WWW.SRFUNDS.COM Company and Product Launch Checklist You only have one chance to launch both a company and/or a product. To ensure that your company/product is ‘properly’ launched and gains the desired impact in the market, it is necessary to approach the launch from a very programmatic and managed perspective. Below is a checklist of the key elements in a successful launch program. The specifics of each element will differ according to the product category and customers targeted, but the launch program elements listed should apply in all cases. Each company/launch team will want to customize this checklist with other elements and details specific to its technology/product, industry, etc. In addition to the Launch Checklist, see the SRF Roundtable presentation “Planning Successful Company and Product Launches” for more information about designing and implementing a successful launch --- company and/or product. Activities Yes No • Finalize positioning strategy statement and message architecture – get full executive team buy-in • Design and implement beta test program: ensure product works as required by market entry customer segment and pricing strategy outlined (see Formal Beta Program Checklist) • Validate both positioning strategy statement and message architecture with representative market participants (potential customers, partners, analysts, etc.): Market audit • Develop positioning strategy toolkit • Agree upon launch timing and milestones, objectives, ‘theme,’ participants: marketing, sales, product development, budget, and launch owner/driver • Hire PR agency (see Public Relations Agency Selection Guide), develop market leverage model (Who are key influencers in your market segment?)

Launch Checklist

Download PDF Report

Upload
shane-wilkinson
View
15
Download
7

Embed Size (px)

Citation preview

WWW.SRFUNDS.COM

Company and Product Launch Checklist

You only have one chance to launch both a company and/or a product. To ensure that your company/product is ‘properly’ launched and gains the desired impact in the market, it is necessary to approach the launch from a very programmatic and managed perspective. Below is a checklist of the key elements in a successful launch program. The specifics of each element will differ according to the product category and customers targeted, but the launch program elements listed should apply in all cases. Each company/launch team will want to customize this checklist with other elements and details specific to its technology/product, industry, etc. In addition to the Launch Checklist, see the SRF Roundtable presentation “Planning Successful Company and Product Launches” for more information about designing and implementing a successful launch --- company and/or product.

Activities Yes

• Finalize positioning strategy statement and message architecture – get full executive team buy-in

• Design and implement beta test program: ensure product works as required by market entry customer segment and pricing strategy outlined (see Formal Beta Program Checklist)

• Validate both positioning strategy statement and message architecture with representative market participants (potential customers, partners, analysts, etc.): Market audit

• Develop positioning strategy toolkit

• Agree upon launch timing and milestones, objectives, ‘theme,’ participants: marketing, sales, product development, budget, and launch owner/driver

• Hire PR agency (see Public Relations Agency Selection Guide), develop market leverage model (Who are key influencers in your market segment?)

WWW.SRFUNDS.COM

Activities Yes

• Inventory positioning strategy evidence/total product assets; identify those necessary and that need to be developed (white papers, customer and partner references, technology/product roadmaps, etc.)

• Decide upon a launch ‘event’: Yes or no? Big or small? Linked to tradeshow or other industry happening or not?

• Identify speaking schedule, press/analyst activities

• Develop customer, partner references/testimonials

• Identify partner announcement activities

• Develop customer/partner/press presentation(s) and final product documentation

• Develop ‘leave-behind’ collateral/press kit

• Design product demo

• Update/refresh website

• Schedule sales training (direct sales force, customer support, channel partners, etc.)

• Outline post-launch momentum milestones (customer contracts, new partners, etc.)

• Capture all of the above in a written launch plan (PowerPoint OK)