Go-To Market Strategy Framework

Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework.

1. Go-To-Market Framework November 29, 2023

2. Meeting Agenda 09 Budget 08 Creative 07 Strategy 06 Channels 05 Customers 04 Market 03 Framework 02 Preface 01 Guidelines 2

3. Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework . As a Discovery Session is scheduled, the Discovery insights collected will be used to enhance this initial framework and serve as a roadmap to design and develop the requisite marketing campaigns to reach and influence desired audiences of business benefit. Therefore, what follows is the first step in PLANNING PROCESS represented as the guiding GTM strategic framework. This framework will be used for architecting the requisite branded product campaigns for bringing the new product to market. The structure which follows should be used as a guiding blueprint to plan in detail how to architect and execute impactful campaigns to reach and influence diverse audiences at scale. 3 Preface

4. Required Discovery Collecting business insights in advance of planning is paramount to success… 4

5. What is the corporate background, history, products, customers? Are there product and market briefs (technical specs, features, functionality, market category placement and differentiation, sales and pricing models, et al)? Including m arket condition, product positioning, value prop, competitive advantages, pricing strategy, competitor analysis briefs. Is this a new market where the focus is on early adopters or a mature market? What is the corporate vision for the new product’s life cycle market share and revenue goals? What are the sales and distribution model? What is the pricing model, e.g., price point, subscription, other. Is this a direct or channel sale that involves channel partners? Will this be sold by direct online sales, app stores, affiliates? For business customers, will this be sold by a direct sales, inside sales, online sales, or indirect channel? What is the geography for target markets? At what level does planning need to consider? Are there a specific customers (consumer + business) that are best suited for the offering based on market history or available research? Is there a specific persona types that are being targeted? Is there a specific industry or industries that are best suited for the offering based on corporate history or available research? Is this a complete solution or a point product for upselling? Is this a complex sale that involves an approver, decision maker, recommender and influencer? What creative content assets exists? Have the company used special offers and promos for past product sales? Explain what tools and resources the sales and marketing teams use to accomplish its goals. This includes CRM, Mar-Tech, DAM, et al. 5 Discovery (planning insight needs) - informational needs as a planning requirement-

6. GTM Framework Aligning opportunity to a mission, vision and goals… 6

7. Video messaging taps into the growing demand for more personalized and engaging forms of communication, offering unique opportunities in various sectors such as remote work, education, healthcare, and social media, especially among younger demographics. Expanding Market Opportunity and High Growth Potential Forecasted. aspirational vision 7

8. The Guiding Framework for developing a Go To Marketing Strategy in advance of campaign planning involves WHO the firm will go after and WHAT it will offer them and How to sell them. Marketing Strategy What to Sell Where to sell How to sell Markets Customers Products GTM Framework 8

9. The Strategic GTM Framework A four-step approach leverages a strategic framework to successfully launch a new product into a market. What are we Selling? (Opportunity) Where will we reach potential customers? (Marketing Mix) Who are we selling to? (Customers) How we will engage targeted audiences? (Marketing Plan) 9

10. Market Opportunity What Are We Selling… 10 GTM Step 1

11. When a product name becomes so dominant and it is used as a generic term for the category of product, it is termed "genericide". Kleenex – Band-Aid -- Google aspirational vision 11

12. 12 instant Messaging market Outlook The instant messaging app market is experiencing significant growth, with its value expected to increase from USD 24,210 million in 2022 to USD 53,836.13 million by 2031, at a CAGR of 9.3%. The market segmentation reveals that mobile versions of these apps are the most popular, followed by desktop and web versions. Applications of these apps are predominantly personal, with enterprise and other uses also contributing to the market. The growth of this market is being driven by the widespread adoption of electronic devices and high-speed internet services, which facilitate easy and real-time communication. Regionally, North America leads the market, attributed to technological advancements in the electronics and network sectors, and the widespread use of electronic devices across all age groups. Key industry players contributing to market growth include Facebook, Apple, Google, Telegram, Microsoft, Cisco, IBM, Tencent, and Alibaba.

13. The Market Opportunity Value Proposition Video messaging continues to be adopted in the wake of technology advancements. MOBILE Platform as a new disruptive technology offers greater flexibility for conducting face-to-face communications via a personable human element. Competitive Differentiation As a nascent product category, the competitive landscape is increasing. Notable recognized platforms include Facebook (WhatsApp, Facebook Messenger), Apple (iMessage), Google (Messages, Duo, Hangouts). As a product sub-category, video messaging continues to offer substantial growth opportunities over alternative maturing email or text messaging mediums. Product Description Mobile communications platform is designed to exchange short video messages akin to text messaging between friends, acquaintances or colleagues for personal and/or business use. Market Potential Product category’s serviceable product potential is $10 million in the first year within a projected at $200 million market. Market is predicted to grow commensurate in pace with the global multi-billion-dollar video market category. Risk-Reward Assessment Late to market presents marginal risks over perceived entrenched market solutions as the nascent market is expected to grow. Opportunity still exists to build brand awareness and preference as a preferred product which offers considerable rewards as the market matures. Audience Targeting Video messaging has valued appeal for both personal and business communications. Across generations and technical skills, video messaging ease of use and availability presents broad audience appeal. 13

14. Sales Introduction Growth Maturity Saturation Product Extension Video Messaging App Market Current Product Category Life Cycle 14

15. Market Maturity Profile Review Note: stages are not strictly linear and can be influenced by external factors such as technological breakthroughs, changes in consumer behavior, or societal events. 15

16. Target Customers Who Are We Selling To… GTM Step 2 16

17. Mobile video messaging is being embraced by a wide range of consumers and business users, each with their unique needs and preferences. This diversity offers ample opportunities for targeted and specialized video messaging solutions catering to the specific requirements of different audience segments. Opportunities Remain Abundant Across Broad Target Audiences. aspirational vision 17

18. Consumer Addressable Markets 18

19. Business Addressable Markets 19

20. Challenges and Pain Points: Limited budget for premium app features. Balancing time between academics, work, and social life. Concerns over privacy and data security in online platforms. Desire for apps that are intuitive and quick to navigate without a steep learning curve. Product Adoption Drivers: A video messaging app that offers creative and fun ways to communicate, like filters, stickers, and video effects. Features that facilitate quick, spontaneous sharing of moments. A platform that ensures privacy and data security. Free or affordable subscription options with student discounts. Integration with other popular social media platforms and services. Preferred Marketing Channels: Social media advertising, especially on Instagram and TikTok. Influencer endorsements and collaborations. Word-of-mouth recommendations from friends. Interactive online campaigns and challenges. Potential Objections to Product Adoption: Concerns about the app being overly complicated or time-consuming. App perceived as not popular or widely used among their peer group. Potential issues with app performance or compatibility with their device. Demographic: Age: 19 Gender: Male Ethnicity: Hispanic Location: Urban area, Miami, Florida Education: College student (Sophomore in Digital Media Studies) Occupation: Part-time Bartender Income: Low (Dependent on part-time job and parental support) Psychographics: Interests: Social media, vlogging, digital art, gaming, pop culture. Personality Traits: Tech-savvy, creative, socially conscious, trendsetter, seeks peer approval. Values: Self-expression, connectivity, inclusivity, authenticity. Lifestyle: Active social life, enthusiastic about new technologies and apps, often multitasking between studies, work, and social activities. Behavioral Traits: Media Consumption: High usage of social media (Instagram, TikTok, Snapchat), streaming platforms (Netflix, YouTube), and online forums. Communication Preferences: Prefers visual and instant communication methods; heavily relies on messaging apps for daily communication. Technology Adoption: Early adopter of new apps and technologies, especially those popular among peers. Brand Engagement: Engages with brands that are visually appealing, socially responsible, and endorsed by influencers. Goals and Motivations: To stay connected with friends and family in engaging, innovative ways. To express creativity and personality through digital media. To be recognized and respected among peers for being a trendsetter. To find and share information about entertainment, art, and culture. 20 Consumer Segment Persona Mapping Alex Martinez represents the typical young adult and teenager who is enthusiastic about adopting new technologies, particularly those that offer creative and social value. The key to engaging this persona is through visually appealing, secure, and easily accessible video messaging solutions that align with their dynamic lifestyle and digital savvy nature. Marketing efforts should focus on social media engagement, influencer partnerships, and ensuring the app's relevance and appeal to this demographic's unique preferences and lifestyle. REPRESENTATION Young Adults + Teenagers Persona Name Alex Martinez

21. Challenges and Pain Points: Finding time-efficient ways to personalize client interactions. Balancing the need for frequent communication with the busy schedules of clients. Staying ahead in a competitive market with effective sales strategies. Integrating new tools into existing sales processes without disrupting workflow. Product Adoption Drivers: A video messaging app that allows quick, personalized video communications with clients. Features that enable easy tracking and scheduling of follow-ups. Integration with CRM systems and other sales tools. Professional, high-quality video and audio capabilities for a polished presentation. Preferred Marketing Channels: Professional networks like LinkedIn. Industry webinars and trade shows. Business and sales podcasts. Email newsletters and industry blogs. Potential Objections to Product Adoption: Concerns about the complexity of integrating new technology with existing systems. Apprehensions about the time required to learn and use a new tool effectively. Worries about maintaining professionalism and quality in video communications. Demographic: Age: 32 Gender: Male Ethnicity: Asian-American Location: Suburban area, near San Francisco, California Education: Bachelor’s Degree in Business Administration Occupation: Sales Manager at a tech startup Income: Moderate to high Psychographics: Interests: Networking, technology, professional development, golf, reading business journals. Personality Traits: Goal-oriented, persuasive, communicative, tech-savvy, professional. Values: Efficiency, productivity, success, professional growth, innovation. Lifestyle: Busy, focused on career advancement, often travels for work, balances professional and family life. Behavioral Traits: Media Consumption: Regularly consumes industry-related content, podcasts, LinkedIn articles, and business news. Communication Preferences: Prefers direct and efficient communication; values tools that enhance productivity and client engagement. Technology Adoption: Open to adopting new technologies that can improve sales results and efficiency. Brand Engagement: Engages with brands that portray professionalism, innovation, and efficiency. Goals and Motivations: To efficiently manage and grow client relationships. To meet and exceed sales targets and objectives. To establish a reputation as an innovative and successful sales leader. To leverage streamlined sales processes and better client communication. 21 Business Segment Persona Mapping REPRESENTATION Sales Professional Persona Name David Kim David Kim represents the sales professional demographic, focused on efficiency, professionalism, and leveraging technology for enhanced sales performance. Key to engaging this persona is through solutions that offer streamlined, personalized client communication, integration with existing tools, and high-quality video capabilities. Marketing efforts should focus on professional channels, demonstrating the app’s value in achieving sales objectives and its ease of integration into existing sales workflows.

22. Digital Channels Where will we reach potential customers… GTM Step 3 22

23. Each touchpoint in the user journey should be designed to progressively educate, engage, and nurture the potential customer, leading them smoothly through the sales funnel from initial awareness through to conversion and loyal advocacy. Leverage Omnichannel Campaigns To Create Brand Experiences. aspirational vision 23

24. A View of the Digital Channel Ecosystem IV. Off-Page Optimization: A. Link Building: 1. Build high-quality backlinks from reputable sources. 2. Use a variety of anchor texts. B. Social Media Presence: 1. Share content on relevant social media platforms. 2. Engage with the audience. V. Monitoring and Reporting: A. Google Analytics: 1. Set up and monitor Google Analytics for website traffic. 2. Analyze user behavior and site performance. B. Ranking Tracking: 1. Use tools like Google Search Console or third-party tools to track keyword rankings. 2. Monitor changes and adjust strategy accordingly. C. Regular Audits: 1. Conduct regular SEO audits to identify and fix issues. 2. Update strategies based on evolving search engine algorithms. VI. Adaptation and Evolution: A. Stay Informed: 1. Keep up with industry trends and algorithm updates. 2. Adjust strategies based on performance and changes in the digital landscape. Remember that SEO is an ongoing process, and continuous monitoring and adaptation are key to maintaining and improving search engine rankings. Search Engine Optimization (SEO): Optimizing a website to rank higher in search engine results for specific keywords. Search Engine Marketing (SEM): Paid advertising on search engines, often in the form of pay-per-click (PPC) campaigns. Content Marketing: Creating and distributing valuable, relevant content to attract and engage a target audience. Social Media Marketing (SMM): Promoting products or services on social media platforms like Facebook, Instagram, Twitter, LinkedIn, and others. Email Marketing: Sending targeted messages to a group of recipients through email for communication or promotional purposes. Affiliate Marketing: Partnering with affiliates who promote your products or services in exchange for a commission on sales. Influencer Marketing: Collaborating with influencers to promote products or services to their followers. Video Marketing: Using videos to promote and showcase products, services, or brand messages. Mobile Marketing: Targeting users on mobile devices through channels like mobile apps, SMS marketing, or responsive website design. Display Advertising: Placing banner ads on websites, apps, or social media platforms to increase brand visibility. Native Advertising: Creating ads that match the platform's natural content, providing a seamless user experience. Affinity Marketing: Targeting specific groups based on shared interests, behaviors, or affiliations. Podcast Advertising: Promoting products or services through sponsored content on podcasts. Chatbots and Messaging Apps: Using automated chatbots or messaging apps to engage with users and provide information. Webinars and Virtual Events: Hosting online events to educate, engage, and interact with the target audience. Augmented Reality (AR) and Virtual Reality (VR): Integrating immersive experiences for marketing purposes. Web Analytics: Analyzing website data to understand user behavior, track performance, and make informed decisions. Customer Relationship Management (CRM): Using tools to manage and analyze customer interactions throughout the customer lifecycle. 24

25. Campaigns need to Align journey Touchpoints Omnichannel Brand Experiences Across Variable Touchpoints May Be Unique for Each Prospective Customer and Audience Segments. Digital Touchpoints Offline Touchpoints Content Sharing SEO + Organic Search App Store Promos Partner Touchpoints News/Influencer 3rd Party Sites Earned Media Partner Direct Assist Engagements Self Guided Website or App Discovery Community Forums IM/Chat WOM Community Experiences FAQs, Support Content, Knowledge Bases Sales Calls Testimonials Community Engagement E-newsletter Reseller + Partner Email Retargeting Webinars + Live Demos Specialty Advertising - Podcasts Email Social Engagements News Feed Content CTA Website Visits Email Subscribe Social Media Follow Press Media In-Store, Special Events & Tradeshows Advocacy & Word of Mouth Social Media & Groups/Forums Partner & Community Engagements Paid Advertising Content Marketing Radio, TV, Print, Outdoor Ads Retargeted Media Impressions Partner App Marketing Special Events Community Grassroots Advocates Inbound Marketing Call Center Discounts, Special Offers Case Studies Whitepapers Retargeted Emails Interactive Content Customer Review + Testimonials Direct Outreach Free Trials or Demos Easy Online Purchase Process Follow-Up Emails Campaign Retargeting Referral Programs Exclusive Offers 25

26. Channels Purpose and Use will be defined Digital Touchpoint Awareness Interest Consideration Intent Conversion Loyalty + Advocacy Website Portal SEM + PPC Display + Native Ads Retargeting Ads Content Marketing Social Media Email Mobile Marketing Video Marketing Experiential Marketing Influencer Marketing CRM Marketing Podcasts Advertising Chatbots + SMS Affiliate Marketing Webinars + Virtual Events No channel is a silo and when working together each channel serves a unique purpose moving users through the sales/marketing funnel. 26

27. No Two Journeys will Be The Same Second, Successive, Last Click Consideration & Purposeful Intent . First Click Discovery, Awareness & Interest First or Successive Click Awareness, Interest & Consideration . Second, Successive, Last Click Consideration & Purposeful Intent First or Successive Click Awareness, Interest & Consideration . Second, Successive, Last Click Consideration & Purposeful Intent Direct Display Email Referral Social Search Display Social Referral Email Search Direct Validation Discovery Consideration Engagement Intent Digital campaigns will be architected for an omnichannel brand experience. This involves planning how variable touchpoints by audience segment will seamlessly support the journey using a mix of channels. To maximize goal conversions, the digital ecosystem needs to support variable journey paths to move prospects from their initial discovery of a product through to their consideration and final conversion. Designing and/or optimizing the digital ecosystem for new product launch must consider multiple user journey paths and be continually optimized from campaign performance analytics to ensure campaigns create high-performance brand experiences that impact business returns and ROI. 27

28. A successful digital channel ecosystem for marketing video instant messaging apps to both B2B and B2C audiences involves a strategic mix of social media, content marketing, email, influencer partnerships, and SEO. T ailor Content and Strategies to Specific Needs and Behaviors of Each Audience Segment. aspirational vision 28

29. Aligning digital channels for influence Social Media: Platforms like Facebook, Instagram, LinkedIn, and Twitter are essential for both B2B and B2C marketing. They serve as channels for brand awareness, engagement, customer service, and targeted advertising​​​​. Websites and Blogs: A central hub for brand presence, offering detailed information, blog content, testimonials, and case studies. Optimized with SEO, websites are critical for attracting organic traffic and establishing authority​​. Email Marketing: Effective for both B2B and B2C, email marketing is used for personalized communication, newsletters, product updates, and nurturing leads through the sales funnel​​. Omni-Channel Marketing: Integrating various marketing channels to provide a seamless user experience. This includes repurposing content across platforms and ensuring consistent messaging​​. 29 Video Marketing: Leveraging video content, especially short-form videos, to engage audiences. It's effective for explaining complex products, showcasing testimonials, and providing entertainment​​. Influencer Marketing: Partnering with influencers to gain credibility and reach. Influencers can act as brand advocates, especially in markets where consumers are skeptical of traditional advertising​​. Search Engine Optimization (SEO): Optimizing all digital content for search engines to improve visibility and organic reach. This includes optimizing websites, blogs, and even social media profiles​​. Podcast Marketing: Engaging audiences through audio content. Podcasts are an effective medium for storytelling and reaching people during activities like commuting or exercising​​. Word-of-Mouth Marketing: Encouraging satisfied customers to share their experiences. This can happen online through reviews, social media posts, and user-generated content​​.

30. Aligning digital channels for influence B2B-Specific Channels LinkedIn: Particularly crucial for B2B marketing, it's a platform for professional networking, sharing industry insights, and lead generation​​. Webinars and Virtual Events: Used for product demonstrations, thought leadership, and engaging directly with a professional audience. Trade Publications and Industry Blogs: Publishing in industry-specific platforms to establish expertise and reach a targeted professional audience. 30 B2C-Specific Channels Influencer Collaborations: More common in B2C, involving collaborations with influencers on platforms like Instagram, TikTok, and YouTube to reach a broader consumer base​​. Interactive Tools and Games: Engaging consumers through interactive content, quizzes, and mobile games that can be shared on social media. E-commerce Integration: Utilizing online shopping platforms and integrating with e-commerce for direct product sales and promotions. Integrated Approach for Both B2B and B2C Customer Service Channels: Utilizing digital platforms like chatbots, social media, and email for customer support and engagement. Feedback and Review Platforms: Encouraging users to leave reviews and feedback on platforms like Google, Yelp, and industry-specific review sites..

31. Campaign Strategy How we will engage targeted audiences … GTM Step 4 31

32. aspirational vision 32 Each touchpoint in this user journey should be designed to progressively educate, engage, and nurture the potential customer, leading them smoothly through the sales funnel from initial awareness through to loyal advocacy. Journeys Must Create Brand Experiences and Guide the User Through Each Stage of the Sales-Marketing Funnel.

33. The user Journey to Product Adoption Retargeting Objective : Engage users who have shown interest and provide more information to deepen their understanding of the product. Targeted Branding Objective : Introduce the video messaging product to potential customers. Channel Promos Objective : Encourage prospects who are close to making a purchase decision. Promos, Special Offers – CTA Objective : Nurture the relationship with prospects who are considering the product. Testimonials User Stories Objective : Turn customers into loyal users and advocates for the product. Measurement Re-Branding Objective : Convert interested prospects into customers. Awareness Interest Consideration Intent Conversion Advocacy 33

34. Campaign Playbook Awareness Journey Stage Objective: Introduce the product to potential customers. Social Media: Utilize platforms like Instagram, TikTok, and LinkedIn to reach young adults, teenagers, and sales professionals. Create engaging content, including short-form videos and posts that highlight the product's unique features. Influencer Marketing: Collaborate with influencers who resonate with both consumer and business audiences to generate initial interest and credibility. SEO & Content Marketing: Publish blog posts and articles optimized for search engines to attract organic traffic. Content should focus on the benefits of video messaging and industry trends. Paid Advertising: Use targeted ads on social media and Google Ads to reach potential customers. Podcast Advertising: Sponsor relevant podcasts that cater to tech-savvy consumers and business professionals. Interest Journey Stage Objective: Engage users who have shown interest and provide more information to deepen their understanding of the product. Email Marketing: Send informative newsletters to those who subscribed through the website or other channels. Include product insights, use cases, and customer testimonials. Retargeting Ads: Use retargeting campaigns on social media and Google to re-engage visitors who interacted with the content but didn’t convert. Webinars and Live Demos: Host online events to demonstrate the product's capabilities and answer questions in real-time. Social Media Engagement : Regularly engage with followers through comments, direct messages, and interactive content. 34

35. Consideration Journey Stage Objective: Nurture the relationship with prospects who are considering the product. Personalized Email Campaigns: Segment email subscribers based on their interactions and send tailored content that addresses their specific needs or concerns. Case Studies and Whitepapers: Provide in-depth content that showcases the effectiveness and practical applications of the product. Interactive Content: Utilize quizzes, surveys, and interactive videos on social media and the website to educate potential customers about the product. Customer Reviews and Testimonials: Share user experiences and reviews on the website and social media to build trust. Intent Journey Stage Objective: Encourage prospects who are close to making a purchase decision. Free Trial or Demo: Offer a free trial or personalized demo of the product to let prospects experience it firsthand. FAQs and Support Content: Provide comprehensive FAQs and support resources to address common questions and barriers to purchase. Discounts and Special Offers: Introduce time-sensitive discounts or special offers through email marketing and retargeting ads. Direct Outreach: Utilize sales teams to reach out directly to leads who have shown high engagement, especially for B2B prospects. 35 Campaign Playbook (continued)

36. Conversion Journey Stage Objective: Convert interested prospects into customers. Easy Purchase Process: Ensure a smooth and straightforward online purchasing process on the website. Follow-up Emails: Send follow-up emails post-purchase with tips on getting started and maximizing the product’s value. Reta rgeting for Conversion: Use retargeting campaigns focused on prospects who have reached the intent stage but haven’t yet converted. Loyalty and Advocacy Journey Stage Objective: Turn customers into loyal users and advocates for the product. Exclusive Offers for Existing Customers: Provide exclusive updates, offers, or features to existing customers. Community Engagement: Foster a community through social media groups or forums where users can share tips and experiences. Referral Programs: Implement referral programs encouraging customers to refer peers in exchange for benefits. 36 Campaign Playbook (continued)

37. App Store Marketing Playbook App Store Optimization (ASO) Keyword Optimization: Research and use relevant keywords in the app title, description, and metadata to improve visibility in app store search results. Compelling Description: Write a clear and engaging app description highlighting unique features, benefits, and use cases of the video messaging app. Visual Elements: Utilize high-quality screenshots and video previews that showcase the app’s interface, features, and user experience. Localization: Tailor the app listing for different regions, including language and cultural nuances, to appeal to a global audience. Ratings and Reviews Encourage Ratings and Reviews: Prompt satisfied users to leave positive reviews and ratings, as these influence app store rankings and potential users’ perceptions. Respond to Reviews: Actively respond to user reviews, addressing issues and showing commitment to user satisfaction. This interaction can improve ratings and build trust. App Store Ads Apple Search Ads and Google Ad Campaigns: Use paid ads within the app stores to increase app visibility among targeted users. Customize ad campaigns based on user demographics, interests, and behavior. 37 Integrating an App Store mobile app stores strategy such as the Apple App Store and Google Play Store within the digital campaign landscape will create a cohesive and effective approach to promoting the new video messaging app. These platforms are key touchpoints in the user journey, especially for app discovery, download, and initial engagement.

38. App Store Marketing Playbook (continued) Regular Updates Update Frequency: Regularly update the app to fix bugs, improve features, and introduce new functionalities. Highlight these updates in the app store listing to engage users. Changelog Communication: Use the changelog to communicate updates, new features, or improvements, encouraging users to update and revisit the app. Ratings and Reviews Encourage Ratings and Reviews: Prompt satisfied users to leave positive reviews and ratings, as these influence app store rankings and potential users’ perceptions. Respond to Reviews: Actively respond to user reviews, addressing issues and showing commitment to user satisfaction. This interaction can improve ratings and build trust. Cross-Promotion and Partnerships Cross-Promotion: Collaborate with other apps or digital services for cross-promotion. This can include app bundles or featured placement in specific app store categories. Partnerships: Establish partnerships with brands or influencers who can promote the app within their apps or digital platforms. Linking to App Stores from Other Channels Website and Social Media: Use your website and social media channels to direct traffic to the app store listings. Include clear call-to-action buttons or links for downloading the app. Email Marketing: Include app store links in email communications, especially in welcome emails, newsletters, and promotional campaigns. 38 The strategy for utilizing app stores should focus on enhancing discoverability, encouraging downloads, and maintaining user engagement.

39. App Store Marketing Playbook (continued) Incentivization and Referral Programs Incentivize Downloads: Offer incentives for new downloads, such as a free trial period, exclusive content, or in-app rewards. Referral Programs: Implement referral programs that reward users for bringing in new users through app store downloads. Tracking and Analytics Performance Tracking: Utilize app store analytics to track downloads, user engagement, and retention. Analyze these metrics to inform marketing strategies and product improvements. A/B Testing: Conduct A/B testing of app store listings (like different screenshots or descriptions) to determine what resonates best with your target audience. 39 It's essential to view app stores not just as distribution channels but as vital platforms for marketing, user acquisition, and building brand loyalty.

40. Creative Ideation Aligning Content to Campaign Needs … GTM Activation 40

41. Consumer Creative Branding Ideation (representations) Young Adults + Teenagers Persona Audience Segment Vibrant and Eye-Catching Colors: Use bright and bold colors that stand out. This age group is often attracted to visuals that are lively and energetic. Modern and Trendy Aesthetics: Incorporate contemporary design elements that resonate with current trends. This could include minimalist styles, abstract designs, or popular cultural motifs. Relatable Scenarios: Depict scenarios that young adults and teenagers can identify with, such as hanging out with friends, attending concerts or festivals, studying in college environments, or engaging in popular hobbies. Inclusivity and Diversity: Ensure that the imagery is inclusive, representing diverse ethnicities, backgrounds, and interests. This age group values diversity and inclusivity. 41 Technology and Social Media Elements: Since this group is tech-savvy, include imagery of smartphones, apps, and social media interactions. Highlighting the app’s interface in a realistic social media or mobile setting can be effective. Authenticity and Realism: Use authentic and candid shots rather than overly staged or artificial images. Authenticity resonates more with this demographic. Engaging Activities and Interactions: Showcase the app being used in dynamic and interactive settings, like video calls with friends, creating content, or sharing moments. Influencer and Celebrity Endorsements: If feasible, use images of popular influencers or celebrities that this demographic follows and admires, especially those known for their digital presence. Creative and Artistic Flair: Incorporate artistic elements that appeal to their creative side, such as graffiti, digital art, or creative video effects. Emotional Connect: Use imagery that evokes emotions like joy, excitement, friendship, and adventure, which are relatable to this age group.

42. Consumer Creative Copy Ideation (video script) Young Adults + Teenagers Persona Audience Segment (continued) [Opening Scene. A bustling college campus, students are seen walking, laughing, and engaging with their phones.] Narrator (Vibrant and Youthful Voice): "Hey there! In a world where every moment counts, why stick to boring texts when you can bring your conversations to life?" ------------------- [Cut to a group of teenagers hanging out in a park. One of them receives a funny video message on their phone and shows it to the others, sparking laughter.] Narrator: "Introducing [App Name], the video messaging app that's all about keeping you connected, creatively!" ------------------- [Scene transitions to a bedroom where a teenager is recording a video message with cool filters and effects.] Teenager (Excitedly): "Check out these awesome filters! [App Name] lets me express myself in ways that words just can't!" ------------------- [The scene shifts to a college student in a library sending a quick video update to their study group.] College Student (In a Whisper): "Hey team, just found the perfect reference for our project. Sending it over!“ Narrator: "With [App Name], it's not just about what you say, it's how you say it. Whether you're sharing the latest gossip, or that not-to-miss study tip..." 42

43. Consumer Creative Copy Ideation (video script) Young Adults + Teenagers Persona Audience Segment (continued) [Transition to a montage showing various scenarios: a birthday wish, a quick hello from a concert, a funny pet video.] Narrator: "Birthdays, concerts, or just your daily dose of cuteness - share it all in real-time, with real emotion." [Cut to a dynamic infographic showcasing app features: video filters, group messaging, privacy settings.] Narrator: "And with top-notch privacy settings, your convos are just as safe as they are fun." [Scene ends with a group of friends laughing and enjoying a video message together.] Narrator: "So, are you ready to amp up your messaging game? Download [App Name] today and start sharing more than just words.“ [Screen displays the app logo with a catchy tagline and a prompt to download.] Narrator: "[App Name] - Speak Loudly, Without Saying a Word." [Video ends with upbeat music fading out.] 43

44. Business Creative Branding Ideation (representations) Sales Professional Persona Audience Segment Professional and Clean Aesthetics: Use imagery that conveys professionalism and efficiency. This includes clean lines, a more subdued or corporate color palette, and high-quality visuals. Workplace Environments: Depict realistic work settings such as offices, meeting rooms, and conference spaces. Images of professionals engaging in meetings, presentations, or networking events would be relevant. Technology Integration: Showcase imagery that features modern technology tools used in sales, like laptops, smartphones, tablets, and CRM software interfaces, emphasizing the tech-savvy aspect of their profession. Diverse and Inclusive Representation: Include diverse representations of professionals in terms of gender, ethnicity, and age, reflecting the inclusivity in the workplace. Aspirational and Success-Oriented: Use imagery that resonates with their aspirations, such as achieving targets, winning awards, or leading teams. Visuals that symbolize success, growth, and leadership can be powerful. 44 Engagement and Interaction: Show sales professionals in the act of engaging with clients, demonstrating products, or in deep discussion, highlighting the interpersonal aspect of their role. Brand and Product Representation: If appropriate, include visuals of the product or brand being sold, especially in contexts where the sales professional is presenting or demonstrating these to clients. Lifestyle Balance: Depict a balance between professional and personal life, acknowledging the importance of work-life balance in their lives. Networking and Events: Images of networking events, trade shows, or industry conferences can also appeal to sales professionals, as these are often critical aspects of their job. Motivational Themes: Use imagery that conveys motivation, ambition, and the drive to succeed, which are key characteristics of sales professionals.

45. Business Creative Copy Ideation (email) Sales Professional Persona Audience Segment Subject Line: Elevate Your Sales Game with [Product Name] Video Messaging In the fast-paced world of sales, staying ahead isn't just about what you sell; it's about how you connect. Introducing [Product Name], the innovative video messaging app designed to transform your sales strategy. Why [Product Name]? Personalized Pitches: Say goodbye to generic emails. With [Product Name], create custom video messages that resonate with each prospect, making every interaction personal and impactful. Effortless CRM Integration: Seamlessly sync [Product Name] with your existing CRM. Track interactions and follow-ups effortlessly, keeping you one step ahead in your sales journey. Real-Time Analytics: Gain insights like never before. Track engagement rates, viewer responses, and tweak your approach for maximum impact. Boost Your Conversion Rates. Convert prospects into loyal customers. [Product Name] lets you demonstrate product features, share testimonials, and answer queries through engaging video content. Stay Ahead, Anytime, Anywhere. Whether you're in the office or on the go, [Product Name] keeps you connected. Our mobile-friendly platform ensures you're always ready to close that deal. Exclusive Offer for Sales Professionals. Sign up today and get a 30-day free trial. Experience the future of sales communication and see the difference for yourself. Ready to Revolutionize Your Sales Approach? [Click Here to Start Your Free Trial] . Thank you for considering [Product Name] as your partner in sales success. We're excited to be part of your journey. P.S.: Don’t miss our upcoming webinar on “Mastering Video Messaging in Sales” - reserve your spot now! 45

46. Roadmap + Budget Turning Planning Into Action … GTM Activation 46

47. Go-to-Market Roadmap Stages STAGE 01 STAGE 02 STAGE 03 STAGE 04 STAGE 05 Teams Alignment Ecosystem Alignments Campaign Planning Production Readiness (Scheduling + Creative) Channels Alignments Campaign Execution Milestone Timelines Measurement & Analysis Stakeholder Reporting Journey Alignments Campaign Optimizations Budget Re-Alignments Goals + Objectives Review Campaign, Adjustments, Expanded Planning Product Launch Measurements & Analysis Campaigns Optimization Iterative Planning Cycles & Execution Pre-Launch Planning + Activation 47

48. Budgeting Creating a marketing budget based on anticipated gross revenues involves several steps and considerations. Based on limited directional pre-planning corporate guidance and planning insights and primary market research, this simulation uses several common industry guidelines as listed to represent a budget. Percentage of Revenue Approach: Standard Allocation : A common practice is to allocate a certain percentage of either the anticipated gross revenue or the actual revenue (from the previous year) to the marketing budget. This percentage typically ranges from 5% to 12%, depending on the industry, company size, and growth stage. Industry Norms: It's important to consider industry benchmarks. For instance, startups in growth mode may spend closer to 20% or more of their gross revenue on marketing, while well-established companies might allocate around 5-10%. Objective and Task Method : Goals Alignment : Set clear marketing goals and objectives aligned with business targets. Estimate the cost of activities required to achieve these goals. ROI-Focused : Consider the expected return on investment (ROI) for different marketing strategies and channels. More expensive campaigns should be justified with higher expected returns. Life Cycle Consideration: Stage of Business: Adjust the budget based on the life cycle stage of the business. Newer businesses might need to spend more on marketing to build brand awareness, while established businesses might focus on maintaining their market position. Flexibility and Contingency : Adaptability : Keep some flexibility in the budget for unexpected opportunities or market changes. Contingency Fund : Allocate a portion of the budget (around 5-10%) for unforeseen circumstances or experimental marketing tactics. Digital Marketing Focus: Online Spending: With the increasing importance of digital marketing, allocate a significant portion of the budget to online channels, including social media, SEO, content marketing, and digital advertising. 48

49. Recommendation: $1,500,000 Total Budget for Marketing Activities Marketing Plan Mobile Marketing Experiential Marketing Display + Retargeting Ads SEM + PPC SEO + Content Marketing Influencer Marketing Video Marketing Email Marketing Social Media Budget Allocations Catering both general consumers and business users is ambitious, but achievable. Targeting both audience segments is necessary and will help establish the product effectively in the competitive landscape, ensuring both initial impact and sustainable growth. Initially, a decision would need to be made based on projected revenues aligned to budget emphasis on the two main types of customers: consumer and business. Once this partition has been made, the recommendation would be to allocate channel budget spends by projected campaign performance and funnel need. As campaigns are executed and performance measured, budgets can be optimized from data analytics to re-align spends for maximum impact and returns. 49 Core primary channels include: social media, email marketing, video marketing, influencer marketing, content marketing, SEO/SEM, and paid advertising. Depending on distribution models, App Store marketing also becomes a core channel and may require a separate budget.

50. Next Steps Final Checklist for Launch … GTM Activation 50

51. Roadmapping Success 1. Understanding the Audience Additional market research to understand customer goals, motivations, and pain points are needed for all target audiences. Engaging in conversations with current or prospective customers can provide valuable insights​​. 2. Clear Positioning Statement A Positioning Statement is required to clearly communicate how the product fills a need in the market. This positioning statement should answer who the product is for, what it does, and why it's different from other products​. 3. Go-to-Market Strategy The GTM Strategy needs to be enhanced and expanded based on Discovery Sessions. Final planning needs to confidently align to each funnel stage in the customer journey. Once adopted, Campaign Planning can begin in earnest. 51 It will be paramount to integrate insights from various sources and tailor the final planning and execution for both the consumer and business segments. 4. Goal Setting Launch Goals and KPIs Are Required: Establish specific, measurable, attainable, relevant, and time-bound (SMART) goals for the launch. These could include any milestone goals measurable by key performance indicators (KPIs) like sales revenue, customer acquisition, and social media engagement​​. 5. Campaign Planning Activate sales, marketing and creative teams to begin architecting campaigns for each audience group. Prioritize audiences aligned to campaign planning commencing with projected segments that are easiest to penetrate. 6. Creative + Content Creation Begin the creative and content production process required for executing campaigns. Align positioning and messaging to target audiences. Develop content such as blog posts, demos, tutorials, email campaigns, social media posts, and landing pages. This content should align with your promotional efforts and go-to-market strategy​​.

52. Roadmapping Success (continued) 7. Testing and Feedback As a best practice, test the product with real users to identify and resolve any bugs, usability issues, or functional problems before product launch. Gather feedback for product improvement and enhance functionality, usability, and performance and schedule into R&D timelines​​. 8. Distribution Channels Finalize how and where customers can purchase your product, whether online, in physical stores, app store, or through other partners. Well-planned distribution channels are crucial for minimizing delays and maximizing market share capture​​. 9. Team Preparation Prepare teams to ensure key departmental stakeholders are familiar with the product. Provide training sessions, develop sales enablement materials, and conduct role-playing exercises. Keep all stakeholders informed and aligned with the launch plan​​. 52 10. Launch Execution Set a launch date and officially launch the product. Double-check all details and materials, conduct a final team alignment, monitor social media for customer reactions, and ensure all systems related to the launch are functioning smoothly​​. 11. Post-Launch Analysis Evaluate launch success via milestone dates. After the launch, assess the performance of your go-to-market strategy against the set goals and KPIs. Be prepared to pivot or adjust your strategy based on the outcomes and customer feedback​​. 12. Budget Review Considerations Understand that launching a product may require larger budgets. Depending on the scope, type of product, and market competition, make a business decision based on projected business benefit and revenues​​. You can use common best practices for establishing a marketing budget which has been recommended.

53. Q&A aspirational vision 53

54. Thank YOU Email : [email protected] [email protected] Website : danielmckean.myportfolio.com LinkedIn : linkedin.com/in/ danielmckean Phone : [phone] Daniel McKean Sr. Marketing Strategist & Data Analyst