The document outlines the key stages and tasks involved in a company's go-to-market process and methodology. It includes planning and concept approval, business modeling approval, preparing for launch, post-implementation reviews, and closure. For each stage, it lists the specific tasks to be completed and the responsible departments or roles. The overall process involves gaining approvals from stakeholders, developing business cases, financial models, marketing plans, product requirements, and implementing the launch before reviewing results.

1. GTM launch
HoD
Prod
Mktg
Inflight
FAD
Eng
ICT
Brand
Finance
Should we
do?
Feasibility
Financial
Model
Financial
Due
Diligence
Approvals
CEO
CFO
Finance
CMO
Can go or
cannot go?
Implementation
filter by GTM
Team
Project
Implementation
Review
Reports
Closure
Stakeholder
IT
System
Tech
Eng
Flops
Safety
Can do
or
Cannot
do?
Project
Meetings
Week on
week mtg
Readiness
Concept Biz
Modelling
Prepare
for
Launch
PIR /
Closure
Compressed
CompleteWalkthroughwithHOD&Stakeholders
(onagreedtimetable)
Go-To-Market Overall Critical Business Process & Methodology
PresentconcepttoCxOforum,gatherfeedback,
commentsandadvice

2. Concept
TASK RESPONSIBILITY
PLANNING & CONCEPT APPROVAL STAGE
Present concept & value proposition Project Owner
Agree on concept for strategic fit with brand Project Owner
Determine target segment & target KPIs Project Owner
Focus on sales force forecast & assumptions Project Owner
Agrees on marketing and sales pitch, sales forecast & assumptions
with DRM & Retails
Project Owner / Sales /
Retail
Evaluate if system can facilitate project, time to delivery Project Owner / IT
Evaluate System capacity Project Owner / System Tech
Evaluate Testing requirement (if applicable) Project Owner / Testing
Determine communications ATL/BTL & channels to market Project Owner
Determine budget require & BOTE Project Team / Commercial
Management
Present Concept, BOTE, ATL/BTL & cannels to market for approval
<CHECKPOINT>
Project Team
GTM check-point review meeting Project Team
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Go-To-Market Concept Stage

3. Concept
TASK RESPONSIBILITY
Endorse nominated project team Project Team
Conduct detailed Feasibility Assessment (FA) Project Team / FA members
Develop creatives for ATL/BTL Branding & Marcomm
Develop agency brief Branding & Marcomm
Agency concept presentation & approval of creatives Project Team
Market testing (where needed) Project Team
Develop Business Case (BOTE) Project Team / Commercial
Management
Develop financial model & assumption for business case Project Team
Analyze critical risks and problems for business model Project Team
Scenario Planning Project Team
Baseline project Gantt chart / timelines / deliverables Project Team
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Go-To-Market Concept Stage

4. TASK RESPONSIBILITY
BIZ Modeeling APPROVAL STAGE
Financial Due Diligence TB/AA Finance
Sign-off on agreed KPIs with Inflight Retail & Product Project Team
Present to management / CXO for LOA approvals <CHECKPOINT> Project Team
Compile Documentation Project Team
Full endorsement by signatories Project Team
Develop Product Launch Roadmap Project Team / GTM
Inform team members to start work Project Team
Biz
Modeling
Go-To-Market Biz Case Stage

5. TASK RESPONSIBILITY
IT
Submit specifications to IT Project Team
IT to accept specifications, confirm delivery date and specify
deliverables
IT
Determine IT requirements & prepare document Project Team / IT
Confirm system requirement with IT Project Team /IT
Prepare IT configuration IT
Prepare solution deliverables roadmap (SDR) IT
Sign-off acceptance of SDR Project Team
Engage IT Vendor (if applicable) Project Team/IT
IT Vendor Selection (Single Source) IT
Channel
Scope testing Requirements BA/Testers
Scope Support requirements Customer/Tech Support
Customer Experience Testing by CS Project Team / CS
Technical
Technical usage profiling assessment report to be generated Tech team
Prepare
for
Launch
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Go-To-Market Prepare for Launch Stage

6. TASK RESPONSIBILITY
Project Team briefing for execution Project Team
CREATIVES
Obtain management approval for creative, ATL & BTL <CHECKPOINT> Branding & Marcomm
Finalize artwork and CD release for BTL printing Project Team / Branding &
Marcomm
TVC
TVC Production Project Team / Branding &
Marcomm
Prepare
for
Launch
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Go-To-Market Prepare for Launch Stage

7. TASK RESPONSIBILITY
CHANNEL SALES
Develop Channel materials Sales
Agree & test sales pitch with FAD team Sales/AA FAD
Develop Sales Kits / pitch Sales
Develop briefing decks Sales
Circulate to Focus Group Sales/AA
Train the trainers Sales/AA
LOGISTICS
Token Pack logistics Logistics
Prepare / Order inventory Logistics
Configure Token Pack Logistics
Distribute Token Packs to AA Logistics
Configure e-reload for top ups Logistics
BTL / POSM
POSM Dev i.e. POSM only Marketing Support
Distribute & setup advertising materials Sales
Billboard distribution Sales
Retail shop placement Sales
Leaflets placement Sales
Premiums / collaterals distribution Sales
Prepare
for
Launch
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Go-To-Market Prepare for Launch Stage

8. TASK RESPONSIBILITY
CUSTOMER SERVICE
Develop CS Briefing Materials & FAQs (include fulfillment process) Customer Support
Prepare briefing materials for touch points Customer Support
Upload information onto training portal Customer Support
ROADSHOW / EVENTS
Roadshow setup & preparation Events & Trade Support
Plan external roadshows / events Events & Trade Support
Recruitment for promoters, etc Events & Trade Support
Training of promoters / mobile trainers Events & Trade Support
Obtain stock of collaterals, leaflets, POS, etc Events & Trade Support
WEBSITE
Develop web advertising Project Team / Web Mgmt
Initiate discussion with Web Advertising agency Project Team / Web Mgmt
Web interface development Web Management
Check web content before publishing Project Team / Web Mgmt
SMS
Develop SMS broadcast Product Manager / AA
Brief Vendor on SMS requirement Project Team / AA / Vendor
Develop & Test SMS broadcast Vendor
Prepare
for
Launch
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Go-To-Market Prepare for Launch Stage

9. TASK RESPONSIBILITY
UMB (if Telco sponsors)
Develop on UMB Telco
Brief IT on UMB requirement Project Team / IT
Test UMB Menu IT/Telco
PUBLIC RELATIONS / CORPORATE COMMUNICATION
Develop PR / Corporate Communication Project Team / Corp Comm
Brief Corporate Communications on requirements Project Team / Corp Comm
Develop Corporate Communications materials Corp Comm
FAD BRIEFING
Brief dealers before launch Product
Ready for Launch sight off <CHECKPOINT> Project Team
Earliest Launch Date <CHECKPOINT> Project Team
AA Launch Project Team
Media Launch Project Team
Public Launch Project Team
Campaign post launch results / boosters Project Team
Prepare
for
Launch
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Go-To-Market Prepare for Launch Stage

10. TASK RESPONSIBILITY
POST LAUNCH
1st PIR Post Implementation Review Project Team
2nd PIR Post Implementation Review Project Team
3rd PIR Post Implementation Review Project Team
Closure Project Team
Go-To-Market Post Implementation Review / Closure Stage
PIR /
Closure

11. PROPOSED Go-To-Market Cross Functional Committee (CFC) structure
Departments Members
Chair Person
COO (TB)
Commercial Mgmt
PMO TB Daniel Thuraiappah
PMO AA
Product Mgmt (TB)
Product Mgmt (AA) M Fitri Abdullah
CTO (TB) Edwin
Finance Jonathan Tai
Retail/FAD
ICT
Brand AA –
TB -
Steering committee
structure Project Team (& Circular)
Departments Members
Project Owner Respective Project Owner
Support Groups/rep Tech -
Customer -
Testing -
Marketing Respective
FAD Retail Marketing
Product Owner (TB/AA) Respective Managers
IT Lead (TB/AA) Respective Managers
Commercial Mgmt Respective Managers
Engineering Respective Managers
Flight Ops Respective Managers
System Tech Lead Respective Managers
In-flight Services Respective Managers
Safety Respective Managers
QA Respective Managers
UAT lead Respective Managers
FUT Lead Respective Managers
Installation Manager Respective Managers