How to Use the pm-go-to-market Plugin for Launch Planning

The pm-go-to-market plugin is a Claude-compatible tool that generates comprehensive go-to-market plans by orchestrating four specialized skills through the /plan-launch command.

The pm-go-to-market plugin, hosted in the phuryn/pm-skills repository, provides product managers with a declarative framework for end-to-end launch planning. Unlike traditional GTM tools that require manual data compilation, this plugin coordinates reusable knowledge modules to automatically produce market entry strategies, ideal customer profiles, and channel tactics through a conversational interface.

What Is the pm-go-to-market Plugin?

The pm-go-to-market plugin bundles skills and commands that encode product management best practices into a structured workflow. It operates entirely within the Claude ecosystem using declarative orchestration—meaning it coordinates predefined knowledge modules without executing external code or API calls.

The architecture consists of three layers:

• Skills – Reusable knowledge modules stored in pm-go-to-market/skills/ that encapsulate specific analytical frameworks
• Commands – The orchestration layer defined in pm-go-to-market/commands/plan-launch.md that sequences skill execution
• Plugin Metadata – Configuration in pm-go-to-market/.claude-plugin/plugin.json that registers the plugin with the Claude environment

Core Skills Architecture

The plugin relies on four primary skills that execute sequentially during launch planning:

Beachhead Segment Selection

The beachhead-segment skill, defined in pm-go-to-market/skills/beachhead-segment/SKILL.md, evaluates candidate market segments based on pain intensity, willingness to pay, competitive winnability, and referral potential. It outputs a prioritized segment with calculated TAM, SAM, and SOM metrics.

Ideal Customer Profile Definition

The ideal-customer-profile skill, located at pm-go-to-market/skills/ideal-customer-profile/SKILL.md, constructs detailed ICP frameworks including demographics, behaviors, Jobs-to-be-Done (JTBD), and qualification signals. This skill maps specific customer attributes to your product's value proposition.

GTM Strategy Development

The gtm-strategy skill, found in pm-go-to-market/skills/gtm-strategy/SKILL.md, generates positioning statements, messaging matrices, channel rankings, pricing alignment, and launch timelines. It also defines success metrics and risk mitigation strategies.

Supporting Skills

The plugin includes additional skills for advanced planning: gtm-motions, growth-loops, and competitive-battlecard, which the command suggests after generating the initial plan.

How to Use the /plan-launch Command

The /plan-launch command serves as the entry point that orchestrates the workflow. When invoked, it follows a six-step process defined in pm-go-to-market/commands/plan-launch.md:

1. Gather launch context – Collects product description, timeline, budget, and existing customer data
2. Select beachhead segment – Invokes the beachhead-segment skill to identify the initial target market
3. Define ICP – Runs the ideal-customer-profile skill to create detailed buyer personas
4. Build GTM strategy – Executes the gtm-strategy skill to develop positioning and channel tactics
5. Generate markdown – Assembles outputs into a structured GTM plan document
6. Offer next steps – Suggests follow-up actions using growth-loops or competitive-battlecard skills

To invoke the plugin, use the following syntax in a Claude-compatible chat or CLI environment:

/plan-launch AI-powered analytics dashboard for SaaS teams

The plugin will engage in a conversational flow to gather clarifying details before producing the final plan.

Understanding the Generated GTM Plan

The pm-go-to-market plugin outputs a structured markdown document containing the following sections:

Beachhead Segment Analysis

Identifies the specific market segment with justification based on pain points, budget availability, and competitive landscape.

Ideal Customer Profile

A detailed table mapping company attributes, decision-maker roles, JTBD statements, and qualification signals.

Positioning and Messaging

Includes a positioning statement following the "For [target] who [need], [Product] is a [category] that [benefit], unlike [alternatives]" format, plus stakeholder-specific messaging matrices.

Channel Strategy

Ranks acquisition channels by reach, cost, and priority, specifying tactics for each.

Launch Timeline

Phased schedule with pre-launch, launch week, and post-launch activities assigned to owners.

Success Metrics and Risks

30-day and 90-day targets for MRR, CAC, and NPS, alongside risk registers with likelihood assessments and mitigation tactics.

Key Source Files

All configuration and logic for the pm-go-to-market plugin resides in the following locations within the phuryn/pm-skills repository:

• pm-go-to-market/README.md – Plugin overview and capability summary
• pm-go-to-market/commands/plan-launch.md – Command definition and workflow orchestration
• pm-go-to-market/skills/beachhead-segment/SKILL.md – Market segment selection criteria
• pm-go-to-market/skills/ideal-customer-profile/SKILL.md – ICP framework definition
• pm-go-to-market/skills/gtm-strategy/SKILL.md – Strategy generation methodology
• pm-go-to-market/.claude-plugin/plugin.json – Plugin metadata and registration

Summary

• The pm-go-to-market plugin generates complete launch plans via the /plan-launch command by orchestrating four core skills
• It uses declarative orchestration—no external code execution or API calls required
• The workflow progresses from market segmentation through ICP definition to full GTM strategy formulation
• Output is structured markdown ready for immediate stakeholder distribution or integration into product documentation
• All skill definitions and command logic are open-source in the phuryn/pm-skills repository

Frequently Asked Questions

What makes the pm-go-to-market plugin different from traditional GTM planning tools?

Traditional tools rely on manual data entry and static templates. The pm-go-to-market plugin uses conversational AI to dynamically analyze market segments, generate customer profiles, and produce channel strategies based on your specific product description, following the structured frameworks defined in its skill files.

Can I modify the criteria used for beachhead segment selection?

Yes. The scoring rubrics and evaluation criteria are defined in pm-go-to-market/skills/beachhead-segment/SKILL.md. You can edit this markdown file to adjust the weighting of factors like pain intensity, willingness to pay, or referral potential to match your industry requirements.

Does the pm-go-to-market plugin require external integrations or API keys?

No. According to the source code in pm-go-to-market/commands/plan-launch.md, the plugin operates entirely through declarative skill orchestration. It does not execute external scripts, database queries, or API calls—it simply coordinates the knowledge modules and formats their outputs into a cohesive plan.

How do I add the pm-go-to-market plugin to my Claude environment?

The plugin self-registers through pm-go-to-market/.claude-plugin/plugin.json, which defines the available commands and skills. Once the phuryn/pm-skills repository is loaded into your Claude-compatible environment, the /plan-launch command becomes available immediately without additional installation steps.

{
  "mcpServers": {
    "instagit": {
      "command": "npx",
      "args": ["-y", "instagit@latest"]
    }
  }
}