{"id":7908,"date":"2019-06-24T11:07:12","date_gmt":"2019-06-24T16:07:12","guid":{"rendered":"https:\/\/actuationconsulting.com\/?p=7908"},"modified":"2019-06-24T11:07:12","modified_gmt":"2019-06-24T16:07:12","slug":"the-art-of-developing-your-launch-strategy","status":"publish","type":"post","link":"https:\/\/actuationconsulting.com\/the-art-of-developing-your-launch-strategy\/","title":{"rendered":"The Art of Developing Your Launch Strategy"},"content":{"rendered":"\n

No matter how awesome your product, without a\nwell-conceived launch strategy, it will likely sputter off the launch pad.\nGreat success demands careful planning. <\/p>\n\n\n\n

What Is a Launch Strategy?<\/strong><\/h3>\n\n\n\n

Your product launch strategy delineates the approach you plan to take in getting your product to market. You can start ruminating over what to include in your launch strategy as early as the conception phase. However, what you initially plan must evolve as a more details emerge in the later stages of product development. <\/p>\n\n\n\n

Ultimately, your strategy needs to cover all assumptions about sales and marketing for the product launch. It should lead to creation of a solid estimate of the scope, resources needed, and budget required to give the product a strong start. When a new product is involved, launch costs can occasionally exceed the cost of product development.<\/p>\n\n\n\n

When your strategy is complete, you should have a clear idea of all activities to pursue in launching the product, their costs, and the initial timeline for deployment.<\/p>\n\n\n\n

Four Key Points to Include <\/strong><\/h3>\n\n\n\n

1 \u2013 Who are your top priority audiences for the\nproduct?<\/p>\n\n\n\n

2 \u2013 What are the main ways you will try to\nreach these priority audiences?<\/p>\n\n\n\n

3 \u2013 What are the key messages you need to\ncommunicate?<\/p>\n\n\n\n

4 \u2013 What are your objectives? What do you plan to achieve?<\/p>\n\n\n\n

What Are the Specifics to Include in Your\nLaunch Strategy?<\/strong><\/h3>\n\n\n\n

\u2022 Targeted sales channels \u2013 Will you use TV, radio, word-of-mouth, demonstrations, Internet or something else?<\/p>\n\n\n\n

\u2022 Marketing Collateral \u2013 What support materials\nwill be needed?<\/p>\n\n\n\n

\u2022 Sales tools, demos, and training requirements\n\u2013 How will you equip your sales force to clearly communicate your product\u2019s\nvalue and uses?<\/p>\n\n\n\n

\u2022 Advertising and demand generation activities\n\u2013 What will you use to create a desire to buy?<\/p>\n\n\n\n

\u2022 Sales promotions \u2013 What initiatives will you\nlaunch to get the word out?<\/p>\n\n\n\n

\u2022 Public relations, industry, and social media\ninitiatives \u2013 What can you do to build buzz through press releases, industry\nbuzz, and social media posts?<\/p>\n\n\n\n

You\u2019ll also want to consider tradeshow and event needs; your field testing strategy; your sales forecast by the various channels; your measurable launch objectives; and high-level timeline, milestones, and budget.<\/p>\n\n\n\n

The Completed Launch Strategy<\/strong><\/h3>\n\n\n\n

Please remember: your initial ideas aren\u2019t cast\nin stone. Your assumptions and plans will morph through various stages. When\nyou finally get to the point of crafting a solid launch strategy your document\nshould have eight characteristics:<\/p>\n\n\n\n

1 \u2013 It must identify the audience(s) and\ncompetitive targets<\/p>\n\n\n\n

2 \u2013 Your messaging must be solidly developed<\/p>\n\n\n\n

3 \u2013 Your launch plans must align with the\noverall product strategy and development plan<\/p>\n\n\n\n

4 \u2013 You must prioritize go-to-market activities\nto focus on the most important<\/p>\n\n\n\n

5 \u2013 Develop measureable short and long-term\ncriteria for assessing the success of the launch<\/p>\n\n\n\n

6 \u2013 Earmark any emerging activities or\ncapabilities that must be sourced or developed<\/p>\n\n\n\n

7 \u2013 Align your plan with your company\u2019s marketing\nand distributions strengths <\/p>\n\n\n\n

8 \u2013 Make sure the plan provides for input and\nsupport from targeted channels<\/p>\n\n\n\n

A lot goes into creating a launch strategy that\nreally delivers. Follow these ideas and you\u2019ll be ready to make a strong start.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Advancing the Profession of Product Management\u2122<\/strong>
website<\/a> I consulting<\/a> I training<\/a> I toolkits<\/a> I books<\/a> I blog<\/a> I twitter<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

No matter how awesome your product, without a well-conceived launch strategy, it will likely sputter off the launch pad. Great success demands careful planning. What Is a Launch Strategy? Your …<\/p>\n","protected":false},"author":1,"featured_media":7917,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[41,331,330,462,315,457,361,461,46,362,48,49,50,326,248],"tags":[463,466],"class_list":["post-7908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agile","category-disruptive-product","category-innovation","category-launch","category-marketing-2","category-mrd","category-positioning-statement","category-product-launch","category-product-management","category-product-manager","category-product-marketing","category-product-owner-2","category-product-teams","category-strategy","category-take-charge-product-management","tag-launch-strategy","tag-product-launch-strategy"],"yoast_head":"\nThe Art of Developing Your Launch Strategy - 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