Share In The Conversation
October 30, 2010
Anatomy of a Product Launch
What we can learn from Rocket Science
Douglas Johns...
Thank you to our sponsors:
2 Anatomy of a Launch – Douglas Johnson
3 Anatomy of a Launch – Douglas Johnson
Launch - Tubeless Toilet Paper
• biggest change in 100 years
• test launch at Walmart in
Northeast
• $9 billion market
• 1...
Launch Profile Drivers
Launches vary widely by industry
• Innovation frequency
• Asset vs. technology driven industry
• Pr...
Launch Phases
• Prelaunch
• Lift Off
• Early Ascent
• Throttled Ascent
• Full Throttle Ascent
• Orbital Insertion
• Sustai...
Where do Launches fit in?
Corporate Business Plan
Integrated Marketing Plan
Product Marketing Plan
Product Launch Plan
7 A...
Prelaunch
• Product ready – 4P’s
• Launch objective
• Strategy and type
• Launch team assembly
• Schedule & milestones
• M...
Plan for Contingencies
9 Anatomy of a Launch – Douglas Johnson
Lift Off
• Prelaunch complete
• Day One availability
• Full commitment
• Team fully engaged
• Resources engaged
• Metrics ...
Early Ascent
• Beyond the launch
customer(s)
• First snapshot of health of
launch
• Attention turns to longer
term process...
Throttled Ascent
• Assessing launch
progress
• Validating a priori
assumptions
• Potential corrections
• Power down vs. Po...
Full Throttle Ascent
• Monitoring of progress
• Validation of
corrections - metrics
• Continued team
commitment
13 Anatomy...
Orbital Insertion
• End of launch phase in
sight
• Progress in adoption
and market share
• Larger adjustments
now possible...
Sustainable Orbit
• Launch completed
• Marketing and Sales
now in total control
• Life cycle orientation
• Sustainable pip...
About the Author
Douglas Johnson
Doug is a business builder, leveraging his marketing and
business development expertise t...
Contact Info
• Douglas Johnson
• djjohnson@earthlink.net
• 919.308.5288
• www.linkedin.com/in/douglasjjohnson
17 Anatomy o...
Thank you to our sponsors:
18 Anatomy of a Launch – Douglas Johnson
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ProductCamp RTP 2010 - Anatomy of a Product Launch - Doug Johnson

  1. 1. Share In The Conversation October 30, 2010 Anatomy of a Product Launch What we can learn from Rocket Science Douglas Johnson
  2. 2. Thank you to our sponsors: 2 Anatomy of a Launch – Douglas Johnson
  3. 3. 3 Anatomy of a Launch – Douglas Johnson
  4. 4. Launch - Tubeless Toilet Paper • biggest change in 100 years • test launch at Walmart in Northeast • $9 billion market • 17 B tubes annually in US = 160 MM lbs of trash • special winding process • potential for paper towels 4 Anatomy of a Launch – Douglas Johnson
  5. 5. Launch Profile Drivers Launches vary widely by industry • Innovation frequency • Asset vs. technology driven industry • Product liability (e.g. software vs. drug) • Life cycle for products (consumed vs. durable) • Installed base adoption rate • Switching costs • Market size 5 Anatomy of a Launch – Douglas Johnson
  6. 6. Launch Phases • Prelaunch • Lift Off • Early Ascent • Throttled Ascent • Full Throttle Ascent • Orbital Insertion • Sustainable Orbit 6 Anatomy of a Launch – Douglas Johnson
  7. 7. Where do Launches fit in? Corporate Business Plan Integrated Marketing Plan Product Marketing Plan Product Launch Plan 7 Anatomy of a Launch – Douglas Johnson
  8. 8. Prelaunch • Product ready – 4P’s • Launch objective • Strategy and type • Launch team assembly • Schedule & milestones • Metrics & tools • Securing resources • Problem resolution 8 Anatomy of a Launch – Douglas Johnson
  9. 9. Plan for Contingencies 9 Anatomy of a Launch – Douglas Johnson
  10. 10. Lift Off • Prelaunch complete • Day One availability • Full commitment • Team fully engaged • Resources engaged • Metrics start 10 Anatomy of a Launch – Douglas Johnson
  11. 11. Early Ascent • Beyond the launch customer(s) • First snapshot of health of launch • Attention turns to longer term process of ascent • Challenge: stay focused • Watch for anomalies 11 Anatomy of a Launch – Douglas Johnson
  12. 12. Throttled Ascent • Assessing launch progress • Validating a priori assumptions • Potential corrections • Power down vs. Power up 12 Anatomy of a Launch – Douglas Johnson
  13. 13. Full Throttle Ascent • Monitoring of progress • Validation of corrections - metrics • Continued team commitment 13 Anatomy of a Launch – Douglas Johnson
  14. 14. Orbital Insertion • End of launch phase in sight • Progress in adoption and market share • Larger adjustments now possible • Follow on possibilities • Increasing market feedback 14 Anatomy of a Launch – Douglas Johnson
  15. 15. Sustainable Orbit • Launch completed • Marketing and Sales now in total control • Life cycle orientation • Sustainable pipeline • Launch post mortem • Launch team prepares for next launch 15 Anatomy of a Launch – Douglas Johnson
  16. 16. About the Author Douglas Johnson Doug is a business builder, leveraging his marketing and business development expertise to drive organization- wide strategic initiatives that deliver on corporate growth and profitability -- bringing innovative technologies to market and establishing new lines of business through cross-functional teams. He has held a variety of key positions with a number of Fortune 500 companies. 16 Anatomy of a Launch – Douglas Johnson
  17. 17. Contact Info • Douglas Johnson • djjohnson@earthlink.net • 919.308.5288 • www.linkedin.com/in/douglasjjohnson 17 Anatomy of a Launch – Douglas Johnson
  18. 18. Thank you to our sponsors: 18 Anatomy of a Launch – Douglas Johnson
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