Go-To-Market strategy framework for early-stage startups covering ICP (Ideal Customer Profile), ECP (Early Customer Profile), positioning, and market entry. ALWAYS use this skill when the user mentions: target customers, ideal customer profile, ICP, who to sell to, who would buy, target market, positioning, go-to-market, GTM, launch strategy, market entry, customer segmentation, early customers, finding users, defining audience, product positioning, competitive positioning, who to target first, beachhead market, or ANY question about identifying or understanding their customers. Use even if they don't explicitly say "GTM" or "strategy" - any discussion about who their customers are or how to reach them should trigger this skill.
A comprehensive skill for building Go-To-Market strategies for early-stage startups, synthesized from frameworks by MRR Unlocked, GTM Strategist (Maja Voje), Posthog, and April Dunford's positioning methodology.
This skill guides founders through a complete GTM workflow:
Key insight: Before finding your ideal customer, you must win your early customers. ECP is who you target first to build evidence.
Your ECP must satisfy ALL four criteria:
| Criterion | Description | Why It Matters |
|---|---|---|
| Burning Pain |
| Problem needs solving NOW |
| Short sales cycles, high urgency |
| Willingness to Pay | Has budget and authority | Early revenue validation |
| Your Proximity | You can win them in 3 months | Realistic acquisition |
| Relevant Case Studies | Use cases apply to future ICP | Builds credible social proof |
From analysis of 400+ launches, these are the customer types most likely to be early adopters:
EARLY CUSTOMER PROFILE
======================
Name/Persona: [e.g., "Founder Tim"]
DEMOGRAPHICS
- Company size: [e.g., 5-50 employees]
- Industry: [specific vertical]
- Stage: [e.g., seed, early growth]
BEHAVIORAL TRAITS
- Burning pain: [specific problem they face NOW]
- Current solution: [what they do today]
- Decision speed: [how fast they can buy]
- Risk tolerance: [high/medium/low]
CONTEXT
- Where they hang out: [communities, events, platforms]
- Who influences them: [thought leaders, peers]
- Buying triggers: [what events prompt purchase]
Early Users → Early Customers → Ideal Customers
(free) (paid) (high ACV, low churn)
Timeline: 0-6 months 6-18 months 18+ months
PART A: Ideal Company
PART B: User Persona
PART C: Buyer Persona
PART D: Trigger Events
| Trigger Type | Examples |
|---|---|
| Company Events | Funding raised, new exec hired, expansion |
| Technology | Legacy system sunset, compliance deadline |
| Personnel | New VP hired, team expansion |
| Business | Revenue targets missed, growth mandate |
Define who NOT to target:
Based on April Dunford's methodology. Follow this sequence in order.
1. COMPETITIVE ALTERNATIVES
"What would customer do if we didn't exist?"
→ Include "do nothing" / status quo
2. DIFFERENTIATED FEATURES
"What do we have that alternatives don't?"
3. VALUE FOR CUSTOMERS
"So what? What's the benefit?"
4. CUSTOMERS WHO CARE
"Who cares A LOT about this value?"
5. MARKET CATEGORY
"What context makes our value obvious?"
For [target customer who cares]
Who [statement of need/opportunity]
[Product name] is a [market category]
That [key benefit - the "so what"]
Unlike [competitive alternatives]
We [key differentiation]
Quantitative:
Qualitative:
# GTM Strategy: [Company Name]
## 1. Early Customer Profile (ECP)
- Target archetype: [which of the 5]
- Specific persona: [description]
- Where to find them: [channels]
## 2. Ideal Customer Profile (ICP)
- Ideal company: [firmographics]
- User persona: [profile]
- Buyer persona: [profile]
- Trigger events: [signals]
- Anti-ICP: [who to avoid]
## 3. Positioning
- Competitive alternatives
- Differentiated features
- Value for customers
- Market category
- Positioning statement
## 4. Validation Plan
- Hypotheses to test
- Validation methods
- Timeline
## 5. Next Steps
- Immediate actions
- Short-term goals
- Key milestones