A real market-entry GTM plan defines the business question first — what growth actually needs to look like — then works backward to ICP, positioning, pricing, channel mix, and a first-90-day execution sequence. Channels and tactics come last, not first.
It should also name who owns each piece post-launch, since a plan nobody owns just sits in a deck. Kando builds these with an explicit handoff in mind — the Transfer Model means the plan is built to be run by the client team, not permanently outsourced.