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201 good product launch, bad product launch (john zilch)

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ProductCamp Boston May 12 2018

Published in: Marketing
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201 good product launch, bad product launch (john zilch)

  1. 1. Good Product Launch, Bad Product Launch
  2. 2. What’s more important to a product launch? Awesome Marketing Strategy Incredible Product
  3. 3. A little about me … @johnzilch growthandgrit.com
  4. 4. Please jump in.
  5. 5. Good Product Launch, Bad Product Launch 1. Demand 2. Market 3. Timing 4. Value 5. Distribution 6. Scalability 7. Execution
  6. 6. Bad Product Launch: Minimum viable product "We just weren't brave enough, honestly, and we ended up chasing Apple with a product that actually wasn't a bad product, but it was still a chasing product, and there wasn't a reason for somebody to say, oh, I have to go out and get that thing.“ – Former Microsoft exec Robbie Bach
  7. 7. Good Product Launch: Marketable viable product
  8. 8. Good Product Launch, Bad Product Launch 1. Demand 2. Market 3. Timing 4. Value 5. Distribution 6. Scalability 7. Execution
  9. 9. Good Product Launch: Market Focus
  10. 10. Bad Product Launch: Losing Sense of Customer
  11. 11. Good Product Launch, Bad Product Launch 1. Demand 2. Market 3. Timing 4. Value 5. Distribution 6. Scalability 7. Execution
  12. 12. Good Product Launch: Right on Time
  13. 13. Bad Product Launch: Launching too early
  14. 14. Good Product Launch, Bad Product Launch 1. Demand 2. Market 3. Timing 4. Value 5. Distribution 6. Scalability 7. Execution
  15. 15. Good Product Launch: Highlighting the ‘Why’ “To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car- sharing service instead of owning a car, you save money while reducing your carbon footprint.” – zipcar ad
  16. 16. Bad Product Launch: Highlighting the ‘What’ “Some (engineers) argued that it should be worn all the time, while others believed it should only be used in certain situations.” – Bob Doyle, Business2Community
  17. 17. Good Product Launch, Bad Product Launch 1. Demand 2. Market 3. Timing 4. Value 5. Distribution 6. Scalability 7. Execution
  18. 18. Good Product Launch:“Pull” marketing
  19. 19. Bad Product Launch: “Push” marketing
  20. 20. Good Product Launch, Bad Product Launch 1. Demand 2. Market 3. Timing 4. Value 5. Distribution 6. Scalability 7. Execution
  21. 21. Good Product Launch: Operational readiness "In 30 seconds, we tripled in size," said John Swedish, operations manager for Death Wish Coffee.
  22. 22. Bad Product Launch:Agile business planning
  23. 23. Good Product Launch, Bad Product Launch 1. Demand 2. Market 3. Timing 4. Value 5. Distribution 6. Scalability 7. Execution
  24. 24. Good Product Launch: Family Meetings
  25. 25. Bad Product Launch: Sit Downs
  26. 26. Good Product Launch: Program management
  27. 27. Take ourTemplate Find it at: www.growthandgrit.com

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