This document discusses the importance of developing a go-to-market (GTM) strategy and outlines key elements to include. It defines a GTM strategy as connecting a company's offerings to the right target market. Developing a GTM strategy is important to reduce time to market, target the right customers, manage costs and increase profits. Key elements that should be included are the business case, target market definition, value proposition, marketing and sales plans, and metrics for defining success. The strategy should also cover customer retention, growth, and managing changes over time.

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3. Talking Points
➢Why you need a GTM Strategy
➢Building your GTM
➢Retention and growth
➢Elements of a successful GTM

4. SELL IT!
THE NEED FOR A GO-TO-MARKET STRATEGY
EKO INNOVATION CENTRE

5. lifestyle company promoting
wellness food & beverage
grab-n-go
Proudly Nigerian. Founded in 2014.

6. Our
Story
● Defined a clear need; convenient allergen-friendly
foods (gluten free, dairy free, plant-based/forward)
● Identified a gap in the market; lack of grab-and-go
pre-packaged healthy allergen-friendly foods
● Built a business and products to address the gap
● Took a chance - online only; ohsonutrition.com
● Focus on; brand, awareness, product quality &
consistency, customer relationship management,
supplier relationship management, operations
management, marketing and sales
Business Model:
Online > made-when-ordered > delivered to your door
We

7. Product/
Service
Revenue/
Profits
What is a Go-To-
Market
strategy?

8. Product/
Service
Revenue
/Profits
A GTM strategy is the
path that connects
what you’re offering to
the market that will
find value in it.
Customers
What is a Go-To-
Market
strategy?

9. Cover all bases -
legal, approvals,
compliance
Why every
business
needs a GTM
strategy
Reduces time
to market
Target right
customers
Manage costs
increases
profits
Establish
growth &
retention path
Define change
management &
innovation
frameworks
Establish or
reinforce
brand position
Grow & defend
market share

10. Key elements
of a GTM
strategy
Business case
Defined target market
Defined target segments
Overview of competitive landscape
Clear value proposition
Marketing plan
Sales plan
Defined success metrics
Procedures for managing GTM

11. Bring your target
customer to life
Develop customer personas
● Who are they?
● What do they do?
● Where do they live?
● How do they live?
● What does their day look like?
Identify their pain points
● What challenges to they face?
● What do they wish they could do?
Define what your product/service value
is to them
● What do you want them to think?
● What do you want them to feel?
● What do you want them to do?
Meet
Stressed Out Somto

12. Reach & convert your target customers
Marketing Sales
The process of building a pipeline
of potential customers who are
interested in your product or
service.
The activities that lead to the
selling of products or services
where value provided is
exchanged for money.
Awareness/Lead Generation Conversion
Focus: 70% - 80% Focus: 30% - 20%
1 to Many 1 to 1
Branding, reputation, market
research, company/product story,
advertising, prospecting, PR
Sales calls/emails, sales events/
trade fairs, promotions, incentives,
leads, customer relationship
management (CRM), post sales
support/customer care
VS.

13. Post-sales retention & growth
Retain
Surprise
Delight
Review
Revise
Repeat
Penetrate
Create
Expand
Keep your
customers
Recycle your GTM Grow your pie

14. ohsonutrition.com
hello@ohsonutrition.com
+234.909.244.8618
Let’s be social!
IG/TW @ohsonutrition
FB /ohsonutrition
Thank You!