Get a Free “Product Launch Checklist.”

In this, the third in a series we discuss launching a product and using a product launch checklist.

If you missed the first two parts, here is a quick summary to bring you up to speed.

In Parts 1 and 2 of this series, we covered why current product life cycles enhance the prospects of failure. We also explored the need for a Lifecycle that does things in an agile, logical order–taking into account the customer’s journey and the current digital transformation.

We also covered how to put together the market strategy for your product covering what your customers “do”, and the innovation you can bring to bear to help them do it better, faster, and smarter.  Then, doing your customer and market research and defining the personas of your customer, so you know precisely who you are building your product for, is a critical next step.

After that work–and only after you’ve completed that work–can you then define your distribution, value proposition, market segments, and target markets. Positioning comes next; including your features list, pricing model, budget, and return on investment calculations.  Altogether, this becomes the market strategy for your product.

This information must be provided to your engineering team who will take these insights and develop your product. Then, after development is completed, you are ready to launch your product.

But before you “launch” everything must be fully in place or the launch will likely be a failure. And, so too might your product, because if you launch a failure, there are no “do-overs.” You get to “launch” only once. The launch is just a condensed version of “marketing” which we will cover in the next blog. It has the same components, but is bounded by a specific date and covers a limited period.

As discussed above, before launch you must have several key “deliverables” in place, or you risk failure.  If you would like a checklist of these critical items, click here.

Also, It is not a bad idea to define some measurable metrics like dollar sales, unit sales, awareness, etc. For the launch which can be measured against reality.

Call to Action: Product Launch

A good product launch is essential to the success of your product.  Here is what you can do to help increase your chances of success:

1. Schedule a “Creating a Marketing Plan Boot Camp” which includes an online course as your pre-boot camp homework using the supplied planning template or
2. Take the online course on how to create a marketing plan
3. Get your free copy of our product launch checklist, available here

Next up … Marketing your product.
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