Developing a GTM Product Strategy for B2B Marketplace Networking Software

Abstract

The purpose of this study was to develop and propose a comprehensive Go-to-market (GTM) product strategy for the digital innovative networking software of the case company. The strategy focuses on improving elements of user segmentation, value proposition and product development to enhance market penetration and operational efficiency. The case company faced challenges in scaling up market entry customer acquisition while simultaneously interpreting the logic of the volatile B2B construction environment. Additionally, the product development of the case company is required to optimize the market entry technological direction to address the business goals of the strategy. The thesis addresses the business challenge of creating an innovative solution platform to meet the diverse needs of all stakeholders involved in construction site projects. The objective was to define the selected elements of a GTM strategy and propose improvements to overcome the challenges faced when building a marketplace platform.

To achieve the objective, qualitative research methods were used, such as interviews, internal document analysis, and observation. The research process involved several key steps, starting with a process of Current State Analysis (CSA) to identify gaps and key focus areas for improvement of the existing GTM strategy of the case company. This analysis was followed by the relevant literature review of the Existing Knowledge to collect best practices on the topic of this study. Data collection methods included ordered interviews and workshops with key stakeholders, ensuring that the proposal was grounded in practical insights and expert feedback. The thesis rationale followed a structured approach, moving from problem identification to solution development, and finally to validation and refinement of the proposal.

The outcome of the thesis is the validated enhanced proposal of the GTM product strategy for the case company shaped by the three selected focus areas, namely user segmentation, value proposition and product development. By implementing the proposal, the case company can scale up its business growth and strengthen the market entry strategy in the Finnish and other markets. By incorporating the recommended GTM strategy elements, the case company can increase the convection of a critical mass of users and achieve the ambitious goal of becoming a game-changer in the construction industry through digital transformation.