Develop Your Strategy: Go-to-Market Guide

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Strategy Overview

Creating your strategy is critical to the success of your Office solution and your ability to attract customers. Your strategy brings together all the pieces of your business into one cohesive plan—helping you to reach your target customers and show the value your solution brings and what differentiates it from others. You can continuously improve your strategy by monitoring its effectiveness and adjusting as needed.

Your strategy can include business goals, markets, target customers, pricing, and distribution. Also, consider the following details when you start to develop your strategy.

Solution name: Add the name of your solution.

Microsoft platforms: Identify all Microsoft platforms for your solution.

Description: Develop a brief description and the value provided to the customer.

Target customer: Identify lines of buisness, who the user is, and the purchase decision maker.

Customer segments: Identify the size of your customer base, such as small, medium, or enterprise.

Geographical markets and languages: Confirm available countries and languages.

Target industries: Identify industry markets.

Sales strategy: Determine your sales strategy (for example, direct, B2B, telesales, P2P).

Unique differentiators: Identify differentiators compared to alternative solutions.

Proposed support: Decide how and who will support your app (for example, Tier 1, 2, or 3).

Pricing strategy: Identify your pricing strategy.

Distribution strategy: Confirm resellers, websites, and marketplaces where your solution will be sold.

Demand generation activities: Identify key marketing activities.


Identify the top three to five business goals for your solution. Example: revenue, users, market share, growth.


Identify metrics you will use to measure your add-in success. Example: revenue, site visits, installs, retention, conversions, upgrades.


Identify key milestones. Example: market announcements, demand generation launch and activities, availability dates.

Target Markets

What markets are you selling into?

Consider the regions or countries that you want to sell your solution in. Depending on the market, you might need to consider the following:

If you're targeting specific vertical markets, be sure to develop a channel strategy that includes:

Who to sell to and how to build value

Knowing who your users are and how they are going to benefit from your offering can help you design and develop a more functional solution that lands well in the marketplace. To identify your potential customers:


How should I price my solution?

Your price should reflect the value your solution provides to the user. Consider the following as you develop your pricing strategy:

What are your business goals and objectives? Are you:

What is your monetization strategy? Will you be offering your solution as a:

Other areas to consider:

Pricing strategy for SharePoint Add-ins

You can choose from many different pricing strategies for SharePoint Add-ins. AppSource supports the following SharePoint Add-in licensing options:

Want to use a custom licensing model?

If you want to use a custom licensing model, you will want to consider options other than the built-in SharePoint all-user or per-user models, such as:

For these types of custom licensing models:


Identify the channels that are the best fit for selling your solution; for example:

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