Use the playbook below as your instructions for this conversation.

How to use it in this chat:
1. The original was written for AI agents that can open project files, other skills, and tools. You will not have any of those here, and you do not need them.
2. Start by asking me 5 to 8 short questions to get the context those files would normally provide: what I sell, who it is for, the problem it solves, my main competitors and how I differ, my brand voice, the proof I have (results, customers, data), and my goal for this task. Skip anything I have already told you.
3. Wherever the instructions say to read, load, or check a file (for example product-marketing.md, brand-context.md, or a references folder), use my answers and your own expertise instead. If a referenced file is included at the end of this message, use it.
4. Wherever the instructions say to use another skill, agent, tool, or script, do that part of the work yourself in this chat.
5. Wherever the instructions say to save or write a file, show the result here in the chat.

---

PLAYBOOK

# Go-To-Market Plan (Global)

> A launch is not a one-day event. It is a three-phase process: prepare, launch, sustain. Failed launches usually are not caused by a weak product — they are caused by nobody knowing, nobody believing, and nobody buying at the right moment. Run `58-positioning-global` and `31-offer-design-global` first to lock the message and the offer; run `60-launch-playbook-global` afterwards for the detailed execution checklist.

## Information gathering

Read `.agents/product-marketing-context-global.md`, the positioning doc, and the offer doc if available. If missing, ask up to 4 questions:

1. **What is being launched?** Price, early-bird or bundle pricing, and any capacity limit.
2. **Who is the primary audience: who are they, where are they, what are they thinking?** Do you already have a warm base (followers, email list, past customers)?
3. **Timeline and budget:** exact launch date? Budget allocated to the launch?
4. **Team and competitors:** who do you have (writer, designer, media buyer, agency)? Does a competitor already sell something similar, and how are they positioned?

## Principles

1. **Never launch cold.** Start warming the audience at least 2 weeks before launch — teasers, community seeding, email warm-up.
2. **Beachhead first, expand later.** Pick one segment small enough to win and large enough to sustain you. Win there, then move to the next. Always plan from SOM (what you can actually reach in 3-6 months), never from TAM.
3. **One core message throughout.** Every launch asset reflects the same message, taken from the positioning statement.
4. **Have a plan B.** Launch day brings technical failures (page down, ad rejection, payment errors). Have the fallback ready in advance.
5. **No-go is a valid decision.** Launching at the wrong time is worse than launching late. Only the leader decides go/no-go — never delegate it.

## Workflow

### 1. Choose the beachhead segment

Score 2-3 candidate segments (1-5 per question, 45 max):

| Criteria group | Scoring questions |
|----------------|-------------------|
| Market need | Is the pain clear and growing? Is search or discussion volume high? Is the market durable rather than a passing trend? |
| Competition | Are there large incumbents? Have they saturated the channels? Is there a niche nobody addresses clearly? |
| Reachability | Do you already have a fitting channel or list? Can you test it on a small budget? Can the buyer decide quickly? |

Decision: 30+ points means launch on this beachhead. 25-30 means reconsider or narrow further. Below 25 means revisit the product or the segment.

Signals of a high-value beachhead customer: high LTV, low churn, active referrals. Filter question: "If this product disappeared tomorrow, what would you do?" The more painful the answer, the better the segment.

### 2. Lock the offer and the launch message

Offer summary (from `31-offer-design-global`):

| Item | Detail |
|------|--------|
| Product name | |
| List price / early bird / bundle | |
| Sales window and capacity limit | |
| Guarantee | |
| USP — one sentence of difference | |

Launch message hierarchy — 5 layers, used in this order inside every asset:

1. **Hook** (pain or desire) > 2. **Solution** (why this product) > 3. **Proof** (evidence) > 4. **Offer** (exactly what they get) > 5. **Urgency** (why buy now).

Required audience insight: persona, pain point, desire, primary objection, buying trigger. In US/EU markets the dominant objection is usually credibility and reviews rather than price — plan proof accordingly.

### 3. Set channels by phase

| Channel | Phase | Content | KPI |
|---------|-------|---------|-----|
| Meta (Facebook + Instagram) | Pre + Launch | Teaser > announce > urgency | Reach, leads |
| TikTok | Pre + Launch | Hook video, testimonial, creator content | Views, CTR |
| Email + SMS (Klaviyo, Mailchimp, Attentive) | Pre + Launch | Warm-up sequence > offer > last call | Open rate, CVR |
| Community seeding (Reddit, Discord, Slack, niche forums) | Pre-launch | Problem-aware content, no offer reveal | Engagement, saved posts |
| Google Search / Shopping | Launch | High-intent and brand keywords | CVR, ROAS |
| Affiliates / partners / creators | Launch | Co-promotion with tracked links | Attributed revenue |

Selection rule: you need both a REACH channel (drives traffic) and a CONVERT channel (closes). One channel rarely does both. Prioritize where the beachhead already spends time and where you have a real advantage.

### 4. Build the three-phase timeline

**PRE-LAUNCH (T-4 to T-1 weeks):**

| Week | Activity | Owner | Output |
|------|----------|-------|--------|
| T-4 | Offer finalized, landing page live | Leader + dev | Page live, tracking verified |
| T-3 | Produce teaser content (3-5 pieces) | Content | Posts ready |
| T-2 | Start seeding and warm-audience ads | Content + performance | Engagement, custom audiences |
| T-1 | Email/SMS pre-launch sequence | Leader | Warm list |
| T-3 days | Ads built and verified, tracking checked | Media buyer | Campaigns in Paused state |
| T-1 day | Full funnel final check > go/no-go | Leader | GO decision |

**LAUNCH WEEK:**

| Day | Activity | Channel | Owner |
|-----|----------|---------|-------|
| D-day morning | Official announcement | All | Leader |
| D-day | Turn on BOFU ads | Meta, TikTok, Google | Media buyer |
| D+1 | Follow-up email to non-buying leads | Email/SMS | Leader |
| D+2 | Social proof — first customer reviews | Social | Writer |
| D+3 | Media buyer report > scale, hold, or cut | — | Leader |
| D+5 | Urgency push — remaining capacity or bonus deadline | All | Leader |
| D+7 | Close cart — final email and post | Email + social | Leader |

**POST-LAUNCH (D+8 to D+14):** compile results (revenue, leads, ROAS, CPA), collect customer feedback to improve the product and capture testimonials, run the team retrospective, and decide whether to convert the campaign to evergreen.

### 5. Milestones and go/no-go

| Milestone | Timing | Pass criteria |
|-----------|--------|---------------|
| M1 — Offer + page ready | T-4 | Page live, tracking verified, offer locked (price, bonuses, deadline) |
| M2 — Audience warm | T-1 | Warm base large enough: [X] engagers / [Y] email subscribers / custom audience >= [Z] |
| M3 — Go/no-go | T-1 day | Passes the checklist below |
| M4 — Mid-launch check | D+3 | CPA within threshold, first orders landed |
| M5 — Close + retro | D+7 to D+14 | >= [X]% of target hit, retrospective complete |

**Go/no-go checklist (T-1 day, leader signs off):**

- [ ] Tracking fully working (pixel fires, server-side events, UTMs complete)
- [ ] Payment tested end to end (card, PayPal, and any wallet you accept)
- [ ] All links resolve, no 404s
- [ ] Offer copy correct (price, bonuses, deadline), and every claim substantiated
- [ ] Consent and privacy in place: cookie/consent banner, GDPR/CCPA notices, CAN-SPAM unsubscribe in every email
- [ ] Team confirmed ready, inbox coverage staffed across the relevant timezones
- [ ] Plan B documented for technical failure

Any missing item means NO-GO. Do not launch "roughly ready" and fix later.

### 6. Success metrics

| Metric | Target | How measured |
|--------|--------|--------------|
| Launch-week revenue | | |
| Orders / seats sold | | |
| CPL / CPA | | |
| ROAS | | |
| Email open rate | | |
| Landing page CVR | | |

Derive targets backwards from the revenue goal using `10-reverse-kpi-global` — never set targets by feel. Benchmark against `references/benchmarks-global.md` for the relevant region and industry; a US launch and an SEA launch are not comparable at face value.

## Output structure

File name: `gtm-plan-[product-name]-[YYYYMMDD].md`

```markdown
# GTM Plan — [Product] — Launch [date]

## 1. Product and offer summary
| Name / price / early bird / capacity / guarantee / USP |

## 2. Beachhead segment
- SOM score: [X]/45 — decision:
- Persona + pain + desire + objection + trigger:

## 3. Positioning and messaging
- Core message (one sentence):
- Message hierarchy: Hook > Solution > Proof > Offer > Urgency

## 4. Channel plan by phase
| Channel | Phase | Content | KPI |

## 5. Timeline
[Pre-launch T-4 to T-1 | Launch week D-day to D+7 | Post-launch D+8 to D+14]
| Checkpoint | Activity | Owner | Output | Deadline |

## 6. Milestones and go/no-go
| Milestone | Timing | Criteria |
- Go/no-go checklist T-1:

## 7. Success metrics
| Metric | Target | How measured |

## 8. Plan B
| Failure scenario | Fallback |
```

## Related skills

- `58-positioning-global`: run first — the launch core message comes from the positioning statement.
- `31-offer-design-global`: run first — the offer must be locked before GTM planning.
- `10-reverse-kpi-global`: derive lead and budget targets from the revenue goal.
- `61-budget-planning-global`: allocate the launch budget across phases.
- `60-launch-playbook-global`: run after — day-by-day execution, war room, escalation.
- `02-campaign-brief-global`: turn the GTM plan into briefs for content and performance.

## Quality checklist

- [ ] Beachhead selected by SOM scoring, not by intuition
- [ ] Offer summary complete: price, early bird, capacity, guarantee, USP
- [ ] Message hierarchy has all 5 layers: Hook > Solution > Proof > Offer > Urgency
- [ ] Channels cover both REACH and CONVERT, each with a role per phase
- [ ] Audience warming starts at least 2 weeks before launch
- [ ] Timeline covers all three phases with one owner per task
- [ ] Milestones have concrete, measurable pass criteria
- [ ] Go/no-go checklist complete, including payment, consent, and claim substantiation — leader signs off
- [ ] Success metrics derived backwards from the revenue target
- [ ] Plan B covers at least 3 failure scenarios (page down, ad rejection, payment failure)
- [ ] A retrospective is scheduled after launch (`63-campaign-retrospective-global`)

---

REFERENCE FILE: references/benchmarks-global.md

# Global Ad Benchmarks 2025–2026

> **Disclaimer:** Benchmarks are aggregated medians from public industry reports. Your numbers will vary based on creative, audience, season, and product margin. Use these as **diagnostic baselines, not targets**.

**Last updated:** May 2026
**Currency:** USD unless specified
**Format:** All medians (not averages) unless noted

---

## Quick Reference — Global Medians (All Industries)

| Metric | Median | Top 25% | Bottom 25% |
|---|---|---|---|
| **CPM (Meta)** | $13–$20 | <$8 | >$25 |
| **CPC (Meta)** | $0.70–$1.72 | <$0.50 | >$2.50 |
| **CTR (Meta)** | 1.57%–2.19% | >3.0% | <0.9% |
| **CVR (Meta)** | 1.57%–9.21% | >10% | <1.5% |
| **ROAS (Meta)** | 1.93–2.79 | >4.0 | <2.0 |
| **CPA (Meta, global)** | $18–$38 | <$15 | >$50 |

*Sources: Triple Whale 2025 (1,000+ DTC brands), WordStream 2025, Lebesgue 2026*

---

## By Region (Meta CPM, 2026)

| Region / Tier | CPM Range | CPC Range | Notes |
|---|---|---|---|
| 🇺🇸 **United States** | $15–$25 | $1.40–$1.85 | Highest globally; $19.66 median 2025 |
| 🇨🇦 **Canada** | $12–$20 | $1.20–$1.60 | Tier 1, slightly below US |
| 🇦🇺 **Australia** | $12–$22 | $1.30–$1.80 | Tier 1, high purchasing power |
| 🇬🇧 **United Kingdom** | $10–$18 | $1.10–$1.50 | Tier 1, Western EU premium |
| 🇩🇪 **Germany / Western EU** | $5–$10 | $0.90–$1.30 | EU median CPM $4.90 in 2025 |
| 🇯🇵 **Japan** | $8–$15 | $1.00–$1.50 | Tier 1, mature market |
| 🇸🇬 **Singapore** | $6–$12 | $0.70–$1.20 | SEA leader |
| 🇹🇭 **Thailand / Malaysia** | $3–$7 | $0.40–$0.80 | SEA emerging |
| 🇻🇳 **Vietnam** | $1–$3 | $0.10–$0.30 | See `benchmarks-vietnam.md` |
| 🇮🇩 **Indonesia / Philippines** | $2–$5 | $0.20–$0.50 | SEA volume markets |
| 🇧🇷 **Brazil / Latin America** | $2–$6 | $0.30–$0.70 | LATAM Tier 2 |

*Sources: Lebesgue 2024 country CPM report, Vaizle 2025 regional breakdown, AdAmigo 2026 country benchmarks*

**Key insight:** Tier 1 (US/AU/CA/Western EU) costs 6–7× more than Tier 2 (SEA/LATAM). A campaign profitable in Vietnam at 3× ROAS may need 5–7× ROAS in the US for equivalent unit economics.

---

## By Industry (Meta, 2026 Lebesgue Data)

| Industry | CPM | CTR | CVR | CPA |
|---|---|---|---|---|
| **Beauty & Health** | $12.46 (highest) | ~2.2% | 7.10% | $25.49 |
| **Clothing & Fashion** | $9–$11 | 2.84% (high) | 3.26% | $21.47 |
| **Art / Home Decor** | $8–$10 | 2.92% (highest) | ~4% | $22 |
| **Food & Beverage** | $8–$10 | 1.85% (lowest) | 2.02% (top) | $30 |
| **Electronics** | $7–$9 | ~2% | 1.20% (lowest) | $45 |
| **Pets & Animals** | $7–$9 | ~2.1% | ~3% | $20 |
| **Sports & Outdoors** | $7–$9 | ~2.2% | ~3.5% | $25 |
| **Home & Garden** | $7–$9 | ~2% | ~4.5% | $28 |
| **Hardware / Automotive** | $6.96 (lowest) | ~1.8% | ~1.5% | $38 |
| **Finance & Insurance** | $10–$15 | ~1.5% | varies (lead) | $50+ (CPL) |
| **B2B / SaaS** | $15–$30 | ~1.0% | varies (lead) | $80–$300 (CPL) |
| **Real Estate** | $8–$12 | 0.99% | 10.68% (lead) | $16.92 (CPL) |

*Sources: Lebesgue 2026, Trendtrack 2025*

---

## ROAS by Industry (Meta, 2025)

| Industry | Median ROAS |
|---|---|
| Automotive | 2.54 (top) |
| Sports & Outdoors | 2.28 |
| Travel & Luggage | 2.25 |
| Home & Garden | 2.18 |
| Beauty & Health | 3.00+ (high CVR offsets cost) |
| Pets & Animals | 1.58 |
| Food & Beverage | 1.56 |
| **Global median** | **1.93–2.79** |

*Source: Triple Whale 2025 DTC dataset*

**Healthy ROAS guideline:** 3× is a rule of thumb that only clears break-even when contribution margin before ads (price - COGS - shipping - payment/platform fees - returns, divided by price) is above ~33%: at 35% break-even ROAS is ~2.9×, at 30% it is ~3.3×, so 3× loses money. For lower margins (commodity goods), aim for 5×+. For high-margin (digital/info products), 1.5× can be profitable.

---

## Seasonal Patterns (Meta Global, 2025)

| Period | Median CPM | vs. Average |
|---|---|---|
| **January** | $15.74 | -21% (post-holiday reset) |
| **Q1 average** | $18.29 | baseline |
| **Q2–Q3** | $18–$21 | rising |
| **October** | $22 | +10% |
| **November (peak)** | $25.22 | +27% |
| **December** | $22.04 | +11% |
| **Q4 average** | $22.98 | +26% above Q1 |

*Source: Superads.ai 2025 dataset, $3B ad spend tracked*

**Strategic implications:**
- 🟢 **Q1 (Jan–Mar):** Cheapest acquisition. Stock budget here if cashflow allows.
- 🔴 **Q4 (Oct–Dec):** Most expensive. Either front-load brand spend in Q3 or reserve 30%+ higher budget.
- 🟡 **Election years (US):** Political ad spend displaces commercial, +20–40% CPM in last 30 days before election.

---

## Other Platforms (2025–2026 Approximate)

| Platform | CPM Range | Best for |
|---|---|---|
| **Instagram (Feed)** | $6–$10 | Visual brands, fashion, beauty |
| **Instagram (Stories)** | $5–$8 | Quick CTAs, brand moments |
| **TikTok Ads (global)** | $5–$15 | Gen Z, virality, brand awareness |
| **Google Search Ads** | $1–$2 CPC (broad); $5–$50+ CPC (commercial intent) | Bottom-funnel, high-intent |
| **YouTube Ads** | $9–$30 CPM | Brand awareness, long-form |
| **LinkedIn Ads** | $30–$100+ CPM | B2B, SaaS, recruiting |
| **Pinterest Ads** | $5–$15 CPM | Home, fashion, DIY, female 25–54 |
| **X (Twitter) Ads** | $4–$8 CPM | News, tech, B2B |

---

## Email Marketing Benchmarks (Global, 2025–2026)

| Metric | Median | Top Performers |
|---|---|---|
| **Open Rate** | 22–27% | >35% |
| **Click-Through Rate (CTR)** | 2.5–3.5% | >5% |
| **Click-to-Open Rate (CTOR)** | 10–14% | >18% |
| **Unsubscribe Rate** | <0.5% | <0.2% |
| **Bounce Rate** | <2% | <1% |
| **Conversion Rate (ecom)** | 1–3% | >5% |

*Sources: Mailchimp 2025 benchmark report, Klaviyo 2025 industry data*

---

## How to Use These Benchmarks

### ✅ DO
- Use as **diagnostic baselines** — "is my CPM 2× median? something's wrong"
- Adjust for **region tier** before comparing
- Adjust for **industry vertical** before comparing
- Adjust for **seasonality** before comparing
- Combine with **margin/LTV** for true profitability picture

### ❌ DON'T
- Treat as **fixed targets** to hit blindly
- Compare a US campaign to a Vietnam campaign at face value
- Compare beauty to B2B SaaS
- Compare Q4 to Q1 numbers as apples-to-apples
- Optimize **CPM** in isolation (higher CPM with higher ROAS can be fine)

---

## Diagnostic Heuristics

When a campaign underperforms, check in this order:

1. **CTR below median?** → Creative problem (hook, visual, format)
2. **CTR good but CVR below median?** → Landing page or offer problem
3. **CVR good but ROAS low?** → AOV/margin problem, not ad problem
4. **CPM 2×+ above region median?** → Audience too narrow, or competitive auction
5. **All metrics good but unprofitable?** → Margin or fulfillment cost problem

---

## Source Notes

Primary references compiled May 2026:

- **Triple Whale 2025** — Median values from 1,000+ DTC brands using Triple Whale analytics
- **WordStream 2025** — Annual benchmark, 1,000+ campaigns aggregated
- **Lebesgue 2026** — Industry CPM/CTR/CVR/CAC, March 2026 update
- **Trendtrack 2025** — Industry × region cross-analysis, 18 sectors
- **Vaizle 2025** — 5,200+ Meta ad accounts, year-over-year comparison
- **AdAmigo 2026** — 45-country CPM/CPC benchmarks by market tier
- **Superads.ai 2025** — $3B ad spend dataset, monthly seasonal trends
- **WebFX 2025** — Meta marketing benchmark, conversion rate ranges
- **Mailchimp 2025** — Email industry benchmark report
- **Klaviyo 2025** — Ecommerce email benchmarks by vertical

All figures represent **medians** (not averages) to exclude outlier campaigns. Where reported, top-25% and bottom-25% percentiles included.

For the most current data, search "[platform] ads benchmark 2026 [industry]" — major analytics platforms publish quarterly updates.

---

**Maintained by:** OPA — Over Powers Agency
**Update cadence:** Quarterly
**Vietnam-specific data:** See [`benchmarks-vietnam.md`](benchmarks-vietnam.md)

---

Source: AI Business Skills by Over Powers Agency, shared under the MIT License.

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