Many teams build great products but fail to bring them to market successfully. The problem isn’t the product—it’s the strategy.
Without a clear go-to-market (GTM) plan, even the best ideas can get lost in the noise.
Product GTM Canvas, designed by product expert Anthony Murphy, helps you map out everything you need to consider before launching a product. It covers many aspects—from who your customers are to how you’ll reach them.
It’s perfect for product marketers, founders, and product managers who want a clear, structured way to prepare for launch.
What is the Product GTM Canvas?
The Product GTM Canvas is a one-page planning tool made up of 10 key blocks. Each block asks simple but powerful questions to help you think through all the critical elements of a successful launch.
There’s no strict order—each part is equally important and should be considered together.
Now let’s dive into each block.
What Are You Selling?
What is the product? What problem does it solve? Be specific—list features, pricing, and what makes it valuable at launch.
Who’s Buying It?
Define your customer segments. Are there different types of users (e.g., buyers and end-users)? Is it a two-sided market?
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Other Canvas
- Outcome Discovery Canvas: Define Desired Business Outcomes
- Business Model Canvas: A Simple Guide to Building Smarter Businesses
