What are some suggestions for preparing a GTM plan particularly for a bundled product launch?

Assume there is an upcoming launch of a new bundled product in the next 4-6 months. The bundled product is composed of 3 products, all of which are also brand new. These 3 subproducts cannot be bought separately - the bundled product is going to be sold as 1 SKU. The 3 new products are also launching at a few different timeframes over the launch. (i.e. one is going GA first, where the other is in beta at that time and will go GA later). Looking for insights or advice on effectively composing a GTM roadmap and plan that includes each subproduct's GTM plans in the context of the GTM plan of the bundled product. Thank you!

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2 Answers

Go-To-Market Strategy Launch Frameworks Launch Channels Launch Strategy

Maureen Sitterson

Etsy Senior Director, Seller Growth & Retention • 1y

Bundled product launches have been a focus for us at Etsy this year! We recently shared "what's new on Etsy" in our Seller Handbook and supported the launch across our seller marketing channels. In order to create a bundled launch, you can either take a "top down" approach (start with the messages you want to deliver, and find products that fit those messages) OR a "bottoms up" approach (start with the features you have, and determine what stories they can tell your customers). We often do a bit ...Read More

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Holly Watson

Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 1y

This is a taxonomy question. When I look at bundled products, I consider what is part of the bundle. In your details you shared that there is only 1 SKU and all subproducts must be purchased together. So why is the language product (parent position) and subproducts (child position)? Instead, could you look at this as a simply a product (parent position) with strong supporting features (child position)? If yes, then consider the following. When you're launching, you're focused on the primary valu ...Read More

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