Product Launch Example


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Here is an example top level report containing my ideas on how to launch a Security Management Software.

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Product Launch Example

  1. 1. -62865459740COMPANY – Product Name 08FallSoftware Report By Zoe YatesCopyright © 2009 Zoe Yates, 104 Hillberry, Bracknell, Berks RG12 7ZY<br />Version Control<br />VersionDateCommentsIssued by1.03rd October 2009CreationZoe Yates<br />Contact Information<br />NameAddressTelephoneEmailZoe Yates104 Hillberry, Bracknell, Berks, RG12<br />Contents<br /> TOC o " 1-3" h z Version Control PAGEREF _Toc116314610 h 2<br />Contact Information PAGEREF _Toc116314611 h 2<br />Contents PAGEREF _Toc116314612 h 3<br />Terminology PAGEREF _Toc116314613 h 4<br />1.Introduction PAGEREF _Toc116314614 h 5<br />2.Internal Launch PAGEREF _Toc116314615 h 6<br />2.1Software Launch Pack PAGEREF _Toc116314616 h 6<br />2.2Internal Product Awareness PAGEREF _Toc116314617 h 6<br />3.Understanding The Market PAGEREF _Toc116314618 h 7<br />3.1Key Competition PAGEREF _Toc116314619 h 7<br />3.2Third Party Product Support PAGEREF _Toc116314620 h 7<br />3.3Product Unique Selling Point’s PAGEREF _Toc116314621 h 8<br />3.4Product Licensing PAGEREF _Toc116314622 h 8<br />3.5Target Markets PAGEREF _Toc116314623 h 8<br />4.External Launch PAGEREF _Toc116314624 h 9<br />4.1Press and Media PAGEREF _Toc116314625 h 9<br />4.2End Users PAGEREF _Toc116314626 h 9<br />4.3Integrators and Developers PAGEREF _Toc116314627 h 9<br />5.Promote the Product - Online PAGEREF _Toc116314628 h 10<br />5.1Microsite PAGEREF _Toc116314629 h 10<br />5.2Social Networking Sites PAGEREF _Toc116314630 h 10<br />6.Notes PAGEREF _Toc116314631 h 11<br />Terminology<br />ACSAccess Control SystemAPIApplication Programmer’s InterfaceBMSBuilding Management SystemCCTVClosed-Circuit TelevisionCODECCoding and/or Decoding UnitDVRDigital Video RecorderFPSFrames per Second (not Fields per Second)GBGigaBytesGUIGraphical User InterfaceI3DImmersive 3D TechnologyIPInternet ProtocolJPEGJoint Photographic Experts GroupLANLocal Area NetworkMBMegaBytesMBpsMegaBytes per SecondMbpsMegabits per SecondMJPEGMotion Joint Photographic Experts GroupMPEGMoving Picture Experts GroupNTSCNational Television System Committee (US TV format)NVMSNetwork Video Management SystemNVRNetwork-attached Video RecorderOSOperating SystemOSDOn-Screen DisplayPALPhase Alternation Line (European TV format)PTZPan Tilt ZoomQoSQuality of ServiceSDKSoftware Development KitSISystem IntegratorSLAService Level AgreementSMSSecurity Management SoftwareUSPUnique Selling PointWANWide Area Network<br />Introduction<br />This report has been created as a response to the request of John Smith on behalf of COMPANY.<br />The purpose of the report is to demonstrate my understanding of the current PRODUCT market and provide information and ideas on how we can help increase market awareness of the product and the COMPANY brand.<br />The report contains ideas on releasing the product internally and externally, information on current competition and typical software licensing options.<br />The report is based upon my current exposure to the PRODUCT, my industry knowledge, experience of launching such a product to the market and information available in the public domain.<br />Internal Launch<br />Software Launch Pack<br />An internal launch pack should be created and released to all staff within the business. The pack should contain information on what the product is, how it works and who the key contacts (Sales People, Pre-Sales and Technical Support contacts) for the product are. The pack will contain datasheets, cheat sheets and recent case studies highlighting projects where the product has already been successfully used.<br />The launch pack could be handed out at an internal product launch event held in house. All staff will be invited to the event that will include a short presentation of the product, live product demonstrations and the launch pack. Perhaps a gimmick such as slinky demonstrating how flexible the product is or some 3D glasses high lighting the products 3D capabilities. The event should ideally include snacks and refreshments.<br />It’s key to any product that all employees within the business fully understand the product, its capabilities and key markets. This creates an environment where the team feel part of the product and its success, ultimately leading to improved mural and a greater commitment to the product and it’s future long-term success. <br />Internal Product Awareness<br />Keeping employees up to date on the product and its achievements is equally as important as the launch itself. Regular updates should be provided to all employees, updates can be provided in a number of ways including but not limited to:<br /><ul><li>Company Intranet providing the latest news about the product.
  2. 2. Quarterly or six monthly newsletters.
  3. 3. Hand out on people desks.
  4. 4. Product Update meetings.</li></ul>Understanding The Market<br />Key Competition<br />CompanyProduct NameUnique Selling PointKey MarketsCortechDatalog (Current Version is 4)3D Mapping, number of products supported and refund credits based on support levels.Public and private sector including transport, telecoms and energy suppliersISMGenesys3D Static Mapping, Touch Screens, Migrating Server Technology and number of products supported. Private and public sector including police and prisonsCNLIP Security Center (IPSC)Static 3D Maps, Text Message Reporting and business automation process.Public Sector inc council, police plus private sector.CDCIntegraIntegration capabilities.Public and Retail SectorsBarcoControl Room Management SuiteDisplay Management and support for third party NVR’s.Public and private sector control rooms<br />Third Party Product Support<br />Each of the companies mentioned in subsection 3.1 all have their own unique USP however all of the above actively promote products and partner companies they integrate with. When considering a security management product the number of third party integrations can be a deciding factor in the decision process. Below is table showing recommended Integration Partners: <br />CCTVACSIntruderFireEvacuationSystemsBMSAxisLenelGalaxyGentCOMPANYHoneywellPelco(Analogue and Endura)JanusGEGEBoschSiemensMilestoneC-CureAdemcoTycoHoneywellTycoBoschPaxtonTycoBoschTycoTrendDedicatedMicrosPACBoschSiemensGEX<br />Product Unique Selling Point’s<br />PRODUCT’s key USP’s are it’s Immersive 3D Technology, stability, easy to use interface and open source architecture. <br />PRODUCT’s i3D Technology allows operators to fully immerse themselves within the 3D environment they are monitoring, this allows for faster and more accurate response times. i3D provides a completely 3D environment but also allows the operator to interact visually with all points available to them within the 3D environment. This includes detailed information on the point itself, control of that point and what area that point covers (e.g. the coverage area of a particular camera).<br />PRODUCT is based on Linux, Linux is renowned for it’s stability and security allowing for maximum system up time and lower security risks, however Product has additional built in redundancy and failover as standard which means operators can focus on monitoring without interruptions due to system faults.<br />An intuitive user interface comes as standard with PRODUCT. The system is designed to maximise the users experience whether they are monitoring or managing the system. PRODUCT has been designed on the ‘three click rule’. This means super fast access to the information the user requires in no more than three clicks. System status, point status and any alarms are clearly displayed to allow operators and managers an accurate system overview.<br />PRODUCT has been created using open source software, this means that PRODUCT comes as standard with SDK’s and API’s allowing third party companies to expand PRODUCT capabilities based on their own requirements.<br />Product Licensing<br />Generally products such as PRODUCT are licensed in the following way:<br />Base License – The base license is an initial cost for the system software itself. This cost can either be a one of cost for the system or based on a per server cost.<br />Client License – This is usually based on a per user cost. The customer pays for the number of simultaneous users they expect to have logged into the system at anyone one time.<br />Point License – A point is usually the end device, for example cameras, access control readers and intercom points. Point license can vary in price based upon complexity of the point.<br />Third Party Integration Modules – A license cost for the support of third party software solution. E.g. an intruder alarm panel, Fire Panel or video analytics solution.<br />Some companies offer a sliding scale pricing scheme for Base, Point and Client license costs. This involves paying a larger up front for the base license but a lower cost for the client and point license or vice versa. <br />Target Markets<br />PRODUCT key targets markets are currently transport sector with rail being the key target segment, however PRODUCT is also suitable for many other control room environments within both public and private sectors including:<br /><ul><li>Council Control Rooms
  5. 5. Military Control Rooms
  6. 6. Large Corporate and Blue Chip Company Control Rooms
  7. 7. Alarm Receiving Centres.
  8. 8. Gas and Oil</li></ul>External Launch<br />Press and Media<br />A successful external press launch is vital to any PRODUCT release. The PRODUCT launch should be structured around creating as much excitement about the PRODUCT within the media as possible. A press launch should take place in an easy to reach location and if possible take place at a customer site. Industry journalists from various relevant markets should be invited to the launch. The launch should include a live PRODUCT demonstration, guest speakers from existing customers describing their experiences and the business benefits of the product. A tour of the customer site with questions and answers should also be scheduled during the launch; this allows the journalists to witness PRODUCT in action. The launch should include the refreshments and/or lunch.<br />Press Launch packs should be created and given out at the launch event, these will typically be similar to internal launch packs providing information on the what PRODUCT is, how it works and the benefits to customers. It’s often a good idea to have goodie bags containing PRODUCT branded gifts such as pens, pads and some sort of gimmick to remind the journalist of the product.<br />The external launch should be followed up with strategic marketing campaigns targeting each of the key market sectors; these should include online, print and PR.<br />End Users<br />The PRODUCT launch should be structured around the key business benefits and the total cost of ownership compared to other comparable products. The launch should take place in an easy to reach location and if possible take place at an existing customer site. Selected end users from various markets should be invited. The Launch should include a live PRODUCT demonstration, guest speakers and a tour of the customer site with questions and answers. <br />Launch packs should be created and given out at the launch event, these will typically be similar to internal launch packs providing information on the what the product is, how it works and the benefits to customers. It’s often a good idea to have goodie bags containing PRODUCT branded gifts such as pens, pads and some sort of gimmick to remind the end user of the product and it’s launch.<br />The launch should include refreshments and/or lunch.<br />To reduce costs the end user launch could take place on the same day as the press launch. Press launch in the morning and end user in the afternoon for example.<br />Integrators and Developers<br />Subject to the chosen route to market if the business is interested in attracting integrators and developers then an open day should be planned at the office. The Integrator and developers launch should include a technical presentation and demonstration including a Q&A session. PRODUCT developers should be on hand to answer any developer related questions.<br />As with the press and end user launch, launch packs and goodie bags should be made available, as should refreshments.<br />Promote the Product - Online<br />Microsite<br />A Microsite should be created exclusively for PRODUCT. The site should clearly define what PRODUCT is; it’s capabilities and the key business benefits.<br />The Microsite should be dynamic and hard hitting utilising technologies such as flash and prodcut related video to demonstrate PRODUCT and it’s key USP’s. The site should also include datasheets, case studies and important contact information (Data Capture).<br />According to the netnames website and have already been registered to COMPANY and would be the recommended domain names for the PRODUCT Microsite. I would also recommend registering as this could be used at a later date for a dedicated partner portal.<br />Social Networking Sites<br />Social networking sites are a great way to share information with customers, end users and the press. MySpace and FaceBook are generally the most popular with approx 253,145,404 and 200,000,000 users respectively. Pages should be created on one or both sites providing the latest information, pictures and videos relating to the product. <br />Twitter is also becoming actively used to market products and is currently receiving a great deal of press activity. A twitter following should be created allowing customers and the press to follow the products activities. <br />Companies currently utilising social network sites include Microsoft, The AA, Johnson & Johnson and many other major brands.<br />Notes<br />System Minimum Requirements<br />Services<br />Professional Services<br />Commissioning<br />Support and Maintenance<br />T<br />