Assessfy Business Functions Lab Advanced 6 milestones 100 marks

Go-to-Market and Content Strategy for Launching a SaaS Productivity Tool in India

Function: Marketing Industry: Technology / SaaS Function: Marketing Type: Business-function applied project Team: up to 4 Assessment: 6 milestones (100 marks)

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About this project

Objective: To develop an actionable go-to-market and content strategy for a new SaaS product targeting Indian SMEs and startups.

Context: The Indian SaaS market is rapidly growing, with increasing adoption among SMEs and startups. Launching a new SaaS productivity tool requires a robust go-to-market (GTM) and content strategy tailored to local customer behaviors, competitive dynamics, and digital marketing channels.

Approach: The student team will conduct secondary market research, competitive analysis, and primary interviews with potential users. They will use frameworks like STP (Segmentation, Targeting, Positioning), content funnel mapping, and digital marketing channel selection. Data analysis will leverage user personas, product-market fit, and content impact metrics.

Deliverables: The team will submit a detailed GTM plan, content calendar, and channel strategy, along with analytical justification using market sizing, customer insights, and performance projections. The project will include a pilot content campaign and measurement framework.

Business Impact: The recommendations will inform the product launch, drive awareness and lead generation, and provide a data-driven foundation for scaling the SaaS product in the Indian market.

Milestones

1. Problem Definition & Business Case

10 marks 18d

Deliver a 2-page brief defining the SaaS product, target market, and business objectives. Faculty reviews for clarity and relevance.

2. Domain Research & Data Gathering

15 marks 26d

Submit a market and competitor analysis report, including primary findings from 8–10 user interviews. Reviewed for coverage and data quality.

3. Solution Design / Methodology

15 marks 18d

Present a GTM framework, segmentation and content strategy outline, and metrics dashboard plan. Evaluated on logic and fit for Indian context.

4. Build / Analysis & Implementation

30 marks 35d

Deliver the draft GTM plan, content calendar, and channel selection with supporting data analysis (Excel, analytics tools). Assessed in-depth for rigor and application.

5. Validation & Results

20 marks 23d

Pilot a content campaign or simulation; collect data, analyze engagement, and refine strategy. Reviewed for actionable insights and learning.

6. Final Report & Presentation

10 marks 16d

Submit a comprehensive report and present recommendations to faculty and industry jury. Judged on synthesis, clarity, and business value.

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Upcoming sessions

Session	Window	Enrolled
Go-to-Market and Content Strategy for Launching a SaaS Pr...	11 Jun 2026 to 10 Jun 2028	0

Skills you'll learn

Technology / SaaSMarketingMarket research and competitive analysisDigital marketing and content strategyData-driven decision makingCustomer segmentation and persona developmentUse of analytics tools (Google AnalyticsSEMrush)Business communication and stakeholder presentationExcel for data analysis and forecastingProject management

Tools used

Excel for data analysis and projectionsGoogle Analytics for website/content insightsSEMrush or SimilarWeb for competitive analysisHubSpot CRM (free tier) for lead trackingPublic datasets (StatistaNASSCOMTracxn)STP and AIDA frameworksSurvey tools (Google FormsTypeform)

Prerequisites

Principles of MarketingBusiness Analytics or StatisticsDigital Marketing BasicsIntroduction to Management or Entrepreneurship

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