Entrepreneurship · Week 11 of 18

Marketing Strategy &
Go-To-Market Plan

A great product with no plan to reach customers is still invisible.

NKUHT · International Tourism Management Program · 2-hour session

Today's plan

One session, two halves

0:00–0:10

Welcome back. Recap: your prototype.

0:10–0:35

The 4Ps of marketing, applied to a campus launch.

0:35–1:00

What goes into a Go-To-Market (GTM) plan.

1:00–1:45

Activity: outline a 4-week launch campaign.

1:45–2:00

Share, debrief, quick learning check.

Quick recap

Last week → This week

WEEK 10

You built and tested a rough prototype of your idea.

WEEK 11

Now you plan how real people will actually find out about it and try it.

The 4Ps

Product, Price, Place, Promotion

A GTM plan connects these four into a concrete, timed launch sequence.

PRODUCT / PLACE

What are you offering, and where/how do people access it (from your BMC)?

PRICE / PROMOTION

What do you charge, and how will people hear about it — Instagram, Line, word of mouth?

Hour 2 · Activity

Outline a 4-Week Launch Campaign

Goal: a simple week-by-week plan for how you'd reach your first customers.

  1. 01 Week 1 of your campaign: what's the first thing people see or hear?
  2. 02 Weeks 2-3: how do you build momentum (posts, referrals, events)?
  3. 03 Week 4: what's your call-to-action to actually convert interest into use?
  4. 04 Identify which channel (Instagram, Line, campus posters, etc.) fits your persona best.
Activity timer

Work time

45:00

Tip: give a warning before time is up.

Debrief · Ask the whole class

Talk about it

1. Which channel did you choose, and why does it fit your persona from Week 4?

2. What's the very first thing a potential customer would see in Week 1 of your campaign?

3. What would make you say the campaign failed — and what would you change?

Quick learning check

Before we go — 3 short questions

1. The 4Ps of marketing are...

2. A GTM plan should be...

3. Choosing a marketing channel should be based on...

See you next week

Week 12 — Startup Finance I: Cost Structure & Pricing

Next week: figure out what it actually costs to deliver your idea, and how to price it.

Bring: your 4-week campaign outline.