gtm-0-to-1-launch

Start with your personal network for the first 2-3 customers, then use direct outreach to a list of 100 target accounts. The highest-intent prospects are users who hit the limits of a competing tool, and community channels work well for developer products.

Press coverage generates impressions but not activation, especially when the product is not self-serve ready. Diagnose whether the issue is positioning, onboarding experience, or team alignment using the three-layer model before spending more on marketing.

Use direct outreach if users cannot get value in under 10 minutes, since press will not convert for products needing education and hand-holding. Reserve press for major milestones like funding announcements once self-serve activation works.

Check for 40%+ Week 1 to Week 4 retention, organic word-of-mouth referrals, shortening sales cycles, and over 40% of users saying they would be very disappointed without the product. Without these signals, avoid scaling marketing and sales spend.

It classifies launch problems into positioning (messaging indistinguishable from competitors), experience (signups without activation), and alignment (team scattered across priorities). Each layer requires a different fix, so misdiagnosis wastes engineering or marketing resources.

Use partner-led entry when you lack distribution in a target market. Approach established players with a customer problem rather than a partnership pitch, start with a narrow integration pilot, and leverage their go-to-market reach after proving value.