One-Page Go-to-Market Plan
Docs + Word2 pages
Free
- Type
- Document
- Price
- Free
- Pages
- 8 · US Letter
- Style
- Modern
- Difficulty
- Beginner
- Updated
- November 6, 2026
Every page (8)
Overview
A consumer launch fails when the product, the shopper, the retailer and the budget are planned in separate documents. This plan keeps them together: the product reasons to buy, who owns each shopper decision, which retailers have agreed to list it, how trade marketing is timed, what shoppers told you and what the launch costs.
The sample follows Fallowfield Media launching a £24.99 family nature-journal kit into four retailers on 14 April 2027, with 12% trade spend and a £186,000 launch budget. Replace the product, price, retailers, survey results, dates and every budget line with your own, and keep the totals tied.
Useful for
- A brand team agreeing a retail launch plan with sales and finance before range reviews begin
- A trade marketing manager showing buyers the promotion calendar, trade spend and shelf plan
- A finance partner checking the launch budget against forecast and actual after eight weeks on shelf
What's included
- Product page with three reasons to buy, the trade price and the refill plan
- Shopper page with the launch team and a who-decides matrix for five decisions
- Retailer opener naming the four listings, store count and launch date
- Trade marketing schedule with audiences, channels, dates, owners and a month calendar
- Consumer launch page with survey results and two shopper personas
- Budget summary, variance table and a Make it yours guide
How to use it
- 1
Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.
- 2
Replace the product, price and trade margin on page 1, then enter your own retailers, store count and launch date.
- 3
Rewrite the schedule, survey results and personas with your real audiences, dates and research.
- 4
Rebuild the budget lines and the variance table from your own plan, keeping the totals, shares and chart tied.
- 5
Delete the Make it yours guide page, then share the plan with sales and finance or present it.
What you need
Requirements
- A Google account with access to Google Drive
Works with
- Google Docs
- Microsoft Word (download the .docx)
Questions
Are the organisation and figures real?
No. Fallowfield Media, the product, the retailers, the people and every figure are fictional sample content. Replace them with your own before you share the plan.
What is trade spend?
Trade spend is money paid to retailers for promotions, displays and listings, usually set as a percentage of trade sales. The sample caps it at 12% and requires finance approval above that.
Can I use this for a service or digital product?
Yes. Rename the retailers as channels or partners and replace the kit with your offer. The shopper, schedule and budget structure still applies to any consumer launch.
- #go-to-market-plan
- #consumer-product-launch
- #retail-launch
- #trade-marketing
- #launch-budget
- #shopper-insight
- #google-docs-template
Related templates
Go-to-Market Plan
Docs + Word10 pages
Free
Market Research Report
Docs + Word6 pages
Free
More go-to-market plan templates
See all 5
Channel Partner GTM Deck
Slides + PowerPoint11 slides
Free
Go-to-Market Strategy Deck
Slides + PowerPoint11 slides
Free
