Framework 4: Go-to-Market Execution
Purpose:
To provide a structured, measurable, and repeatable method for planning, launching, and scaling each SkyConnect app or product.
This framework aligns all execution elements — from launch activities to distribution channels — ensuring maximum market impact and clarity.
🚀 Section 1: Launch Plan
Goal: Build a comprehensive launch roadmap — phases, timelines, budgets, and deliverables.
| Phase | Objective | Key Activities | Responsible Team/Lead | Budget (TZS/USD) | Timeline / Deadline | Status |
|---|---|---|---|---|---|---|
| Planning | Define objectives, goals, and strategy | Research, define target KPIs, identify partners | [Team] | [Amount] | [Date] | ☐ |
| Design & Asset Prep | Develop marketing materials & media kits | Posters, videos, landing pages, mockups | [Team] | [Amount] | [Date] | ☐ |
| Pre-Launch Marketing | Build anticipation & awareness | Teasers, waitlist campaigns, influencer announcements | [Team] | [Amount] | [Date] | ☐ |
| Launch Day | Execute main event / go live | Event, press release, digital launch, livestream | [Team] | [Amount] | [Date] | ☐ |
| Post-Launch | Sustain momentum & gather feedback | User surveys, retention campaigns, partnerships | [Team] | [Amount] | [Date] | ☐ |
Keep a living version of this table — update status weekly until the product stabilizes.
📈 Section 2: Pre-Launch → Launch → Post-Launch Strategy
Goal: Ensure each rollout phase has distinct objectives, activities, and KPIs.
| Phase | Objective | Key Tactics / Activities | Primary Channels | KPI / Success Indicator |
|---|---|---|---|---|
| Pre-Launch | Generate excitement & collect leads | Teaser videos, landing page sign-ups, email drip series | Social media, WhatsApp groups, microsite | [Sign-ups, CTR, engagement] |
| Launch | Drive visibility & conversions | Product demo, launch event, influencer campaign | YouTube, PR articles, live event | [Downloads, registrations, mentions] |
| Post-Launch | Retain users & grow community | Tutorials, feedback surveys, referral programs | Email, community channels, in-app notifications | [Retention rate, user reviews, referrals] |
Maintain strategic continuity — awareness → conversion → loyalty.
🤝 Section 3: Influencer & Media Channel Selection Matrix
Goal: Choose ambassadors and channels that align with the target audience and product identity.
| Category | Name / Channel | Audience Type | Reach / Followers | Engagement Rate (%) | Cost (TZS/USD) | Content Type | Status |
|---|---|---|---|---|---|---|---|
| Macro Influencer | [Name] | Mass / national | [#] | [%] | [Amount] | Reels, story, event appearance | ☐ |
| Micro Influencer | [Name] | Niche / local | [#] | [%] | [Amount] | Post, giveaway, testimonial | ☐ |
| Media House | TV / Radio / Online publication | General / industry-specific | [Reach] | [%] | [Cost] | Feature, article, mention | ☐ |
| Community Partner | Association, NGO, tech group | Sector-specific | [Reach] | [%] | [Cost] | Workshop, co-event | ☐ |
Favor authenticity over scale — a smaller, passionate influencer can outperform a large but misaligned one.
🎨 Section 4: Marketing Assets Tracker
Goal: Track creation, approval, and deployment of all campaign materials.
| Asset Type | File Name / Description | Owner / Designer | Status (Draft / Approved / Published) | Platform / Usage | Link / Location | Remarks |
|---|---|---|---|---|---|---|
| Poster | Product Awareness Poster | [Name] | Draft / Approved | Instagram / Events | [Link] | [Notes] |
| Video / Reel | Teaser or Demo Reel | [Name] | Status | YouTube / TikTok / IG | [Link] | [Notes] |
| Press Kit | Media brief & product overview | [Name] | Status | For media partners | [Link] | [Notes] |
| Banner / Billboard | Print or digital ad | [Name] | Status | Location | [Link] | [Notes] |
| Presentation / Deck | Launch pitch deck or investor slides | [Name] | Status | Event / Pitch | [Link] | [Notes] |
Ensure brand consistency — every asset should align with Framework 3: Brand Foundation guidelines.
📊 Section 5: Distribution & Growth Channels
Goal: Identify and prioritize the right channels for user acquisition, retention, and growth.
| Channel Type | Description / Purpose | Example Activities | Owner / Team | KPI / Metric | Priority (High/Med/Low) |
|---|---|---|---|---|---|
| Direct Sales / Outreach | B2B sales, institutional onboarding | Demos, field visits, partnership meetings | [Team/Person] | Clients onboarded | [Priority] |
| Partnerships / Affiliations | Collaboration with networks | NGOs, institutions, tech hubs | [Team/Person] | Partnerships signed | [Priority] |
| Digital / Paid Ads | Online awareness campaigns | Google Ads, Meta Ads, LinkedIn | [Team/Person] | CTR, CPC, conversions | [Priority] |
| Organic / SEO / Content | Long-term growth via visibility | Blogs, YouTube, how-to videos | [Team/Person] | Traffic, ranking, engagement | [Priority] |
| Viral / Referral Growth | In-app or social share mechanisms | Referral codes, reward programs | [Team/Person] | Invites, shares, viral index | [Priority] |
Use a balanced mix — paid ads for speed, organic content for sustainability, partnerships for credibility.
📅 Section 6: Campaign Calendar
Goal: Schedule content and activities for rhythm, consistency, and accountability.
| Week / Month | Activity / Campaign Title | Type (Post / Event / PR / Ad) | Responsible Team | Platform / Channel | Budget | Status (Planned / Ongoing / Done) |
|---|---|---|---|---|---|---|
| Week 1 | Pre-launch teaser campaign | Social Media / Press | Marketing Team | Instagram, Twitter, Radio | TZS | Planned |
| Week 2 | Influencer collaboration #1 | Reel / Livestream | Creative Team | TikTok / YouTube | TZS | Planned |
| Week 3 | Official Launch Event | Physical / Virtual | Events Team | Venue + Online | TZS | Ongoing |
| Week 4 | Post-launch testimonials | UGC / Blog / Review | Content Team | Facebook / LinkedIn | TZS | Pending |
Review calendar weekly and adjust campaigns based on analytics.
✅ Execution Completion Checklist
| Task | Description | Status (☐ / ☑) |
|---|---|---|
| Launch Plan finalized | Phases, budgets, and roles confirmed | ☐ |
| Pre/Launch/Post strategy defined | Activities mapped for each phase | ☐ |
| Influencers & media partners approved | Outreach and contracts ready | ☐ |
| Marketing assets approved | Creative materials finalized | ☐ |
| Channels identified | Distribution and growth plan defined | ☐ |
| Campaign calendar set | Posting and activity schedule created | ☐ |
🗒️ Notes & Insights
Record learnings, campaign observations, and improvements.
Example: “Pre-launch teaser achieved 1,200 sign-ups; referral program adoption rate was 12% higher than projected.”
🧾 Final Summary Section
| Key Area | Summary |
|---|---|
| Launch Goal | |
| Target Audience | |
| Core Channels | |
| Key Influencers / Partners | |
| Launch Budget | |
| KPI Targets |
Instructions for Use
- Complete this framework after Framework 3: Brand Foundation is finalized.
- Collaborate with Marketing, Product, Design, Partnerships teams.
- Keep this as a living document, updating weekly throughout the campaign.
- Archive post-launch versions for lessons learned.
- Proceed to Framework 5: Growth & Optimization Framework for performance tracking and scaling.