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.

Topics Why products fail Why launches fail Critical launch elements The right launch sequence Seven steps to success

Why products fail

Why launches fail

Critical launch elements

The right launch sequence

Seven steps to success

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

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

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

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

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

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

The right launch sequence Seven steps to success Carry out post-launch audits to determine whether or not launch goals and metrics were met. Validate Strategy, Business Case, and Value Proposition Align 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 1 2 3 4 5 6 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_address]

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_address]