Go-To-Market Strategy for Indie Startups in 2023

Indie Entrepreneurs need their marketing summarized. The go-To-Market Strategy Framework does that. Learn how to use it in 10 minutes.

Go-To-Market Strategy for Indie Startups in 2023
Go-To-Market Strategy for Indie Startups in 2023

There are a lot of marketing frameworks. It's easy to get lost.

Often Indie Entrepreneurs need a simple solution that summarizes the entire marketing.

Go-To-Market Strategy Frameworks is the best choice, then. It contains six marketing areas that you need to master. This way, you can be sure in your next marketing week.

Go-To-Market Strategy is part of our ultimate launch checklist.

Follow it to get tons of sales on Day X.
Go-To-Market Strategy Framework for Startups
Go-To-Market Strategy Framework for Startups

Target Audience

It all starts with your potential customers.

The better you understand your end user, the easier it is to sell. Motivation, pain points, barriers, search triggers — you name it.

Build your Go-To-Market Strategy around the customer, not your product idea.

Answer these questions to understand your target audience:

  1. What pain point are you solving?
  2. What negative consequences do your users face if the problem is not solved?
  3. What positive gains does your target audience seek?
  4. What target audience segments are the easiest to win?
  5. What trends influence consumer behavior in your target audience?
  6. What proof do you have to validate previous answers?
Master your target audience with our free guide about the Customer Forces Framework

Value Proposition

Your product is the solution to users' problems. To match it, you need a sound value proposition.

You should be able to describe the value of using your product in one sentence. It can either focus on getting positive outcomes or avoiding negative consequences.

Answer these questions to define your value proposition:

  1. What positive value can your product provide?
  2. What negative outcome does your product help to avoid?
  3. What social value does your target audience get from using your product?
  4. How can you pitch your product in 10 seconds?


You should always go beyond the value proposition.

Positioning brings your competitors, unique features, and market category to the table. It takes a clear value proposition and makes it sharpen.

You will rely on positioning in every copy and marketing campaign. So don't neglect this step.

Answer these questions to describe your positioning:

  1. How are you better than your competitors?
  2. What unique features do you have?
  3. Does your segment speak a specific "language"?
  4. What niches do you focus on in the first place?

Marketing Funnel

You need to understand how to convert visitors into customers.

A marketing funnel answers this question. It structures the customer journey and helps you with optimizing the bottlenecks.

Your marketing funnel will get more complex. But you should always start with a simple one.

Answer these questions to determine your marketing funnel:

  1. How will you get the first 10 customers?
  2. What acquisition channels will you use to scale marketing?
  3. How will you activate new users (so they understand the product's value)?
  4. How much will users pay you?
  5. How will you nudge users to buy your product?
  6. How will you nudge users to recommend your product?
Launching on the Product Hunt is the ultimate growth hack for Bootstrapped Founders.

Read our actionable playbook about getting the #1 Product of the Day.

Marketing Goals

It's time to get specific.

Without ambitious marketing goals, your product's growth will stagnate.

Determine your north-star metrics and get ready to achieve them.

Answer these questions to pick your marketing goals:

  1. What does your product's success look like?
  2. What does your product's failure look like?
  3. What are your key metrics for the next 3 months?
  4. What leading metrics predict the key metrics well?

Marketing Ideas

Marketing goals won't achieve themselves. You need creative ideas to make it happen.

Brainstorm marketing tasks for your next weeks. Know precisely how to complete each marketing goal.

Answer these questions to come up with marketing ideas:

  1. What tasks should be done at the beginning  
  2. What are the quick wins to achieve your goals?
  3. What free marketing ideas should you explore in the first place?
  4. How can you achieve marketing goals faster with money?
  5. What long-term tasks can benefit you in the next 6 months?


Don't overcomplicate your marketing in the beginning.

Start with a simple 6-step framework to focus on the right marketing areas. Customize it later when your product's idea is validated.