The document outlines the three phases of a successful product launch: the Brain Phase (pre-launch planning), the Work Like Crazy Phase (the first 6-12 months on shelves requiring fast adjustments), and the Love it or Leave it Phase (determining if the product is a success, marginal success, or failure within 12 months). It emphasizes the importance of understanding consumer behavior through modeling to plan effectively for all phases and ensure products meet or exceed expectations.

1. The three phases of a product
launch

2. Launching a new product…
3 possible outcomes:
 …Success & the “AHA’s”
 Meet or exceed expectations
 …Okay and WDWDN?
 Didn’t quite meet
expectations, but also not a
complete failure
 …Disaster & the AwS$$ts
 Way below expectations
WDWDN: what do we do now?

3. We see 3 phases to a product launch
1. Brain Phase (pre-launch)
2. The Work Like Crazy
Phase
3. Love it or Leave it Phase
(Immediate
post launch)
12 months on the
shelves and thereafter

4. The Brain Phase
 Pre-launch planning and development
phase
 Gather consumer insights and
knowledge
 Simulate a baseline plan
 Optimize the media mix
 Test and prepare for potential
scenarios

5. The Brain Phase (Continued)
 Complete a risk portfolio
 Balance risk with
expected returns
 Planning to win the
first 6 to 12 months

6. The Work Like Crazy Phase
The first 6 to 12 months of life on the shelves
“Planning is everything. Plans are
nothing.” – Eisenhower
Eisenhower knew that as soon
as any battle begins the
nothing goes according to
plan. But planning for the
contingencies allows fast and
accurate decision-making to
stay on the offensive and still
be able to achieve the desired
goals
Make fast adjustments based on
 Competitive response
 Retail uptake
 External influences

7. The Work Like Crazy (continued)
 Prior estimates are now facts - or not
 Adjustments need to be made (Media, sales,
promotions, etc….)
 Monitor, review & Repeat

8. Love It or Leave It Phase
 The go/no-go to success
 It’s wildly successful
 How can we help keep the party
going!?!
 Its marginally successful
 How can we diagnose what’s wrong and
help fix it?
 It didn’t make it
 Diagnose what went wrong, figure out
how to fix it, or support the no go
decision making

9. Love It or Leave It (continued)
 Not successful? – How &
Why?
 No-go – What? Why?
What’s Next?
 More launches fail than
are successful – How to
avoid for the future?

10. Avoid the Aws$$ts; Deliver the Aha’s with
Consumer centric modeling approach
 These three phases represent the critical requirements
companies need to consider when bringing new innovation to
market
 We’ve worked throughout all phases and have helped companies
make significantly better decisions to:
 Plan the ‘Brain Phase’ better
 Enhance the ‘Work Like Crazy Phase’ to increase sales
 Deliver some Love for the ‘Love it or Leave it phase’
 MarketSim is the Agent Based Modeler major brands can use to
obtain the success they need

11. Building plans for success with Consumer
Centricity
The only way to win is to
understand the consumer
 Modeling consumer purchase behavior
 Projecting the future based on a deep
understanding past consumer behavior
Understanding consumer purchase
behavior revolutionizes marketing
planning for the most critical and
most difficult strategic and
tactical marketing decisions

12. ProRelevant.com
Guy R. Powell
Thank you
We have an upcoming webinar series on this topic. If you’d like to learn more
about how we can help you deliver successful product launches simply hit
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