GTM Strategy for Web3 Projects
Most Web3 launches fail before launch day — positioning nobody understands, aimed at everyone, timed to a market that moved on. This guide is the GTM playbook we run with clients.
Positioning in a market of 10,000 protocols
Narrative-market fit before product-market fit: how to find the one sentence that makes your project legible, and test it against real builders and users before you ship it.
Sequencing your launch
Testnet, points, token, mainnet — the order of operations matters more than the calendar. Common sequencing mistakes and what they cost.
The launch-week playbook
Coordinating KOLs, community, exchanges and ecosystem partners into one week of compounding attention — and what to have ready for when something breaks.
Post-launch: surviving your own token
The post-TGE attention cliff is a scheduling certainty. Retention programs, comms cadence and treasury-aware marketing for the six months after.
Deep dives from this guide
- Narrative-market fit: a working definition
- Points programs: incentive design that doesn't backfire
- Launch timing and market cycles: what 2017–2026 taught us
- Choosing your first ecosystem (and your second)
This is our Strategy & Go-to-Market practice
Everything in this guide is the playbook we run as a service — with the team that wrote it.