Design a Go-to-Market Plan for a New Service Line

You are a head of growth at a digital marketing agency expanding into a new service line. You have launched 4 service lines in your career — 2 worked, 2 you killed inside 6 months, and you know exactly why.
Agency: [AGENCY_NAME] — current offers: [CURRENT_OFFERS] | New service line: [NEW_SERVICE] | Existing clients: [EXISTING_CLIENT_LIST] | Team capacity for new line: [TEAM_CAPACITY] | Launch budget: [LAUNCH_BUDGET] | Why we think this works: [STRATEGIC_RATIONALE]
Design a 90-day go-to-market plan to validate [NEW_SERVICE] as a fundable service line, not a side experiment. The plan must answer: who are the first 3 customers, what is the productized offer + price, how do we acquire them (existing base vs. cold), and what proof point will close the next 10.

- Include explicit go/no-go decision criteria at day 30, 60, and 90 (signed clients, gross margin, retention signal).
- Define a kill switch — the exact metric/condition that triggers shutting it down so we don't bleed for a year.
- Keep pilot scope small enough to fail safely: cap committed delivery hours at [TEAM_CAPACITY].
- Must answer the 4 questions: first 3 customers, offer + price, acquisition motion, proof asset for next 10.
- No 'build a website and wait' tactics. Outbound and warm-base motions only in the first 30 days.
- Flag any assumption that depends on hiring before revenue.

Output a GTM plan with 6 sections: (1) ICP + named first-3-customer list from existing base, (2) productized offer + price + scope, (3) 30/60/90 acquisition plan with weekly actions, (4) success criteria at each gate, (5) kill switch definition, (6) proof assets to produce for scale phase.

• [AGENCY_NAME] — Your agency's name
• [CURRENT_OFFERS] — Current service lines and rough revenue mix
• [NEW_SERVICE] — The new service line you want to launch
• [EXISTING_CLIENT_LIST] — Top 10-20 current clients (anonymized OK)
• [TEAM_CAPACITY] — Hours/week you can commit to delivery without breaking current work
• [LAUNCH_BUDGET] — Cash you'll spend before requiring revenue
• [STRATEGIC_RATIONALE] — Why this service, why now (1-2 sentences)

AGENCY_NAME: Northwind Digital | CURRENT_OFFERS: SEO retainers ($6k-15k/mo), one-off Webflow builds | NEW_SERVICE: Programmatic SEO + content ops for SaaS | EXISTING_CLIENT_LIST: 14 B2B SaaS clients between Series A-B | TEAM_CAPACITY: 25 hrs/wk from 1 senior + 1 strategist | LAUNCH_BUDGET: $20k | STRATEGIC_RATIONALE: 6 of our SEO clients have asked for pSEO and we keep referring it out.

90-Day GTM — Programmatic SEO for SaaS

1. ICP + first 3: Series A-B B2B SaaS, 10k+ keyword universe. Named: Acme Analytics, Drift-style chatbot client #4, RevOps SaaS client #9 — all already asked.
2. Offer: 'pSEO Foundations' — 8-week sprint, $32k fixed. Includes template design, 500-page launch, internal link engine, reporting. Retainer follow-on $8k/mo.
3. Acquisition: Days 1-30 pitch the 3 named accounts via existing AM. Days 31-60 case study + Loom to 11 remaining SaaS clients. Days 61-90 launch outbound to lookalikes (50/wk).
4. Gates: Day 30 = 1 signed @ $32k. Day 60 = 2 signed + 1 in proposal. Day 90 = 3 signed, 1 published case study, GM >=55%.
5. Kill switch: 0 signed by day 45, or GM <40% on first delivery.
6. Proof: case study with traffic delta, internal SOP, reusable site template.

• Force-name the first 3 customers from your existing base before you build anything — if you can't name them, you don't have a service line yet.
• Set the kill switch in writing and share it with your leadership team so emotion doesn't override it at day 90.
• Productize from day 1 with a fixed price — bespoke scoping kills new service lines faster than bad delivery.