SaaS Go-To-Market Strategy:
Your Product Is Done, Now Sell It

A founder I coached launched on Product Hunt and got 412 upvotes.
And he thought he made it.

30 days later, he still had zero paying customers.
Zero.

You see, when you launch your product without a go-to-market strategy - it just doesn't work - no matter how good your product is.

Let me show you how you can fix this.
With my 5-step GTM framework - so people buy your product.

I have built stuff nobody wanted.
Because I always made the same mistake. I always asked myself:

"Who are my customers?"

Sounds logical, right?
But that question is not specific enough.

So, the question is not "Who are my customers?", the real question is:
Who has this problem, has the budget to solve it, and can I reach them this week?"

This framework tells you exactly who your customers are.
Write this down:

"My product is for [specific person]
who struggles with [specific problem],
is willing to pay [price range],
and I can find them at [specific place]."

When you define your customers like this, your go-to-market strategy already becomes way clearer. I mean look at the difference:

1. My customers are companies that want better client reporting.
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2. My product is for marketing agencies with 5-20 employees who are building client reports manually. They're willing to pay €200 a month, and I can find them on LinkedIn.

Now you know exactly who you need to call.
Ok, but what do you say to them?

Now - back to that founder I told you in the beginning.

He used Product Hunt to get customers.
But Product Hunt is not a GTM strategy. It’s just the launch.

You see, most founders don’t even know this - there are 19 possible channels to get customers. Nineteen. And most founders pick the wrong one.

Because they just pick the one that "feels right".

But picking the right channel for your startup is not a gut feeling.

That founder I told you about - he was selling a €600 product to agencies. And he was trying to get customers through content on Instagram. That's why nothing worked.

Because the channel you pick depends on two things:

1. Your price
2. Where your audience already is

If you sell your product for a high price - let’s say €500 a month or more - you go direct. Cold email. LinkedIn. Direct sales calls. Because here, trust is super important.

If you sell your product for a low price - €20 a month - you go broad.
For example you create content, run ads or use a referral strategy.

So, test 2-3 ideas depending on your price point and test it for two weeks.
If it doesn’t work - like if you don’t get any new customers - you switch to a different idea.

Don't force the channel.

You don't pick a channel and drag people to it.
You find where your target audience already hangs and then you use that channel. Not the other way around.

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Let me tell you what I did when I launched my first product.
And I am a bit embarrassed because it felt super uncomfortable.

I sent fifty emails to random people I was connected to.
Same message, copy paste - I just switched the first name.

• Hey Michael, I just released this product - want to try it?
• Hey Sarah, I just released this product - want to try it?
• Hey Steven, I just released this product - want to try it?

Nobody replied.
And when I think about it, I still feel stupid for doing it.

But I did it because so many online gurus told me that’s the way.

"Reach out to 100 people per day, tell them about your product and ask if they want to try it."

But what they don’t tell you is the key to make this work:
You need to build trust first.  

Reaching out to people directly is a great way to get customers.
And now I do it all the time. But I do it differently.

I build trust long before I show them my product.
I talk about what they work on, what their goals are and what they are struggling with.

And only when it feels right, I mention my product.

So don’t automate this yet.
Until you have personally closed 10 customers, do the sales yourself. Because you will learn a ton about the objections people have and what they actually want.

So how do you know if it's actually working?

Well, I'll tell you what I used to do.
I opened every dashboard I had and checked the metrics.

Page views. Bounce rate. Session duration. Open rates. Click rates.
All of it.

And I had no idea what’s really important.
Don’t do that.

When you track everything - you’ll get lost.
Instead, pick three numbers to track. Maximum.

For example, if you're doing direct outreach - track how many calls you booked this week, and how many people became paying customers from these calls. That's it. You can ignore everything else for now.

If you're doing content, track how many people came from your content and actually signed up. And from those signups - how many paid.
Those are your most important numbers.

And when those numbers go up, you do more of it.
When something doesn’t work, try a different approach.

That founder from the beginning - with 412 upvotes and zero customers -
we went backto step one. We got super specific about who his customers were. We rewrote the message, picked one channel and started reaching out to people directly - witha personal message - one by one.

The first paying customer came in 3 weeks.
Not from Product Hunt. But from one conversation.

And once you have your first customers, the next step is growing your startup. If you want a clear roadmap for that - join my startup mastermind.
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It gives you a simple step-by-step roadmap so you always know what to focus on next. It’s already being used by 50+ founders, and includes smart AI prompts for each step so you can grow your startup even faster - without overthinking.

You can also join the community, connect with other founders, and build alongside people on the same journey.

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