How to Go To Market (GTM) Strategy​ In Less Than 2 Months: A Phased Rollout Example

Background

Launching a new business can be daunting, especially when time is limited.

For The Makeover Group (TMG), a holding company specializing in business consulting and execution, the challenge was clear: transform an idea into an operational business in less than two months.

Through a phased rollout approach, The Makeover Group (TMG) not only launched successfully but also positioned itself for rapid growth.

This article explores the Go To Market (GTM) strategy and highlights key takeaways for traditional small businesses aiming to replicate their success.

The Makeover Group (TMG) 's Journey

Founded in August 2024, The Makeover Group (TMG) started with no website, no content plan, no social media presence, and no customers. Its sole resource was the founder.

By mid-October, the company had transformed into a thriving business with a growing team, active marketing channels, and a robust portfolio strategy.

The Strategy

This transformation was achieved through a carefully structured GTM strategy divided into two distinct phases:

PHASE 1

Friends & Family Launch

The first phase focused on laying the foundational groundwork for the business. TMG adopted a minimalist approach to ensure rapid deployment while minimizing costs and complexity. Here’s what they accomplished:

• Basic Website: A simple yet functional website was created to establish an online presence.

• Single Social Media Channel: The Makeover Group (TMG) focused on one platform to connect with potential clients and build initial engagement.

• Referral Plan Landing Page: Leveraging personal networks, TMG launched a referral program to generate leads.

• Content Basics: Initial content was developed to communicate the brand’s value proposition effectively.

This phase was crucial for validating the business concept while keeping operations lean. Traditional small businesses can replicate this approach by focusing on their immediate network and prioritizing essential tools for outreach.

PHASE 2

Go-To-Market (GTM) Global Launch

Building on the momentum from Phase 1, The Makeover Group (TMG) expanded its efforts with a comprehensive rollout:

• Enhanced Website: The website was upgraded to include detailed service offerings and lead capture forms.

• Multiple Social Channels: All major platforms were activated to broaden reach and engagement.

• Newsletter Landing Page: Email marketing became a core component of lead nurturing.

• Content Plan: A robust content calendar was implemented, producing 40 posts per month across platforms.

• Email Campaigns: Automated email sequences were introduced to maintain consistent communication with leads.

This phase marked the transition from local outreach to global scalability. For small businesses, this step involves leveraging digital tools like social media scheduling platforms, email automation software, and analytics dashboards to optimize marketing efforts.

The Impact:

Key Results Achieved by The Makeover Group (TMG)

The phased rollout strategy delivered impressive results for The Makeover Group (TMG) in just two months:

• Expanded from zero to three active social media platforms.

• Increased content output from zero to 40 posts per month.

• Achieved an average of 200 impressions per post.

• Grew the team from one founder to four key members (Head of Brand, Head of Projects, COO).

• Established a portfolio company strategy generating €2M in revenue as a group.

• Secured leads through website forms and social media direct messages.

• Successfully launched a referral program that led to network-based referrals.

• Booked client meetings consistently, creating momentum around the brand.

These milestones demonstrate how small businesses can achieve rapid growth by focusing on scalable systems and leveraging their networks effectively.

Future Outlook:

With its Go To Market (GTM) strategy firmly in place, The Makeover Group (TMG) is now poised for further expansion:

1. Revenue Goals: Targeting €40k in consulting revenue per month within the next quarter.

2. Portfolio Growth: Planning to acquire two additional portfolio companies by the end of 2025, bringing the total to six.

3. Scaling Operations: Expanding its team further to enhance service delivery and operational capacity.

For traditional small businesses looking to scale similarly, setting clear financial goals and diversifying income streams can provide stability while driving growth.

Lessons Learned from The Makeover Group (TMG)'s GTM Strategy

Small businesses can draw several valuable lessons from TMG’s success story:

1. Start Small but Strategic

Phase 1 shows that you don’t need a fully developed infrastructure to launch. Focus on essentials like a basic website and leveraging personal networks for referrals.

2. Prioritize Content

Content played a pivotal role in The Makeover Group (TMG)’s strategy. Producing consistent and engaging material helped build credibility and attract leads.

3. Leverage Digital Tools

From social media platforms to email marketing software, digital tools enabled The Makeover Group (TMG) to scale quickly without excessive overhead costs.

4. Build Momentum

Booking meetings early on helped generate buzz around the brand. Small businesses should focus on creating opportunities for interaction with potential clients or partners.

5. Adaptability Is Key

The Makeover Group (TMG) ’s phased rollout allowed them to refine their approach based on early feedback, ensuring continuous improvement throughout the process.

Applying The Makeover Group (TMG) 's GTM Strategy to Traditional Small Businesses

For traditional small businesses like local bakeries or boutique clothing stores, adapting this phased rollout approach can be transformative:

Phase 1:

• Launch with minimal investment: Create a basic website showcasing your products or services.

• Use one social media channel (e.g., Instagram for visual appeal) to connect with your audience.

• Develop simple referral incentives like discounts or freebies for word-of-mouth promotion.

Phase 2:

• Expand your online presence by activating additional social platforms tailored to your audience.

• Introduce email marketing campaigns featuring promotions or updates.

• Scale content production by highlighting customer stories or behind-the-scenes insights into your business operations.

By following these steps, small businesses can achieve sustainable growth while maintaining flexibility in their operations.

Conclusion

The Makeover Group (TMG) ’s success story exemplifies how a well-executed Go To Market (GTM) strategy with a phased rollout can turn an idea into a thriving business in record time. Through careful planning, adaptability, and leveraging digital tools effectively, The Makeover Group (TMG) has laid the foundation for long-term growth while achieving remarkable results within just two months.

Traditional small businesses can replicate this approach by focusing on their unique strengths and tailoring their GTM strategies accordingly.

Whether you’re launching a bakery or expanding your consultancy firm, this phased rollout model offers actionable insights for achieving rapid success without compromising quality or scalability.