Go-To-Market PlanMy Go-To-Market Plan shows how I will execute the consumer

engagement strategy through tactical content and channel strategies.

GO-TO-MARKET PROCESS

Strategic Input

Alignment from

Product and Sales

Measurement and

Results

GTM PlanDevelop Integrated

Marketing Plan

Creative

Brief

KEY ELEMENTS OF A GTM PLAN

• Messaging Strategy: The message I intend to send to my target audience to drive a desired behavior

• Execution Plans: Overall tactical content and channel plans

• Timeline: Showcase when I will touch consumers with content via various channels.

• Creative Samples: Provides a view of what the consumer sees (customer facing collateral)

• Measurement/Metrics: Shows results and learnings for future initiatives

GO-TO-MARKET PLAN CONSIST OF:

PORTFOLIO STRATEGIC FOCUS

Results Consumer Go-To-Market Strategy

Products

1 2 3 4

GTM focuses on growing volume and awareness in fitness category to position the brand to win!

FITNESS BRAND RESULTS Results1

$14.0M

$30.0M

$39.0M

$45.0M

2018 ACTU AL 2019 ACTU AL 2020 ACTU AL 2021 ACTU AL

FITNESS

Fitness sales are up 15% to LY– strong results due covid and strong ecommerce positioning as

consumers sheltered in place and worked out from home.

COMPETITIVE LANDSCAPE Results1

2%2%

1%1%1%1%1%1%1%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%

At-Home

Workouts

57%GYM

18%

YOY Changes• At-Home Workouts up

from 25% to 57%• Gym Workouts – down

23%• Group Fitness down 3%

Why we target and focus on growing At-Home workouts category

TARGET CONSUMER INSIGHTS

46% of survey participants stated that they intend to make virtual classes a regular part of their routine, even after studios reopen.

Fitness Industry is headed in more hybrid workout model utilizing Zoom.

Rising disposable income, preference for quality products

Digital fitness is here to stay!

Covid has accelerated the digital workout

trend and forced the industry to

rapidly evolve.

Changing competitive landscape

Source: Forbes (How COVID-19 Is Transforming The Fitness Industry)

1

2

3

Consumer2

GROW FITNESS PORTFOLIO :Fitness Brand will focus on increasing awareness and growing volume in targeted categories and position

the brand as leading fast elite fitness brand.

ObjectiveProfitable Top Line Growth

Portfolio revenue goal is $7M.

Target AudienceAppeal to athletic consumers who are eager

to maintain a healthy lifestyle. Have

discretionary income to spend on quality

fitness gear and apparel.

Plan SummaryPriority Tactics include:

• Micro and Macro Influencer Marketing

• Customer Success Stories

• Cross-Selling with targeted solutions

• Email Marketing Campaign

GTM3

MESSAGE TO TARGET AUDIENCE

REASONS TO BELIEVE

SOLUTIONS

MESSAGINGVALUE PROP

Now’s the perfect time to leverage fitness enthusiast consumers who are eager to spend money on convenient experiences, flexibility, and support companies who care about their well being (physically, mentally, and spiritually).

HEADLINE Conscious living to maintain a healthy lifestyle

CUSTOMER TAKEAWAY Fitness anytime, anywhere

Offers affordable and convenient at home workouts High visibility to empower consumers

Reach/attract new consumersand grow sales

• Apps and on-demand workout plans makes fitness easy and offers flexibility and reaches more consumers.

• Overcome fear of leaving home inconveniences to make your entire fitness journey as easy as possible.

• Choose forms variety of monthly plans to meet your budget, fitness levels, and weight goals needs.

• Beginner, intermediate, experienced, athlete

• Global market access allows you to reach your current and future customers.

• Give your health the advantage of power workouts, daily tracking and resources to see fast and sustainable results.

CALL TO ACTION

Dependent on tactics

GTM3

• Increase web

visits by 15%

• Increase Website

Visitors

• Meet portfolio revenue

goal of $7M

• Increase content

interaction/conversion

by 10%

GOALS STATEGIC INITIATIVES

4

4

4

01 AWARENESS

02 EDUCATION

CONVERSION

ACQUISITION

Compliance

&

Quality

Risk

Mgmt

Customer

Service

& Sales

CUSTOMER PROFILE TYPES

• Develop engaging sales collateral for target audience

• Increase presence on website through website optimization

• Implement Lead generation form on website

• Paid advertisement on google and social

• Optimize website enhancements to promote services and qualified leads

• Develop new Sales collateral targeting specific customers

• Sales education and presentations

• Sales visits and tradeshows

• Increase website visits through enhanced marketing materials

GTM STRATEGY GTM3

Tactic Status Next Steps Budget Target Launch

Sales Materials and collateral (print & digital)

Completed Draft Leave-behind content and layout

$22,000 01/02/2021

Sales materials and decks

Completed Develop leave-behinds

$2,000 01/06/2021

Case Studies/Customer Success Stories

Completed Identify customers to interview

$3,000 02/21/2021

Email Campaign Completed Align with product managers

N/A 03/15/2021

Website Redesign Completed Meet with cross-functional team

N/A 05/20/2021

Marketing Channels (email, paid search, social media)

Completed Pending budget N/A 05/20/2021

GTM TACTICS GTM3

GTM CALENDAR

Consideration

Awareness

Conversion

SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY AUG

Generate pre-launch with teasers across owned and

earned channels

Launch with cross channel support, video, display & optimized SEO copy

for discoverability

Optimize content and tactics to convey reason to buy and sense of urgency

Retarget consumers who previously showed intent with clicks/views

Influencer marketing

Leverage app-based push notifications to push consumers in-store

Website Launch- Monitor and optimize for organic keyword performance- Obtain second round of data on site performance

Sponsored Events Travel ScheduleCity #1 City #2 City #3

GTM3

APPROACH

Awareness

Consideration

Conversion

ImpressionsReachViews

ClicksEngagement

ClicksConversions

GTM3

PRODUCT LAUNCH STRATEGY

STRATEGY:

Profitable topline growth, building brand awareness and leveraging influencer marketing

to grow awareness

CONSUMER:

Millennial Fitness Enthusiast who are eager to level up their fitness program.

SHOPPER

Seeking quality fitness equipment and programs to help advance fitness goals

PRODUCT

Innovation: On-demand fitness classes that convey an immersive experience with features

that show off results

Product3

The awesome products we are launching that differentiate us in the marketplace

CREATIVE SAMPLES – WHAT TARGET AUDIENCE SEES

EXAMPLE: SALES DECK & LEAVE-BEHIND

Cover of customer-facing PPT

Front page of customer-facing newsletter, available monthly via email

EVALUATING RESULTS

EMAIL CAMPAGIN

EVALUATING RESULTS

WEBSITE DASHBOARD