marketing-plan

Marketing Plan

Produces a full go-to-market marketing plan for a new online business.

Process

Phase 1: Context Intake

Before asking questions, check if a shared context file exists (e.g. product-marketing-context.md, _store-state.md, or similar product brief in the working directory). If found, read it and pre-fill answers. Only ask questions whose answers are not already available.

Ask these 7 questions (all required before proceeding):

1. Product/service — What are you selling and how is it delivered? (1-2 sentences)
2. Business model — SaaS / DTC ecommerce / service / marketplace / other?
3. Stage — Pre-launch (no customers), early (1-50 customers), or growing (50+)?
4. Geography — Primary target market (country/region)?
5. Budget — Bootstrapped (no ads), low (<$1k/mo), medium ($1k-$10k/mo), or well-funded?
6. Key constraint or unfair advantage — One thing that limits or enables this launch.
7. Existing audience — Do you have a personal brand, newsletter, social following, or community presence? If yes: where and approximate size.

Store answers as a context card. Load references/business-type-guide.md to apply business-type rules. If Q7 reveals an existing audience, check the Personal Brand Flywheel section of that file and apply the modifier before generating channel options.

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Phase 2: Beachhead Market + ICP

Principle: The most common GTM failure is targeting everyone. Define the smallest winnable segment first.

Using context card and references/frameworks.md (JTBD + beachhead sections):

1. Size the market: TAM -> SAM -> beachhead
2. Generate 3 ICP options as JTBD statements: "When [trigger], [persona] wants to [outcome], so they can [deeper goal]."
3. For each option, rate: market size (S/M/L), competition (low/med/high), reachability (hard/med/easy)

GATE A — present 3 ICP options. Wait for user to choose one. If none fit, ask which element to change (trigger, persona, or outcome) and generate 3 new options.