© Copyright 2007, Sequent Learning Networks, Inc. - Product Management & Marketing Training
Perfecting the Product Launch
Note – the intent of this presentation is to provide a high level glance at a critical area related to product and marketing management.
© 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 2
Topics
• Why products fail• Why launches fail• Critical launch elements• The right launch sequence
– Seven steps to success
© 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 3
Why products fail
• Wrong market segment• Mistaken customer needs• Wrong reason to create or enhance the
product• Unclear roles & responsibilities• Not strategically important• Sales cannot or will not sell it• No one wants it
© 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 4
Why product launches fail
• Do not understand the dynamics of the market, including the market window
• Lack of sponsorship or executive support
• Uncommitted resources• Not learning from past mistakes
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Critical launch elements
• Strategy – Without strategy, there can be no alignment
• Business Case– Without a valid Business Case, the investment context will be mis-understood
• Value proposition– Without a value proposition, there is no way to validate whether the customer’s
benefit will be understood• Positioning
– Without positioning, a customer won’t know who you are and why you’re different
– Without positioning, team members won’t understand how to align and commit• Team members
– Without team members fully committed, qualified, and available, you cannot effectively launch
• Project management expertise– Without project management methods, there is no way to plan, track, and
manage the launch• Risk management
– Without a clear articulation of what can go wrong, and because things generally go wrong at some point, it’s a good idea to address risk factors
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The right launch sequenceSeven steps to success
Validate Strategy, Business Case, and Value PropositionAlign with Marketing Plan, marketing metrics, and market window
Establish program goals, framework, tasks & activities(prepare the project plan, align with NPD process
Prepare schedules, timing - secure resources, and budgets)
Mobilize Resources – Secure Commitments
Identify early adopters or a test market
Execute on launch tasks(Collateral, training, website, operations, etc.)
Re-check(Value prop, positioning, systems, etc.)
Limited launch, re-check, go/no go decision for full launch
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Carry out post-launch audits to determine
whether or not launch goals and metrics
were met.
© 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 7
Sequent Learning Networks
• Training and advisory services focusing on:– Product management– Product development– Product marketing– Marketing management
• Scheduled and on-site instructor led programs– Robust curriculum platform for rapid curriculum development, customization,
or pre-existing courses– Action-based, facilitated and/or guided instruction
• Web-based tutorials• Templates and tools
– Marketing Plan, Launch Plan, Business Case, Product Strategy, etc.– www.sequentlearning.com/templates.php
• International clientele• Contact:
www.sequentlearning.com +1 212.647.9100 [email protected]
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