ProductCamp RTP 2010 - Anatomy of a Product Launch - Doug 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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