Go-to-Market Strategy for a Retention Product

Project - Go-to Market Strategy for Retention Product

LeapScholar is a Career-tech company that assists students with their entire Study Abroad journey.

Currently LeapScholar is acquiring 20% of the users who are early to the funnel and would start their journey with us after 6-8 months. The cost of acquiring early to funnel users is 1/5th the cost of application ready users.

Suppose you are the Product and Business Head at Leap and have been tasked to build a retention funnel to maximise the conversion from the above mentioned cohort. You need to come up with the Go-to-market strategy for the launch of 0 → 1 product MVP.

Complete the following activities to prepare your GTM:

1. MVP (Minimum Viable Product) Design -
   1. List down all the features that you plan to include in your product based on the user research that you have conducted.
   2. Conduct ruthless prioritisation and select the features that should be part of the MVP
2. Achieving Product/Market Fit - Mention atleast 3 key signs or indicators that will help you know, you are achieving product-market fit or not
3. Product Positioning - how will you position your product for the users, come up with a positioning statement for your product.
4. Sales & Marketing Strategy - Identify where and how will you highlight this retention product to onboard/sell to users, and how would you convert retention users into the main business funnel
5. Product Launch Plan - Finally come up with the final product launch plan - describe briefly the key activities for the following events:
   1. Pre-Launch (hint: key readiness for launch)
   2. Launch Day (hint: Release plan/media event / celebrity endorsement etc)
   3. Post-Launch (hint: early user feedback, customer success teams etc)

Submission Format: Share your final submission in PDF format, it can be either in the form of Document (not more than 5 pages) or a Presentation (not more than 10 slides). Try to keep your strategy crisp and presentable.