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Building the Product Launch Checklist

Building the Product Launch Checklist



Presented at the inaugural ProductCamp Chicago on June 19th, 2010

Presented at the inaugural ProductCamp Chicago on June 19th, 2010



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    Building the Product Launch Checklist Building the Product Launch Checklist Presentation Transcript

    • Building the Product Checklist Tim Courtney and Peter Morano
    • Introductions
      • Tim Courtney (@timcourtney)
        • Tireless customer and user experience advocate.
        • Director, Marketing and Brand Strategy at KeyLimeTie
        • Co-Chair SocialDevCamp Chicago
      • Peter Morano (@petermorano)
        • Developing software for 15 years
        • CIO at KeyLimeTie
    • Overview
      • A product’s success has as much to do with the quality of the launch as it does with the quality of the product.
      • Using a checklist increases the likelihood of a successful launch.
    • The Checklist
      • The checklist itself is nothing more than a bulleted list of tactics that have to happen or be in place prior to throwing the switch.
      • It might include:
        • Outreach to influencers
        • Documentation, tutorials
        • Support resources designated (with SLAs)
    • Seriously?
      • Seems so intuitive!
        • In many cases, teams are focused on developing the product, and launch becomes an afterthought.
        • Talented companies and people fall short of executing a great product launch because of the things they overlooked.
    • Mistake 1
      • If you don’t have a product manager, who’s watching the list?
        • Developers like to think project managers will do this.
        • Project managers like to think marketing will do this.
        • No one likes to talk to QA!
        • Business owners want to get the stuff out there to start seeing revenue.
    • Lesson 1
      • Every team member is responsible for seeing that this list is used.
        • Project Managers, Developers, QA, Business Sponsors
    • Mistake 2
      • Not designating a list owner
    • Lesson 2
      • Designate a Product Manager, even if that is not their actual title
        • It’s a role, not necessarily a position.
        • Make someone accountable.
        • Give them authority over the launch schedule.
        • Don’t penalize them for making the right call.
    • Mistake 3
      • Not treating each item on the list like any project requirement.
    • Lesson 3
      • Track checklist items in the same task management system you use for any work item
        • Provide estimates early so stake holders understand the true cost of a launch.
        • Each item should have an assigned resource.
        • Track progress of work items, and throw up flags when something is not done.
    • So What Goes On The List?
      • Depends on the product type and the launch success criteria.
        • No one-size fits all.
        • Use templates as starting points.
    • So What Goes On The List?
        • Planning and Research
          • Competitive Analysis, Minimally Viable Product
        • Technical
          • Product Documentation
        • Operations
          • Adequate inventory levels, Distribution pipeline primed
        • Marketing and Sales
          • Build Influencer Contact List, Media Outreach
        • Support
          • Assign personnel, Define SLAs
    • Discussion
      • Your thoughts and experience.