If it won’t fit on a page, you haven’t chosen yet.

THE IDEA 03

Positioning: five components, in this order

  1. ALTERNATIVESWhat best-fit customers would use if you didn’t exist: WhatsApp and a diary
  2. UNIQUE ATTRIBUTESWhat you have that the alternatives lack: messy messages turned into slots
  3. VALUEWhat those attributes do for the customer, with proof: fewer missed requests
  4. BEST-FIT CUSTOMERSWho cares most about that value: busy solo tutors in exam season
  5. MARKET CATEGORYThe frame that makes the value obvious: “a booking page for tutors”

Start with the alternative and end with the category. Positioning is the context you set, not a slogan.

WORKED EXAMPLE · TUTORDESK 04

TutorDesk’s positioning, before and after

Starting point

“TutorDesk: the AI-powered scheduling platform for educators everywhere.”

Reframed

For solo tutors with 15+ learners juggling WhatsApp and a diary: a booking page that turns a parent’s messy message into a proposed slot you approve. A booking page, not an AI platform.

Ask

  • Which alternative does the “after” version compete with?
  • Why lead with “booking page” rather than “AI”?
  • What proof would a busy tutor need before believing it?
  • Who does the “after” version deliberately leave out?
THE IDEA 05

Channels for early products: effort and fit

  1. COMMUNITIESGroups and forums where users gather. Fit: high. Help first; follow the rules
  2. PARTNERSHIPSPeople who already serve your segment. Slow to set up; trusted once it works
  3. CONTENTGuides that answer real questions. Slow to start; builds up over months
  4. OUTBOUNDPersonal messages to named people. High effort each; fast learning
  5. REFERRALSUsers bring peers. Cheap, but only once people stay and value it

Choose one or two channels and do them well. Five channels done thinly teach you nothing.

THE IDEA 06

Onboarding to activation, without you on a call

  1. FIRST RUNSign-up leads straight to the first useful action, not a tour of settings
  2. TEMPLATESSensible defaults to edit: “weekdays 4–7pm” availability, ready to share
  3. NUDGESA timely, useful reminder: link not shared after 48 hours? Show how
  4. HELPAnswers where people get stuck, and a person who replies within a day

Define activation as one event within a time limit. At scale, the product does what you did on calls.

THE IDEA 07

Growth experiments: ICE, one change, one guardrail

  1. LISTIdeas aimed at your biggest leak, each a one-line change you could ship
  2. SCORE (ICE)Impact, Confidence, Ease, each 1–10, then averaged. A guide, not a verdict
  3. ONE CHANGERun the top idea on its own, so you know what caused the result
  4. THRESHOLDMetric, base and success line written before you start, as in week 2
  5. GUARDRAILA number that must not get worse while you chase the metric

One change, one metric, one guardrail, all decided before you start.

CLAUDE STUDIO · CLAUDE.AI 08

Launch messaging in your voice, every claim checked

Prompt for Claude
I’m launching [MY PRODUCT] to [BEST-FIT SEGMENT] through [CHANNEL]. I need launch-page copy (a headline, three benefit lines, one call to action) and a 120-word post for that channel, in my charter’s voice, because this audience trusts plain facts and ignores hype.
<charter>[PASTE PERSONALITY CHARTER]</charter>
<evidence>[PASTE COUNTS, QUOTES, EVAL SCORE]</evidence>
Every claim must trace to the evidence: after each one, put its source in brackets, e.g. (9 of 12 tutors, October cohort). Where a line would need evidence I haven’t given, write [NEEDS EVIDENCE] in place of a number. If you’re unsure whether a line overstates, say so. Done means the copy, then a table: claim, source, risk of overstating.

Check the response

  • Every claim cites a source or says [NEEDS EVIDENCE]
  • No superlatives: best, only, fastest, effortless
  • It sounds like your charter, not like an advert
WORKSHOP · YOUR PRODUCT 09

Plan your go-to-market and launch it

Choose who you will reach and what you will say, publish a launch page whose every claim you can back, and start one experiment.

  1. Write positioning (five components) and go-to-market on a page (15 min)
  2. Draft launch messaging with Claude, then check every claim against your evidence (12 min)
  3. Build the launch page with Claude Code, check it on staging, then publish it (18 min)
  4. Score three ideas with ICE; write the top one with metric, threshold and guardrail (15 min)
Deliverable

GTM plan, launch page link, experiment: product/12-go-to-market.md

GATE 10

Go-to-market rubric

  • One page names a segment, a message, one or two channels, an offer and a metric
  • Positioning covers the five components and starts from the real alternative
  • Every launch-page claim cites evidence with its base; unsupported claims are removed
  • Each chosen channel states effort and fit, with an outreach plan and dates
  • Activation is one event in a time window, with its current count and base
  • The experiment has an ICE score, one change, a threshold set in advance and a guardrail

HOMEWORK · Start your experiment, share your launch page with five best-fit people, and draft your business case.

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