Product Launch Framework for Successful Launches
Explore the comprehensive Product Launch Framework, covering everything from developing a launch plan, testing strategies, marketing tactics, to audience targeting and project overview. Dive into project assessment, audience segmentation, success factors, and more.
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Presentation Transcript
Name of course here Product Launch Framework
Product Launch Framework Product launch framework 1 3 Product launch plan Overview of product launch Product overview Overview of project Targeting your preferred audience Product launch timeline Positioning your product Key steps and tools 2 4 Product testing Overview and timeline for beta testing Marketing and launch tactics Identifying launch tactics Gathering beta customer feedback Developing a marketing plan Reflecting on past projects Lead generation What s your marketing budget? Tracking your product launch Developing a Go-to-Market strategy 2
Product Launch Framework 1. Product Overview Overview of project Targeting your preferred audience Positioning your product 3
Product Launch Framework Overview of your project Problem statement OKRs Scope Success factors State your business problem, and describe how this caused you to create the new project. Describe the goals and objectives of your organization regarding the project. Define the limits of your project. Identify the product delivered by the project. Establish the boundaries of the project describe the products that are outside the project scope i.e budget, resources, team size. Outline factors which are so essential to the success of the project, that it might fail in their absence. Description Assumptions Inclusions Exclusions Outline and explain the approach you ll use for the project to address the business problem. Outline and explain the assumptions that have been considered for this project. Outline tasks, items, and actions that are specifically included in the project scope Outline tasks, items, and actions that are specifically excluded in the project scope 4
Product Launch Framework Overview of project Assessment Background Situation Answer and outline: Outline: Introduction What do you want to be different as a result of this project? Outline: Local context Outline: The problem you re trying to solve Broader context Project leader name Information and measures from others that you can use The improvements you re trying to make Project leader organization Project leader role What s driving the project Project title The final goal of the project 5
Product Launch Framework Audience segments to outline and consider Age Gender Nationality Ethnicity Occupation Income Family Size Brand Loyalty Benefits Sought User Status Usage Rates Occasion Readiness to Buy Behavioral Demographic Region Country Population Climate Lifestyle Personality Values Interest Geographic Psychographic 6
Product Launch Framework Positioning your product Competitive alternatives Differentiation Target segment Market category Key benefits Identify your competitors, and who your target audience would likely use if they did not use your product. What sets your product apart from others on the market? Why should your target audience buy this instead of others? Outline the biggest benefits that your product will bring to your target audience. Who is your target audience? Outline who they are based from the research you conducted before. What market is your product currently in? 7
Product Launch Framework 2. Product Testing Overview and timeline for beta testing Gathering beta customer feedback Reflecting on past projects 8
Product Launch Framework Overview for beta testing Goal 1 Goal 3 Goal 2 Goals e.g. high initial product quality & early customer engagement e.g. generate more bookings and revenue e.g. early customer references and testimonials % Current completion 45 85 90 % Anticipated completion 65 70 90 9
Product Launch Framework Timeline Apr 2022 Jun 2022 Aug 2022 Dec 2022 Jan 2023 Jan 2021 Jan 2022 Feb 2022 Project kickoff First Investor presentation Alpha out Private beta out Public beta Rollout Plan for future prototype 10
Product Launch Framework Measuring customer feedback 60% 90% 80% 40% 930 Positive feedback 1600 Negative feedback 1240 Completed tickets 160 Working hours % Completed goal 11
Product Launch Framework Reflecting on past projects Improvement Progress 35% 15% 30% 5% Support Upfront Resources Product What was your budget like? Did you have enough resources? Help from stakeholders? Did you hit target audience? Did you fit into the correct market? Were your campaigns unbiased? Did you have spokesperson issues? Sales buy- in? Influencer support? Too expensive? Too cheap? Advertising? Crisis issues? Quality? Supply? 12
Name of course here 3. Product launch plan Overview of product launch Product launch timeline Key steps and tools 13
Product Launch Framework Product launch overview Launch Websites, customer demo, social media strategy Ready to launch new solution Product manuals Buyer personas Marketing plan Advertising Customer satisfaction surveys, loyalty program Pre-launch Post-launch 14
Product Launch Framework Launch timeline July May September Launch event Speaking engagement Email announcement Radio commercial Web update Social media update Search Engine Optimization Sample preparation Presentation Social media set up E-newsletter design Direct mail design Print design Promotion video Event staffing Product descriptions & portfolio Product fact sheet Targeting and positioning Usage test Competitor analysis Development Product Launch Distribution strategy Pricing strategy Promotion strategy Web design Mobile app design June Press release Sample deliver to channel buyers and target media Sales training Promotion and sales kit August 15
Product Launch Framework Key steps and tools Action Objective Tools Identify and explain your new products niche within the larger category. Value proposition template Positioning template Product positioning analysis Outline a step by step, streamlined process for taking your product to market. Campaign planning template Launch checklist Campaign planning Identify the best distribution channels for taking your product to market Social media guidelines Content mapping example Distribution analysis Allocate resources to support the new products launch: set deadlines for taking the product to market. Budget analysis Pricing strategies 16
Product Launch Framework 4. Marketing and launch tactics Identifying launch tactics Developing a marketing plan Lead generation What s your marketing budget? Tracking your product launch Developing a Go-to-Market strategy 17
Product Launch Framework Launch tactics 1 2 3 4 5 Promotional Channel Customers Prospects Internal Online marketing programs with relevant channels Competitive buyback program Key offers for partners and key stakeholders Channel presentation Direct mail promotion Sales training Customer presentation Beta customer referral Social media Trade shows Press releases New offers to customers Conferences 18
Product Launch Framework Product Launch Marketing Process 1 2 3 Launch Momentum Engagement Traditional media plan Traditional media Measure impact Social media plan Social media Sustain buzz and conversation Outreach plan for press/bloggers PR & bloggers outreach Testimonials & reviews Launch event Advance outreach Case studies or success stories In-store displays Create brand assets for launch (video, Images, written content) Sales/partner training 19
Product Launch Framework Traffic Lead generation funnel Lead Capture Page Lead Nurturing Process Value-Adding Content High Quality Leads 20
Product Launch Framework Product Launch Tracking Area Remarks Status Alarm, critical deadlines overdue no clear actions taken Alarm, deadlines overdue, clear & relevant actions taken/on going In control, running according to objectives & timeline 21
Product Launch Framework Marketing budget What you currently spend 50% 75% 30% 70% 80% Advertising Public Relations Content Marketing Social Media Online Marketing Sponsored content Landing page White papers eBooks Twitter Facebook Instagram LinkedIn TikTok Blog Website Mobile app Mobile alerts Email newsletter Online Print Outdoor/billboards etc Radio Television Sponsorships Press releases Webinars Conferences Client events 22
Product Launch Framework Marketing budget for Q1 Category Jan Feb March Q1 Totals Category Jan Feb March Q1 Totals National Marketing Online Banner Ads Blog Local Marketing Website Newspaper Mobile App In- store marketing Mobile Alerts POP Email Newsletter Public Relations Advertising Sponsorships Online Press Releases Print Webinars Outdoor Radio Conferences Client Events Television Content Marketing Sponsored Content Landing Page White Papers/ eBooks Social Media Twitter Facebook Pinterest Instagram google+ 23 LinkedIn
Product Launch Framework Go-to-Market (GTM) strategy What you re marketing Internal and external involvement 1 3 Market positioning Launch team Key product attributes Target markets Price positioning Channel/partners Business model Initial market penetration strategy 2 4 Reason for adoption How should it be done Value prop and key message for customers Tools for customers Tools for internal audiences Value prop and key message for channels External activities Value prop and key message for other audiences 24
