gtm

Pack Availability Guard

Before telling the user to run a skill from another project-local pack, check .agents/project.json.enabled_packs. If the target pack is not enabled, recommend $pack install <pack> instead of the target skill. Global skills are always valid. Skills from this same pack are valid because the current skill is already running from that pack.

GTM — Go-to-Market Planning

Invoke as $gtm.

Report-First Approval Gate

Default to report-only: present findings, evidence coverage, assumptions, recommended artifact path, and proposed file changes in a pre-approval alignment page plus a concise conversation summary for user approval before creating or updating canonical research, spec, or task files.

Do not write or overwrite synthesized deliverables until the user explicitly approves, unless the user invoked an explicit write/update/fix mode or clearly asked to write files upfront. Raw evidence capture may be persisted before analysis when reproducibility requires it; report those raw paths separately and still gate synthesized research/report writes.

When stopping for approval, build and attempt to open the alignment preview page first, then ask the user to review it and approve, question, or request adjustments. Do not include Recommended next skill, Recommended next command, or downstream routing language. The approval request itself is the next action. Only emit next-skill routing after the approved artifact has been written or updated.

Staged Research Workflow

Use this staged workflow for synthesized research or report outputs that would create or update canonical research, spec, or task files.

1. Stage 1 - Research and clarify. Perform the research, run required source/code checks, and ask any needed clarification questions. Write only a non-canonical working packet: flat mode uses research/_working/preliminary-<skill>-research.md; product-path mode uses research/{slug}/_working/preliminary-<skill>-research.md. Replace <skill> with this skill's name value. Do not create or update canonical research, spec, or task files in Stage 1. Raw evidence or search logs may remain as supporting evidence where this skill already requires them, but synthesized deliverables stay in the working packet.
2. Stage 2 - Review alignment. Consume the working packet and build the review HTML alignment page. The page must render the full preliminary packet, evidence matrix, assumptions/confidence register, source coverage gaps, proposed canonical file changes, and approval gates. Stop for either feedback-only YAML or final compiled YAML. Feedback-only YAML revises the working packet and page, then remains in Stage 2.
3. Stage 3 - Finalize approved artifacts. Consume final compiled YAML only when it has no unresolved needs-clarification, unresolved down feedback, or other unresolved negative feedback. Apply approved edits first, archive the working packet to docs/history/archive/YYYY-MM-DD/HHMMSS/<original-working-path>, remove the active working packet, write the approved canonical artifacts to the unchanged output paths below, and convert the alignment page to confirmed with the approval record preserved.

Canonical output paths remain unchanged. Search logs and other supporting evidence remain allowed only where this skill's output contract already requires them.

Research-first skill that builds a go-to-market plan grounded in ICP research and competitive landscape. Covers channel strategy, messaging framework, pricing, launch plan, and early traction tactics.

Evidence And Feedback Handling

Treat user feedback as input to evaluate, not as automatic ground truth.

• For factual, evidentiary, technical, or source-backed claims: verify against available evidence. If the user appears to misunderstand the evidence or states something factually incorrect, push back clearly and cite the evidence. Do not rewrite findings merely to agree.
• For taste, brand, positioning preference, risk appetite, prioritization, or other subjective judgment calls: weigh user feedback heavily and adapt the recommendation unless it conflicts with verified evidence.
• When feedback mixes facts and preference, separate them explicitly: correct the factual part, then incorporate the preference where it is a legitimate judgment call.
• When uncertain, say what is known, what is inferred, and what would change the conclusion.

Prerequisites

• Hard: research/icp.md (or research/{slug}/icp.md in product-path mode) must exist. If not, tell the user to run $icp first and stop.
• Soft: Read research/competitive-analysis.md (or research/{slug}/competitive-analysis.md), research/journey-map.md (or research/{slug}/journey-map.md), research/customer-feedback.md (or research/{slug}/customer-feedback.md) if they exist — these improve specificity but aren't required.

Process

0. Product-Path Scope Resolution

Resolve research scope by product path before using code or app structure as a hint:

1. If $ARGUMENTS names a non-archived research/{slug}/ directory or a product-path ID whose scope_path points there, use that path. Treat {slug} as the product/app name, not the ICP, audience, or segment label.
2. If $ARGUMENTS names only research/_archive/{slug}/ or a manifest entry with status: archived or legacy status: abandoned, stop and warn that the path is archived; do not write or update scoped outputs there.
3. Read research/.progress.yaml when present. Normalize legacy active_path to active_paths on read and write back active_paths on manifest updates. Treat legacy abandoned as archived; exclude archived, abandoned, deferred, revisit_candidate, promoted, and any scope_path under research/_archive/ from active target selection.
4. If active product paths exist in the manifest, use those paths. If multiple active paths exist, ask which one to target unless this skill explicitly supports cross-path output.
5. If no active manifest target exists, list non-archived product directories under research/, excluding research/_archive/ and dot directories. Auto-select only when exactly one exists; ask when multiple exist.
6. If no product directories exist, use flat research/ single-product mode.
7. Detect monorepo/app/package structure only as a secondary hint. Suggest creating a missing research/{slug}/ product path when code clearly exposes an app, but do not require code or monorepo detection before using research/{slug}/.

When product path {slug} is active, read and write research under research/{slug}/, specs under specs/{slug}/, and treat top-level research/*.md files as flat-mode documents or cross-path summaries.

1. Product Path Manifest

Read research/.progress.yaml when present. Normalize active_path (singular legacy) to active_paths (plural list) when reading; treat legacy abandoned as archived and exclude archived/deferred/revisit/promoted paths plus research/_archive/ scopes from active target selection. Scope GTM strategy to the active product path by default. When GTM channels or messaging would serve a deferred product path better than the active one, add a ## Product Path Implications section recommending $product-line fork or noting the impact.

2. Load Context

• Read research/icp.md (or research/{slug}/icp.md) — ICP segments, pain points, value props, trigger events, current-state journey
• Read research/competitive-analysis.md (or research/{slug}/competitive-analysis.md) if it exists — competitor positioning, pricing, channels, market gaps
• Read research/journey-map.md (or research/{slug}/journey-map.md) if it exists — customer journey stages, discovery channels, conversion triggers
• Read research/customer-feedback.md (or research/{slug}/customer-feedback.md) if it exists — real customer language, validated/invalidated assumptions
• Read research/positioning.md (or research/{slug}/positioning.md) if it exists — positioning framework that messaging should flow from
• Read CLAUDE.md and README if they exist — product context

3. Interview

Codex interview cadence is one primary decision question per turn by default. Use short follow-up bullets only when they clarify the same GTM decision, not to batch unrelated questions. If the session is already in Plan mode, request_user_input may present 2-3 concrete choices for the current decision; otherwise ask one concise plain-text question.

Research and recommend by default. For each decision point, use web search, upstream research docs (research/*.md), and codebase analysis to gather evidence before asking the user. Assume the user has no insider knowledge unless they explicitly provide it. Present findings with data, define any relevant terms, state a recommendation with reasoning, and ask the user to approve, adjust, or override based on hard constraints, proprietary facts, or corrections. Only ask the user to choose without a recommendation when the decision genuinely depends on internal constraints, personal preferences, or strategic bets that cannot be inferred from evidence.

Cover these areas (skip or abbreviate areas the user has already addressed in $ARGUMENTS):

A. Channel Strategy

• Where does the ICP hang out? (communities, platforms, events, publications)
• Which channels do competitors use? Where are the gaps?
• What's the primary acquisition channel? (content, community, outbound, product-led, partnerships)
• What's the secondary/backup channel?
• What's the budget and resource constraint? (bootstrapped, funded, team size)

B. Messaging Framework

• IF research/positioning.md exists: use positioning statement, market category, unique attributes, and value mapping as the foundation for messaging — do not contradict positioning decisions
• What's the one-liner? (the sentence that makes the ICP lean in — should flow from positioning statement)
• What's the primary value prop framing? (save time, save money, reduce risk, unlock capability — should align with positioning value mapping)
• What pain point does the headline address? (from ICP pain map)
• What proof points exist? (metrics, testimonials, case studies, demos)
• How does positioning differ from competitors? (from positioning.md if it exists, otherwise from competitive analysis)

C. Pricing Strategy

• What's the pricing model? (freemium, free trial, paid-only, usage-based, seat-based)
• What's the entry price point? What does the ICP currently pay for alternatives?
• What triggers the upgrade? (usage limits, team features, advanced capabilities)
• Are there pricing tiers? What differentiates them?
• How does pricing compare to competitors?

D. Launch Plan

• What's the launch timeline? (soft launch, beta, public launch)
• What's the launch channel? (Product Hunt, Hacker News, Twitter, email list, direct outreach)
• What's the launch goal? (signups, revenue, feedback, press)
• What launch assets are needed? (landing page, demo, video, blog post)
• Who are the first 10 customers? (specific names or types)

E. Early Traction Tactics

• What's the 30-day post-launch plan?
• What manual/unscalable things will you do? (concierge onboarding, personal outreach, hand-holding)
• What's the feedback loop? (how will you learn from early users?)
• What's the one metric that matters for the first 90 days?
• When do you pivot from manual to scalable?

4. Present Findings & Validate

Present the complete GTM plan to the user before writing. Summarise with evidence:

1. Channel strategy — primary and secondary channels, with ICP behavior data supporting each choice
2. Messaging framework — one-liner, value prop framing, proof points, citing specific ICP pain points addressed
3. Pricing strategy — model, entry point, tiers, with competitor pricing benchmarks as anchors
4. Launch plan — timeline, channels, goals, assets needed, citing trigger events that inform timing
5. Early traction tactics — 30/60/90 day plan, the one metric that matters, with journey data supporting the traction approach

If the session is already in Plan mode, prefer request_user_input; otherwise ask in plain text:

• "Does this capture the go-to-market plan? What constraints, missing facts, or weak assumptions should I adjust?"

Continue until the user confirms. Only then proceed to writing.

5. Populate Next Steps

Before writing, check which files exist to populate the ## Next Steps section contextually. Include a Recommended item (the single highest-impact next step given current project state) with a one-line reason, followed by Other options (2–4 alternatives). Use this format in the output:

Next Steps

Recommended: [recommended skill] — [one-line reason why this is the highest-impact next action given current state]

Other options:

• $skill — [description]
• ...

Recommendation priority:

1. IF downstream impact is Major: recommend $reconcile-research — [N] conflicts found in downstream docs need resolution before other work
2. Otherwise, recommend the first applicable from this list:
   • IF no research/growth-model.md: $growth-model — design compounding growth loops to make the GTM strategy sustainable
   • IF specs/ exist and no tasks/roadmap.md: check .agents/project.json.enabled_packs for agent-work-admin — if agent-work-admin is not enabled, recommend $pack install agent-work-admin first; if agent-work-admin is enabled, recommend $roadmap — plan the build with launch milestones from above
   • IF no research/metrics.md: $metrics — define success metrics for the launch goals
   • IF open questions need research: $experiment [top question] — validate the most critical open question
   • IF tasks/roadmap.md exists: $exec — start executing — the GTM plan is set

Other options (include all applicable items not chosen as recommended):

• IF specs/ exist and no tasks/roadmap.md: check .agents/project.json.enabled_packs for agent-work-admin — if agent-work-admin is not enabled, recommend $pack install agent-work-admin first; if agent-work-admin is enabled, recommend $roadmap — Plan the build with launch milestones from above
• IF no research/metrics.md: $metrics — Define success metrics for the launch goals
• IF open questions need research: $experiment [top question] — Validate the most critical open question
• IF tasks/roadmap.md exists: $exec — Start executing — the GTM plan is set
• IF no research/journey-map.md: check .agents/project.json.enabled_packs for customer-lifecycle — if customer-lifecycle is not enabled, recommend $pack install customer-lifecycle first; if customer-lifecycle is enabled, recommend $journey-map — Map the customer journey to validate funnel assumptions
• IF no research/growth-model.md: $growth-model — Design compounding growth loops to sustain GTM momentum
• IF no research/positioning.md: check .agents/project.json.enabled_packs for business-discovery — if business-discovery is not enabled, recommend $pack install business-discovery first; if business-discovery is enabled, recommend $positioning — Define strategic positioning — messaging should flow from positioning

Impact-aware adjustments:

• IF downstream impact is Minor: annotate relevant skill suggestions with "(stale — [brief description])"
• If downstream impact has not been classified yet, run the downstream impact check against the proposed output before selecting the final recommendation. Do not emit a Minor/Major impact recommendation speculatively.

6. Write Output

Only after the user has validated the findings, write the output files.

7. Downstream Impact Check

After writing, check for downstream research documents that may be affected by what was just decided. Only check documents that exist on disk.

Downstream documents to check (use {slug}/ prefix when product-path scope is active):

• research/monetization.md

For each existing downstream document:

1. Read it — focus on > Based on: header, ## Summary, and sections that reference concepts this skill just defined or changed
2. Identify specific conflicts: claims, assumptions, or references that contradict what was just decided. Examples:
   • A pricing model reference that contradicts the pricing strategy just defined
   • Channel strategy assumptions that have shifted
   • Launch timeline or traction targets that no longer align
3. Note each conflict: downstream file, section, the stale claim (quote it), and what it should now say

Classify the impact:

• None: No downstream documents exist, or no conflicts found. Skip display entirely.
• Minor (1–2 small conflicts): Display conflicts to user inline.
• Major (3+ conflicts OR a foundational assumption changed — e.g., pricing model changed, primary channel shifted, launch timeline moved significantly): Display conflicts and strongly recommend $reconcile-research.

Display to the user after showing the written file confirmation. This should be quick — one read per downstream doc, scan for conflicts against key decisions. Not a deep reconciliation.

Output

research/gtm.md (or research/{slug}/gtm.md)

# Go-to-Market Plan

> Based on: research/icp.md (or research/{slug}/icp.md)[, research/competitive-analysis.md, research/journey-map.md, research/customer-feedback.md]
> Date: [current date]

## Summary
[2-3 sentences: the core GTM thesis — who you're targeting, how you'll reach them, and what makes this approach viable]

## Channel Strategy

### Primary Channel: [channel name]
**Why**: [rationale grounded in ICP behavior and competitive gaps]
**How**: [specific tactics]
**Cost**: [budget/resource requirement]
**Timeline**: [when this ramps up]

### Secondary Channel: [channel name]
**Why**: [rationale]
**How**: [specific tactics]

### Channels Explicitly Deprioritized
[Channels considered and rejected, with reasoning — prevents revisiting]

## Messaging Framework

### One-Liner
[The sentence that makes the ICP lean in]

### Value Prop Framing
**Primary frame**: [save time / save money / reduce risk / unlock capability]
**Pain point addressed**: [from ICP pain map]
**Proof points**: [metrics, testimonials, demos]

### Positioning vs. Competitors
[How messaging differentiates from top 2-3 competitors]

## Pricing Strategy

### Model
[Freemium / free trial / paid-only / usage-based / seat-based]

### Entry Point
**Price**: [amount]
**Comparable**: [what the ICP currently pays for alternatives]
**Includes**: [what's in the base tier]

### Tiers (if applicable)
| Tier | Price | Target Segment | Key Differentiator |
|------|-------|----------------|-------------------|
| ... | ... | ... | ... |

### Upgrade Triggers
[What causes users to move up tiers]

## Launch Plan

### Timeline
[Soft launch → beta → public launch dates and goals]

### Launch Channel(s)
[Where and how — specific platforms and tactics]

### Launch Assets Needed
- [ ] [Asset 1]
- [ ] [Asset 2]

### First 10 Customers
[Who they are, how to reach them, why they'd say yes]

## Early Traction — 30/60/90 Days

### First 30 Days
[Manual, unscalable tactics — concierge onboarding, personal outreach]

### Days 30-60
[Start systematizing what works — templates, automation, repeatable processes]

### Days 60-90
[Scale what's working, drop what isn't — the metric that decides]

### The One Metric That Matters
[The single metric for the first 90 days, with target]

## Open Questions
[Decisions deferred, experiments to run, things that need real-world data]

<!-- Only include this section when downstream impact is Minor or Major. Omit entirely for None. -->
## Downstream Impact

> Checked: [list of downstream docs checked]
> Impact: Minor | Major

### Conflicts Found

1. **research/[file].md** — [Section Name]
   - **Stale**: "[exact quote from downstream doc]"
   - **Now**: [what this skill's output says instead]

[For Major only:]
> **Recommended action**: Run `$reconcile-research` to audit and fix all affected downstream documents.

## Next Steps

**Recommended:** `$skill` — [one-line reason]

Other options:
- [conditional items from step 4 — only include items whose conditions are met]

research/gtm-interview.md (or research/{slug}/gtm-interview.md)

Raw interview log — questions, options presented, user responses, and a closing summary of key decisions.

Create the research/ directory if it doesn't exist.

Task Classification

When this skill produces follow-up work, file it by execution semantics:

• Immediately actionable implementation or documentation work goes in tasks/todo.md.
• Human-only external actions tied to automated steps go in tasks/manual-todo.md with _(blocks: Step N.X)_ or _(after: Step N.X)_; repo edits, SDK wiring, generated assets, local commands, tests, audits, and authenticated CLI/API work stay in tasks/todo.md.
• One-time condition-gated records, baselines, or future measurements go in tasks/record-todo.md with source, condition, non-blocking reason, evidence, and promotion rule.
• Cadence-based reviews, playtests, adoption checks, investor updates, retros, or docs-health checks go in tasks/recurring-todo.md with cadence, owner/agent, next due, evidence path, and escalation conditions.
• Do not put non-blocking records or recurring obligations in tasks/todo.md unless they have been explicitly promoted into current execution work.

Constraints

• Requires ICP. Cannot build a GTM plan without knowing who you're selling to.
• Ground in research. Every channel, message, and pricing decision should trace back to ICP insights, competitive gaps, or customer feedback.
• Be specific. "Use social media" is not a channel strategy. "Post weekly technical deep-dives on Twitter targeting DevOps engineers who follow [competitor]" is.
• Present before writing. Never write output files until findings have been presented and validated.
• Don't prescribe product changes. GTM is about reaching and converting the market with what exists. Product gaps belong in $mvp-gap or $brainstorm.
• Do not overwrite existing research/gtm.md (or research/{slug}/gtm.md) without asking the user first.

Alignment Page

When this skill produces durable deliverables (research, specs, plans, reports, prototypes, or any document output), build a full-depth HTML alignment page following ALIGNMENT-PAGE.md in this skill's directory. Output: alignment/gtm-{topic}.html.

Default Shipping Contract

Follow the shared shipping contract convention in CLAUDE.md.