Background
Launching without a plan burns channels randomly. A two-week GTM doc shows you can define ICP, pick channels, measure success, and ship copy — even on $0 budget.
Your mission
Plan a two-week go-to-market launch for a student career product (BoardingPass, campus career tool, or your venture). The plan should be executable by a two-person student team.
Required sections
- ICP (Ideal Customer Profile) — persona, pain, where they hang out online/offline
- Launch goal & KPIs — e.g. 200 signups, 50 résumé uploads, 30% D1 activation
- Three channels — e.g. Telegram/Discord communities, Instagram Reels, university posters, email to clubs
- Content calendar — 14 days, day-by-day: asset, channel, owner, CTA
- $0 budget alternative — what you cut if paid ads are zero; how you compensate with time/partnerships
- Sample creative — one launch email (subject + body) + one social post (caption + visual description)
- Measurement — UTM scheme, spreadsheet columns, weekly check-in ritual
Requirements
- Campaign doc — Notion, Google Doc, or PDF; shareable link.
- Realistic cadence — not 14 identical "post on LinkedIn" rows; vary format (video, carousel, AMA).
- Risk/mitigation — one paragraph on low signups; backup tactic.
- Sample assets — email + social as specified above.
Evaluation criteria
- ICP fit — channels match where persona actually is (not just "TikTok because viral").
- Measurability — KPIs have baseline target and tracking method.
- Copy quality — samples are on-brand and specific, not generic hype.
- Feasibility — student team could execute in 14 days alongside classes.
Tips
- Anchor launch to a campus event (career fair, hackathon demo day) for urgency.
- Pre-launch tease days 1–3; peak CTA days 7–10; retention email day 14.
- Include one partnership outreach template (career office, student org).
Submission checklist
