A go-to-market (GTM) strategy is the plan for how a product reaches its customers: who it's for, how they'll hear about it, how they'll buy and at what price.
For indie makers it's usually simple: a clear audience, a few channels such as launches, directories, communities and search, and self-serve pricing.
Writing it down forces choices, like which audience to serve first and which channels to skip.
Why it matters for a launch
A launch is one step of a go-to-market plan. Knowing the next steps keeps the spike from being the only traffic you get.
Read more: What to do after launching