# 7. GO-TO-MARKET STRATEGY

**Document**: Business Plan GBCM LLC 2025
**Section**: 07 - Go-to-Market Strategy
**Version**: 2.0
**Date**: October 2025
**Pages**: 20

---

## 📋 TABLE DES MATIÈRES

- [Vue d'Ensemble](#vue-densemble)
- [Customer Acquisition Funnel](#customer-acquisition-funnel)
- [Marketing Channels & Tactics](#marketing-channels--tactics)
- [Content Marketing Strategy](#content-marketing-strategy)
- [Partnership & Referral Programs](#partnership--referral-programs)
- [Sales Process & Conversion](#sales-process--conversion)
- [Pricing & Packaging Strategy](#pricing--packaging-strategy)
- [Launch Plan (2026)](#launch-plan-2026)
- [Growth Metrics & CAC](#growth-metrics--cac)

---

## 🎯 VUE D'ENSEMBLE

### Philosophie Go-to-Market

GBCM LLC adopte une approche **digital-first, content-driven, community-powered** pour acquérir et retenir clients.

**Principes Fondamentaux**:
1. 🎓 **Teach before you sell** - Donner valeur avant de demander paiement
2. 🔄 **Multi-touch journey** - 7-12 interactions avant conversion (industry avg)
3. 🎯 **Hyper-targeted** - Niche focus (3 ICP personas) vs mass market
4. 📊 **Data-driven** - A/B test everything, optimize relentlessly
5. 🤝 **Community-first** - Build tribe, not just customer list

### Market Entry Strategy (2026)

**Phase 1 (Q1-Q2)**: Seed + Foundation
- Target: 15 founding clients (beta testers)
- Focus: Product-market fit validation
- Channel: Personal network, warm introductions
- Investment: $30,000 (50% of marketing budget)

**Phase 2 (Q3-Q4)**: Growth + Scale
- Target: 15 additional clients (30 total)
- Focus: Refine messaging, expand channels
- Channel: Content + paid ads + partnerships
- Investment: $30,000

**2027-2028**: Aggressive expansion (covered in yearly breakdown)

---

## 🔄 CUSTOMER ACQUISITION FUNNEL

### Full Funnel Overview

```
┌────────────────────────────────────────────┐
│ AWARENESS (10,000+ people/year)            │
│ Blog, podcast, LinkedIn, ads, events       │
├────────────────────────────────────────────┤
│        ↓ 15% engagement                    │
├────────────────────────────────────────────┤
│ CONSIDERATION (1,500 engaged)              │
│ Webinar, lead magnet, newsletter, consult │
├────────────────────────────────────────────┤
│        ↓ 10% convert to MQL                │
├────────────────────────────────────────────┤
│ EVALUATION (150 Marketing Qualified Leads) │
│ Discovery call, proposal, case studies     │
├────────────────────────────────────────────┤
│        ↓ 30% convert to opportunity        │
├────────────────────────────────────────────┤
│ DECISION (45 Sales Opportunities)          │
│ Strategy session, contract negotiation     │
├────────────────────────────────────────────┤
│        ↓ 67% close rate                    │
├────────────────────────────────────────────┤
│ CUSTOMER (30 clients/year Target Y1)       │
│ Onboarding, delivery, success, advocacy   │
└────────────────────────────────────────────┘

Conversion Rate: 0.3% (10,000 → 30)
Industry Benchmark: 0.2-0.5% (B2B consulting)
```

### Funnel Metrics (Year 1)

| Stage | Volume | Conversion | Time to Next Stage |
|-------|--------|------------|-------------------|
| **Awareness** | 10,000 | 15% → Engagement | 0-30 days |
| **Consideration** | 1,500 | 10% → MQL | 7-60 days |
| **Evaluation** | 150 | 30% → Opportunity | 14-90 days |
| **Decision** | 45 | 67% → Customer | 14-45 days |
| **Customer** | **30** | - | - |

**Average Sales Cycle**: 90-120 days (Awareness → Customer)

---

## 📢 MARKETING CHANNELS & TACTICS

### Channel Mix (Budget Allocation Year 1: $60,000)

| Channel | Budget | % Total | Expected CAC | Clients | ROI |
|---------|--------|---------|--------------|---------|-----|
| **Content Marketing** | $15,000 | 25% | $1,500 | 10 | 8:1 |
| **LinkedIn Ads** | $12,000 | 20% | $2,000 | 6 | 6:1 |
| **Partnerships** | $8,000 | 13% | $1,000 | 8 | 15:1 |
| **Events & Webinars** | $10,000 | 17% | $2,500 | 4 | 5:1 |
| **Email Marketing** | $5,000 | 8% | $2,500 | 2 | 5:1 |
| **Referral Program** | $5,000 | 8% | $0 | 0 | ∞ (Year 2+) |
| **SEO & Website** | $5,000 | 8% | - | 0 | Long-term |
| **TOTAL** | **$60,000** | **100%** | **$2,000** | **30** | **6:1** |

### Channel 1: Content Marketing ($15,000/year)

**Objective**: Establish thought leadership, drive organic traffic, nurture leads.

**Tactics**:

**A. Blog (Primary Content Hub)**
- **Frequency**: 2 posts/week (104/year)
- **Length**: 1,500-2,500 words (in-depth, SEO-optimized)
- **Topics**:
  - Scaling strategies ("How to grow from $1M to $10M")
  - Leadership development ("5 habits of successful CEOs")
  - Industry insights ("SaaS metrics benchmarks 2026")
  - Case studies ("How Client X achieved 3x revenue growth")

**Example Editorial Calendar (Q1 2026)**:
| Week | Topic | Keyword | Est. Traffic |
|------|-------|---------|--------------|
| 1 | "Scale Framework: 8 Dimensions of Growth" | scale business framework | 200/mo |
| 2 | "Hiring Your First VP of Sales (Complete Guide)" | hiring vp sales | 150/mo |
| 3 | "Case Study: How SaaS Startup Hit $5M ARR in 24 Months" | saas growth case study | 100/mo |
| 4 | "Digital Transformation for SMBs: Where to Start" | digital transformation smb | 250/mo |

**SEO Strategy**:
- Target keywords: 50 primary (500-5,000 searches/month)
- Backlink building: Guest posts on industry sites (15/year)
- Technical SEO: Page speed <2s, mobile-first, schema markup
- Goal: Rank #1-3 for 20+ keywords by end of Year 1

**Investment**:
- Writer: $500/post × 104 posts = $52,000 ❌ TOO EXPENSIVE
- **Alternative**: Founder writes 50%, AI-assisted content 50% = $5,000 tools (Jasper, SurferSEO)
- SEO tools: Ahrefs ($200/mo), Clearscope ($170/mo) = $4,440/year
- Total: ~$10,000

**B. LinkedIn Organic (Founder Personal Brand)**
- **Frequency**: 5 posts/week (260/year)
- **Format**:
  - Text posts (60%): Insights, lessons learned, micro-case studies
  - Carousel posts (25%): Frameworks, checklists, how-tos
  - Video posts (15%): Short clips (2-3 min), behind-the-scenes

**Example Post Strategy**:
```
Monday: Mindset/Motivation
"I spent $50K on business coaching last year.

Here's what I learned about investing in growth:
[Thread with 5 key lessons]"

Wednesday: Tactical Advice
"Most CEOs track revenue.

Great CEOs track these 7 metrics instead:
1. [Metric + why it matters]
..."

Friday: Case Study/Social Proof
"Client update: Sarah grew her agency from $800K to $2.4M in 18 months.

Her secret? [Share 1-2 key strategies]

DM me 'SCALE' if you want the full playbook."
```

**Growth Tactics**:
- Engage 50 target prospects/day (like, comment on their posts)
- Connect with 20 new ICPs/week (personalized invites)
- Respond to every comment within 2 hours (build relationships)
- Target: Grow from 1,000 → 10,000 followers (Year 1)

**Investment**: $2,000 (scheduling tools: Buffer, engagement tracking)

**C. Podcast (Launch Q3 2026)**
- **Name**: "The Scale Playbook" (tentative)
- **Format**: 30-minute interviews with CEOs who scaled successfully
- **Frequency**: Bi-weekly (26 episodes/year)
- **Distribution**: Apple Podcasts, Spotify, YouTube
- **Promotion**: Clips on LinkedIn, Twitter, email newsletter

**Guest Strategy**:
- 50% GBCM clients (case studies, testimonials)
- 30% industry experts (joint audience growth)
- 20% potential clients (build relationships)

**Investment**: $3,000 (equipment, editing service: Descript)

**ROI Expectation**:
- Year 1: 500 downloads/episode → 13,000 total
- Lead generation: 10-15 warm leads
- Brand awareness: Immeasurable (halo effect)

### Channel 2: LinkedIn Ads ($12,000/year)

**Objective**: Targeted lead generation, accelerate awareness.

**Campaign Strategy**:

**Campaign 1: Lead Magnet (60% of budget = $7,200)**
- **Ad Type**: Sponsored Content (single image + carousel)
- **Offer**: Free resource ("Scale Readiness Assessment", "CEO's Growth Playbook")
- **Targeting**:
  - Job titles: CEO, Founder, President, VP
  - Company size: 10-100 employees
  - Industries: SaaS, Professional Services, E-commerce
  - Geography: USA + Canada
  - Interests: Business strategy, leadership, entrepreneurship
- **Budget**: $600/month
- **Expected Results**:
  - Impressions: 200,000/month
  - CTR: 1.5% = 3,000 clicks
  - Conversion rate: 20% = 600 leads/month = 7,200/year
  - Cost per lead: $1

**Campaign 2: Webinar Registration (30% = $3,600)**
- **Ad Type**: Event ad
- **Offer**: Monthly workshop ("Scaling Strategies Masterclass")
- **Budget**: $300/month
- **Expected Results**:
  - Registrations: 100/month = 1,200/year
  - Attendance rate: 40% = 480 attendees
  - Cost per attendee: $7.50
  - Conversion to MQL: 20% = 96 MQLs
  - Conversion to client: 5% = 5 clients
  - CAC: $720 (acceptable for $12K-$60K ACV)

**Campaign 3: Retargeting (10% = $1,200)**
- **Target**: Website visitors, email subscribers, webinar attendees
- **Offer**: Case study, limited-time discount, free consultation
- **Budget**: $100/month
- **Expected Results**: 1-2 conversions/year (high-intent)

**Creative Strategy**:
- Test 3-5 variations per campaign (image, headline, CTA)
- Refresh creative every 6 weeks (avoid ad fatigue)
- Use client testimonials, data-driven results ("+247% revenue growth")

**Tools**:
- LinkedIn Campaign Manager (native)
- Metadata.io for optimization ($200/mo) = $2,400/year (included in budget)

### Channel 3: Partnerships ($8,000/year)

**Objective**: Leverage existing audiences, warm introductions.

**Partnership Types**:

**A. Complementary Service Providers (5-10 partners)**

**Target Partners**:
1. **Accounting Firms** (CPAs): Serve same clients, refer growth advisory needs
2. **Law Firms**: Startup lawyers, M&A advisors
3. **Marketing Agencies**: Clients need strategic direction before tactics
4. **Tech Consultants**: Digital transformation projects
5. **Executive Recruiters**: Clients hiring C-suite need org design

**Partnership Model**:
- **Co-marketing**: Joint webinars, co-authored content, email swaps
- **Referral fee**: 10% of Year 1 revenue ($900-$6,000 per referral)
- **Affiliate program**: Track via unique links, pay quarterly

**Example Partnership (CPA Firm)**:
```
Offer to Partner:
"I serve growth-stage CEOs who often ask me for CPA referrals.
I'd love to send you 5-10 qualified leads/year.

In return, when your clients express frustration with growth,
stalled scaling, or leadership challenges, would you intro me?

No exclusivity, no contracts - just mutual value."

Sweetener: Host joint webinar
- Topic: "Tax Strategies for Fast-Growing Businesses"
- Attendees: Your list (500) + their list (2,000) = 2,500
- Split leads 50/50
```

**Investment**:
- Referral fees: $5,000 (assumes 5 clients @ 10% of $10K avg)
- Co-marketing: $3,000 (webinar hosting, materials)

**Expected Results**:
- 8 clients from partnerships (Year 1)
- CAC: $1,000 (cheapest channel!)

**B. Industry Associations & Communities**

**Target Communities**:
- EO (Entrepreneurs' Organization) - 18,000 members
- YPO (Young Presidents' Organization) - 35,000 members
- Vistage (competitor, but can partner as workshop provider)
- Industry-specific: SaaStr (SaaS), FounderFuel (startups), etc.

**Engagement Strategy**:
- Attend events (4-6/year) - networking, speaking opportunities
- Sponsor local chapter ($2,000-$5,000/year)
- Provide free workshops (build credibility, generate leads)

**Investment**: $3,000 (memberships, event sponsorships)

### Channel 4: Events & Webinars ($10,000/year)

**Objective**: High-touch engagement, accelerate trust, batch lead generation.

**Monthly Webinar Series** (12/year)
- **Topic**: Rotating (Scaling, Leadership, Digital Transformation, Q&A)
- **Format**: 45 min presentation + 15 min Q&A
- **Platform**: Zoom Webinar ($50/month) = $600/year
- **Promotion**:
  - Email list (weeks 3, 2, 1, day before)
  - LinkedIn ads ($300/webinar)
  - Organic social (5 posts over 2 weeks)
  - Partner promotion (if co-hosted)

**Expected Results**:
| Metric | Target |
|--------|--------|
| Registrations/webinar | 100 |
| Attendance rate | 40% |
| Attendees/webinar | 40 |
| MQL conversion | 25% |
| MQLs/webinar | 10 |
| Total MQLs/year | 120 |
| Client conversion | 5% |
| Clients from webinars | 6 |

**Investment**:
- Ads: $3,600 ($300 × 12)
- Webinar software: $600
- Presentation design: $1,200 (templates, slides)
- Recording/editing: $1,000
- **Total**: $6,400

**In-Person Events** (4/year - Q2, Q3, Q4)
- **Format**: Half-day workshop (8:30am-12:30pm)
- **Venue**: Co-working space, hotel conference room (free or $500)
- **Capacity**: 15-20 attendees
- **Price**: Free (lead generation) OR $197 (filter tire-kickers)
- **Topics**:
  - Q2: "Scale Framework Workshop"
  - Q3: "Digital Transformation Canvas"
  - Q4: "2027 Strategic Planning Session"

**Expected Results**:
- Attendees: 12/event × 4 = 48
- Conversion to client: 15% = 7 clients
- CAC: $3,600 ÷ 7 = $514 (excellent!)

**Investment**:
- Venue: $2,000 ($500 × 4)
- Catering: $600 ($150 × 4)
- Materials: $400 (workbooks, handouts)
- Promotion: $600
- **Total**: $3,600

### Channel 5: Email Marketing ($5,000/year)

**Objective**: Nurture leads, build relationships, drive conversions.

**Email List Building**:
- **Sources**: Blog, LinkedIn ads, webinars, events, partnerships
- **Goal**: Grow from 0 → 2,000 subscribers (Year 1)
- **Lead magnets**:
  1. "Scale Readiness Assessment" (interactive tool)
  2. "CEO's Growth Playbook" (30-page PDF)
  3. "Template Library" (OKRs, budgets, org charts)

**Email Sequence Strategy**:

**A. Welcome Series** (5 emails, automated)
```
Email 1 (Immediate): Welcome + deliver lead magnet
Email 2 (Day 2): Founder story + mission
Email 3 (Day 5): Introduce GBCM services (soft sell)
Email 4 (Day 9): Case study + social proof
Email 5 (Day 14): Invitation to book free consultation

Conversion rate: 5% book consultation = 100 calls/year
```

**B. Weekly Newsletter** (52/year)
- **Format**:
  - 1 curated insight (from blog or external source)
  - 1 actionable tip (micro-tactic readers can implement today)
  - 1 resource (tool, template, book recommendation)
  - 1 CTA (webinar, consultation, content)

**Example Newsletter**:
```
Subject: [The Scale Playbook] Why most CEOs fail at delegation

Hi [First Name],

This week, I worked with a CEO managing a $3M business...
but still approving every $500 expense.

Here's what I told him:
[150-word insight on delegation framework]

🎯 ACTION ITEM:
List 3 tasks you're doing that someone else could do 80% as well.
Delegate 1 this week.

📚 RESOURCE:
"The Effective Executive" by Peter Drucker (Summary: [link])

🎤 UPCOMING WEBINAR:
"Building Your Leadership Team" - Oct 15, 2pm ET
[Register here]

See you next Wednesday,
Gregory

P.S. Reply to this email - I read every response!
```

**Open rate target**: 25-35% (industry avg: 20%)
**Click rate target**: 3-5% (industry avg: 2%)

**C. Nurture Sequences** (Automated, triggered)
- **Engaged but not purchased**: 6-email sequence over 60 days
- **Webinar attendees**: 3-email follow-up sequence
- **Discovery call no-show**: 2-email re-engagement
- **Proposal sent, no decision**: 4-email sequence

**Investment**:
- Email platform: ConvertKit ($500/year for 2K subscribers)
- Copywriting: Founder + AI tools ($1,500)
- Design templates: Canva Pro ($120/year)
- Lead magnets production: $2,000
- **Total**: $5,000

**Expected Results**:
- 2 clients from email nurture (Year 1)
- CAC: $2,500

### Channel 6: Referral Program ($5,000/year - Launch Q3)

**Objective**: Turn happy clients into advocates, reduce CAC to $0.

**Program Structure**:

**Referral Incentive**:
- **Referrer (existing client)**: $1,000 credit OR 10% cash (choice)
- **Referee (new client)**: 10% discount on first year
- **GBCM**: Pays $1,000-$6,000 vs $2,000-$5,000 CAC from ads (breakeven or better)

**Example**:
```
Client A refers Client B to TRANSFORM Scale ($23,997)

Referrer Reward:
- Option 1: $1,000 account credit (applies to renewals, upgrades)
- Option 2: $600 cash (10% of $23,997, capped at $1,000)

Referee Reward:
- 10% discount = Save $2,400 (pays $21,597 Year 1)

GBCM Net:
- Revenue: $21,597
- Referral cost: $1,000
- Gross profit: $20,597 (vs $23,997 non-referred, but CAC = $0!)
```

**Program Mechanics**:
- **Tracking**: Unique referral links (via software)
- **Communication**: Email campaign to clients (Q3 launch)
- **Reminder**: Quarterly email + mention in coaching sessions
- **Leaderboard**: Top 3 referrers recognized publicly (with permission)

**Software**: Referral Rock ($200/month) = $2,400/year

**Expected Results**:
- Year 1: 0 referrals (building foundation)
- Year 2: 5 referrals (15% of 33 clients = 5)
- Year 3: 15 referrals (25% of 60 clients = 15)

**Investment Year 1**: $2,500 (software + setup + promotion)

### Channel 7: SEO & Website ($5,000/year)

**Objective**: Organic visibility, credibility, lead capture.

**Website Structure** (gbcm.com or gbcmllc.com):

**Pages**:
1. **Homepage**: Value prop, social proof, CTA
2. **Services**: 4 pillars (TRANSFORM, ADVISORY, ACCELERATOR, PLATFORM)
3. **About**: Founder story, team, mission
4. **Case Studies**: 5-10 success stories (testimonials, results)
5. **Resources**: Blog, tools, webinars, podcast
6. **Contact**: Calendly embed (book consultation)

**Conversion Optimization**:
- Clear CTAs: "Book Free Consultation" (above fold, sticky header)
- Social proof: Client logos, testimonials, metrics ("$47M+ revenue generated")
- Trust signals: Certifications, media mentions, awards
- Live chat: Drift or Intercom (answer questions real-time)

**SEO Tactics**:
- On-page: Title tags, meta descriptions, headers, internal linking
- Technical: SSL, mobile-friendly, sitemap, robots.txt
- Content: Blog (primary SEO driver - 104 posts/year)
- Backlinks: Guest posts, partnerships, PR

**Expected Results**:
- Year 1: 1,000 organic visitors/month (by Dec 2026)
- Year 2: 3,000/month
- Year 3: 7,000/month
- Conversion rate: 2% → 20-140 leads/month

**Investment**:
- Website design: $3,000 (Webflow template customized)
- SEO tools: $2,000 (covered in Content Marketing budget)
- Total incremental: $3,000

---

## 📝 CONTENT MARKETING STRATEGY

### Content Pillars (3 Core Themes)

**Pillar 1: Scaling Strategies** (40% of content)
- Topics: Revenue growth, operations, team building, systems
- Formats: Blog, webinar, podcast, templates
- Target persona: Sarah (Scale-Up CEO), Mike (Bootstrapper)

**Pillar 2: Leadership Development** (35% of content)
- Topics: Executive presence, decision-making, culture, delegation
- Formats: Blog, video, assessments, case studies
- Target persona: Jessica (First-Time CEO), David (Serial Entrepreneur)

**Pillar 3: Digital Transformation** (25% of content)
- Topics: Technology adoption, AI, automation, platform business models
- Formats: Blog, webinar, tools, research reports
- Target persona: All (cross-cutting theme)

### Content Calendar (Q1 2026 Example)

| Week | Blog Post | LinkedIn Post Theme | Webinar/Event | Email Newsletter |
|------|-----------|-------------------|---------------|------------------|
| Jan 1-7 | "2026 Scaling Trends" | New year goals | - | Welcome series (new subs) |
| Jan 8-14 | "Hiring Your First CFO" | Leadership lessons | - | Newsletter #1 |
| Jan 15-21 | "Case Study: $1M→$5M" | Client success story | Webinar: "Scale Framework" | Webinar promo |
| Jan 22-28 | "Digital Transformation Guide" | Tech strategy | - | Newsletter #2 |
| Feb 1-7 | "OKR Framework for CEOs" | Goal-setting | - | Newsletter #3 |
| ... | (52 weeks planned) | (260 posts/year) | (12 webinars) | (52 newsletters) |

### Content Repurposing (1 → Many)

**Example: Turn 1 webinar into 15+ assets**:

1. **Live Webinar** (60 min)
2. **Recording** → Upload to YouTube, Vimeo
3. **Transcript** → Blog post (2,000 words)
4. **Slides** → SlideShare upload
5. **Audio** → Podcast episode
6. **Short Clips** (5-10) → LinkedIn videos (2-3 min each)
7. **Quotes** (10) → LinkedIn text posts
8. **Carousel** → Instagram/LinkedIn (10-slide summary)
9. **Email Summary** → Send to subscribers
10. **Resource** → Add to GBCM Hub library
11. **Ad Creative** → Use clips in retargeting ads

**ROI**: 1 hour creating webinar = 30+ hours of content (with editing)

---

## 🤝 PARTNERSHIP & REFERRAL PROGRAMS

### Strategic Partnerships (Detailed)

**Partnership Tier System**:

**Tier 1: Platinum Partners** (2-3 partners)
- **Criteria**: Refer 5+ clients/year, co-marketing commitment
- **Benefits**:
  - 15% referral fee (vs 10% standard)
  - Dedicated partner portal
  - Quarterly business reviews
  - Co-branded materials
- **Example**: Large CPA firm with 500+ SMB clients

**Tier 2: Gold Partners** (5-10 partners)
- **Criteria**: Refer 2-4 clients/year
- **Benefits**:
  - 10% referral fee
  - Partner directory listing
  - Bi-annual check-ins
- **Example**: Marketing agencies, law firms

**Tier 3: Silver Partners** (10-20 partners)
- **Criteria**: Refer 1 client/year
- **Benefits**:
  - 10% referral fee
  - Partner badge (for their website)
  - Annual check-in
- **Example**: Solo consultants, coaches, recruiters

**Partnership Recruitment**:
- Month 1-3: Identify 50 potential partners (research, networking)
- Month 4-6: Outreach (personalized emails, LinkedIn, introductions)
- Month 7-9: Formalize agreements (10-15 active partners)
- Month 10-12: Activate (first referrals, co-marketing)

**Partnership Materials**:
- 1-pager: "Partner with GBCM" (benefits, process, FAQs)
- Co-marketing templates: Email swaps, social posts, webinar decks
- Referral tracking: Partner portal (unique links, dashboard)

---

## 💰 SALES PROCESS & CONVERSION

### Sales Funnel Stages

**Stage 1: Discovery Call** (30 min, free)

**Objective**: Qualify lead, understand needs, build rapport.

**Who Attends**: Founder (Year 1-2), Sales hire (Year 3+)

**Agenda**:
1. **Intro** (5 min): Set expectations, build credibility
2. **Discovery** (15 min): Ask powerful questions
   - "What's the #1 challenge keeping you from reaching your growth goals?"
   - "If we solve this, what does success look like in 12 months?"
   - "What have you tried before? What worked? What didn't?"
3. **Overview** (5 min): High-level GBCM approach (not full pitch)
4. **Next Steps** (5 min):
   - Qualified → Schedule Strategy Session
   - Not qualified → Refer to resources or other providers

**Qualification Criteria** (BANT):
- **Budget**: Can afford $10K-$60K/year? (Don't ask directly, infer from company size/revenue)
- **Authority**: Is this the decision-maker? (CEO, Founder, President)
- **Need**: Do they have pain we solve? (scaling challenges, leadership gaps)
- **Timeline**: Ready to start within 3 months?

**Conversion Rate**: 60% of discovery calls → Strategy Session (90 calls → 54 sessions)

**Tools**:
- Scheduling: Calendly ($10/month)
- CRM: HubSpot Free (log calls, track pipeline)
- Notes: Notion template (standardized format)

**Stage 2: Strategy Session** (90 min, $500 - credited if sign up)

**Objective**: Deep-dive assessment, custom proposal, close.

**Agenda**:
1. **Prep** (before call): Review discovery notes, research company
2. **Assessment** (45 min):
   - Walk through Scale Framework (8 dimensions)
   - Identify top 3 priorities
   - Discuss current state vs desired state
3. **Recommendation** (30 min):
   - "Based on what I'm hearing, here's what I recommend..."
   - Present 2-3 package options (good, better, best)
   - Outline 12-month roadmap
4. **Investment Conversation** (10 min):
   - Present pricing, payment options
   - Handle objections
   - Close: "Are you ready to commit to this transformation?"
5. **Next Steps** (5 min):
   - Yes → Send contract, onboarding email
   - Maybe → Follow-up sequence (email Day 1, 3, 7, 14)
   - No → Understand why, stay in touch

**Conversion Rate**: 67% of strategy sessions → Client (54 sessions → 36 clients)

**Pricing Presentation**:
```
Option 1: PLATFORM Membership ($297/month = $3,564/year)
- Best for: Self-directed, early-stage (<$500K revenue)
- Includes: [List features]

Option 2: TRANSFORM Growth ($8,997/year)
- Best for: Growing businesses ($500K-$2M) ⭐ MOST POPULAR
- Includes: [List features]

Option 3: TRANSFORM Scale ($23,997/year)
- Best for: Scaling businesses ($2M-$10M)
- Includes: [List features]

Option 4: ADVISORY Retainer ($90,000-$180,000/year)
- Best for: Rapid growth ($10M+), complex challenges
- Includes: [Fully custom]

"Which of these feels like the right fit for where you are now?"
```

**Objection Handling**:

| Objection | Response |
|-----------|----------|
| "Too expensive" | "I understand. Let me ask: if we achieve [their stated goal], what's that worth to you? [Goal is usually 10x-100x the investment]. This isn't a cost, it's the highest-ROI investment you can make." |
| "Need to think about it" | "Of course. What specifically do you need to think about? [Uncover real objection]. Let's address that now." |
| "Need to talk to my partner/team" | "Great! Why don't we schedule a 3-way call with them? I'm happy to answer their questions too. [Get on calendar]" |
| "Tried coaching before, didn't work" | "Tell me about that experience. [Listen]. Here's how we're different: [data-driven, tech platform, proven methodology]. Plus, our guarantee: if you don't see progress in 90 days, we'll refund 100%." |

**Stage 3: Contract & Onboarding**

**Contract**:
- **Tool**: PandaDoc ($50/month) for e-signatures
- **Terms**: 12-month commitment, monthly or annual payment
- **Guarantee**: 90-day satisfaction (full refund if not happy)

**Payment**:
- **Processor**: Stripe (2.9% + $0.30 fee)
- **Options**:
  - Pay in full (5% discount)
  - Monthly autopay (standard pricing)
  - Quarterly (no discount)

**Onboarding** (Week 1-2):
```
Day 1: Welcome email (contract, portal access, next steps)
Day 2: Platform onboarding (account setup, tutorial video)
Day 3: Schedule Kickoff Call (60 min)
Day 5: Kickoff Call (goals, roadmap, first 90 days)
Day 7: First workshop/session
```

**Tools**: Notion checklist, automated email sequences (via HubSpot)

---

## 💵 PRICING & PACKAGING STRATEGY

### Pricing Philosophy

**Value-Based Pricing** (not cost-plus):
- Client pays for **outcome** (revenue growth, efficiency, leadership development)
- NOT hourly rate (misaligns incentives - we want fast results, not long engagements)

**Price Anchoring**:
- Present 3-4 options (creates comparison, avoids yes/no decision)
- Middle option = most popular (60% choose)
- High option = makes middle look reasonable

**Discounting Policy**:
- **Never discount** on discovery calls (devalues service)
- **Rare exceptions**: Non-profits (20% discount), pay-in-full (5% discount)
- **Alternatives to discount**: Add value (extra sessions, extended access)

### Packaging Strategy (Recap from Section 5)

| Package | Price | Target | Positioning |
|---------|-------|--------|-------------|
| **PLATFORM** | $297/mo | DIY, early-stage | Entry point, content access |
| **TRANSFORM Growth** | $8,997/yr | Growing ($500K-$2M) | Core offering, highest volume |
| **TRANSFORM Scale** | $23,997/yr | Scaling ($2M-$10M) | Premium, hands-on support |
| **TRANSFORM Transform** | $59,997/yr | Established ($10M+) | VIP, full access |
| **ADVISORY** | $7.5K-$15K/mo | Custom | Executive coaching, deep dive |
| **ACCELERATOR** | $25K/90 days | Intensive | Project-based, specific outcome |

**Upsell Path**:
```
PLATFORM → TRANSFORM Growth (3x price)
TRANSFORM Growth → TRANSFORM Scale (2.7x)
TRANSFORM Scale → ADVISORY (4-8x)
```

**Churn Prevention**: Lock-in 12 months (reduces churn from 10%/month to <5%/year)

---

## 🚀 LAUNCH PLAN (2026)

### Pre-Launch (Oct-Dec 2025)

**Objectives**: Build assets, seed audience, beta test.

**Milestones**:
- ✅ Finalize branding (logo, colors, messaging)
- ✅ Build website (Webflow, 10 pages)
- ✅ Create lead magnets (3 resources)
- ✅ Set up tech stack (CRM, email, calendar)
- ✅ Develop first 20 blog posts (SEO foundation)
- ✅ Recruit 5 beta clients (from personal network)

**Budget**: $15,000 (website, tools, initial content)

### Launch (Jan-Mar 2026 - Q1)

**Week 1-2: Soft Launch**
- Announce on LinkedIn (founder's network)
- Email personal contacts (500 people)
- Offer: "Founding Member" discount (10% off Year 1)
- Goal: 5 clients

**Week 3-6: Public Launch**
- Press release (send to 20 industry publications)
- Launch webinar: "Introducing GBCM Scale Framework"
- LinkedIn ad campaign (lead magnet)
- Partnerships: Announce first 3 partners
- Goal: 5 additional clients (10 total by end Q1)

**Week 7-12: Momentum Building**
- Weekly blog posts (2/week)
- Monthly webinar (March topic: "Q2 Planning")
- In-person event (local, 15 attendees)
- Goal: 5 more clients (15 total by Mar 31)

### Growth (Apr-Dec 2026 - Q2-Q4)

**Q2 (Apr-Jun)**:
- First podcast episodes (launch June)
- Expand LinkedIn ads (2x budget)
- Host first full-day workshop (April)
- Activate referral program (June)
- Goal: +5 clients (20 total by June 30)

**Q3 (Jul-Sep)**:
- Scale content (hire VA for repurposing)
- Partnership: Co-host event with CPA firm
- Launch ACCELERATOR offering (August)
- Goal: +5 clients (25 total by Sept 30)

**Q4 (Oct-Dec)**:
- Year-end planning workshops (October-November)
- Black Friday offer (November 25-30)
- Reflect & plan 2027 strategy (December)
- Goal: +5 clients (30 total by Dec 31 ✅ TARGET HIT)

---

## 📊 GROWTH METRICS & CAC

### Customer Acquisition Cost (CAC) Breakdown

**Year 1 Total Marketing Spend**: $60,000
**Year 1 Total Clients**: 30
**Blended CAC**: $2,000/client

**CAC by Channel** (from earlier table):
| Channel | CAC | % of Clients |
|---------|-----|--------------|
| Partnerships | $1,000 | 27% (8 clients) |
| Content Marketing | $1,500 | 33% (10 clients) |
| LinkedIn Ads | $2,000 | 20% (6 clients) |
| Events | $2,500 | 13% (4 clients) |
| Email | $2,500 | 7% (2 clients) |
| Referrals | $0 | 0% (Year 1) |

**Payback Period**:
- **TRANSFORM Growth** ($8,997 ACV, $1,500 CAC): 2 months
- **TRANSFORM Scale** ($23,997 ACV, $2,000 CAC): 1 month
- **ADVISORY** ($120,000 ACV, $5,000 CAC): <1 month

**LTV:CAC Ratio**: 6:1 to 67:1 (see Section 5 for details)

### Key Performance Indicators (KPIs)

**Awareness Metrics**:
- Website traffic: 500 → 1,000/month (Q1 → Q4)
- LinkedIn followers: 1,000 → 10,000
- Email subscribers: 0 → 2,000
- Podcast downloads: 0 → 13,000 (Q3-Q4)

**Engagement Metrics**:
- Webinar registrations: 100/month
- Webinar attendance rate: 40%
- Email open rate: 30%
- Content consumption: 50 modules completed/month

**Conversion Metrics**:
- MQLs (Marketing Qualified Leads): 150/year
- Discovery calls booked: 90/year
- Strategy sessions: 54/year
- Clients closed: 30/year
- **Overall conversion rate**: 0.3% (Awareness → Customer)

**Customer Success Metrics**:
- NPS (Net Promoter Score): 70+ (Year 1 target)
- Renewal rate: 80%+ (after initial 12-month term)
- Upsell rate: 20% (clients upgrading to higher tier)
- Referral rate: 15% (clients who refer, Year 2+)

### Year 2-3 Growth Projections

**Year 2 (2027)**:
- Marketing budget: $100,000 (+67%)
- Channels: Add Google Ads, podcast sponsorships, PR firm
- Clients: +33 (63 total)
- CAC target: $3,000 (higher investment, but higher LTV from ADVISORY)

**Year 3 (2028)**:
- Marketing budget: $150,000 (+50%)
- Channels: Add influencer partnerships, affiliate program, events
- Clients: +37 (100 total)
- CAC target: $4,000 (scale premium offerings)

---

## 🎯 SUCCESS FACTORS & RISKS

### Critical Success Factors

✅ **Founder-Led Sales** (Year 1-2): Personal touch, high close rate
✅ **Content Consistency**: 2 blog posts/week, 5 LinkedIn posts/week (NO GAPS)
✅ **Partnership Execution**: Activate 3+ platinum partners by Q3
✅ **Client Success**: First 15 clients = case studies, testimonials, referrals
✅ **Data Discipline**: Track every metric, optimize weekly

### Go-to-Market Risks

⚠️ **Risk 1: Slow Pipeline Build**
- Mitigation: Front-load personal network outreach (warm leads close faster)
- Contingency: Increase ad spend +50% if Q1 < 10 clients

⚠️ **Risk 2: Content Fatigue (Founder Burnout)**
- Mitigation: Batch content creation (dedicate 1 day/week), leverage AI tools
- Contingency: Hire content VA by Q3 ($1,500/month)

⚠️ **Risk 3: Low Conversion Rates**
- Mitigation: A/B test every element (landing pages, email subject lines, ad creative)
- Contingency: Hire conversion optimization consultant ($5K audit)

⚠️ **Risk 4: Partnership Underperformance**
- Mitigation: Weekly check-ins with top partners, quarterly business reviews
- Contingency: Replace non-performing partners (churn bottom 20% annually)

---

## 📌 CONCLUSION

La stratégie Go-to-Market de GBCM LLC repose sur **3 piliers**:

1. **🎓 Thought Leadership** - Content educates, builds trust, drives inbound
2. **🤝 Strategic Partnerships** - Leverage existing relationships, warm introductions
3. **📊 Data-Driven Optimization** - Test, measure, refine every channel

**Year 1 Goal**: 30 clients, $180K revenue, $2K blended CAC ✅ ACHIEVABLE

**Competitive Advantage**:
- Digital-first approach (vs traditional networking-only)
- Content moat (100+ blog posts, 12 webinars, 26 podcast episodes)
- Tech-enabled sales (AI Coach assists with nurture, reduces manual work)

**Next**: [Section 08 - Operations Plan](./08-operations-plan.md)

---

© 2025 GBCM LLC - Business Plan v2.0 | Go-to-Market Strategy