01.14 New Product GTM One-Pager Battle Card: T-90 to T+30
Governance metadata | Owner: GTM Operator | Last reviewed: 2026-10-22 | Next review: 2027-01-31
Print it or pin it; tick it off every week. Details link back to the gates and tools. Thresholds follow the default effective definitions.
1. Full-Cycle At a Glance
| Phase | Primary gate | This week's key outcome | Primary owner |
|---|---|---|---|
| T-90~T-61 | GR1 residual items + GR2 strategy | Pricing, order lock, certification scheduling | GTM operator + Finance |
| T-60~T-31 | GR2 tooling and order lock | Tooling / first-batch PO, packaging | Supply chain |
| T-30~T-1 | GR3 launch readiness | Capacity, OTA, materials | Quality + Marketing |
| T-Day~T+30 | GR4 launch operations | First-week data, circuit-breaker monitoring | Everyone |
2. T-90 ~ T-61
[ ] TAM/SAM/SOM sizing and must-have demand validation into GR1 (02.01)
[ ] Price waterfall and gross margin across the three channels (02.02 / 07.06)
[ ] Three-factor order lock + safety factor (03.04 Base)
[ ] Certification list and lab slot bookings (07.02)
[ ] Dual-source risk scan (03.06)
[ ] Insurance and recall financial draft (07.09)
[ ] Attribution/UTM specification draft (05.21)
[ ] Distribution terms if going through distribution (05.22)
3. T-60 ~ T-31
[ ] GR2 three-branch decision written up (01.08)
[ ] Tooling T0 (03.01)
[ ] Packaging CBM and volumetric weight (03.03 / 03.08)
[ ] Pre-launch warm-up/VIP or PR timeline (05.02 or 04.04)
[ ] SQE and traceability (03.07)
[ ] Patent calendar D0 already kicked off (07.11)
4. T-30 ~ T-1
[ ] GR3 adjudicated against the default thresholds (01.09)
[ ] OTA six-tier DoD (02.07)
[ ] PSI first 8 weeks (03.05)
[ ] Channel materials fully kitted
[ ] Customer service return interception (06.01)
[ ] AI cloud cost tier (07.10, if applicable)
5. T-Day ~ T+30
[ ] Daily report: units / returns / ACOS·ROAS / inventory light / customer complaints
[ ] GR4 post-reserve net profit (01.10 / 07.06)
[ ] Sell-through 05.20; price violation 05.04
[ ] Cloud spot check (07.10)
[ ] T+30 mini post-mortem review: add orders or throttle production
6. Metric Dashboard (weekly update)
| Metric | Default direction | Source |
|---|---|---|
| Post-reserve net margin rate | ≥10% | 07.06 / GR1 |
| ACOS at maturity | >30% circuit-breaker ( | 00.02 / 01.13 |
| DOS | 110 → overstock | 03.05 |
| Major customer complaints | Triggers escalation | 07.05 |
| Unattributed spend | >40% do not cut channels | 05.21 |
| AI annual cloud cost / gross margin | <20% watch | 07.10 |
7. Related Documents
GR1–5 / 07.06 / 07.07 / 00.03 / 03.06
8. Role Map (Who Ticks What)
| Segment | Primary tick owner |
|---|---|
| T-90~T-31 | GTM Operator |
| T-30 | Quality + Supply chain |
| T+0~T+30 | GTM Operator + Finance BP |
9. Change Control
- If any gate is a No-Go → stop ticking off later segments and roll back to the corresponding document
- If the business changes a threshold value → update the 00.02/GR tables first, then this card's description
10. Rollback Card for a Failed Gate
| Failed gate | What stops | Roll back to | Minimum condition to continue |
|---|---|---|---|
| GR2 No-Go | Tooling PO | GR1 | New market or a reduced BOM |
| GR3 No-Go | Full-volume stock-up | GR2 | Certification/OTA passed |
| GR4 No-Go | Increased ad spend | GR3 | Post-reserve net profit offset plan |
11. One-Click Links to the Tool Bases
| Task | Base |
|---|---|
| Order lock | 00.03 Order Lock Base |
| PSI | PSI Base |
| GR review | GR Review Package Base |
| KPI | KPI Base |
12. Weekly Meeting 15-Minute Script
- Six-box metric dashboard (2 minutes)
- Owners of the red-light items (5 minutes)
- Whether to advance to the next segment gate this week (3 minutes)
- Risk list update (5 minutes)
13. Minimum Table of Contents for the T-90 Project Kickoff Package
| File | Source |
|---|---|
| Commercial concept one-pager | 02.01 |
| Price waterfall | 02.02 |
| First-pass P&L, three scenarios | 07.06 |
| Certification matrix | 07.02 |
| Dual-source scan | 03.06 |
| Insurance quote status | 07.09 |
14. T-Day War Room Staffing
| Role | Responsibility | On duty |
|---|---|---|
| GTM Operator | Overall command | Whole week |
| E-commerce | Listing/ads | Daily |
| Finance | Daily dashboard update | Daily |
| Customer service | Script escalation | Daily |
| Supply chain | Inventory | Every other day |
15. T+14 Mid-Cycle Review Questions
- How far is real CAC from the model?
- Has the refund rate broken through the 06.01 assumption?
- Was the GR4 circuit breaker triggered by mistake?
- Do we cut channels or double down?
16. Relationship to the 01.12 Gantt
- 01.12: the full 56-item task library
- This card: a weekly compressed version, does not replace 01.12
- In conflicts, the gate documents and the finance single source of truth prevail
17. Printing and Collaboration
- Print at A3 or pin it at the top of Feishu
- Update the tick status every Friday
- Changing a gate conclusion requires updating the dated version stamp
battle card v2026-09-17
19. Channel Priority Matrix (T-60 Decision)
| Channel | Lead time | Gross margin | Traffic dependency | Default priority |
|---|---|---|---|---|
| Crowdfunding | 90-day warm-up | Medium | High | Geek product P0 |
| Amazon | 45 days | Medium | High | Standard product P0 |
| DTC site | 30 days | High | High | Brand product P1 |
| Offline retail KA | 90–180 | Low | Low | Mid-to-high ASP P2 |
Not every channel is opened by default within one project; the battle card only ticks the primary channel for the current phase.
20. Budget Slices (T-30 Illustration)
| Item | Share | Maps to |
|---|---|---|
| On-platform ads | 40% | 05.21 dashboard |
| Content/KOL | 25% | 04.03 |
| Promotions/gifts | 20% | 05.05 |
| Contingency | 15% | Circuit-breaker remediation |
21. Customer Complaint Escalation Ladder (T+0)
| Tier | Trigger | Response |
|---|---|---|
| L1 | Isolated case | Customer service SOP |
| L2 | 10 cases/day with the same root cause | Escalate to product |
| L3 | Safety/media | 07.05 + 07.09 |
22. Trimming Against 01.06 Agile
For a 10-person team: the battle card tick owners may double up; gate co-signatures must never involve fewer than two people — the GTM operator plus Finance.
24. Minimum Input Checklist per GR Segment (Use Directly on the Card)
Before GR2 (lock before T-60)
[ ] Price waterfall for the three channels (02.02)
[ ] Order Lock Base safety factor ≥1.25 or the Conditional path
[ ] Certification lab PO / slot booking
[ ] FTO / dual-filing status (07.11)
[ ] Dual-source red-dot closure plan or written acceptance of residual risk
Before GR3 (T-7)
[ ] All 02.07 OTA DoD items passed
[ ] PSI W1–W8 with no red lights, or a contingency plan in place
[ ] Customer service return scripts trained (06.01)
[ ] If AI is in scope: the free-tier cost ceiling is locked (07.10)
GR4 Day 14
[ ] Post-reserve net margin rate vs ≥10%
[ ] ACOS / unattributed spend / DOS traffic lights
[ ] Whether 05.20 or 05.04 has been triggered
25. Budget Slice Formula (Illustration)
Investable marketing budget ≈ Month-1 expected gross margin × factor (default 0.6–1.0)
× channel priority weight
Prohibited: guessing with an "industry GMV%" before gross margin is fully calculatedPrecondition for adding budget: backend ROAS is on target and unattributed spend is <40% (05.21).
26. Weekly Meeting Red-Light Escalation Path
| Red light | Within 24h | Escalate to |
|---|---|---|
| Post-reserve net profit <8% | Stop adding budget | Finance + GTM operator |
| DOS <10 or >90 | Stop replenishment decisions automatically | Supply chain + GTM operator |
| Major customer complaints | Stop ad spend (if safe) | 07.05 |
| ACOS>30% for 3 consecutive days | Cut low-efficiency campaigns | Sales + Marketing |
27. Versioning and Changes
- Update the version stamp every Friday
- Any change to a gate conclusion must change the date
- Conflict with 00.02 → update the dictionary first, then this card
28. Checklist (Final)
[ ] The three segments of input items have been ticked per project
[ ] This month's figures have been substituted into the budget formula
[ ] An escalation group chat has been created
[ ] The version stamp has been written