StretchLearn Course

Launch a product on purpose, not on hope

Beachhead targeting, positioning, sales motions, channel economics, and pricing that turn a launch into revenue

Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

A go-to-market strategy is the plan for how a specific product reaches a specific buyer and turns into revenue, and most fail not because the product is bad but because the launch had no target, no positioning, no channel logic, and no way to tell if it worked. This course replaces guesswork with the methods product marketers, founders, and growth teams actually use, including beachhead targeting and Crossing the Chasm, April Dunford's positioning method, the sales-motion taxonomy from self-serve to enterprise, channel-economics math with CAC and LTV, value-based and Van Westendorp pricing, and a tiered launch and metrics plan. You will leave able to choose who to sell to first, position so you become the obvious choice, pick channels whose unit economics work, price on value, and run a launch with clear success metrics.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Define a go-to-market strategy and assemble its five components into one coherent plan

Choose a beachhead segment and write a positioning statement using April Dunford's method

Select a sales motion (self-serve, inside sales, field sales) that matches your price and buyer

Evaluate acquisition channels using CAC, LTV, and payback to keep only economics that work

Set a defensible price using value-based pricing and the Van Westendorp survey

Plan and run a tiered launch with leading and lagging metrics that prove whether it worked

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Foundations: What a Go-to-Market Strategy Really Is

Build an accurate mental model of GTM, see the five components that make up a plan, learn why launches fail, and choose the beachhead segment that anchors everything that follows.

3 lessons

The Five Components of a GTM PlanContent · 45 min

Preview Enabled

Why Launches Fail and How to De-RiskContent · 45 min

LMS Access

Choosing a Beachhead and Crossing the ChasmContent · 45 min

LMS Access

Module 2

Module 2: Positioning: Becoming the Obvious Choice

Make your product the obvious choice for the beachhead by understanding the competitive alternatives, applying April Dunford's positioning method, and turning positioning into a message and a category decision.

3 lessons

Positioning Versus Messaging, and the Alternatives TrapContent · 45 min

LMS Access

April Dunford's Positioning MethodContent · 45 min

LMS Access

Turning Positioning Into Messaging and a CategoryContent · 45 min

LMS Access

Module 3

Module 3: Channels and Sales Motion: How the Buyer Actually Buys

Decide how customers discover and purchase, matching a sales motion to your price and buyer, evaluating channels on real unit economics, and reading channel-market fit honestly.

3 lessons

Sales Motions: Self-Serve, Inside Sales, and Field SalesContent · 45 min

LMS Access

Channel Economics: CAC, LTV, and PaybackContent · 45 min

LMS Access

Finding Channel-Market FitContent · 45 min

LMS Access

Module 4

Module 4: Pricing and Launch: Capturing Value and Going Live

Set a price that captures value rather than guesses at cost, package it to fit your motion, then plan and execute a tiered launch with metrics that prove whether it worked.

3 lessons

Pricing Strategy: Cost, Competitor, and Value-BasedContent · 45 min

LMS Access

Packaging, Tiers, and Free ModelsContent · 45 min

LMS Access

Planning a Tiered Launch and Measuring ItContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

go-to-market strategyproduct launchpositioningpricing strategysales motioncustomer acquisitionproduct marketingbeachhead market