MOVE

Market, Offer, Velocity, Engagement

A strategic approach designed for go-to-market (GTM) planning and execution, particularly tailored for businesses looking to scale efficiently. MOVE is an acronym that stands for:

1. Market: This involves identifying and understanding the target market for your product or service. It’s about defining who your customers are, their needs, and how your product or service meets them. It also includes analyzing the competitive landscape to ensure your offering is positioned effectively.
2. Offer: This step focuses on the product or service you’re offering. It’s crucial to clearly define your offer, how it benefits your target customers, and why it’s superior to competing products or services. This step is about refining your value proposition to make it as compelling as possible.
3. Velocity: Velocity refers to the speed at which you can acquire customers and generate revenue. It involves strategies and tactics for market penetration and growth, such as sales channels, marketing campaigns, and customer acquisition strategies. The goal is to increase the pace at which you can expand your customer base and scale your business.
4. Engagement: This step is about building and maintaining relationships with your customers. Engagement strategies focus on customer satisfaction, loyalty, and retention. It includes customer support, feedback loops, and community building. Engaging effectively with your customers can lead to higher lifetime value and advocacy.

The MOVE framework guides businesses through entering and expanding in a market, ensuring that they clearly understand their target audience, a compelling offer, strategies for rapid growth, and mechanisms for engaging with customers to build long-term relationships. It’s particularly useful for startups and companies looking to launch new products or services, as it provides a structured approach to GTM planning that covers all critical aspects of successfully bringing an offer to market.

Applying the MOVE framework can help ensure that all facets of the GTM strategy are aligned and optimized for success, from understanding the market and refining the offer to accelerating growth and fostering customer engagement.

• Abbreviation: MOVE