Go-To-Market Strategy for eCommerce Apps and Integrations
Example Go-To-Market Plan
Based on Roll-outs off 100s of Apps and Integration Programs we will develop and implement a personalized Go-To-Market plan with your company to ensure you reach, convert and onboard the most merchants over the next years. The below Example Go-To-Market plan serves an inspiration and template when developing your specific Go-To-Market Plan.
Phase 1
During the initial phase of going to market you will primarily be interacting with merchants through outbound channels or conversations. Merchants might be requesting integrations to certain systems or your team talking to merchants are coming up with suggestions such as looking into App Stores as a marketing channel. Initial efforts are x into looking into integrations and app stores and a decision is being made to research the potential more closer and continue working with merchants to evaluate. Trials will be made with a few merchants to understand what they expect, and the experience will be completely manual or very rough as first integrations might be test-launched in developing or private mode. The feedback from merchants will be positive towards access the service easier and a business case will be viewed as positive. Very little revenue, if any, will be made at this stage.
Phase 2
After the Market Validation has happened the company will move into the Product/Market Fit Phase where they will work to unlock the product-market fit for an integration-led business. During this phase between 5 and 20 merchants will be onboarded, which will enable optimization of conversion rate, onboarding flows and a better understanding of the channels and needs of the merchants. Conversion will have improved, but still not be optimal. Similarly, the Onboarding Experience will be better, though still handheld. The onboarding will clearly show the potential, while still having a lot of potential for improvement.
Phase 3
Once companies have achieved Product/Market fit with their eCommerce Apps they go into the scaling phase. In this phase it is all about taking what has been achieved in the first 2 phases and scaling it up across multiple channels, while keeping focus on optimizing the conversion and the onboarding experience. The conversion will go from medium to good and onboarding should now be more or less automated, but might still include some manual validations and/or support. You will now have scaled to 100s or 1,000s of merchants across a number of channels and you will start to become noticed by other companies, which is why the first partnerships will materialize and provide experience to prepare for the next phase.
Phase 4
In the fourth phase, the company will have achieved considerable scale across multiple channels and have a playbook for launching new channels, which will keep up growth. Most leads will be generated inbound or through paid ads and the company will increasingly start to focus on consolidating the market through addition of feature & products.
Phase 5
In the final phase, growth has an exponential potential through cross-promotional partnerships and also by creating lock-in effects through a wider ecosystem strategy, which in many cases consist of a wider enterprise partnerships or even a self-hosted App Store launch.
Talk to a specialist about how to implement this for your business.
