Services · Go-To-Market Consultant
Most launches don’t fail at launch. They fail at the sentence.
If you can’t say who this is for and what it replaces in one line, no amount of launch activity will rescue it.
Turns a product into a market: who it’s for, what it displaces, why now, what it costs to switch — then the launch sequence and the demand engine that makes those answers travel.
Someone who spends the first week on positioning, not the launch calendar. And someone who’s launched into a category that didn’t exist yet — because that’s where the difference between marketing a product and creating a market shows up.
I led Zepto’s first hyperlocal launch when quick commerce barely had a name, and CoinSwitch’s agency-side launch when crypto’s problem was legitimacy rather than awareness. Two categories, two launches, one lesson: decide what you’re replacing before you decide how loudly to say it.
Common questions
What does a go-to-market consultant do?
Defines positioning, the target and the displacement story, then designs the launch and the demand engine that carry it into a real market.
What’s the most common GTM mistake?
Launching before the positioning is decided — then treating a positioning failure as an awareness problem and buying more reach.
How is GTM different for a new category?
Broad awareness doesn’t work when people have no context for what you are. Concentrated adoption — one neighbourhood, one segment — beats telling a country something it can’t place.
How long does a GTM engagement take?
Positioning is fast if the decisions get made. The engine that carries it takes longer, and the sequence matters more than the speed.
Go deeper: Zepto’s launch · CoinSwitch · startup advisory.