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You can’t build a GTM strategy on assumptions. This section gives you the research foundation everything else depends on - the size of your market, the forces shaping it, and the real problems your buyers are experiencing. Work through the five templates in order. Each one builds on the last.

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What you'll need before starting

• Your product description and the problem it solves
• Access to Google, industry reports, LinkedIn and any relevant trade publications
• 3–5 potential customers you could speak to for the interview templates
• Approximately 2–4 hours for desk research, plus additional time for interviews if conducting them </aside>

Time estimate

1–2 weeks including interview scheduling and synthesis

Templates in this section

01.1 — TAM / SAM / SOM Calculation

01.2 — Market Sizing

01.3 — PESTEL Analysis

01.4 — Porter's 5 Forces

01.5 - SWOT Analysis & TOWS Matrix

01.6 - Customer Interviews

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By completing this section you will have: a quantified view of your market size and opportunity, a structured analysis of the macro forces and competitive dynamics shaping your market, and validated customer insights from real conversations - ready to feed directly into your segmentation and ICP work.

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When you're done here, move to Section 02: Segmentation & Targeting. You now have the market context to make smart decisions about which segments to prioritise.

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